2012 Training Manual CMS V2

8/2/2019 2012 Training Manual CMS V2

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2012

CMS Training Manual

“Do it better.”



Outline

I. IntroductionII. Brand Overview

a. Historyb. Messaging

III. Product Educationa. Manufacturingb. Product Linec. Distribution

IV. Role Overviewa. What is a CMS?b. Details of the rolec. Monthly Checklistd. Reportinge. Policies



Intro

As a member of the promotion team for BILLY BOY , youare essentially the face of the brand and a consumer’sfirst point of contact. Remember, you always representthe brand . This document gives a quick summary aboutthe major points concerning the consumer-interaction, Theproducts, and promotion and will help you do your job best

and to establish a long lasting brand-experience for thecustomers. Please follow these guidelines to ensure thatthis experience leaves a positive consumer impression of BILLY BOY . Greet everyone with smiles. Have a positive,upbeat attitude. Use good judgment and discretion. Bepatient and listen carefully to all questions. Make yournetwork feel important!

HAVE FUN!



BILLY BOY – Excitingly Different!

4

‣ Launched in Germany in 1990 & realized significant growth over the lasttwo decades!

‣ Ascended to the market leader in the ultra-competitive German marketafter only 7 years and remains at the top today!

‣ Is uniquely positioned as the Excitingly Different condom, emphasizingthe fun of sex!

‣ Pushes the edge, with its polarizing mentality and forward thinkingbehavior!

‣ Ensures delivery of the most premium products with In-house

manufacturing & design!

‣ Poised to expand its unique brand presence into the U.S. market!

BILLYBOY



5

college age & young pro fessional men and

women age 18-25 [60% o f the larges t 88% o f

condom purchasers]

– Who’s the mark?… what’s themessage?

Par t y’s are a mus t, par t

ying

& pleasure belong toge th

er.

E x tro ver ts.

Ac t i v e l i f e s t y l e , l i k e s

e x t r e m e s p o r t s .

I

den ti fies wi th produc ts. Es tablish

indi vidualism.

Opinion makers, sociallyactive, has fun,identifies with brand,high school educated.

S imp l y pu t he wan

t s to ge t

Be t ter per form

ance,

from German eng ineer in

g

1.

4.

3.

2.

5.

6.

Do it better.™



6

Excitingly Different products to help yougrow!



“More Room for More Sensitivity, Providing you with a titillating intense experience!”

- Made in Germany -Better Performance, From German Engineering.

Features‣One of the only condoms on the market

enhancing male sensation without compromisingon safety and comfort!

‣Scientifically engineered design simulates thefeeling of sex without a condom!

• Made of 100% all natural premium latex

– It’s more comfortable and less likely tobreak!

• Electronically pretested + Exceeds domestic ,ISN, & DLF regulatory safety standards

– Safe as you can get!

• Features include reservoir tip and silicon basedlubrication

– Nice and smooth!

BILLY BOY special comfort

TIMING PRICING SHIPPING

First Ship April 2011 SRP $14.99 / 10 ct 3 ct Inner24 Master

48% of the target demographicwill buy the SPECIAL COMFORT10-pack the first time theypurchase BILLY BOY



- Made in Germany -

Better performance, from German engineering.

Features‣ The condom with a ring, for a closer fit so you can

go longer!

‣ Tighter fit gently restricts blood flow whichincreases duration and heightens sensitivity!


– It’s more comfortable and less likely tobreak!

• Electronically pretested + Exceeds domestic ,ISN, & DLF regulatory safety standards


• Features include reservoir tip and silicon basedlubrication


“Enjoy Lasting Love with Contour’sBuilt-in Ring, so you go longer. You’rethe man!”

BILLY BOY special contour


First Ship August 2011 SRP $14.99 / 10 ct 3 ct Inner24 Master

28% of the target demographicwill buy the SPECIAL CONTOUR10-pack the first time theypurchase BILLY BOY



-Made in Germany –Better performance, from German engineering.

Features‣Innovative design helps condom stand up strongerthen the average condom.

‣Condom designed to stand up stronger to addedfriction and tension.

‣Features extra lubrication to reduce friction.


– It’s more comfortable and less likely to

break!

• Electronically pretested + Exceeds domestic ,

ISN, & DLF regulatory safety standards


• Features include reservoir tip and silicon based

lubrication


“The thicker stronger condom for morereliable protection, for when it getsrough!”

