1. Beirut International Franchise Forum Panel 2: In-Store Marketing Strategies & their Influence on Customers’ Spending Mr. Gerard Tannam Chief Executive Officer Islandbridge Brand Development Limited

2. BIFEX 2013: Jumping Off The Shelf Gerard Tannam

3. www.Islandbridge.com Part 1. How A Brand Works

4. www.Islandbridge.com In Our Experience… Success in the marketplace is down to our ability to influence choice.

5. www.Islandbridge.com Purpose Of A Brand? To make you the natural choice of your customers.

6. www.Islandbridge.com

7. Shop Until You Drop? Customers need help in making their choices; otherwise the weekly shop would take a week!

8. www.Islandbridge.com Purpose Of A Brand? (2) To help customers choose what’s just right for them.

9. www.Islandbridge.com Purpose Of Promotional Activity It must be the same: to help customers choose what’s just right for them.

10. www.Islandbridge.com How Does A Brand Work? “A brand influences choice by standing for the relationship between the buyer and the seller.” Islandbridge, 2004

11. www.Islandbridge.com Part 2. Brand Occasions

13. www.Islandbridge.com Steps To A Sale Branding is about behaviour and communication. What you say and what you do.

14. www.Islandbridge.com Steps To A Sale (2) Brand relationship built through a series of events or Brand Occasions.

15. www.Islandbridge.com Brand Occasions (1) Brand Occasions are a series of key events in the developing relationship between buyer & seller, which help to determine the match between what the buyer wants and what the seller has to offer & which lead to a clear decision to buy or not to buy.

16. www.Islandbridge.com Brand Occasions (2) In order to begin describing our relationship & the role that we play for our customer, whether on the shelf or elsewhere, we must determine our Brand Occasions.

17. www.Islandbridge.com Brand Occasions 1.Attraction 2.Information 3.Recommendation 4.Demonstration 5.Sample 6.Proposition 7.Delivery 8.Support 9.Recovery 10.Feedback

18. Thank You! Gerard@Islandbridge.com