AS A BRAND AMBASSADOR,BEING A GREAT PRESENTER IS CRITICAL TO BUILDING YOUR "IT" FACTOR.

As a Brand Ambassador looking to build your career, you will give presentations about your brand and subjects you are passionate about, ideas you want to bring to life... and much more.

When preparing to present to an audience, you must put yourself in their shoes and cater your message to the audience in the time provided.

In the module "How to Sell," we learned that an individual's personality type might dictate what information will connect with them. In addition, a person's background, current job, and interests will also help decide which information will resonate.

When preparing your presentation, keep in mind how you will:

• Personalize your message - show why you love your brand 
• Identify the key facts about your product that connect with the target audience
• Expand or shrink your presentation to the time allotted

In these videos, we will discuss guidelines on how to

cater your presentation to your audience.

AUDIENCE 1: STRICTLY BUSINESS

The Buyer: Could be two types of people, an "Assertive buyer"  or a buyer for whom alcohol and its selling, whether off the shelf or in the drink, is just business to them.

The Sales Rep: If a sales rep deals with this type of Buyer, they only need to know the same information you would tell the Buyer. (i.e., They don't need or want to go down a rabbit hole of extra data)

Everyday Consumer:  Alcohol is something to consume, but not a passion. They generally buy what is popular or what is being presented to them. Show your passion for the brand, give them fun facts that they can share with their friends and provide them simple but delicious recipes they can make at home.

THE PRESENTATION THAT APPEALS TO THEM IS:

THE ELEVATOR PITCH: 30 sec-2 min

1. Introduce yourself 

2. Present the problem

• i.e., Buyer: I noticed you were missing a rum cocktail on your menu, or you only have big brand names on the menu, etc.
• i.e., Consumer: You mentioned that you were looking for a product to bring to your friend's housewarming. 

3. Present your solution: Your brand, a cocktail, etc.

4. Your Value proposition: 

• A short version of the backstory
• 3-4 top-line facts about the brand
• Preferred cocktails

For the consumer: You want to give the person the information they need to feel good about their purchase and a few fun facts to tell their friends or customers.

For the Buyer:  add-in 

• Why this brand belongs in their account, and how can it solve a problem or fill a gap
• Price deals
• The cost to create the cocktail and the profit they can make
• How can you support and create pull-through 
• Take advantage of their competitive streak and show them how your product will help their company compete with others in their industry.

AUDIENCE 2: THE ENTHUSIAST 

The Enthusiast is generally a consumer term, but it also applies to buyers. Alcohol is something they care about, they love learning new information, discovering new brands, quality matters to them, and they love making cocktails at home and going out to bars. 

TRADE ENTHUSIAST (They generally work in the types of places listed below, but never assume) 

• Buyers/staff from the Craft store and Chain stores
• Buyers /staff from the Prestige, Prestige Volume, Casual Prestige
• The Distributor rep who sells to these types of accounts

THE APPROACH THAT WORKS BEST FOR THEM IS A

TOPLINE PRESENTATION: 7-10 min 

Inform them on:

• Why are you passionate about the product 
• The vision behind the brand 
• How the product is made, from start to finish
• Feel free to add in nerdy facts about yeast etc. (but only go down the rabbit hole if they ask questions)
• Key points of differentiation from competitors (but never speak badly about them) 
• Preferred way of drinking it: 1-2 cocktail suggestions or neat serves 

 For the buyer, you should also add-in

• Why do you feel the brand belongs in their account 
• Some advice on how they can utilize it in their cocktail program

For the buyer, you should also ask them questions:

• How do they feel about the category?
  • What type of cocktails sells best?
  • Are they happy with all the brands they are currently carrying? Which ones are not moving?
  • If the brand is sustainable or organic, you can ask them if qualities like this are essential to their clientele.

Keep asking them questions that will help you cater your presentation to provide them with the information they need to hear, to say yes.

AUDIENCE 3: THE SPIRIT GEEK

SPIRIT GEEKS

Alcohol is their passion; they love learning new information and discovering new brands; quality & details matter to them. They love sharing their knowledge with others. They can work at any location but probably in similar places as the Enthusiast.

They can be: 

• Buyers from off or on 
• Bartenders/waitstaff/barbacks/owners
• Hardcore consumers 

THE APPROACH THAT WORKS BEST FOR THEM IS A

MASTER CLASS: 30 min-1 hr, in-depth presentation. 

This is your chance to shine and go big! Dive into:

• The product category 
• Trends happening now within the category
• Production standards and category guidelines, and regulations
• Get technical - Weave your brand in and out of classification and technical knowledge  
• Provide nuances and fun facts
• Provide critical points of differentiation from the competitors

This is not usually the presentation you would give when trying to sell the brand. This is useful for brand training with the right audience within the allotted time.

In the video below, Daniyel Jones the Global Brand Ambassador for Angostura Rum, discusses how he had to adjust his presentation at the last minute to accommodate an unexpected audience.