Field Sales Marketing
Objective:
Regain Anheuser-Busch market share from competitive domestic beers, import/craft beers and spirits
Re-introduce Anheuser-Busch brands, increase “beer occasions” and enhance the image of beer through high end accounts
Influence brand preference by communicating the quality of Anheuser-Busch products
Track drink and fashion trends among contemporary adults
Deployment:
- Year-Long On-Premise Program, 3 years running
- Top 21 Image Markets
- Top 17 Seasonal and College Markets
- 150 Full-Time Market Managers and Ambassadors who “make friends” in trend setting urban on-premise accounts
Results:
120 Agency Brand Ambassadors and 30 Market Managers Hired in 40 days
- Including Drug, DMV and Background Tests
- Successful Management/Coordination of Program Launch Training
- 5 days; 150 people in St. Louis, MO.
- Over 4.3M friends made on-premise
- Over 13M impressions in 3 years
- Increase sales by +10.4% in On Premise target accounts
Presence
The Home Depot (THD)
Objective:
Create and implement every component (staffing, management, logistics, etc) of a nation-wide mobile tour, that provides increased awareness of The Home Depot Contractor Services and tour sponsors (vendor partners) to local area contractors (PROs)
Strategy:
Execute two simultaneous 50-city tours in major U.S. markets
Showcase and highlight multiple THD departments and services (commercial credit card, rooftop delivery, tool rental, etc) by utilizing in-store products as show décor while incorporating the individuality and character of the hosting store’s city
Design layout of every event footprint to include department specific displays such as “start your own plumbing/landscaping/electrical business” as well as impulse buy sections aimed
towards PROs
Provide year-round, dedicated, full-time emcees and street teams to create energy, buzz, excitement, knowledge, and delivery of important THD key messages
Results:
Grew the tour from 60 to 100 cities and incorporated street teams to personally invite each stores top 300 PRO customers
Increased the number of vendor sponsors from 0 in 2005 to 14 in 2008 (Ford, RIDGID, Coke, Sprint, Behr, 3M, etc)
Team consistency and creativity helped maintain and strengthen the THD relationship which has lead to further work by Usmp on other THD programs/events such as The International Builders Show and Remodeler Show
Retail
Time Inc: People Live!
Objective:
Build brand awareness of the featured products
Share key product messaging and distribute samples of featured products including People LIVE! Spotlight guides
Stimulate immediate shopper purchase of the featured products
Strategy:
Reach target demographic shoppers through in-store demonstrations in 1,007 Wal-Mart store events
Staff each store with two energetic Ambassadors who act as personal advisors, providing inspiration and new ideas for the shopper
Distributed samples of the featured products including People Magazine, Kiwi FreshIns, Baby Jamz, Kotex and Nestea
Results:
- 98.4% execution rate
- Completed over 34,230 People Pop Culture Quizzes
- Distributed over 44,000 Baby Jamz brochures
- Distributed over 121,000 Kiwi FreshIns samples
- Distributed over 192,000 Kotex samples
- Distributed over 107,000 Nestea chilled samples
- Distributed over 113,000 PEOPLE LIVE! Spotlight Guides
- Interacted with 200,000 Wal-Mart shoppers
Corporate Events
Event: Nokia Sugar Bowl 1997 - 2006
Location: New Orleans, LA
Attendees: 1000-3000
Key Roles and Responsibilities:
Guest Communication/Collateral
- Invitation creation and distribution
- Guest RSVP management
Hotel/Accommodation Management
- Hotel room blocks
- Guest registration/concierge service
Transportation Management
- Invitation creation and distribution
- Guest RSVP management
Property Negotiation and Coordination
- Contract Negotiations with Customer and Consumer Hotels, Golf Course, etc.
Event Management
- Sponsorship asset management
- Ticket allocation
- Gift Selection and Distribution
- On-Site Staffing and Support
- Signage and branding
- Celebrity appearance management
Strategic Consulting, Program Planning and Production, Entertainment/Celebrity Participation, and Theme and Décor Management for the following events:
- Kick-Off Party/NYE Party
- Game-day Brunch
- Tailgate Party
Budget Management/Reconciliation
Experiential Marketing - Nokia Sugar Bow Fan Fest
- Avg. Attendance 40,000
- Product Demonstrations/Sampling
- Pep Rally