Whether for campaigns, content creation or events, making strong on-brand partnerships enabled Slayer to effectively increase their exposure and make sales. While many companies were looking to social influencers, I saw the value in working with other like-minded companies to strengthen bonds for the long run. Working with brands like The Delicious Hospitality Group, Oatly, Rishi Tea, Scrappy’s Bitters, Pacific Foods, Counter Culture Coffee and Black Rabbit Service strengthened the message of our the Slayer brand with very little monetary need.
Brand partnerships go beyond a singular sale or saving money on an event. A truly great partnership leads to unforeseen opportunities and collaborations.
A great example of this would be the story of Scrappy’s Bitters and Remy Molina. I have a genuine interest in the Scrappy’s brand and was able to facilitate the sale of one of our espresso machines to their flagship location. Most importantly, we forged a friendship across brands that are seen in their respective industries as high-quality, industry leaders that reside in Seattle.
In 2019, Slayer was the espresso machine sponsor for the Coffee Masters competition at the New York Coffee Festival. This competition is like the olympics for specialty coffee professionals; baristas from around the world compete for the title, cash prize and a Slayer espresso machine. After the show concluded, I had made strong personal connections, one of which was the winner of the competition––Remy Molina from Costa Rica. Later in the year Remy visited Seattle and while in town collaborated with Slayer and Scrappy’s to create a series of videos (see below) focused on espresso based cocktails, one of his competition winning skills.
As an active member of the events team, I helped design the concept and experience for not only the company’s owned events, but brand partner’s events, too. During the events, I ensured the look and feel remained on brand, as well as managed daily operations to keep the team on track. At every event it was critical to continue establishing the Slayer Espresso brand as edgy, cool, and to draw large crowds. Each event required something that would drive the audience to engage with the brand on social, without being blatant––this meant creating something unique enough to inspire photographs worthy of sharing like bright neon signs, incredibly unique custom machines, or a live DJ in an otherwise musicless event.
Without the help of an agency, it was up to me to forge the relationships and create opportunities to get the word out about our successful events.