H209 Program Training

H209 Program Training

Re-Branding •

The new name and logo communicate the endless possibilities of what marketing can deliver when driven by creating a shared experience that connect brands and builds trust among consumers.

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The mktg logo features quotation marks to represent conversation and communication, as well as the idea of a message being captured and then shared. This easily recognizable symbol represents mktg’s vision of creating conversations and experiences among brand advocates to drive measurable conversion for its clients.

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Organizational Chart

Diageo Marketing Creates promotional programs

Diageo Sales Manages distribution, assists booking process

Pacific Wine and Spirits/Mesa Distributing Schedules promotions in target accounts

US Concepts Manages and executes promotional programs

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Who is Diageo?

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Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits,wine and beer categories. These brands include: Smirnoff, Johnnie Walker, Captain Morgan, Baileys, J&B, José Cuervo, Tanqueray, Guinness, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines, and Bushmills Irish whiskey. Diageo is a global company, trading in over 180 markets around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). Diageo employs over 22,000 talented people worldwide with offices in around 80 countries. They have manufacturing facilities across the globe including Great Britain, Ireland, United States, Canada, Spain, Italy, Africa, Latin America, Australia, India and the Caribbean. Diageo was formed in 1997, following the merger of GrandMet and Guinness, and is headquartered in London. The word Diageo comes from the Latin for day (dia) and the Greek for world (geo). We take this to mean every day, everywhere, people celebrate with our brands. Their brands offer consumers a variety of ways to mark big events in their lives and brighten small ones.

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Contact Information Jayme Brown – Event Manager (702) 277-8360 cell (702) 262-2238 office (702) 736-7805 fax [email protected]

Nicole Simpson – Warehouse Manager Sure Save – 5555 S Ft Apache Rd Las Vegas, NV 89148 (702) 210-9199 cell

[email protected] 

Verna Truitt - Warehouse Manager

Sure Save – 5555 S Ft Apache Rd Las Vegas, NV 89148 DGUSA / DC&E Portfolio (702) 219-8640 cell

[email protected]

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Policies and Procedures Staffing  No ‘mktg’ part-time employee is guaranteed work, nor is any employee guaranteed a certain amount of work. All employees are hired at will. This means we can end the employment relationship at any time with or without cause. Staffing is based on the needs of the market and the program of that season.  The responsibility of staffing events belongs to Event Management only. EM will consider staffing requests made by accounts and Diageo. Staffing your friends in your place is not acceptable, you must contact the ‘mktg’ staff.

Cancellation  48 hours is required with all cancellations. If you don’t show at an event and you have not spoken to an Event Manager, you will be terminated.

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Policies and Procedures cont.

Event Confirmation  On Site Managers (OSMs) are accountable for confirming event activity with appropriate accounts. The account must be contacted at least three days before the event to confirm event schedule, activity, and location. If there is a discrepancy, the OSM must contact EM immediately.  Samplers are accountable for confirming event activity with OSMs. Samplers must contact the appropriate OSM at least three days prior to the event to confirm event schedule, event activity, account location, account contact, staff attire and any special instructions. If there is a discrepancy, EM must be contacted immediately.

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Policies and Procedures cont. Event Execution  The majority of promotion events are scheduled for either 1 ½ - 3 hours (on-premise) or 3 hours (off-premise), and require ½ hour for set up and ½ for break down. Timeliness is considered detrimental to the success of an event. Lateness will not be tolerated. Late is defined as ten minutes past the scheduled arrival time. Any employee that arrives late for more than three events, and without probable cause, may be terminated  Once an event has ended, employees shall not wear brand identifying clothing and accessories if the employee drinks any beverage or alcohol product. Any employee that is inappropriately dressed for more than three events, and without probable cause, may be terminated.  Staff must not smoke or lounge during the event.  Cell phones and pagers are not to be used during an event. In the case of an emergency, employees must excuse themselves from the property to use a phone.  Once the event has ended, staff is to depart the premises immediately.  After an event has been appropriately confirmed with the account and it is canceled on the scheduled day, the employee(s) will be compensated with a cancellation fee of $25.

