Tom Jones Market Visit Toolkit Pptx (2)

8/9/2019 Tom Jones Market Visit Toolkit Pptx (2)

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CONTENTS

2 Meet Tom Jones - Our Global Brand Ambassador

3 What is a Global Brand Ambassador?

4 What does a Global Brand Ambassador do?

9 Planning an In Market Visit

15 Testimonials

17 Post-Event

18 Appendix

1/ JOHNNIE WALKER GLOBAL BRAND AMBASSADOR MARKET VISITS DECK


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MEET TOM JONES - OURJOHNNIE WALKER ® GLOBALBRAND AMBASSADOR

A passionate advocate for the brand Tom is a hugely knowledgeable andcredible Scotch Whisky expert - a highly engaging voice for our whiskiesand our unrivalled blending heritage.

He has previously worked for Diageo as Brand Development Executive forBulleit Bourbon, and has been involved in many high profile eventsincluding the Classic Malts Cruise, The Brit Awards and the JOHNNIEWALKER Golf Championship at Gleneagles.

More recently Tom spent two years at Morrison Bowmore as theirEuropean Whisky Ambassador, promoting their Single Malts and also theirJapanese Whiskies to an international audience. Tom started his career inthe drinks industry by holding numerous management positions in thehospitality industry.

Since re-joining the team as Global Ambassador for JOHNNIE WALKER,Tom has been on quite a journey of his own. Tom has hostednumerous media, sales force and journalists visits around Scotland; takento the skies in a helicopter and to the lochs on a speedboat, eventraversing the western Isles in a yacht - mentoring JOHNNIE WALKER, allthe way. To add to that, Tom has also visited:- India, Dubai, NigeriaCyprus, Greece, USA, Dominican Republic, Romania, Czech Republic,introducing the House of JOHNNIE WALKER and our way of mentoring, tosales staff, distributors, customers and consumers.



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WHAT IS A GLOBALBRAND AMBASSADOR?

At every single touch-point - for consumers, customers, media andsales teams - our JOHNNIE WALKER Global Brand Ambassadoris the face and voice of the brand around the world. He is, in manyways, JOHNNIE WALKER himself for the purposes of events, pressconferences and in market training.

Our Global Brand Ambassador is a highly credible voice, anexpert that provides intimate knowledge of our whiskies andour brand - engaging audiences and helping them discovermore about our big-flavoured blends.

A raconteur, a story teller, a trainer, an expert.

Sharing passion… turning adopters into adorers… and adorers into advocates.



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WHAT DOES OUR GLOBALBRAND AMBASSADOR DO?

Our Global Brand Ambassador:

• Is a dynamic spokesperson for JOHNNIE WALKER - in mediainterviews and in-market events

• Builds brand equity through events, mentored tastings, mediainterviews etc.

• Deepens consumer engagement with JOHNNIE WALKERwhiskies

• Drives advocacy and emotional appreciation for JOHNNIEWALKER

• Inspires consumers about the amazing history and heritage of theJOHNNIE WALKER brand

• Clearly communicates and embeds basic educational principles

• Understands and addresses the key consumer issues in market



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MAKING A DIFFERENCE Equipped with unique experience, authority and passionTom has unrivalled knowledge that will inspire, empowerand invigorate local markets.

• Giving sales teams the knowledge , confidence andconvincing language that put them ahead of the competition -

helping them discover where the unmistakable value ofJOHNNIE WALKER resides

• Teaching customers what they need to do in order to drivesales of our Blended Scotch Whiskies

• Running master classes for adoring consumers andfacilitating tastings for new adopters that will help progress theirknowledge and loyalty

• Generating media coverage to help deliver more powerful,

value building, PR• Delivering compelling media events that give widespread

brand exposure in highly impactful ways

• Helping customers and commentators appreciate the qualityand inherent value of our whiskies

• Educating and motivating agencies and spokespeople



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PLANNING AN IN MARKET VISIT Our Global Brand Ambassador is a fantastic asset to helpdrive market engagement. To begin planning a visit byTom to your market:

• Refer to the sample itinerary for ideas

• Consult your teams and agencies to identify your own

priorities and timings• Consider how to use Tom with:

- Internal sales team- Distributor/wholesaler sales team- Consumers- Influencers- Media- Ambassador training

• Secure dates in principle from Tom

• Agree budgets

• Appoint team to plan and run the visit



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KEY QUESTIONS FOR INTERNALMARKETING TEAMS • What is the issue in my market?

