Monday, April 15th, 2024
Hiring the Right Agency for Your Sampling and Activation Program: A Guide for Spirits, Wine, and Beer Brands
By Dante Maciel
With the astounding number of new and exciting brands emerging within the beverage alcohol industry, the need to stand out in the minds of your targeted consumer is more important than ever. As you look to create engagement and awareness for your brand, a strategic and targeted sampling and activation program is a critical part of the brand building journey. For such an important investment, we often see brands invest in expensive ad-hoc programs across multiple markets without the consistency in training, execution and reporting that is required for a truly successful program.
When launching a sampling and activation program for beer, wine, or spirits, selecting the right agency is crucial for the success of your campaign. Here are the key factors to consider to ensure high-quality execution, measurable results and a maximized ROI:
1. Expertise in Brand Training
The agency should provide comprehensive training to ensure that their staff fully understands your brand and products. This training should be standardized to guarantee that every representative delivers the same high-quality experience to consumers. The staff should be knowledgeable about the nuances of the brand, including history, production process, and tasting notes, to engage effectively with your target audience. Additionally, your agency should take the important step to ensure that each brand representative understands and aligns with your brand’s targeted consumer as much as possible, inviting the opportunity for deeper engagements with each customer interaction, and ultimately, a higher conversion.
2. Consistency and Brevity in Reporting
Choose an agency that values clear, concise and transparent reporting. Consistent reporting methods allow for easy comparison of data over time, which is essential for measuring the success of the program. Reports should be brief, yet detailed enough to provide insights into what is working well and what needs improvement, enabling you to make informed decisions quickly.
3. Cost Savings and Greater ROI
Piggybacking off of this need for consistency means it’s hugely beneficial to use one agency for all aspects of your program. Using an agency with the ability to activate nationally can lead to significant cost savings and a higher ROI on your program. A single agency overseeing your program ensures streamlined communication and uniformity in brand training and execution across all markets. This holistic approach reduces the overheads associated with coordinating multiple vendors and minimizes the risks of inconsistent representation of your most valuable asset - your brand! With one agency accountable for the entire process, it is easier to consistently track performance, make adjustments as needed, and ensure a cohesive and successful campaign.
4. Quality Data and Clear Results
The agency should use data collection and analysis methods that will clearly show the tangible results of the activation program. Look for agencies that offer real-time data access and can demonstrate the program's impact on brand awareness, customer engagement, and sales figures. Quality data will help you more easily understand the return on your sampling investment and justify the marketing spend, allowing you to adjust as needed so that your dollars are being put to work effectively.
5. Quality Execution
Execution is where the planning meets the road. The agency must be able to deliver high-quality experiences consistently across all events. This includes everything from arriving early to set up the activation site, to the nuanced interaction between staff and consumers. The agency’s ability to execute flawlessly reflects directly on your brand, so choose a partner that is known for maintaining high standards.
In Summary
In summary, when hiring an agency for a sampling and activation program in the beer, wine, or spirits industry, it is vital to select a partner that offers high-quality and standardized brand training, consistent and brief reporting, quality data demonstrating clear program results, and high-quality execution. Opting for one agency to manage the entire process can lead to cost savings and a greater ROI, providing a seamless experience that upholds brand integrity and maximizes campaign effectiveness. Choose wisely to ensure that your brand is represented in the best possible light and that your investment yields the desired outcomes.
If you’re considering a regional or national activation program for your beverage brand, TMS Agency can partner with you to develop an impactful and strategic campaign that will drive trial and create meaningful awareness around your brand. With over 85 combined years of sales and marketing experience in the beverage industry, we are experts at building brands that capture attention and inspire loyalty.
Author: Dante Maciel
Transformative Marketing Services
With over twelve years of experience in ground-up development and operational oversight of beverage industry-leading national field sales and marketing programs for globally recognized brands, Dante is known for strategic thinking, identifying inefficiencies and striving for continuous improvement.