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Policies and Procedures cont.

Alcohol Policy  Promotional staff attending a Program will not consume any alcoholic beverages during the 4 hour period prior to conducting any Program events, during the Program events themselves, and for 2 hours after the Program events if remaining at the Program location.  Promotional Staff that violates this policy by consuming alcoholic beverages will be terminated.

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Policies and Procedures cont.

Event Reports  OSMs are accountable for submitting Event Report forms within 24 hours of the event. Samplers are accountable for providing information to be recorded on the ERF. ERFs must be submitted completely and legibly into the EMC within 24 hours. Failure to submit ERFs by the deadline and without probable cause may result in suspension as an OSM.

Warehouse and “Kits”  OSMs are accountable for receiving and returning Point of Sale (POS) kits. POS is available for pick up the week of the scheduled event. Failure to pick up POS without probable cause may result in the event being re-staffed. POS (tables, uniforms, left-over give-aways or product, banners, electronics) must be returned to the warehouse within ONE week after event has been executed unless otherwise instructed.

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Policies and Procedures cont.

 All employees are accountable for submitting Time Sheets and Expenses in accordance with the Payroll Schedule. Employees have up to two pay periods to submit a Time Sheet for an event executed, and one month to submit an Expense Report.  All employees must read and understand the applicable client company’s Marketing Code. Any breach of such may result in termination.  Employees will not commit any act that will damage the brands or reputation of any ‘mktg’ client.  Should you accept this position, you agree to maintain as confidential and not to disclose or use for your benefit or the benefit of any other person or entity, any information received from ‘mktg’, which is confidential or proprietary.

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How to be a GREAT sampler Be Organized  Know where you are going, how to get there, what you will be doing and who you are meeting. Make sure you have the phone numbers of the other staff if working with a team.  Keep your schedule up to date and WRITTEN down – do not rely on your memory or receiving your kits/ paperwork in order to know what you are working. You are the owner of YOUR schedule.

Be Prepared  If you are the OSM, take time to go thru your kit to make sure everything works, organize it for easy use and make sure you are able to carry each box (not too heavy or messy)  Know the contents of your kit.  If you are missing items, evaluate if you can still run the promo. A broken Tattoo gun may stop a CM Tattoo promo, but missing consumer t-shirts will not be a show stopper.  Know where your account is located, if there are any parking issues, etc

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How to be a GREAT sampler cont.

Be On Time  Give yourself enough time to find parking  Have your hair and make up done BEFORE you leave the house  Make sure you know what is the acceptable look for each BRAND, ACCOUNT, and PROGRAM THEME is before you do your promo. If you don’t know ask EM  If all else fails, show up looking classy, well groomed, with polished make up and hair down.

Be Knowledgeable  Read over any Brand information provided for each program. If you don’t have it ask Event Manager.  Practice saying the Brand Facts/ Points so that they sound natural and not like a recording.

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How to be a GREAT sampler cont.

Engage the consumer intelligently  You want to approach each person in a way that will mean something to them.  Do not be robotic, have an actual conversation.  Do not get sucked into spending all of your time with 1 consumer. Learn to excuse yourself and touch base with them later in the evening if you have time  Be inquisitive  Don’t be afraid to ask consumers questions about their drinking preferences. HOWEVER, they should do most of the talking – you don’t want them to feel like you are giving them the third degree

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How to be a GREAT sampler cont. Be FUN  For fun, high energy events think of small games you can play with people  Instead of simply giving someone a t-shirt, challenge them to state 3 true things about the brand. This gives you an opening to tell them more brand facts or correct misconceptions. Be respectful, and conscious of how you word things – we never want to offend any consumers.  In a loud party space, get people to cheers with a roaring “Yeeeaaaaah, Crown Royal!”  Think of other ways you can make the Brand Experience more memorable for the consumer (do not encourage risky behavior or excessive drinking)  Please remember that we cannot say “You have to buy a drink/ bottle/ pint in order to get this t shirt/pen/cap/ giveaway” – that is against the LAW!  Smile!  No one is going to want you to talk to them if you don’t have a friendly, easy going attitude. Look like you want to be there and your having a great time!  Bring in some of your own personal interests  If you recently made or had an extremely good cocktail with the featured brand, feel free to recommend it to the consumers  If you found a dish that pairs perfectly with a certain cocktail, share it

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How to be a GREAT sampler cont.