• How could a visit from Tom Jones help address this issue?

• Who are the key internal representatives that Tom should meet with?Why?

• Who are the key customers that Tom should meet with? Why?

• What opportunities exist or could be created to meet with keyconsumers/consumer groups? What do you need to put in place tomake this happen?

• Who are the key media you need to speak to? What does Tom offer

that you can’t deliver in market already?



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FOR OUR VISITS TO MAKE A BIG BOLD IMPACT!!!

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MANDATORY MARKET PRE-ENGAGEMENT

• Identify optimal time for visit 1-3 months in advance• Confirm Tom Jones availability• Confirm visit• Local market to book all travel arrangements

(flights, accommodation) and cover costs

• Book fortnightly telecoms• Content for telecoms

– Purpose of visit – Media/consumer/internal engagement

• Who/what/where• Logistical outline/branding/tasting requirements• Operational overview – who is the key contact• Agenda for visit

– Variant focus

– Market background and issues – Ensure relevant toolkits and smart brand assets have been

accessed – Presentation requirements – what /how are these being presented,

who is introducing Tom Jones?• Agree review post visit – ensure market presentation is completed and

shared with the GBT



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DAY 1

MORNING2 radio interviews withlocal and national stations

on new product launch

PRESS LUNCHInterviews with threenational press

AFTERNOONDistributor sales trainingon product knowledge

EVENINGConsumer event/opinion leader event


SAMPLE ITINERARY FOR GLOBAL SCOTCH BRAND AMBASSADOR

DAY 2

MORNINGPress conference/interviews

Key Customer Lunch5 top account managers/owners in market

AFTERNOONMarketing team training onproduct knowledge

EVENING

Mentor event forkey consumers

DAY 3

MORNING2 radio interviews withlocal and national stations

PRESS LUNCHInterviews with threenational press

AFTERNOONTop 5 accountsgatekeeper training

EVENINGVisiting and supportingthe on-trade

Who are the key media, customers, consumers and internal reps that Tom should meet with?


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DAY 1

MORNINGIntroductions to Mentor - what it is; theimportance of getting it right

General introduction to whisky – includingwhisky category overview, JOHNNIEWALKER overview: What is BlendedScotch Whisky? The Production ofJOHNNIE WALKER

JOHNNIE WALKER in market overview

Introduction to JOHNNIE WALKERbrand story

AFTERNOONJOHNNIE WALKER variants introduction

- Variant tastingsRoll of each variant in your market

JOHNNIE WALKER scripts overview

Overview of a Mentor Event

EVENINGHouse of JOHNNIE WALKER Consumer/Customer Mentor Event

CONSUMER AND LOCAL BRAND AMBASSADOR TRAINING

DAY 2

MORNING/AFTERNOONReview previous evening’s e vent

Overview of JOHNNIE WALKERat Your Home events

Trial run for local ambassadors

Presentation skills training for local brandambassadors

How to stay connected to Tom Jones

EVENINGHouse of JOHNNIE WALKER Consumer/Customer Mentor Event

DAY 3

MORNINGInternal Engagement• Tasting sessions with Sales Reps,

marketing teams, senior leadershipin market• Wrap up and feedback with team.• Agree action points for post visit

AFTERNOONReturn travel



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NOTES ON HOW TO GETTOM TO YOUR MARKET … • There is no charge for Tom’s time in market

• Markets only pay for flights and accommodationand out of pocket expenses (all flights to bebooked by local market in advance)

To book a Global Brand Ambassador visit or discussa visit to Scotland please contact:

Contacts:

Tom JonesJohnnie Walker Global Brand AmbassadorTel: +44 7590 809527 [email protected]

Caitriona McCannJohnnie Walker Global Brand ManagerTel: +316 553 [email protected]


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TESTIMONIALS: TOM’S VISITS MAKE AN IMPACT


Greece - November 2011

Tatiana Georgitsi

Hi Tom!

