Gary Dickson IMS/Mosaic Aggressive Store Marketing Tom HartDashboard Advantage Store Level Data Capture via Mosaic Dashboard 2

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ASM Mosaic Water Systems’ marketing team has been creating SALES SPIKES for decades… we’ll provide you what you need to build the Super Chiller Mountain (SCM) business and your overall business. But, make no mistake, YOU will have to be AGGRESSIVE to do it. 4

Aggressive Store Promotion DOESN’T mean you’ll lose money. It DOES mean BUILDING YOUR BUSINESS while earning a REASONABLE ROI while you do it. Let’s see how. 5

FIRST… the BRAND communicates WHAT IT IS by impacting customers through a dynamic in-store and property line experience we call 10+ F REQUENCY POP P ACKAGE 6

Every conceivable communications opportunity across the “universe” of a convenience store’s retail environment  STREET IMPACT SIGNAGE  PUMP ISLAND  BUILDING EXTERIOR  BUILDING INTERIOR 7

SECOND…customers gain a first hand experience of the offering by TASTING it. PRODUCT SAMPLING 8

SAMPLING The STRONGEST form of Aggressive Store Marketing It combines FREE with PERSONAL INTERACTION at the point of the customer’s purchase decision. 9

SAMPLING Arbitron research (2008 study): “… more than a third of customers who tried samples said they bought the product during the same shopping trip. Better yet…a total of 58% said they would buy the product “after trying it.” 10

SAMPLING IT BEARS REPEATING… Over 1/3 of customers bought immediately after the sample…and nearly 6 out of 10 said they would buy because of sampling. NOTHING IS MORE EFFECTIVE! 11

SAMPLING SO WHY NOT… Make it a point to have employees actively approach customers throughout the store and forecourt to offer samples? 12

SAMPLING AND IT MAKES EVEN MORE SENSE BECAUSE… The samples (flavor concentrates and 3 oz. cups) are provided at no cost to the store! Let’s take a closer look at the economics of SAMPLING 13

SAMPLING Average c-store transactions per year: 440,000 (NACS; 2011). That’s an average of nearly 1,200 transactions per day. Assume two-thirds of them shop during the 6 peak hours for store traffic. That’s 800 per day. Assume two employees could sample 40% of them during those 6 hours – 320 sampled. 14

SAMPLING Expect one-third to buy when sampled… 107 sales. Expect another 20% to buy soon… 64 sales. THAT MEANS… 15

SAMPLING THAT MEANS… One day of sampling = 171 sales REMEMBER: The objective is to average 17 sales/day. 16

SAMPLING SO WHEN YOU… Sample 5 days/week for first 4 weeks… YOUR TOTAL SCM SALES 3,420 DRINKS 17

SAMPLING LET’S LOOK AT THE ROI 18

ASM OFFER The most powerful word in sales promotion is FREE And with SCM it’s both POWERFUL & PROFITABLE 19

ASM OFFER Use forecourt signage to tell the thousands of drivers who don’t use your store… FREE “SUPER CHARGE” ENERGY DRINKS TODAY! 20 ounce 20

ASM OFFER Make this aggressive offer for 5 consecutive days…Monday through Friday Use daily frequency of a FREE offer to cause some of those potential customers to CHANGE THEIR SHOPPING HABITS and come into your store. 21

ASM OFFER During the FREE drink promotion, use a “ Bounce Back ” coupon to provide an INCENTIVE for customers to REPEAT their original change in their “shopping habits” to REVISIT your store. 22

ASM OFFER Cashiers present the “ Bounce Back ” coupons to ALL CUSTOMERS. The employee interaction with the customer is being aggressive in a very friendly way. 23

ASM OFFER An opportunity to “close” the deal with the customer could be to make the Bounce Back offer “Earn 5 times Perks Points.” That should motivate the second drink purchase – and also encourage the customer to join the loyalty program. 24

ASM OFFER YOU MAY ASK: What about all your “regular” customers who also took advantage of the FREE drink? 25

ASM OFFER THAT’S GOOD! We’re trying to build the OVERALL BUSINESS of the highly profitable Super Chiller Mountain drinks 26

ASM OFFER AND … They also will not abandon their purchase behavior. Almost always, their FREE drink will include a purchase. 27

ASM OFFER Over 7 weeks (July 29-Sept 13) we cycle through 4 FREE OFFERS in the fashion described: Mosaic Pure & Super Fruit 7/29-8/2 Super Sport 8/12-8/16 Super Charge 8/26-8/30 Any Super Drink 9/9-9/13 28