Find out information to make the promos better and TELL US!!!  Talk to bartenders, servers, consumers, everyone and ask their opinion about the giveaways, the samples, etc  Don’t be afraid to tell the Event Manager what you’d like to see change for future programs, what should definitely be kept, etc  Take note of your surrounding at the promotion so that you can turn in a detailed and concise ERF later. For example, What’s working great? What could be better? If you are the sampler give the OSM some feedback before you depart for the night.

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Being a great OSM An OSM is an On-site manager, or lead for each event. This person has additional responsibilities and receives bonus pay. Typically this responsibility is given to more experienced samplers who have shown us that they consistently do great work.

Before the event: Call the account to confirm details: Call the account five days in advance (or as soon as you receive the information if less than four day). Make sure you talk to the specified contact or manager, not just a bartender, waiter or other staff member. Confirm that we are the only promotion going on at the time of the event and that they have the correct time and date of the promotion. Also make sure they have the product that you will be promoting in stock. Contact other samplers (staff): If you are working with other staff, contact them and confirm time of promotion and attire. Remind all team members they need to BE AT THE ACCOUNT 15 MINUTES BEFORE THE START OF THE PROMOTION. If they do not show, please call me to inform.

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Being a great OSM The day of the event: Upon Arrival at the event: It is very important that you arrive at the account on time. Please allow for parking and traffic. If you are running late for any reason, call the account to let them know, then call me so that I am updated on the situation. Please call the sampler(s) as well so that they know what is going on. Immediately find the contact and/or introduce yourself and your sampler to the manager, head bartender and staff. Your first and foremost objective is SALES. Work with the account staff to decide the best way to execute the event, set up your table or and assign roles to the sampler. Also, utilize any elements that would make the promotion more effective, such as having the Manager or DJ announce the specials over the PA, using the stage to create a “performance,” etc. Run these ideas over with the Manager prior to execution. If you are handing out coupons at the account, make sure that all the account staff are aware of the “special” and how the coupons are used. 18

Being a great OSM

On Premise  The first part of your promo should be spent circling the account, distributing samples to as many people within your target consumer as possible, and letting them know about the drink feature/special.  You should then re-circle the account, seeing how people liked the sample, and if they enjoyed it, offering them a bar buck to purchase the drink at a discounted price.  Finally, you should circle again, visiting those that purchased a drink, and offering them giveaways. Giveaways are not to be distributed to everyone in the bar. If the promo’s not going that well – don’t give out all the giveaways just to get rid of them, we can use them at another promo, return them to us!

Off premise  Your primary objective is to get shoppers to place bottles in their shopping cart.  Offer a sample (if available) and coupon and tell them about the special. YOU MUST ALWAYS CARD CONSUMERS IN STORES and have the MUST BE 21 ID on your table!!!  Take notes on other brands consumers ask about or are picking up to purchase.

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Being a great OSM

End of the Event: •Clean up your table or collect all remaining event materials sitting on tables. •Total up how many bottles/drinks were sold. On and off premise Stop by manager and say goodbye and thank you, be sure to get their name to document on your ERF. Note number of drinks sold or number of bottles sold. Leave with smiles and goodbyes.  If there are any issues, please contact your event manager immediately. Fill out Event Report Forms right after the event ERF’s MUST be in within 24 hours of your event.

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Last but not least…

Have fun executing the event!!! Smile, don’t talk to each other any more than necessary, and follow the rules of no sitting, Crossing your arms, chewing gum, & no eating or drinking (except water). Educate consumers while handing out the coupons. The events are for the entire time schedule – even if your coupons/giveaways are handed out or you’ve run out of product, you should continue spreading brand knowledge to the consumer and work the entire hour and a half or three hours as specified.

