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Modeling Success is created to bridge the gap between talent and brand. Putting everything out on the table, addressing current situations and hot unspoken topics that are happening in the industry that need to change. We will address topics such as the models and brand's point of view on industry topics. As well as discussing success in the industry, what it is to be a model and what agencies and brands are looking for when seeking talent. Just because you get paid for pictures does not make you a model. A model is "a system or thing used as an example to follow or imitate". A model is someone or something one aspires to become, someone who works their butt off and is someone people can look up to. This podcast is here to assist Talent in learning pride and true tactics for success in the industry.
I, Rian Donatelli, will use my 25+ years experience within this industry to discuss all these topics and more through conversions and panels with other people in the industry from talent to brand executives to the venues and establishments that we are operating in. We are going to find some hard truths that need to be heard on all fronts.
Welcome back. This is modeling success, and I am your host, Ryan Donatelli. And today, we are going to discuss unveiling excellence and the art of being a high valued brand ambassador. There's a difference between brand ambassadors and those that truly go out and execute with intention. So we're going to dive in of what it takes to be a high value, high action taker.
Speaker 1:We're going to uncover the secrets of the best brand ambassadors and how they execute with precision. The first is the pinnacle of brand ambassadorship. Okay. To be a solid brand ambassador, you are to act as an extension of the client sales force. K.
Speaker 1:There are differences between character, brand ambassadorship, and the sales marketing aspect of brand ambassadorship. So we don't wanna be distracting, of the brand. Okay? It's one thing if you are being booked as a Captain Morgan girl or the Captain Morgan main lead and you are acting as if you are in that role. You are in costume, you are in character, and you will be making, you know, sounds and acting and breathing and, you know, living like a captain Morganette or the captain Morgan himself.
Speaker 1:Then we have brand ambassadors that are out there in samplings, promotions, special events, and we are to be an extension of the Salesforce. So that does not mean our hair and makeup is all over the place with this character outfit. This is, you know, focus on the brand and be in brand alignment with their sales team. You know, understand their culture, understand how every company operates, what their mission, vision, and values are, and embrace those during this moment. Be educated on your product and the extensions of the product that they offer and the family of brands and who their target, you know, competition is.
Speaker 1:Understand all of those areas, then also understand avatars in general. You know, you have to understand who's in front of you and who you're speaking to so you can then deliver your messaging that resonates with them. You have all these key bullet points that brands give you about the products, but you need to understand who you're speaking to so you know which bullet point to lead with in that scenario. So for instance, if you have a product that is a female distillery, it is 80 proof with a phenomenal reposado that is smoother than ever, and it is a non GMO product. And you are in Whole Foods.
Speaker 1:You might want to lead with the person standing in front of you and let them know this is a non GMO product before you would discuss the reposado because you know the avatar standing in front of you cares about these elements in products. So understand your avatars as well when you're out there, what marketing campaigns the brand has put their money into that might be an value add to your conversation. So truly understand and embrace the brand's values, mission, and vision like discussed earlier, and then know what their marketing efforts are thus far so you can lead this consumer to build that brand loyalty. Okay? Then we wanna take action.
Speaker 1:So action is the name of the game. You know, you've got to discuss with them, you know, what is going to resonate, and you need to elaborate on these things. So you need to have more than 3 bullet points about this brand in your arsenal. You need to show up as you are, again, an extension of this brand Salesforce. So you need to really embrace yourself in as much education and the environment that you're in and understand how to read the room.
Speaker 1:Okay. High action takers are the driving force behind successful promotions, and you need to be aware of your surroundings fully, you know, immerse yourself in what's happening and then report all of this back, making the reader of your recap feel like they were there. K? Then you wanna create these lasting impressions. Brand ambassadors leave a mark that lingers long after the event ends.
Speaker 1:That's the goal of the promotion. You wanna create that connection between brand and the consumer, and you want to make people feel good. People will never forget how you made them feel. They may not remember your name, but they will remember how you made them feel with this brand and their emotional heartstrings. So next time they're standing in the aisle and the brands are in front of them, they will hit, you know, potentially tequila aisle and shelf and then remember how you made them feel during that time frame.
Speaker 1:So they will then purchase at that moment. Right? So you want to obviously connect with them on a genuine level. You want to answer their questions. You wanna guide them to your social media.
Speaker 1:You wanna create this compassionate, genuine connection between brand and the consumer. So be selfless about this and put your self in the avatar shoes in front of you and what would resonate with them that would make them feel good. So make every interaction count leaving this lasting impression that resonates with consumers. K? Then leverage that 360 approach.
Speaker 1:This is when this comes into play. When you know about all the marketing campaigns, the social media campaigns, text to win campaigns, commercials that are going on, You know, my favorite thing to do in the on premise when representing corona, for instance, is to approach someone already drinking a corona and say, what beach are you on? They will instantly look at you and say, I I see you. Hashtag find your beach. I see you.
Speaker 1:What beach are you on? Did you go on vacation without me? They will love this interaction. Okay? They heard find your beach, hashtag find your beach.
Speaker 1:They know the campaign that affiliates to corona because find your beach is a staple for the brand. We are targeting, obviously, a loyal consumer. They are never going to forget that I made them laugh. They will remember this hashtag. They will post it when they post them drinking a corona next time on their social media, and they will also remember this feeling.
Speaker 1:Right? So then you go on to talk to them about an additional product that corona may have, a family of products that they might have. Oh, did you know this new product is out with lower calories? Have you tried it? You know, I I was impressed by the profile.
