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EAST BUSINESS UNIT. Sampling and Product Strategy Layer in start of new markets over Q1 2012 and gradually increase scope of work Pyramid hours/product.

Published byTrevor West Modified over 9 years ago

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Presentation on theme: "EAST BUSINESS UNIT. Sampling and Product Strategy Layer in start of new markets over Q1 2012 and gradually increase scope of work Pyramid hours/product."— Presentation transcript:

1 EAST BUSINESS UNIT

2 Sampling and Product Strategy Layer in start of new markets over Q1 2012 and gradually increase scope of work Pyramid hours/product usage over the year, with highest concentrations during warmer months

3 Events Strategy 360-degree programming across all-markets tied into incentive periods (March, May, August) Distributor “Share of Mind” events across all markets to drive engagement in between incentive periods (April, July, October) Shore location programming: Memorial Day kick-off, June Beach Blitzes and late July weekends in key locations Peak programming in-market during May/September to leverage great weather and less resident vacations

4 Radio/Print/OOH Strategy Radio/Print tied to March, May and August incentive periods throughout division Biggest OOH buys during May (incentive period/good weather kick-off) and August (incentive period/Back to School) to include subway activation, beach shuttle wraps and window take-overs at retail Truck Backs utilized in June, July and September

5 JANUARY 2012 TOTAL MARKETING SPEND: $ 29,820 TOTAL SALES SPEND: $ 0 ________________________________________________ TOTAL REGIONAL SPEND: $ Consumer TrialEventsCollegiateOOHRadioPrintOL NYC, Philadelphia, DC = 25 retail demos each Boston = 10 retail demos Sampling Blitz of Fitness and Yoga centers across division Winter athletic event activation (Super Bowl, Polar Bear plunge) Ski Resort sampling Back To School across all markets in division Fitness professional/blog ger seeding Retailer IncentiveDistributor IncentivePromotions REGION: EAST

6 FEBRUARY 2012 TOTAL MARKETING SPEND: $ 32,269 TOTAL SALES SPEND: $ 0 ________________________________________________ TOTAL REGIONAL SPEND: $ Consumer TrialEventsCollegiateOOHRadioPrintOL NYC, Philadelphia and DC = 25 Retail Demos Boston = 15 Retail Demos NY Metro/Richmond = 10 Retail Demos Valentine’s Day event activation across division Valentine’s Day / Greek Formal focus with Gasm Retailer IncentiveDistributor IncentivePromotions REGION: EAST

7 MARCH 2012 TOTAL MARKETING SPEND: $ 111,759 TOTAL SALES SPEND: $ 0 ________________________________________________ TOTAL REGIONAL SPEND: $ Consumer TrialEventsCollegiateOOHRadioPrintOL NYC, Philadelphia and DC = 30 Retail Demos Boston = 20 Retail Demos Upstate NY, NY Metro and Richmond = 15 Retail Demos “Spring ahead with Neuro” 360-degree programming with Spring Break vacation give-away. NYC = ECA Fitness Convention, Philadelphia = Sandy 5K, DC = Cherry Blossom Festival Focus on Spring Break readiness and SUN sampling…possibly spring break give- away with college retail outlet Two weeks of radio across all markets (except NYC) to support special pricing, tied into retailer TBD. NYC print to support special pricing tied into retailer TBD. INCENTIVE MONTH Retailer IncentiveDistributor IncentivePromotions REGION: EAST

8 APRIL 2012 TOTAL MARKETING SPEND: $ 74,349 TOTAL SALES SPEND: $ 0 ________________________________________________ TOTAL REGIONAL SPEND: $ Consumer TrialEventsCollegiateOOHRadioPrintOL NYC, Philadelphia and DC = 40 Retail Demos Each Boston = 30 Retail Demos Upstate NY, NY Metro and Richmond = 25 Retail Demos Each All Markets Distributor Top of Mind event “Fit to Win with Neuro”. NYC = Tribeca Film Festival, Philadelphia = Golf Tournament, DC = Yoga Week, National Police 5K, Boston = Fenway Opening Day and Boston Marathon Spring Fest event activations, Spring Rush time activation Mommy Blogger network event at end of April in time for Mother’s Day across all markets Retailer IncentiveDistributor IncentivePromotions REGION: EAST

9 MAY 2012 TOTAL MARKETING SPEND: $ 342,758 TOTAL SALES SPEND: $ 0 ________________________________________________ TOTAL REGIONAL SPEND: $ Consumer TrialEventsCollegiateOOHRadioPrintOL NYC, Philadelphia and DC = 40 Retail Demos Each Boston = 40 Retail Demos Upstate NY, NY Metro and Richmond = 30 Retail Demos Each All Markets 360- degree programming: Swing into Summer with Neuro. Give- away at Retail tied to Baseball experience. Additional events focused on fitness/athletic events. Spring sport and Finals Week activations NYC = Subway program tied to retailer…..All other markets: window takeover at retail Philadelphia, DC, Boston, Upstate NY, NY metro and Richmond = 2 weeks of radio to support special pricing at retailer and consumer baseball give-away NYC print to support special pricing, retailer TBD INCENTIVE MONTH Retailer IncentiveDistributor IncentivePromotions REGION: EAST

