Sherrill - Brand Ambassador Program
• To develop brand awareness and status with the brand’s
• Build relationships and execute high energy on-premise
promotions in local influence accounts.
• Impact participation in local events.
How it works
- Regional Manager
educates the Distributor about the program.
- Distributor designates
an individual to be the Ambassador’s primary contact.
- Working as a team,
MSP will identify 25-50 target on-premise accounts, plus local
events, for the Ambassador to pursue.
Meeting that must take
- Every two months
a review with the Ambassador and Distributor contact.
- Monthly update meetings
between Ambassador and Wholesaler contact.
- Ambassador and Distributor
sales team work together to begin developing the brand in target
- It is imperative
that regular communication be developed between Distributor
contact and Ambassador.
- The Ambassador must
be viewed as part of the team and not just a promotional person.
- The Ambassador is
not to work independently of the Wholesaler.
- The Distributor
and the local sales team should be aware of all activities that
the Ambassador in involved in.
- The Ambassador reports
directly to Maia Sherrill Promotions
- MSP, Inc. is responsible
for day-to-day management of the Ambassador.
- The Ambassador is
budgeted to conduct a targeted number of on-premise promotions
- Copies of promotion
evaluations will be forwarded to the contact manager monthly.
Why have Ambassadors?
- To identify and
target accounts consistent with brand objectives to concentrate
efforts on market influence accounts.
- To provide the information
and confidence to bartenders and wait staff, and sales staff
so they become educated recommenders of your product.
- So that Ambassadors
can take the time required to talk with an account management,
bar staff and wait staff about your product. To build strong
local relationship between your brand and the community, so
brand awareness is built through word of mouth.
- To provide the necessary
resources, to effectively execute on and Off-premise sampling
of your product. To conduct special events, so your product
is profiled with influential people in the community and receive
logo placement for your product.
- Works with the Distributor
representative, not in place of him/her
- Develops and maintains
share of mandatory Key targeted accounts.
- Implements sales
programs; selects, organizes and attends on-premise promotions.
- Targets key on-premise
accounts to build brand and develop recommenders.
- Build product knowledge
among staff, so they give your product extra attention at on
and off-premise accounts
- Works with and trains
sales force on how to conduct your product promotions, so that
they have an army of educated people.
Use the following thirteen-step guide as a check list for implementing
local on-premise promotions.
- Schedule meetings
with ambassador and Distributor contact.
- Select trend settings
area’s within the market.
- Identify key target
accounts within the market and set objectives
- Begin sequence programming
of on-premise accounts.
- Set up promotions
with key accounts.
- Implement Distributor
and wait staff trainings
- Identify local
community events for participation.
- Initiate plan to
develop local event participation.
- Initiate collection
of bar staff names and addresses for future direct contact and
- Continue to develop
relationships with Distributor personnel and key account bar
and wait staff.
To accomplish your
objectives, MSP, Inc. will provide the following:
- Professional, hard
working, and motivated Ambassador
- Account confirmations
- Point of sale mentoring
- Key account tracking
- Report evaluations
- Product training
- Pictures from promotions
The following list of three reporting forms should be used to
assist with daily work activities. Use them for planning and reporting
important feedback information.
A description with information explaining the purpose and instructions
for use precedes each form in the following section.
List of three forms provided includes:
- Target Account list.
- Expense report.
- Promotion Evaluation
Target Account list
Use to identify target
accounts for market development.
- Work with the local
Wholesaler to identify Ambassadors target influence and class
- Once Ambassador
has identified the target accounts they will submit the list
to ambassador and Wholesaler.
- The Ambassador will
update target list quarterly.
Use to submit your expenses for reimbursement.
- Expense reports
must be submitted on the last day of the month.
- Forms should be
submitted to the ambassador, for approval
- A promotion evaluation
form must be submitted for each activity conducted on the expense
- Receipts are required
for all expenses.
Use to document results of on-premise promotions.
- complete information
for each individual promotion completed
- Take and submit
photos of each event
- Ensure Ambassadors
document how many bottles of product used in promotion and the
quantity of point of sale materials used.
- Evaluations must
be submitted with the expense report.
We cover the following
MSP has been specializing in executing on and off promotions for
over two decades.
- Monterey/Santa Cruz
- San Jose/South Bay
- San Francisco
- Santa Rosa
We take pride in being
able to service such a diverse market as San Francisco. We have
promotion staff that represents the Mainstream, Urban, Hispanic,
Asian, and all other cultural communities that exist in this challenging