Speaker 1:You don't wanna say it's actually good because that shows that you had doubt as well. So speaking to existing fans and building that brand loyalty to go a little further is an amazing impact that you can make as a brand ambassador. This is what high value brand ambassadors do. They know all of the elements the brand has invested in, and they put them in their tool belt when they go in, and it's in their arsenal to use as an a value add of another thing you could talk to consumers about. So understanding the power of the 3 60 approach is huge and then integrating that into every aspect of brand spending and creating this unified and impactful brand experience.
Speaker 1:Okay? Next are the challenges that you come up with, or that you come across. And challenges are inevitable in every brand promotion that you do, but there are also opportunities for growth. So learn from them. Embrace them.
Speaker 1:Take this as an opportunity of, wow, I've never come across this before. Let me learn from my manager or my booking agent of what's best way to, you know, approach this and overcome this. Do not try to solve this on your own. Okay? There are so many legal laws and reasons and things to do and not to do and ways to do them in the alcohol industry.
Speaker 1:So always ask 1st and foremost. Do not go at this alone as your first try. Call your booking agent and ask them how they wish for you to handle the situation. Okay? Definitely make that move.
Speaker 1:Step aside. Don't be on your cell phone in the account. Step aside and take the phone call and get a hold of someone of how to address this until you know the right answer. Every state is different. Every category of alcohol is different.
Speaker 1:Beer is treated different from ready to drinks, from wine to spirits, and then every state matters. So don't call someone in California to ask them about an Arizona question. Make sure you're asking and that you are within compliance for that state, in that category, for that even day and time. It is wild how the variances are across state to state lines. So learn about them first.
Speaker 1:And then once you are armed with these challenges and you've experienced this before, fact check. Okay. Wait. I've done this before. Is it the same category of product?
Speaker 1:K? Because they are not the same. So learn from your, challenges that you overcome, and these obstacles make you stronger, continuously pushing the boundaries of excellence. Alright? Then my favorite, honesty, accuracy, and accountability.
Speaker 1:Okay? Brand ambassadors, be accurate with your data. This is not an impressive thing that you are going to create in your mind that's going to supply this. We need real actual data. Okay?
Speaker 1:The traffic in the account, it it's a no brainer that high value brand ambassadors are going to speak to everyone. K? We don't need you fluffing the numbers of samples provided or of, sales or bottles sold during your off premise event. We need real live accurate data. If you are in the account booked at the wrong time, we need to know.
Speaker 1:If the traffic was slow during that time, we need to know. So we need true valuable feedback. This is not an excuse for low numbers by any means because what you will do is you will say, I contacted 20 of 20 people in the account versus saying, I contacted 20 people in the account, or there were only 20 people on the account. There was low traffic. You could say, extremely low traffic due to this time.
Speaker 1:It might be because of x, y, and z reason. The best time to be in this account and speaking with management is x, y, and date and time. However, I did speak to all 20 individuals. I did get all 20 individuals to follow us on social media and talk about the highlights of the promotion. But be honest and accurate in your data.
Speaker 1:Okay? This is paramount. We need to dive into the importance of this accuracy and taking responsibility for your actions and understand that a high value brand ambassador will provide honest feedback and always be positive in the delivery. K? If you want more insight on being a value high value brand ambassador, check out tbmasterclass.com.
Speaker 1:This is TalentBook Certification of Being a Brand Ambassador in the industry. Once you gain this certification, you will be able to take this to all of your booking agents. Let them know that you are certified and know how to overcome challenges, how to execute liquor samplings properly, effectively, and that you are a high acting, high valued brand ambassador. Highlight this certification for yourself so you can gain the highest revenue possible for yourself and your bookings. Okay?
Speaker 1:Tbmasterclass.com, to check that out, and it's open to the public. All all brand ambassadors can gain this certification, not just at my agency, and please do take a look at it. There's also a book out, 10 Skills to Scale, that I have written that's available at tbmasterclass.com. You can learn you know, you don't know what you don't know. So there's always something to be learning.
Speaker 1:I even if you've been doing this 10 years, how do you know you're doing this the right way? Okay. Just because you are booked on your calendar does not mean that you are doing and being the best brand ambassador you can be. So check out 10 skills to scale. It is available now.
Speaker 1:Check out talent book masterclass for the certifications. There's also a team lead certification to gain after you receive your brand ambassador certification. So check out these educations and continuous learning that's available to you. So you can make the most money possible in your bookings. You know, you are going out and showing up as a personally trained and educated on the brand and the role as a brand ambassador.
Speaker 1:So if you highlight that to your booking agents, not only will you be booked first, you'll be called back again, and you will receive this top compensation because you know how to navigate the challenges, and this will lower the overhead ultimately for the agency. But you've got to call this out to your booking agent so they can see the value you are bringing as a brand ambassador when you are in the field and then the fact that you can write epic and valuable recaps with true honest data. But it's up to you to promote this certification as an arsenal just like you would being certified in CPR as a lifeguard. Okay? So take this, put it in your tool belt, put it on your resume, and then go out there and promote this in your bookings.
Speaker 1:This will allow you to ask for higher compensation and make the most money possible when you're out there. Alright. If you like this episode, click that rate review subscribe button. Any questions, shoot me a DM on Instagram. Ryan Donatelli.
Speaker 1:It's r I a n d o n a t e l l I. Thank you so much for tuning in, and we will see you on the other side.