1. Hart Advanced Resource Team
Brand Ambassador Program

2. Executive Summary
 The Brand Ambassadors fill a gap in your
Distributor sales force providing in-depth
specialized brand and product knowledge
 The Brand Ambassadors’ Core
Responsibilities focus on the Education of
Customers, Distributors and Consumers

3. Executive Summary
Brand Ambassadors …
 Right for your business & brands.
 Must have clear measurable goals.
 Aligned behind your mission critical strategy.

4. Why have a Brand Ambassador?
 Provide high-end, specialized selling capabilities and knowledge depth
 Training and in-depth brand/product/category knowledge to
distributors, key customers & their staff and consumers
 Spread the product message on your key brands to drive widespread
brand adoption
 Brand Ambassadors provide a value-added service to customers and
their staff through training and service recommendations which can
lead to an enhanced consumer experience
 Brand Ambassadors build the relationship to “tell the story” providing
sound bytes to staff leading to recommendation and better informed
customers and consumers
 Brand Ambassadors are used to “crack” tough accounts in concert with
the distributor sales person

5. How are Brand Ambassadors
Managed?
Hart Agency Supplier
 Training & Recruitment  Owns the KPI Achievement
 Budget Management  Sets acct specific KPIs
 Daily Management  Acct Selection
 Monthly Performance  Weekly Communication
Management
 Monthly Reviews
 Quarterly Review
 In Market Work Withs
 Monthly Calls w/ Supplier &
Distributor
Distributor
 Follow-up on Ambassador
commitments
 Leverage program
 Account Selection/Work
Withs
 Assist in setting KPI’s

6. Aim & Rationale
 Aim:
 Deliver brand education to promote understanding and confidence among distributor
sales personnel, the retail trade and consumers in order to drive rate of sale
 Rationale
 Successful Model: The Ambassador model has demonstrated success for many
suppliers
 Drives Focus: The Ambassador model has delivered focus on low volume High
Profit brands
 Complex Categories: Wine, Bourbon, Tequila, etc., are perceived as complex
resulting in the trade & consumers needing a level of understanding and confidence
to sell and choose out brands
 Bolster Strength in Key Accounts: A significant portion of business is from key
accounts, which will lead to a competitive strength
 Leverage Category Expertise: Brand Ambassadors gain credibility, broaden their
influence and increase their effectiveness by representing an entire portfolio

7. Roles & Responsibilities
 Provide in depth education for distributors, trade and consumers
 Form productive partnerships with target accounts, the local distributor and in-
market team to support
 Staff trainings
 New distribution
 Drink menu placements
 Drink features
 Lead the in-market activation of supplier programs
 Report performance against KPI’s
 Serve as a local spokesperson for the Brands
 Support consumer PR events

8. Who are the Hart Agency
Brand Ambassadors
 The Hart Brand Ambassador Team is a hand picked crew of
knowledgeable, creative and passionate individuals
 Well educated & trained
 Part of Mentorship Program
 On average, over 8 years of beer, wine and spirits experience
 Continuous improvement – take classes to maintain competitive edge
 As educators, they are / were the top sellers in top accounts throughout
the area and were consistently requested by key retailers

9. Next Steps
Your Brands +
Our Expertise =
Competitive Advantage
Let’s build your brands
together