BILLY BOY special power



29% of the target demographicwill buy the SPECIAL POWER 10-pack the first time theypurchase BILLY BOY



BILLY BOY beaded

10

“The texture for extra pleasure will give your partner one more reason to want you!”

-Made in Germany -Better performance, from German engineering.

Features

‣Over 600 raised micro dots enhance stimulationmaking you better in bed!

‣Engineered design enhances stimulation for thepartner. Beads reduce lateral tension reducingfriction.


– It’s more comfortable and less likely

to break!• Electronically pretested + Exceeds domestic ,

ISN, & DLF regulatory safety standards


• Features include reservoir tip and silicon

based lubrication


31% of the target demographicwill buy the BEADED 10-packthe first time they purchaseBILLY BOY


First Ship August 2011 SRP $14.99 / 10 ct3 ct Inner24 Master



BILLY BOY extra lubricated

“Wetter is always better with the ExtraLubricated, Floatation Device not Required!”

- Made in Germany -Better performance, from German engineering.

Features

‣No bells and whistles, just the most a fun &comfortable condom that never gets dry!

‣Anatomical design and extra lubrication ensureundisputed comfort!


– It’s more comfortable and less likely

to break!

• Electronically pretested + Exceeds domestic ,ISO, & DLF regulatory safety standards


• Features include reservoir tip and silicon

based lubrication


48% of the target demographicwill buy the EXTRA LUBRICATED10-pack the first time theypurchase BILLY BOY


First Ship April 2011 SRP $14.99 / 10 ct3 ct Inner24 Master



BILLY BOY variet t t t t y

12


Features

• 2 x special comfort – “More room, More sensitivity!”

• 2 x special contour – “Closer Fit, last Longer!”

• 2 x special power – “Greater Strength for Heavy Pleasure!”

• 2 x Beaded – “Added Texture Makes you Better!”

• 4 x Extra Lubricated – “Added Moisture Never Get Dry!”

“Switch it up with the whole BILLY BOY Line! Greater Variety Equals Greater Fun!”

72% of the target demographicwill buy the VARIETY 10-packthe first time they purchaseBILLY BOY





BILLY BOY TinPack & MyLove

13

TIMING PRICING CASING

First Ship Q22011

SRP $ 7.99 / 3 ct 6 Ct Inner24 Ct Master

BILLY BOY TinPack

‣Features

• 1 x Extra Lubricated Condoms

• 1 x Beaded Condom

• 1 x special comfort

-Made in Germany –Better performance, from Germanengineering.

“A discreet method of carrying condoms for nightsout”

BILLY BOY MyLove

‣Features

• 2 x Extra Lubricated Condoms

• 1 x special comfort



BILLY BOY FunPack!

14


Features

•2 x Extra Lubricated Condoms

•2 x special COMFORT Condoms

•1 x BILLY BOY Vibrating Ring

4 variable speeds & 30 minute reusable battery life

− Slow, Medium, Fast, & Pulsating

Water proof silicone stretching band

− Extra comfort for the users

•2 x Alcohol free Melon Fresh BILLY BOY Wet Towelette ‘s

“If you like it slow, fast, or pulsatingan all in one intimacy kit to spicethings up!”

2 x

2 x

2 x


First Ship Q22011

SRP $15.99 3 Ct Inner24 Ct Master

2x

2x

2x

2x

2x



The Basics:‣“Sometimes less is more! Need something fun and Excitingly Different Just fortonight!”

BILLY BOY 3 Ct Line!

-Made in Germany –Better performance, from German engineering.

BILLY BOY 3ct Line

‣Extra Lubricated – “Wetter is Better!”

‣Beaded – “Feel the Difference!” ‣Variety – “Switch it UP!”

‣special comfort

‣special contour

‣special power


First Ship Q32011

SRP $ 5.99 / 3 ct 6 Ct Inner24 Ct Master



The Basics:

‣Water based lubricant that performs like a silicon based lubricant!

‣Special formula provides longer lasting moisture+ contains key

ingredients to keep a balanced PH level‣NO Health complications

‣Unlike anything on the market today

BILLY BOY Enzyme EnrichedLubricant

BILLY BOY Lubricant

‣Features•80 ML•Pump push top•Water based lubricant•Warming and cooling duel sensation•Plastic bottle to protect pusher

TIMING PRICING

First Ship TBD SRP TBD



BILLY BOY – Product Pricing

1

Product SRP

10 Packs $ 14.99

3 Packs $ 5.99

Variety $ 14.99

Fun Pack $15.99

Tin Packs $7.99

Display Program Varies



Display Program Contains

• 9 special comfort 10 pk

• 9 special power 10 pk

• 9 extra lubricated 10 pk

•

9 variety 10 pk• 12 beaded 3 pk

• 12 extra lubricated 3 pk

• 6 Tin Pack

• 6 My love Tin



BILLY BOY – Current DistributionBuild

1

‣ BILLY BOY is currently distributed by various online,food, alternative, novelty, drug, and wholesale drug

retailers & distributors and has just begun to ship.