Bottom line – these promos are to encourage brand awareness, but most importantly to induce purchase of Diageo products.

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How to earn more money OSM fee $25per event (OSMs only)     

Confirmation Call Pick up POS ERF (must be in within 24 hours of event) Return UNIFORMS & POS to warehouse Photo Uploading

Recruitment Bonus $25 per referral  We must hire your referral and have them work a minimum of 3 times for you to be eligible.  If you have a friend or contact that you think would be a good fit, please have them email a current photo and a description of any relevant experience they have to me ([email protected]) Please remember though – if this is someone you wouldn’t want to work with, don’t refer them! We’re looking for quality people only!

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POS & The Warehouse Picking up your promo “Kit” at the Warehouse Our Warehouse is located at: Sure Save Storage 5555 S Ft Apache Rd Las Vegas NV 89148 hours of operation 9am – 5pm open Mon. – Fri. (excluding holidays)

Return POS to the warehouse in an organized manner:  Count paper items such as coupons and group them together with the count attached.  Clean items like bar supplies and Baileys carafes before returning.  If there are 10 people at a promo, we should be getting back 90% of the premiums! These items cost $5 per and we can use them on future programming. We will be looking at the ERFs and knowing items should have been returned.  All items should be returned the week following your promo! Do not hold on to anything – be it an offpremise table, a sampler uniform, etc. – unless we’ve authorized you to do so.

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Using the Event Management Center - EMC 

Our client requests a 24-hour turnaround from Event to completed Event Report Form (ERF). If they are not, your OSM fee will be affected and you risk losing OSM privileges. We have our corporate office, Brand Teams, distributors and Diageo looking researching accounts and they need this info. ASAP!

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If you are the OSM on the promo, you will go on to the Diageo website and electronically input your ERF, along with any check info.

 Step 1) Go To: http://diageo.usceventcenter.com  Step 2) Enter Username and Password (will be sent to you via email) Please DO NOT use anyone else’s username or password, we are able to see who has edited each form.  Step 3) Click on INPUT, then EVENTS to find your event. Select Company If you were booked on a Spirits brand it will always be DIAGEO. If you were booked for a Beer brand, it will be GUINNESS Select Brand Select 2009 as Year Select Event Type Did you work On-premise, Off-premise, or a Special Event? Make sure status is SHOW ALL EVENTS and click submit

 Step 4) Click on the far right icon

and fill out report.

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You should be able to find your time and date. To narrow it down further, click on the calendar, select the day of your event and click SUBMIT again.

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If you cannot find your event, DO NOT complete a report for a similar event or edit an event to match what you’re looking for! This creates MAJOR problems. Please let us know within 24 hours of your event if you cannot find it in the EMC! 24

Entering your Event Report 

Some types of events have specific questions that you will need to answer.  Please refer to your event confirmation email for details on what information you will need to gather and how to answer these items.

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“Right Account/Right Time”  If the event is in a Guy’s Hangout-type account and we’re promoting a brand like Captain Morgan, then we’re in the “right account”. If we’re promoting Captain Morgan in a bar that doesn’t carry Captain Morgan, then we’re in the “wrong account”. Same goes if we’re promoting a high energy brand with a young target audience in an account where the consumers are all much older than the target.  If we’re at a grocery store on a Saturday afternoon but it happens to be raining and business is slow, we’re still there at the “right time”. If we’re at an account on their 18 and over night, we’re there at the “wrong time”.  If you answer “no” to the “right account” or “right time” questions, please elaborate on why you thought so in your comments section. If you have questions about your event report, please feel free to ask!

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What makes a GOOD picture?        

Target Demographic Branding, branding, branding Consumers with the product or giveaways. Consumers interacting with samplers and other action shots. POS display in the background No competitive brands in the picture Photos with distributor or Diageo people. Quality over Quantity, we want pictures that can go into a presentation or sizzle reel.

