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

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 usage over the year, with highest concentrations during warmer months

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

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

JANUARY 2012

TOTAL MARKETING SPEND: $ 29,820TOTAL SALES SPEND: $ 0________________________________________________TOTAL REGIONAL SPEND: $

Marketing

Consumer Trial Events Collegiate OOH Radio Print OL

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/blogger seeding

Sales

Retailer Incentive Distributor Incentive Promotions

REGION: EAST

FEBRUARY 2012


Marketing


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

Sales


REGION: EAST

MARCH 2012


Marketing


NYC, Philadelphia and DC = 30 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.

Sales

INCENTIVE MONTH


REGION: EAST

APRIL 2012


Marketing


NYC, Philadelphia and DC = 40 Retail Demos Each


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

Sales


REGION: EAST

MAY 2012


Marketing





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

Sales

INCENTIVE MONTH


REGION: EAST

JUNE 2012


Marketing





Beach Blitzes in NYC, Philadelphia, Boston, Richmond

Gay Pride activations in all-markets

N/A Truck backs in all markets

One week of radio to support summer kick-offs in shore locations across the division

Sales

INCENTIVE MONTH


REGION: EAST

JULY 2012


Marketing


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/A Truck backs in all markets

July Fourth Weekend kits to media personnel

Sales


REGION: EAST

AUGUST 2012


Marketing



All Markets: NYC Fashion Week 360-degree programming: “Neuro: Fall’s Best Accessory”…

NYC= Summer Streets program, Philadelphia = Weekly Summer Concert Series

N/A 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

Sales

INCENTIVE MONTH


REGION: EAST

SEPTEMBER 2012


Marketing



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

Sales


REGION: EAST

OCTOBER 2012


Marketing



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

Sales


REGION: EAST

NOVEMBER 2012


Marketing



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

Sales


REGION: EAST

DECEMBER 2012


Marketing



Office samplings focused on BLISS during stressful holiday season

Finals Activation focused on BLISS

Sales


REGION: EAST

Documents

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