‣ BILLY BOY has received various commitments forlistings in additional food, drug, and wholesale drugaccounts.

‣ Early sales data indicates BILLY BOY is exceedingbenchmark expectations by on average 200%

‣ We anticipate strong volume growth for the rest of theyear as our distribution continues to expand.Store Clusters



So What Is a – CMS????

2

As an influencer at your college, you’ve been specially selected to represent BILLY BOY oncampus, at special events, parties, and local student watering holes. Why YOU? You’retapped in and a tastemaker, so we’re asking you to be our social and cultural leader oncampus. On the next few pages we will review how you can help get BILLY BOY out to yournetwork through sampling, events, guerilla stunts, and social media. You will be one of themost sought after and envied personalities on campus serving as a BILLY BOY CollegiateMarketing Specialist.

Fun

Exciting

Cleve

r

Youthf

ul

Sex

y

Direct

Social Connector

Collegiate

Marketing Speciali

st

Influencer

Engagi ng

Ballsy (no pun

intended)



How do we get the word out?

We’re National And Growing!

• New York (NYU, Columbia, Baruch, Fordham)• Chicago (U of Chicago, DePaul, Northwestern, U of Illinois)• Miami (University of Miami)• New Orleans (Tulane)

• Dallas (TCU, SMU)• LA (TBD)• SF (TBD)•

Seattle (TBD)• Madison (U of Wisconsin)•

Do It Better!

What’s the goal? What’s the end game? Simply put, you have one job;integrating BILLY BOY into the everyday college experience oncampus and adding value to that experience.

In the next few pages we are going to discuss how you can leverage yournetwork, knowledge, expertise, and lifestyle to build the BILLY BOY brand oncampus. This training manual is just a starting point - we welcome creativity,humor, and invention. Wit, humor, and making memorable moments are key.

You’re not only a brand advocate, but a COLLEGIATE MARKETINGSPECIALIST.




400 SAMPLES DISTRIBUTED (additional quantities by special requestonly)Each month you will receive (400) single BILLY BOY samples (Beaded,Extra Lubricated, and Special Comfort) to distribute throughout your network. Get creative! You’ll see some examples in the next few

pages!• On-campus• Off-campus student hubs

• Student integrated events 3,500 STUDENTS REACHED

Above and beyond handing out BILLY BOY samples, there are many different ways to integrate BILLY BOY into the every day collegeexperience. Here are a few avenues:

• Hand to hand sampling• Exposure to BILLY BOY branding at co-sponsored events• Word of mouth• Online reach (see online monthly deliverable son next page)• DJ Shout-outs

SOCIAL MEDIA REACHBILLY BOY has several online platforms including Facebook, Twitter,and the www.BILLYBOY.us site. Our we and our partners areconstantly posting new content. Your job is to share this content and to grow our Facebook & Twitter fanbase.

•

50 – Likes added to Facebook - https://www.facebook.com/BILLYBOYUSA• 16 – Social media re-posts of BILLY BOY content on Twitter or FB (4 perweek)

As a CMS, you will use your network to distribute and promote BILLY BOY. Here are the channels:

http://www.billyboy.us/

http://www.billyboy.us/




2 GREEK LIFE ORIENTED INTEGRATIONSGreek Life integrations can include any activity related to a Fraternity or Sorority event. This is DIFFERENT than a Nightlife Oriented Event (next item!).

