6 Must Haves for Off Premise Promotions

Tools of the Trade Promo Talent Need for Off Premise Success

Off premise promotions are wine, spirit or beer promotions that happen at retail locations such as grocery stores, liquor stores or big box retailers. The term off premise literally means that the product purchased will be consumed off of the premises such as at home.

According to recent numbers, 53% of total U.S beverage alcohol dollar sales take place in the off premise environment meaning 47% happen on premise (bars, nightclubs, restaurants etc.).

As brands continue to try to increase market share and grab consumers’ attention at the point of sale, in store promotions and samplings have increased. As a promotional talent, you will be responsible for being the “face of the brand” and educate consumers on the benefits of the brand you are representing.

In order to be a successful off premise brand ambassador, you must have the following 6 items.


1) Table and Black Table Cloth
Adelante Live Wine DemoThe sampling table cannot be too big because of the size of the store and where you may be placed. The ideal size is rectangular (not square) and 48″ wide x 28″ high x 20″ deep . I highly recommend the Cosco brand version that can be found at Walmart or online at multiple stores. It’s lightweight, fits in the back seat of your car and easy to assemble.

This table looks 1000% times better with a black table cloth. A black table cloth makes any table look better and hides spills. Find a black table cloth for the table above here.


2) Non Branded Ice Bucket
If you are required to put bottles on ice or need to provide clean ice for a cocktail or liquor sample, you’ll need a non-branded (plain/no logos) ice bucket for your table unless one is being provided for you. If you are sampling a cocktail or liquor that can be poured on the rocks, make sure you also have a pair of tongs so no hands are touching the ice. Check out a few options that are under $25 here.

3) Sampling Cups
Promotional talent are expected to provide their own sample cups. Cups shouldn’t be any larger than 3 oz and most samples you pour should be closer to 1 oz.  However you may need the larger cup for a sparkling wine, beer or cocktail with ice. If you aren’t provided with branded cups these are nice cups to consider. Stick with clear plastic, no paper and no colors.

4) Bottle opener/Corkscrew
When you are a promoting a brand in a retail environment, you are always a guest in their store. So it’s important that you bring everything you need including your own wine and beer bottle opener as to not be too demanding of the store staff. This is a great 2 in 1 opener that should be part of your off premise promo kit.

5) Brand Information

You must review all brand information in advance. This may be brand sell sheets, a training manual provided by the client or your agency or a website. It is very important that you know the brand history and tasting notes for the product you are sampling. Also remember if you do not know the answer to a consumer question, never make up an answer. Kindly say you are unsure but that you are willing to find out. If you can consult the training manual or website, great. Otherwise please let your agency know so they can inform you of the answer so you will know for the next time. Make sure you know:

  • Brand name and parent company
  • Flavors/varietals/versions etc. it is offered in
  • Where the company is from country, when it was founded etc.
  • Basic “How it’s Made” Information
  • Tasting notes and make sure you can describe the key selling points

6) Clear directions on Execution/Recap

Please follow your agency’s directions carefully. There may be specific check in processes, photo instructions or recap instructions. Contact your agency if you have any questions before you arrive at the location. Please note when executing on behalf of one of Adelante Live’s clients, you may have submit your recap online, on paper or a combination of both. Also if you have any issues or questions on site, it is best to contact your agency as well as quickly as possible.

Remember, in the off premise environment your number one goal is to SELL!! Make sure you are up to date on the specials or sales the stores may be running on your brand. Also it’s an absolute must to have product handy so you can give one to the consumer right after they sample. Follow these steps and have these items on hand and you will be on your way to being a successful (and busy) off premise brand ambassador!


Find Quicklinks to Recommended Products Below:

Janice Rodriguez is the President and Agency Director of Adelante Live Inc. and is excited to book awesome talent on our upcoming off premise demos! Please follow her on Twitter @jvrodrig1029 or on Google+. You can view her full bio here.

7 Tips for Promo Talent: How to Write a Better Event Recap Report

7 Tips for Writing a Better Event Recap Report- Adelante Live blog7 Must-Do’s On Your Next Event or Promo Recap

Last week, my colleague Lisa Marino wrote a post about the vital information brands and agencies should obtain from an event recap report. I wanted to take the opportunity with this post to address the event talent who are asked to fill out such event recap reports. The reports are vital to assessing the success of an event and they must be filled out completely and accurately. This is your opportunity to let your agency and the brand now how the event was received by consumers. Also the report can be used to relay any on site challenges or suggestions on how to improve interactions. Here are some tips to keep in mind when completing a recap report for an event, demo, or promotion.