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Other Paperwork Timesheets: Your timesheets are due twice per month. For events taking place between the 1st and 15th of the month, your timesheets are due by the 15th. For events taking place between the 15th and the last day of the month (28th, 30th, 31st) timesheets are due the last day of the month. You will be sent a reminder email each pay period. Please email timesheets to: [email protected] Expenses: We will reimburse some event-related expenses such as parking or last-minute materials. Please SAVE your original receipts and contact your event manager for details. Expenses are reimbursed monthly. Mileage: On the rare occasion that you must drive over 30 miles roundtrip to your event we will reimburse mileage. (Don’t worry, we’ll always give you the option of accepting or declining work. Generally you will be asked to work only in your area.) Mileage will only be for PRE-APPROVED events and does not include travel time to warehouse. You will be asked to provide a mapquest breakdown to verify mileage and it will be reimbursed monthly. Please contact your event manager for details.

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How to Fill Out a Timesheet Market Location – This is Las Vegas, no matter which city you work in. Name – Your full name as it would be on your new hire paperwork. For example, if you put Elisabeth but your nickname is Liz, please put Elisabeth, not Liz. Social Security Number – If this is not filled out, your paperwork will not be submitted. Period Ending – This will always be either the 15th or the last day of the month, whichever falls directly after the date you worked, even if you only worked until the 7th or the 21st. Date – Please make sure to enter the EXACT date of your event, not the day before, not the day after. Event Location – This is the name of the account(s) at which you executed the promotion(s). Brand – Full brand, i.e. Johnnie Walker Black Label (or JWBL) versus Johnnie Walker Gold Label (or JWGL). Program Name – If you don’t know the name of the program, please ask us. There are different codes for each program so this is important to accounting, i.e. Ciroc on-premise (Ciroc On) is different from Ciroc off-premise (Ciroc off). You can also refer to your final confirmation—the brand and program will be on the launch sheet!  Total Pay per Event – This is the TOTAL, not the pay per hour. If you don’t know FOR SURE, please ask rather than putting in a “guessed” amount. This is as much for your benefit as ours – if your pay is $100 but you write in $75 and we don’t notice, you will be shorting yourself money. Please leave rate of pay blank for special events unless we have specifically told you the rate of pay. I am always happy to let you know the rate of pay.

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How To Fill Out a Timesheet cont… Total Hours per Event – Time you spent driving, hunting for parking, outside on your cell phone, or picking up your kit at the warehouse etc. do not count. This is hours spent working inside the account.

Cost Code – Leave blank. Phase Code – is ALWAYS 68 Job Code – Leave blank. On-Site Manager Signature – If you are the On-Site Manager, simply write OSM in this space. If you are not the On-Site Manager, please write your OSM’s name in this space.

I affirm that all the information provided is true, accurate and complete to the best of my knowledge – Put your full name here. Total Hours – Add up the hours in the Total Hours per Event column. Total Gross Amt. to be paid – If you are not sure about your Total Pay per Event, don’t fill this out. If you are confident you know the amounts you are due, add up the amounts in the Total Pay per Event column. USC Event Manager Signature – Leave blank.

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Quality Control Diageo will now be secret shopping 90% of all promos and submitting checklist reports on the following: Was the account staff educated on the program and the brand? Did the promotion start on time? Did promo staff display enthusiasm and positive attitude? Was any promo staff member eating, drinking, sitting or smoking during the promotion? Were the promo staff well groomed/put together? Were the promo staff in matching, branded attire? Was the consumer educated on the brand prior to purchasing a drink? Did promo staff inform consumers of drink features and prices? Was competitive branding removed prior to the promotion? Was the account branded at the entryway and at high-traffic areas with banners, etc.? Was there brand communication reinforcement by the account (DJ, band, PA system)? It is your job to make this happen!

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Social Responsibility Encourage responsible consumption Discourage activities that reward excessive consumption Ensure that strong ID measures are taken where sampling (even non-alc) is permitted Do not distribute giveaways tied to product purchase Always include a responsible drinking component Do not make references based on sexual, racial, ethnic, religion, age or disability Do not make physical gestures or contact that is unwelcome by other guests Do not pressure others to drink Do not engage in reckless behavior or stunts Be sensitive to any action or behavior that may create discomfort in others Never distribute samples more than ¼ oz. of alcohol 31