• Greek life sponsoring bar parties• Formal• Co-sponsored events• BILLY BOY presence (branded banners and POS)• Distribution of BILLY BOY samples

2 NIGHTLIFE ORIENTED EVENTS A Nightlife Oriented Event includes the integration of BILLY BOY at any

student event (not including Greek Life). Examples include:• BILLY BOY presence (branded banners and POS)• Distribution of BILLY BOY samples• DJ shout out

3 GUERILLA HACKS (BIG MOMENT), EXAMPLES INCLUDE (but not limited to!): A HACK (or BIG MOMENT) is any BILLY BOY stunt that is out of the ordinary. A HACK should be funny, witty, racy, cheeky, unexpected, have an element of surprise, get a lot of laughs, be the talk of town, go viral, have others

going “WHAT WAS THAT????”. Some examples include:• Air drop condoms over student union• Large event (street sampling at festival or concert)• Going above and beyond, thinking outside of the box• Anatomy class – sample on each seat w/ BILLY BOY static cling on board• Hang “DO NOT DISTURB” BILLY BOY hangers on dorm room doors before students

wake up• Find alternative ways of generating brand awareness•

Participate in viral video development• Seed product in grassroots ways




NATIONAL INITIATIVE A National Initiative is much like a “Big Moment”, but on a national

scale. Every semester, BILLY BOY HQ will organize one or morenational initiatives, where all BILLY BOY CMSs will execute the same promotional stunt/guerilla hack at the same time and date.

• Here’s your chance to shine – have an idea? We’re all ears!Suggestions are welcome and encouraged.

50-100 POS DISTRUBUTED (quantities will vary month to month)Each month you will receive fun POS to enhance the BILLY BOY collegeexperience! Get creative with how you give these premiums out!

Every guy you know called BILLY should get a T-shirt! Hold a Beer Pong competition at a party or event!

• Beer pong kits, Silicone wristbands, Door hangers, Sunglasses, Vinyldecals, Trucker hats, Men’s Ts, Women’s Tanks



Monthly Snapshot

ITEM

MONTHLY

QUOTAF e b

M a r c h

A p r i l M a y

J u n e J u l y

A u g u s t S e p

O c t N o v

D e c

Inventory

Samples Received 444

POS Received TBD

Kit Status NA

Experiential

Samples Distributed 444

Students Reached ,4444 POS Distributed TBD

Greek Life Oriented Integrations 4

Nightlife Oriented Events 4

Guerilla Hacks 4

Social Media

Likes Added 44

BILLY BOY Re-Posts to

Twitter or FB 44

National Initiative

Hack TBD NAMonthly Reporting

Photos 44

Video 4

Weekly written report 4

Here’s a snapshot of what your monthly “to-do” list looks like. Use the digitalversion of this spreadsheet as a monthly checklist.



Reporting

•Go to www.BILLYBOYHQ.com

•Enter your assigned username &password

•Reports must be submitted bySunday of each week

•Contact Leslie Siu [email protected] or 347-205-7065 (texts are welcome!) withany issues or questions

•Check BILLYBOYHQ.com to seewhat your fellow CMSs are doingaround the country!

STEP 1: On theBILLYBOYHQ.COM landing pageselect the Reporting Tab &select General Report on thedropdown menu

STEP 3: Select theCreate New Report onthe Reporting page

Each week you will enter youractivity reports on thewww.BILLYBOYHQ.comreporting site

i

http://www.billyboyhq.com/

mailto:[email protected]


http://www.billyboyhq.com/



Reporting

GENERAL•Enter your assignedusername•Enter topline details:

• Date• # o f consumers

sampled• Type of activity

BRAND INTEGRATIONWere you able to distributeproduct?

BRANDING/INFRASTRUCTUREDescribe how you were able tointegrate BILLY BOY into thisactivity. Did you hand out BILLYBOY samples? Were you able tofeature other BILLY BOY brandedpieces? Did you distribute BILLYBOY POS?

BIG MOMENT?

Was this activity out of theordinary? Did you get a lotof laughs? Was there a “BigReveal” or element of surprise?

EXECUTION RESULTS &LEARNINGWrite a short description of the

activity. Were we part of astudent event? Was it aguerilla hack? Whathappened? Who was there?What was the overall reaction?Highlights? Key Learnings?

LATEX PATROL SUPPORTDid you have LPO’s at yourevent?

PHOTO UPLOADSUpload 5 GOOD photos of your activity. Good photos includebranding/ product/students having fun/ and anything that willget a good laugh

VIDEO UPLOADSUpload video footage in thissection (where applicable)

STEP 4: Populate the Activity Report Form and hit Submit when completed



Speaking Points

2

Sweet Spot: Males & Females 18 – 24 who want to have safe sex

ApproachBe confident / always smile / (Leading Question) “Hey there, would you like to trya BILLY BOY?”

Key Talking Points

“BILLY BOY condoms help you - Do It Better ”

“ BILLY BOY is the condom that helps you have better sex, unlikecompetitors, because it’s German Engineered. ”

“ Simply put; Better sex from German engineering.”

