A B I M F I - S E A F E S P Industry Growth Campaign ABIMFI-SEAFESP 2004 June 2004 Thank you for having us!

A B I M F I - S E A F E S P Our Workshop evolved The 4 sub-groups formed: 1.Increase sales of cameras, film and services 2.Educate retailers, counter-clerks and consumers 3.Massive institutional campaign 4.Fund raising

A B I M F I - S E A F E S P Objectives:  Present 4 campaign options: - 2 Point of Sale only Campaign - 2 Point of Sale + Media Campaign  Present the required investments and sponsorship quota options.

A B I M F I - S E A F E S P Briefing  Category - Photographic products and services in general;  Point of Sale - Photo Specialty stores;  VISA Financial Agent - Facilitates purchases in installments to the end consumers;  Promotional Material - Institutional and Promotional appeal;

A B I M F I - S E A F E S P Target Audience  Retailers and End Consumers  M / F – age 18 to 65  Social Class: B / C / D  Sao Paulo state residents  Remaining Brazilian Regions

A B I M F I - S E A F E S P Campaign Duration  2-3 Months - August/September & October 2004

A B I M F I - S E A F E S P Campaign Identification/Signature

A B I M F I - S E A F E S P Campaign Logo

A B I M F I - S E A F E S P POP material only (for 500 and 1000 stores)

A B I M F I - S E A F E S P  Banner 1.5X0.90  Poster 0.45X0.65  Display (to hang)  Fliers/ take one  Wobblers  Stickers (window)  Broadside Point of Purchase material

A B I M F I - S E A F E S P Banner 1.50X0.90 m

A B I M F I - S E A F E S P Poster 65X45 cm

A B I M F I - S E A F E S P Display (to hang) 30 cm

A B I M F I - S E A F E S P Fliers / Take one Top of counter and photo-finishing envelopes

A B I M F I - S E A F E S P Wobblers Cash register / store window

A B I M F I - S E A F E S P Window Sticker

A B I M F I - S E A F E S P Broadside – Store owner

A B I M F I - S E A F E S P POP + Media (for 500 and 1000 stores)

A B I M F I - S E A F E S P POP + Media Campaign  Media Campaign (Great Sao Paulo area)  Magazine/Newspaper adds – target audience M/F C/D 18 ;  Outdoor Media (outdoors, bus-doors, subway)  Newspaper releases / participating companies newsletters  Trade magazine adds

A B I M F I - S E A F E S P Media Plan / 2-3 months / Great S.Paulo  Estimated Media Cost - R$ 300 mil  Jornal da Tarde / Diário de São Paulo / Agora (R$ 100 mil)  High Demand Female Magazines from Editora Abril (Ana Maria, Viva!, Minha Novela e Ti Ti Ti) (R$ 100 mil)  Outdoor at C/D class roads (R$ 50 mil)  Bus-door (R$ 25 mil)  Subway (R$ 25 mil)  Banners at websites of participating companies and ABIMFI/SEAFESP/VISA websites (R$ no cost)

A B I M F I - S E A F E S P Newspaper Add. Jornal da Tarde / Diário de São Paulo / Agora 4 column adds x 40 cm 4 color - “rouba página”

A B I M F I - S E A F E S P Magazine Add. Ana Maria, Viva!, Minha Novela e Ti Ti Ti 1 page adds 4 colors

A B I M F I - S E A F E S P Magazine Add. Ana Maria, Viva!, Minha Novela e Ti Ti Ti 1 page adds 4 colors

A B I M F I - S E A F E S P Magazine Add. Ana Maria, Viva!, Minha Novela e Ti Ti Ti 1 page adds 4 colors

A B I M F I - S E A F E S P Magazine Add. Ana Maria, Viva!, Minha Novela e Ti Ti Ti 1 page adds 4 colors

A B I M F I - S E A F E S P Magazine Add. Ana Maria, Viva!, Minha Novela e Ti Ti Ti 1 page adds 4 colors

