Jameson Relies on Luck of the Irish and PUSH Agency

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Jameson Irish Whiskey loves a good party, and the Jameson Bartender’s Ball is the hottest ticket in…well, a lot of towns. Those lucky enough to attend are treated to live music, and an open bar packed to the brim with incredible Jameson Premiums. To call the ball a party would be like calling the ocean a swimming pool. It’s big, okay?

Attendees are stars of the bars. Servers, hosts, managers and bartenders – it’s a way for Jameson to say thank you to those who share their product with the world.

Legacy Marketing was given the responsibility of making this event epic – and not just once, but dozens of times; the ball goes on tour, with one or two events every week from October through December across the United States.

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That’s where PUSH comes in; who else do you turn to when you need incredible brand ambassadors across a crazy massive geography? With locations as diverse as Cincinnati, Minneapolis, Philadelphia, Chicago, Rochester, Houston, Nashville, Dallas and Miami to name a few, we made the most of having the largest database of talent in North America.

Thankfully, there’s more to our database than just size; we were able to identify the most experienced – from taking coats and checking people in, to tending bar for bartenders (which is like serving a meal to a chef) we created a duplicatable process for each location, with the help of some incredible talent. Rockstars include – Leslie SNikki CVanessa R

It’s fair to say the client seemed pretty happy:

“The Promotional Models have been amazing, and The PUSH Agency has been so helpful!”

And so did the PUSH team:

“Everyone loved the event, and we interacted with hundreds of people.” -Nikki C

It’s a challenging activation, but heaps of fun and when you’re working with a brand like Jameson, and an agency as incredible as Legacy Marketing, you know you’re in good company.

 

Checkers & Rally’s and the A3C Hip-Hop Festival

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The A3C Hip Hop Festival is epic. With over 1,000 performers, for 5 days Atlanta becomes the centre of the hip-hop world.

Checkers and Rally’s make epic food and with nearly 800 locations, they’re an American institution.

We’re epic. With the largest talent database in North America, PUSH Agency has been involved in some of the most exciting events and promotions of recent time.

We couldn’t find the person who answered the phone when Checkers first rang us, but we assume it went something like this –

“Hello, PUSH Agency.”

“This is Checkers and Rally’s calling.”

“You guys are epic.”

“Correct. Now listen, we need to create a promotional campaign using an online system that enables peeps going to the A3C festival to get free fries.”

The guy on the phone probably had a very squeaky voice when he said, “That’s so many epic things!”

“So send some incredible promotional talent, and when people text, they can be there to hook them up.”

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Having hung up the phone, the following formula was emailed around the PUSH offices –

Ch + Ra x PUSH +A3C = EP

The message was clear – 12 models were selected for each night of the festival and offered a detailed brief –

Be epic. Also get pics with Rick Ross.

Mission fricken accomplished. Check out the legendary Rick Ross’s Instagram to see shots of the PUSH talent combined with a shoutout to Checkers & Rally’s and the A3C Festival.

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Most importantly, everyone had a great time, and all the clients saw tangible outcomes, including nearly 4000 guest interactions.

That’s crazy.

Our MVP’s for this event showed grace, energy and general all-round brilliance – Jennifer GDakeybria E, and Ashley D 

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The reviews of the festival, promotion and interactions were incredible, both from the client, concert goers, and our team, but Rick Ross summed it up best –

“Checkers and Rally’s runs the game.”

Celsius Fuels PUSH Brand Ambassadors As They Burn Through Dozens of Demos

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Flo Rida drinks Celsius Energy Drink, so do Khloe Kardashian and Jillian Michaels from the Biggest Loser. More importantly, we drink Celsius, for it’s low calories, fat burning properties and caffeine boost – and a good thing too, because when we got the call from Celsius asking us to create a promotional campaign involving over 200 of our incredible Brand Ambassadors, we needed all the energy we could get.

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We turned to the brainy people who sit in the corner, use big words and ensure our talent database – the largest in North America – is a living breathing talent searching monster. Using Geo-Batching (which apparently means applying data science to defining where we should be assigning talent, and how many ambassadors we’d need – we formulated a plan to ensure maximum effectiveness. This involved locations around the country, including Florida, Miami and Dallas.

That was lovely, but then we had to make sure the talent had all the tools they needed when they arrived, so we created a promotional plan. We wanted to do more than just sampling; our talent are more than just pretty faces; we wanted engagement with the public, and sales to go up for our client.

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Rather than just pouring drinks, PUSH Talent chatted with patrons at various location, explaining that Celsius is more than just an energy drink – it’s wide ranging endorsements speak to that – it’s a fat burning, life improving can of yum, and it helped that the PUSH team agreed –

“This product is great! I will be drinking this myself.”

Nice. And the results speak for themselves – some locations sold out of Celsius, and the engagement is ongoing! Now we’re a part of the overall marketing solution, and we couldn’t be prouder.

Our MVP’s for this engagement (so far) have been Arianne MariaMichelle O., and Jose W.

#respect – great attitude, passionate and…well just generally awesome.

The DNA of An Incredible Brand Ambassador

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It sounds easy right? Creating more involvement and awareness within the local community by having a brand ambassador, or promotional model, talk about and give samples of your product to local punters. Regardless of whether you are using this form of promotion as one of your primary marketing methods, or targeting local distributors to increase sales, a well-planned and well structured brand ambassador campaign can pay exceptional dividends.

But there’s more to it than hiring a good-looking person and having them talk to customers.

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Many badly run campaigns have resulted in a slump in local sales, or even the alienation of a regional populace – smaller localised areas tend to talk about a bad experience, and if an uneducated or inarticulate brand ambassador is representing your brand, it’s not an option to blame someone else after a group of influential customers has a bad experience.

When we are approached by potential customers, we talk about the size of our database and how intricate the level of detail is on it – but this isn’t to impress anyone with size – after all, it’s not how big your database is, but how you use it that matters.

We learned early on, before we were working with major national brands, that someone who is a good brand ambassador for a national liquor brand conducting an in-store campaign, may be completely ineffective, or even detrimental when working at a local harvest festival, where a small food producer is offering samples to potential customers. The key is to have an appreciation for not only the product you are selling, but also the local market – and this intelligence is what we bring to our clients.
We don’t just work in Arizona, or Florida, or California – we work nationally, with diverse brands, from retail brands to energy drinks, and have an appreciation for localised demographics and how to best interact with them.

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Even when you have an established marketing team, with a clear understanding of your ideal buyer, it may not apply in a local area that you don’t have market intelligence in. Well-meaning marketers have created great campaigns which have failed in certain areas due to a lack of local understanding. We live in a big country, with a diverse population, each state and each town has its intricacies and it’s important to be considerate when planning a campaign.

This is the importance of our diverse database, we drill down based on specific criteria that we work on with our clients – if we are sending team members to a music festival, we may (depending on the type of festival) prioritise an appreciation for the specific music, confidence when dealing with celebrities, or experience in working long and challenging shifts. These brand ambassadors – who are undoubtedly talented and capable, may be entirely unsuitable for a formal function hosted in a convention centre by a local supplier of fine foods.

In the end, a good campaign is a well-planned one and the first step is to appreciate and create empathy for the demographic you’ll be targeting, the local area and the subtleties of dealing with diverse groups of consumers.

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