Interview with Gina Dickerson - Featured Brand Ambassador

We were elated when Gina Dickerson stepped in at the last moment to execute a series of demos for Frei Brothers Wine in July, and we're so glad she did. Not only did we receive multiple compliments from her accounts, but Gina was one of our highest sellers for that week. We asked Gina to give us insight on her success and here's what she had to say:

How long have you been doing alcohol/wine promotions?
I have been "promoting" wines in my own business for over 10 years. Pairing them with specialty foods, chocolates, etc..

What keeps you motivated during a demo?
I enjoy the interaction with the guests and am motivated by really trying to exceed an expectation, finding a "perfect" fit for their need.

What was the key to your success at this demo?
I think the key to my success for this event was describing the flavor and "mouthfeel" of the wine.... really trying to anticipate how the consumer would be using the wine and emphasizing the wines' ratings.

What recommendations do you have for wine distributors/liquor stores to boost their sales from a brand ambassador perspective?
I recommend having as much information about the wine as possible, also offering samples of the wine. I strongly recommend offering a discount or coupon of "real" and immediate value as opposed to $1 off. This is not interpreted by the consumer as a real incentive to buy. And consumers actually voiced that to me during my events.

Maybe pairing the wine with a basket of cheese and a couple pears or at least a $3 discount. It would help if the liquor store also offered a discount. It would also be nice if the distributor used this opportunity to capture email addresses which would later translate into personal invitations to take advantage of their "private select" wines or personalized invitations to wine tasting events and or dinners and or tours.

Finally, some really "compelling" graphics of how the consumer uses the wine always helps. For example wine being poured into a glass to accompany a nice steak dinner. Emphasis should be placed on the wine as it leaves the bottle and pours into the glass. This is where the wine should look "compelling", delicious, inviting.... make the consumer say "I want that!".

I have lots of ideas!

How does it feel to be complimented by a client for your work?
It feels fantastic to receive the compliment and makes me want to work more closely with the distributor, maybe as a national spokesperson, or a trainer or at a corporate level to help market their product!

Thanks Gina and keep up the great work!