A B I M F I - S E A F E S P Outdoor. 50 panels / 2 bi-weeks São Paulo / capital Foco nas áreas de maior fluxo de pessoas do target

A B I M F I - S E A F E S P Busdoor. São Paulo C/D class routes

A B I M F I - S E A F E S P Subway / Station Platform

A B I M F I - S E A F E S P Subway / Wagon Posters

A B I M F I - S E A F E S P Schedule April May June July August Sept. Campaign Creation …______________. Approval ___8. Production ______30. Delivery of POP materials __2. Broadside / Trade Magazine Adds ____5. Media (options III and IV) ____…

A B I M F I - S E A F E S P Option I - POP only Stores Costs R$ Design and Production POP / Store ________ 160, (2 banners, 3 posters, 2 wobblers, 3 stickers, 2,000 fliers, 4 displays, 1 broadside) X 500 lojas _____________ 80 mil Publieditorial / Fhox_______________________ - Agency Fee – development and coordination _____ 20 mil

A B I M F I - S E A F E S P R$ Design and Production POP / Store __________ 120, (2 banners, 3 posters, 2 wobblers, 3 stickers, 2,000 fliers, 4 displays, 1 broadside) X lojas _____________ 120 mil Publieditorial / Fhox____________________ ___ - Agency Fee – development and coordination _____ 20 mil Option II - POP only Stores Costs

A B I M F I - S E A F E S P R$ Design and Production POP / Store _ ________ 160, (2 banners, 3 posters, 2 wobblers, 3 stickers, 2,000 fliers, 4 displays, 1 broadside) X 500 lojas ______________ 80 mil Publieditorial / Fhox____________________ ___ - Agency Fee – development and coordination _____ 20 mil Media Investment __________________________ 300 mil Option III – POP + Media Stores Costs

A B I M F I - S E A F E S P R$ Design and Production POP / Store ____________ 120, (2 banners, 3 posters, 2 wobblers, 3 stickers, 2,000 fliers, 4 displays, 1 broadside) X lojas _____________ 120 mil Publieditorial / Fhox________________________ - Agency Fee – development and coordination ___ 20 mil Media Investment _____________________ 600 mil Option IV – POP + Media Stores Costs

A B I M F I - S E A F E S P Budget Options Summary Option I / II (POP only) 500 stores* R$ 100 mil 1000 stores R$ 140 mil Option III / IV (POP + Media) 500 stores* R$ 400 mil 1000 stores* 1 R$ 740 mil * 1 National Coverage * Great São Paulo

A B I M F I - S E A F E S P PhotoBrazil Recognition Banners SILVERCategories BRONZE GOLD

A B I M F I - S E A F E S P Sponsorship Quotas POP only Option I (POP only 500) Gold Category R$ 20 mil Silver Category R$ 8 mil Bronze Category R$ 4 mil Option II (POP only 1000) Gold Category R$ 28 mil Silver Category R$ 12 mil Bronze Category R$ 6 mil

A B I M F I - S E A F E S P Option III (POP + Media 500) Gold Category R$ 80 mil Silver Category R$ 32 mil Bronze Category R$ 16 mil, Option IV (POP + Media 1000) Gold Category R$ 150 mil Silver Category R$ 60 mil Bronze Category R$ 30 mil Sponsorship Quotas POP + Media

A B I M F I - S E A F E S P Uniqueness: 1.First time ever the Photo Industry gathers in a united effort to foster industry growth; 2.Give to small retailers the ability to sell in 10X with VISA at conditions they alone would never have; 3. Create excitement at PhotoBrazil on retailers and trade-show sales: now, the photo category can also sell in 10X.

A B I M F I - S E A F E S P GOLD Your Logo Here PhotoBrazil Recognition Banners Category Magazine Campaign In Your Booth

A B I M F I - S E A F E S P THANK YOU! Be a part of it!