“ Reason to believe - For over 20 years we’ve spent every waking momentengineering the most innovative and premium products from Germany. ”

“ The Mercedes Benz of Condoms ”

“Excitingly Different ”



Consumer Engagements - TroubleShooting

2

Consumers may want to speak to you about safe sex and STI’s:

The most appropriate answer to that is;“While I’m not an expert, I can tell you that condoms are 99.9% effective against STI’sand pregnancy, if you need more info about STI’s or contraception you should refer tothe Center for Disease Control.”

http://www.cdc.gov/std/

http://www.plannedparenthood.org/health-topics/stds-hiv-safer-sex-101.htm

In addition, you may hear the following consumer responses:“I don’t use condoms!”“We’re in a relationship and we don’t use condoms!”“I have AIDS, thank you for the great work you are doing!”“I’m a lesbian!”“I’m Jewish!”

“Thin condoms are less reliable, break more often”“Where does your latex come from”

What else have you heard? – In this training session we will discuss how to respond toconsumers.







Consumer Engagement Dont’s!

3

Do not;

• Target pre-teens / Mothers with children / Organized Religious Trips

• Patrol middle schools & high schools, banks, family oriented events,

religions institutions, police stations, political functions, health

centers/clinics, govt institutions

• Distribute excess product to an individual or group

• Pursue someone if they do not want to be engaged

• Distribute Product without engaging consumer on key talking points

• Lie about the brand or product

• Yell at consumers

• Make them feel un-important or un-wanted

• Communicate our product protect better against STI’s then other

condoms

In the end you should exercise good judgment & represent the brand

rofessionall

Marketing & Communications 90% of Operating Budget



Marketing & CommunicationsGuerilla event based marketing

Targeted | Flexible | Effective

C o l l e g i a t e

M a r k e t i n g

• 40+Collegiate

MarketingSpecialists

• In housebrandambassadors

• Buildingawareness& sampling

• Full time inandaroundcampuses

• Hacks /op’s /

stunts

M e t r o

S a m p l i n g

• 30 LatexPatrol

Officers• Distributin

g producttopotentialconsumers

• Key metroMarkets(NY, IL, FL,CA, WA)

• 4 nights aweek

D i g i t a l A d

v e r t i s i n g

• Advertisingon sites

relevant totgt. demo

• 35 millionimpressions permonth

• SEOCampaignfor naturalsearch

• Coupledwith viralmediacampaign

• 15 x

Originalcommercia

C o - M a r k e t i n g &

P r o m o t i o n

• Co-marketwithestablished brands.

• Addingvalue tocurrentestablishments

•

Promote atmusic &on-premiseevents

• Events likeElectricZoo,Lollapalooz

a,Bonnaroo

90% of Operating Budget500,000,000 UniqueImpressions

H.

Q.



Policies & Procedures

“Policies & Procedures” page. (We’ll try to make this as painless as possible)

BEHAVIOR

Yeah, yeah, we get it, we’re not going to tell you how to behave, but we do want to remind you that youare the face of the brand. So while we ask you “please don’t act negatively or inappropriately”, we dowant to encourage you to be yourself. BILLY BOY is all about swagger, invention, wit, and getting a lot of laughs (which is why we want to work with YOU in particular).

INVENTORY Each month you will be sent new inventory including (400) BILLY BOY single samples and an allotment of POS (Branded T’s, tanks, sunglasses etc). Additionally you will be set up with a “starter kit” includingbanners & a BILLY BOY bag. You are responsible for notifying BILLY BOY HQ when you are running low on

inventory or requesting additional product for special events or activations. You are responsible for allprogram equipment and premiums in your possession during this program.

WEEKLY REPORTSWeekly reports must be uploaded by each SUNDAY of each week. No exceptions. Please notify Leslie Siu@ [email protected] OR 347-205-7065 (texts are welcome!) if you are having any issues.

COMMUNICATIONWe are a national program so communication is KEY! We understand you have a class schedule and willtry to work around it, but please make it a habit to respond to texts, calls, or email within a 2 hour window.

Even if it’s a short reply saying “will get back to you tonight”. Let us know which form of communicationworks best (text , phone, or email?) and we will contact you this way if possible. Also, use theBILLYBOYHQ.com as a resource! See what your fellow CMSs are doing around the country. Is thereanything we can do collectively?



Documents

2012 Training Manual CMS V2