Take Your Time

We always recommend that our talent bring a printed copy of the report to the event or promotion so they can take notes and write down consumer quotes. Taking notes steadily throughout the day will help you answer the questions on the report so you don’t have to rely on your memory. Double check your counts when taking beginning and ending inventory of product samples or promotional materials. These numbers are important for logistics and budget reasons.

Take time to think about what you are writing and remember your audience. Your agency and the brand client will be reading your comments and remarks. Remember your “voice” and make sure you are writing in a professional manner. The wording you use should be more formal than the way you typically speak. Remember the report is an important element and should be considered a part of your event. Clients are more likely to request specific talent who present themselves in a professional way. The way you write your recap reports is taken into important consideration.

Write Legibly

As mentioned above, we suggest that you make a copy of report for notes. This is especially important if your report must be hand written due to the request of a store stamp or on site manager signature. You will want one copy for notes and to edit comments and then the clean copy should be neatly written and contain the  necessary signatures. If you make a mistake, use whiteout or just put one line through the error- don’t scribble or cross out. Hand written reports need to be very neat so they can be read by the client. Take special care when scanning hand written reports and check the image view before sending to your agency to ensure they are readable!

Use Microsoft Word to Type Answers and Copy/Paste

If you have to submit an online recap report, we recommend that you write answers first in a word processing program so you can easily edit your responses and check your spelling and grammar. Another advantage of using Word or a similar program, is that you can start and save your document and walk away from it if you have to. Some online reports time-out after a while or if you accidentally leave the page, you will lose everything you wrote! Avoid this by using Word to type out your answers and then copy and paste into the online form.

Write in Complete Sentences and Give Insightful Feedback

Do not give one word answers or phrases to questions that require a little more depth. For example, a report we have with a food brand asks, “What other types of products would the consumer like to see us make?”. Some talent just submit: “Candy, drinks, crackers.”

A more professional well thought-out response would be:

“Several female consumers who enjoyed the product were interested in crackers or another type of crispy snack. A few younger consumers thought it would be great to have these flavors in a candy bar. A middle-aged gentleman suggested a protein shake type drink in the chocolate mint flavor. He thought if it tasted more like a dessert, more people would be interested in the product.”

This answer gives more detail into what type of consumer suggested what products and gave very specific feedback. This type of information is important for brands to hear as it gives them direct insight into what their consumer is looking for.

Another example: 

Question: What was the store traffic during your demo?

Typical answer: Slow

Better answer: Customer traffic during the first two hours of my demo was slower than usual. After speaking with the manager, I attribute this to the early start time of the demo. The store manager told me that on Sundays there are more consumers after noon with a peak time being noon-3pm. He suggested we shift the start time of our demo time to 11am or later so we can meet more consumers during the peak shopping times.

The latter gives your agency critical feedback that they may not have known. Now, they can make adjustments to the event time to maximize consumer interactions.

Check Your Spelling and Grammar

If you are using Microsoft Word to type your response, take advantage of the spell and grammar check. However don’t blindly accept their changes and make sure you read their suggestions before you just accept them. Some rules do not apply or they offer a suggestion that doesn’t fit. It’s a computer program and it is a tool to help you proofread but you still need to be the proofreader and double check your work.

Be Aware of Spelling and Grammar Pitfalls

Misspelled words are very common on recap reports. In addition to using the wrong word (too vs. to, they’re vs. their), there are several words that are commonly misspelled. Please review this chart as a refresher on how to spell commonly misspelled words.

Beyond spelling or word choice, there are several common grammatical errors that plague most people’s writing. Please take a minute to review the following list of common errors and keep these in mind before you write your next recap report.

Meet Your Deadlines!

The agency has given you a specific deadline for a reason. They need time to compile the information and send to the client in the manner it is requested. Your agency may have hundreds of the same type of event running simultaneously and they need time to process all the reports and/or photos. When you accept a promotion booking, you are accepting it in its entirety and it is not complete until all reports are submitted. Make sure you make reports a priority!

Use these tips to write better event recap reports. Your agency will love you for it!

