“Doggie Hour” Bird Dog Promotions - Fall 2015

“Doggie Hour” Bird Dog Promotions - Fall 2015 Sell in day drink feature with permanent distribution and book promo dates Sell in day drink feature with permanent distribution and book promo dates Execute drink features, promotions, and merchandise the account Identify targeted accounts and executional strategy with your distributor and promo agency Target consumer: LDA to 30 year old professionals, trend setters, bar staff, early whiskey drinker… Target Accounts: Tavern, shooter accounts, sports bars, neighborhood bars, industry bars…(top Fireball and Jager accounts) Objective: Secure a 60 Bird Dog feature in targeted accounts! Use the promotions and POS to support these features.

What does a feature look like?  Presell the targeted account with 60 day feature with permanent distribution and book the promotion on their promo calendar 60 day feature = 3-5 promotions  Distribution: 3 flavors at a minimum – Bourbon, Peach, Apple and Blackberry  Drink feature ideas Wednesday $3 Bird Dog shots or cocktail Specialty drink features on a chalk boards, table tents and / menus “Doggie Hour” happy hour Bird Dog specials all month Specials - chilled shot of Bird Dog straight up Premium well Bourbon placement! Be creative! Find a program that works for the account  Staff training and education with bartender and staff incentives if legal  Merchandising – utilize all available POS to deck out the accounts Posters, banners, tackers, table tents, chalk boards, back bar displays,… “Doggie Hour” Bird Dog Promotions - Fall 2015

What does the promotion look like?  Ask the account to bring in at least 6 bottles We will buy back 2 bottles at their cost for the promo We will help promote and sell 30 Bird Dog shots at $3.00 each using 2 more bottles of product That leaves them 2 more bottles for regular inventory as a backup supply  Put up all the promotional materials  Train the bar staff again on Bird Dog and / or the specialty cocktails  1 to 2 hours promotion with a model passing out samples and talking about Bird Dog…and selling shots in the BD shotgun shell shot glasses  Product buyback and tip - $30 for the 2 bottles of Bird Dog and $100 tip for the staff  Feature $X Bird Dog shots and / cocktails for the evening  Generate revenue - use the Bird Dog shotgun shell shot glasses to sell $3.00 shots x 30 Shot glasses = $90.00 revenue – cost of two bottles = $60.00 gross profit “Doggie Hour” Bird Dog Promotions - Fall 2015

Promotional POS  Nationally provided materials per promotional event (loose, no kits) 30 Shotgun shot glasses 10 stickers 6 t-shirts 3 small tank tops 15 table tents 1 mixology booklet  Many of you have purchased additional POS that be used to supplement these promotions - dog leashes, dog bowls, t-shirts, 2oz mason jar shot glasses, 16oz mason jars, t-shirts, tank tops,… “Doggie Hour” Bird Dog Promotions - Fall 2015

“Doggie Hour” Bird Dog Promotions - Fall 2015 Promo model uniforms  Camo tanks with black shorts, black skirts, or blue jean shorts (blue jeans in the winter)  Each Division will receive an allocation of tank tops for the models (need to be saved and re-used throughout the promotion period)

Checklist for Planning  Targeted Accounts – identify the accounts by market and start negotiations with the bar managers days in advance of the proposed start dates  Modeling agency – You must have a reliable agency that will manage this initiative! Managing the POS – confirm that they will store and allocate the materials for each promotion Bill backs – make sure they can do the buy backs and bill us Recaps and Bills – we need timely recaps of the events and invoices Select the right models, conduct a staff training and give them their uniforms  WSBC Diver Tracking – submit the list of accounts to Deb on the “Special Account Template” Excel document. “Doggie Hour” Bird Dog Promotions - Fall 2015

Checklist for Planning  Merchandising – make sure the account has plenty of POS prior, during, and after the promotion period  Planning – confirm, check and double check that the promotions are booked, that product has been delivered, models have the kits and the account is merchandised  Evaluate – inspect what you expect! Review the recaps, run Diver reports, get feedback from the bar managers / staff, and so on…. Make sure program is being executed properly and that we are spending wisely. Good luck and work smart! “Doggie Hour” Bird Dog Promotions - Fall 2015