Program Objectives

1. Program Objectives • Increase Sales. • Drive a meaningful brand experience. • Provide compelling programming that offers the consumers a fun and interactive game. • Educate consumers on the brands intrinsic facts.

2. Promo Specialist Role • You represent the face of the brands on and off premise and create perceptions in your market. • Each one of you represent the brands with key customers. Being on time, greeting account staff, overall appearance, maintaining high energy and leaving the account clean are critical. • You have the ability to change our relationship with our consumers • You have the gift of creating a relaxed atmosphere for consumers, changing their mood to a happy one and in the end influencing their purchase decision. • You provide us with valuable feedback that the brands can incorporate in their communication to consumers.

3. Expectations of Promotional Specialists • General Expectations: • Always smile and be professional. • Never hang out and drink after the promotion and always change out of uniform after leaving the promotion. • No chewing gum, smoking, or using cell phones during promotions. • No drinking or getting inebriated before or during promotions. • Walk into the promotion together, dressed and ready to work. NO Purses you only need your keys and license. • Don’t bring personal items into the bar, AM/AS/BA’s are not responsible for watching over them. • Qualities of Promotional Specialists: • Outgoing, Good Nature, Fun, Smart, Enthusiastic • Professional, Strong Communication Skills.

4. Expectations of Promotional Specialists • Expectations Before and During promotion: • Arrive 15 minutes early. If you show up at the time of the promo you are officially late, if you show up 15 minutes early you are on time!! • Arrive wearing all the elements of the uniform that are required to execute the promotion. • Execute the promotion for the wait staff….if possible. • Work with other promotional staff and the Team Manager or Brand Apprentice to ensure the entire account is covered. • NEVER, NEVER, EVER say anything disparaging about the product or that you are not a consumer of the product. • If a consumer is inappropriate or hostile be polite and walk away, you should only spend approximately 5 mins with each consumer anyway. • Work the entire time of the event - this does not mean ending the promotion 15 minutes earlier to gather all promotion materials.

5. Expectations of Promotional Specialists • Targeting the Right Consumers • When walking through the account initially, survey the scene and take notice of which consumers are drinking and make a mental list of which consumers you will approach. • Never offer the promotion to: • Anyone who is not drinking alcohol. • Anyone who appears to be intoxicated. • Anyone who is not of legal drinking age. • ALL CONSUMERS MUST BE AGED 21 OR OLDER

6. Promotion Specialist “AIMM” guidelines • APPEARANCE • Uniform consistent with current promotion and • in good physical shape. • “Put Together” Hair, Makeup, etc. • Fit Demographic 21-27 years old. • INTERACTION • Energetic and Confident. • Engaging- focused on consumer. • Approachable. • Team works together and feeds off consumer input. • MESSAGING • Communicates key speaking points of current program. • Displays high level of Product Knowledge across all promoted brands. • Depends on theme- Lite- Football or Chill- Viva La Adventure. • MERCHANDISING • Ideally MBA should have vertical banners or standees at first impact. • Current theme posters and table tents w/pricing and promotion times. • Merchandise entire account, all key zones including rest rooms. NOT ready for event Ready for event