Janice Rodriguez is the President and Agency Director of Adelante Live. Please follow her on Twitter @jvrodrig1029 or on Google+. You can view her full bio here. When she’s not working (when is that?) she enjoys traveling, especially if it’s out of the country and she has no access to a computer (or phone).

Measuring ROI in Experiential Marketing Campaigns – Part 2

Other Considerations Beyond Dollars and Cents When Calculating ROI

ROI Part 2- Adelante Live

In my last blog post, I started to discuss how ROI for experiential marketing doesn’t always come down to a simple spend vs. earn equation.  ROI can be determined by other means than just “sales” of an item.

However, if you are executing a retail based demo or promotion then yes, you can certainly devise a sales based number for your ROI but that still won’t give you the entire picture. For example, you can simply calculate the amount of money spent on an event vs. the amount of product sold as a result of the event. However the latter gets tricky- how are you determining which sales resulted from the consumers’ interaction at the event?  Are you looking at sales during just the execution day or a month, quarter,  or year after the event? How are you tracking consumers, whom as a result of their interaction with the event, bought the product the next time they shopped at the store?

These are important questions that add to the complexity of ROI measurement and make it difficult to use product sales ( in any type of promotional execution) as a standalone measurement. Read below for other elements that should be considered when calculating ROI for events and promotions.

Consumer Feedback

During an experiential marketing campaign, in addition to sampling, promoting brand awareness, and/or other consumer interactions, it’s important to take a moment to evaluate how consumers feel about your event and your brand.  Through event recaps with consumer comments and photos or video of consumers at the event, you can collect vital information which can be used to assess an event’s success, plan future marketing initiatives or support your digital content. The value of this type of “live” feedback should be a part of your overall ROI equation. Most agencies will require their brand ambassadors to turn in a recap report and photos after an event. (Make sure you discuss this with your account manager ahead of time. They will work with you on the specific questions you should be asking, and may even have an online reporting system to make viewing your recaps a breeze!)

Take a careful look at the recaps and photos. What did consumers have to say about your product? Remember: You want to hear the positive AND negative impressions. How much foot traffic was at your event? How many samples  of your product were given out? How many consumers were spoken to? How many coupons or collateral were handed out to consumers? This important numerical data that is essential to assessing your event’s success. You want a complete picture of the event and you can use these results to help calculate an overall ROI for your event or promotion.

Coupons and Codes

Using promotional collateral such as coupons or cards with promo codes at an event gives brands a way to track sales which resulted from the event interaction.

Retail level: We were able to measure the success of our client’s (a fast food chain) street teams by using collateral with in-store coupons. The offer of a discount in addition to a personal invitation from a trained brand ambassador made an immediate impact to store traffic.  During one particular event whereby the goal was to increase lunchtime traffic, we saw more than 100 consumers use their coupons in one day alone!

Web sales: By using codes to unlock product discounts or gain entry to “secret” content on your website, you are not only getting the physical card in their hand with your brand on it, but also driving traffic to your site. Combine this with a contact information form, and you’ve now turned this little code into a mega lead generator!

The Bottom Line About ROI

A few things to remember when measuring the cost of live event marketing:

  • Many leads will keep on giving. By collecting consumers’ contact information, you now have someone who you can reach out to time and time again.
  • Experiential marketing is often times not about the sale, but about building brand awareness.
  • By building your social media network, you are priming your consumers for the sale, and also creating a “stir” about your product or service that will reach the masses.
  • Gauging customer satisfaction will help tweak your product offering and guide future marketing campaigns.

We’ve seen a lot of success this past year with clients using events and promotions to get their brand name and product in the market, expand their reach, enhance their social media campaigns, and as a result- make sales!

If you are interested in adding experiential marketing to your campaign in 2013, contact
Janice Rodriguez

Adelante Live - Account Manager - Lisa Marino - Thumbnail Lisa Marino is an account manager with Adelante Live Inc. Please view her full bio here. When she’s not hustling for ALI, she can be found doing a mean cover of “Dreams” at a local karaoke night.

Recent Events

Here’s a closer look at some of our more recent events! From street teams for energy drinks to restaurant grand openings to sampling events for beer and liquor brands, Adelante Live provides the right talent for the right event – every time. We are so proud of the role we and our talent have played in the success of these events. Check back often to see more exciting events and promotions our talented brand ambassadors execute across the USA.