10 JUNE 2012 TOTAL MARKETING SPEND: $ 126,438 TOTAL SALES SPEND: $ 0 ________________________________________________ TOTAL REGIONAL SPEND: $ Consumer TrialEventsCollegiateOOHRadioPrintOL NYC, Philadelphia and DC = 40 Retail Demos Each Boston = 40 Retail Demos Upstate NY, NY Metro and Richmond = 40 Retail Demos Each Beach Blitzes in NYC, Philadelphia, Boston, Richmond Gay Pride activations in all- markets N/ATruck backs in all markets One week of radio to support summer kick- offs in shore locations across the division INCENTIVE MONTH Retailer IncentiveDistributor IncentivePromotions REGION: EAST

11 JULY 2012 TOTAL MARKETING SPEND: $ 109,378 TOTAL SALES SPEND: $ 0 ________________________________________________ TOTAL REGIONAL SPEND: $ Consumer TrialEventsCollegiateOOHRadioPrintOL NYC, Philadelphia, DC, Boston, Upstate NY, NY Metro and Richmond = 40 Retail Demos Each All Markets Distributor Share of Mind event: Heat it Up with Neuro. Focus on shore locations: surf/paddleboarding clinics, 5Ks and influencer-filled events N/ATruck backs in all markets July Fourth Weekend kits to media personnel Retailer IncentiveDistributor IncentivePromotions REGION: EAST

12 AUGUST 2012 TOTAL MARKETING SPEND: $ 153,378 TOTAL SALES SPEND: $ 0 ________________________________________________ TOTAL REGIONAL SPEND: $ Consumer TrialEventsCollegiateOOHRadioPrintOL NYC, Philadelphia, DC, Boston, Upstate NY, NY Metro and Richmond = 40 Retail Demos Each All Markets: NYC Fashion Week 360- degree programming: “Neuro: Fall’s Best Accessory”… NYC= Summer Streets program, Philadelphia = Weekly Summer Concert Series N/ARadio in all markets (except NYC) supporting Fashion Week retailer, special pricing and consumer contest. NYC print to support Fashion Week retailer, special pricing and consumer contest INCENTIVE MONTH Retailer IncentiveDistributor IncentivePromotions REGION: EAST

13 SEPTEMBER 2012 TOTAL MARKETING SPEND: $ 275,568 TOTAL SALES SPEND: $ 0 ________________________________________________ TOTAL REGIONAL SPEND: $ Consumer TrialEventsCollegiateOOHRadioPrintOL NYC, Philadelphia, DC, Boston, Upstate NY, NY Metro and Richmond = 40 Retail Demos Each NYC, Philadelphia, DC = Fashion Week activations New markets TBD Back to school programming – college move-in days, Fall Rush period Retailer window take-over and truck backs in all markets Radio in all markets (except NYC) supporting Fashion Week retailer, special pricing and consumer contest. NYC print to support Fashion Week retailer, special pricing and consumer contest Leveraging Fashion Week sponsorship with key OLs Retailer IncentiveDistributor IncentivePromotions REGION: EAST

14 OCTOBER 2012 TOTAL MARKETING SPEND: $ 67,378 TOTAL SALES SPEND: $ 0 ________________________________________________ TOTAL REGIONAL SPEND: $ Consumer TrialEventsCollegiateOOHRadioPrintOL NYC, Philadelphia, DC, Boston, Upstate NY, NY Metro and Richmond = 30 Retail Demos Each All Markets: Distributor Share of Mind event – “A BLISSful Q4 with Neuro”. Tailgating, Breast Cancer Awareness month 5/10Ks and Halloween activations. Boston = Head of the Charles College football tailgating, Halloween activations at College Retail – costume contest/give-away Retailer IncentiveDistributor IncentivePromotions REGION: EAST

15 NOVEMBER 2012 TOTAL MARKETING SPEND: $ 59,799 TOTAL SALES SPEND: $ 0 ________________________________________________ TOTAL REGIONAL SPEND: $ Consumer TrialEventsCollegiateOOHRadioPrintOL NYC, Philadelphia, DC, Boston, Upstate NY, NY Metro and Richmond = 25 Retail Demos Each NYC = Marathon week lead-up events Mid-term activations: Sonic Sampling Stations at college retailers One week of radio to leverage for holiday displays at retailer TBD Retailer IncentiveDistributor IncentivePromotions REGION: EAST

16 DECEMBER 2012 TOTAL MARKETING SPEND: $ 23,340 TOTAL SALES SPEND: $ 0 ________________________________________________ TOTAL REGIONAL SPEND: $ Consumer TrialEventsCollegiateOOHRadioPrintOL NYC, Philadelphia, DC, Boston, Upstate NY, NY Metro and Richmond = 25 Retail Demos Each Office samplings focused on BLISS during stressful holiday season Finals Activation focused on BLISS Retailer IncentiveDistributor IncentivePromotions REGION: EAST

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