It was great to have you over in Greece for the Sour Movement sessions. I would like tothank you one more time for spending time with all involved parties (i.e. JW team, salesforce, bartenders, brand ambassador) and for getting us to know and love JWRL evenmore.

The feedback we got from the bartenders was that they felt valued as being part of abroader group with an international perspective. They also got acquainted with small factsabout JWRL that they were not aware of. Similarly, the JW team and the sales force wereeducated on the brand, while the local brand ambassador enhanced his knowledge andexpertise on the entire JW trademark.

I would like to personally thank you for arranging this trip and spending time with us inGreece. It was very interesting and inspiring for all of us to understand the brand better andget to know all the small details that can make a difference.

Kind regards,

Tatiana Georgitsi , Greece


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TESTIMONIALS: TOM’S VISITS MAKE AN IMPACT


Turkey - Feb 2012

Bahadir Demir

What a wonderful visit, last week was amazing.Thank you very much for your effort, time anddedication during the week. Six mentoring sessions,two press conference, one interview, one videoshooting, small bites from a Turkish cuisine, evensmaller taste of Istanbul night life. Nigeria - November 2012

Hugh Pile – Marketing Manager Africa

Great branding, high status, and our key messagesdelivered on numerous occasions - our Global Brand

Ambassador appears to have taken on celebrity statusdown there !


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USING TOM FOR SCOTLANDCUSTOMER VISITS

Taking your key customers, influencers and media on an amazing journey to Scotland is an incredible way to engage them in our story -a fantastic way to ignite brand passion.

With full brand immersion programmes, led by Tom, your guests canexpect to: experience our rich heritage; discover more about ourhistory; delve into our archives, see behind the scenes of ourproduction; get a taste for our unrivalled Scotch Whisky.

These are experiences that will ensure:

• Important guests have memorable and impactful experiences sothat they can become powerful advocates for the brand

• Brand messages delivered in-market are reinforced and validated

at the brand’s point of origin

15/ JOHNNIE WALKER GLOBAL BRAND AMBASSADOR MARKET V ISITS DECK


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POST- EVENT: GBT AND TOM JONES’ EXPECTATIONS

It is important that, after every visit, the GBT and Tom receive feedback on thevarious programme elements. This will ensure that future visits to your marketand others are as focused and impactful as possible.

In particular:

• Share all media interviews

• Understand in markets have you achieved your Activity KPI’s

• Share feedback post events via a deck

• Send to [email protected] and [email protected]


mailto:[email protected]:[email protected]:[email protected]:[email protected]


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APPENDIX



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CONTENTS

• Toolkits / Available assets• Scripts• Tasting mats

• Banners• At your home toolkit• Brand architecture

• Dominican Republic Case Study



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TOOLKITS / AVAILABLE ASSETS

• Brand Variant Stories - Asset ID: 563566• The Man Who Walked Around the World - Asset ID: 453610• Aroma Wheel - Asset ID: 569509• Tasting Mats (A3) - Asset ID: 569508• Event Invitation - Asset ID: 569511

• Sensory Suggestions - Aromas & Flavour notes - Asset ID: 569577• Scripts for 1 -5 - variant presentations - Asset ID: 569512• Run of Show - Asset ID: 569576• Set Up Guide - Asset ID: 569510

• E-Mentor Video - Red - Asset ID: 504088• E-Mentor Video - Black - Asset ID: 504083• E-Mentor Video - Green - Asset ID: 504086• E-Mentor Video - Gold - Asset ID: 504085• E-Mentor Video - Blue - Asset ID: 504084

• JOHNNIE WALKER Brand Architecture - Asset ID: 629215• JOHNNIE WALKER Brand Architecture with Q&A - Asset ID: 629214• JOHNNIE WALKER Brand Architecture Executive Summary - Asset ID: 629216



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Enjoy JOHNNIE WALKER ® Responsibly DRINKiO.com

The JOHNNIE WALKER words, the Striding Figure device and associated logos are trade marks. © John Walker & Sons 2012.

Tom Jones Market Visit Toolkit Pptx (2)

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