Gary Dickson IMS/Mosaic Aggressive Store Marketing

Tom Hart Dashboard Advantage

Store Level Data Capturevia Mosaic Dashboard

TODAY’S PRESENTERS

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AGGRESSIVE STORE MARKETING

(ASM)

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ASMMosaic 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.

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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+ FREQUENCYPOP PACKAGE

RETAIL PRESENCE

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

10+ FREQUENCYPOP PACKAGE

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SECOND…customers gain a first hand experience of the

offering by TASTING it.

PRODUCT SAMPLING

RETAIL PRESENCE

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SAMPLINGThe STRONGEST form of

Aggressive Store Marketing

It combines FREE with PERSONAL INTERACTION at

the point of the customer’s purchase decision. 9

SAMPLINGArbitron 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.”

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SAMPLINGIT 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!

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

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SAMPLINGAND 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

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SAMPLINGAverage 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.

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SAMPLINGExpect one-third to buy when sampled…

107 sales. Expect another 20% to buy soon…

64 sales.

THAT MEANS…15

SAMPLINGTHAT MEANS…

One day of sampling = 171 sales

REMEMBER: The objective is to average 17

sales/day. 16

SAMPLINGSO WHEN YOU…

Sample 5 days/week for first 4 weeks…

YOUR TOTAL SCM SALES 3,420 DRINKS

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SAMPLING

LET’S LOOK AT THE ROI

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ASM OFFERThe most powerful word in

sales promotion is

FREEAnd with SCM it’s both

POWERFUL & PROFITABLE 19

ASM OFFERUse forecourt signage to tell the thousands of drivers who don’t use your store…

FREE“SUPER CHARGE”

ENERGY DRINKS TODAY!20 ounce

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ASM OFFERMake this aggressive offer for 5consecutive days…Monday through Friday

Use daily frequency of a FREE offer tocause some of those potential customersto CHANGE THEIR SHOPPING

HABITS and come into your store.

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ASM OFFERDuring 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.

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

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ASM OFFERAn 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.

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ASM OFFER

YOU MAY ASK:

What about all your “regular” customers who also took advantage of the FREE drink?

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ASM OFFERTHAT’S GOOD!

We’re trying to build the OVERALLBUSINESS of the highly profitable

Super Chiller Mountain drinks

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ASM OFFERAND…

They also will not abandon their purchase behavior. Almost always, their FREE drink will include a purchase.

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

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