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
TOTAL MARKETING SPEND: $ 32,269TOTAL SALES SPEND: $ 0________________________________________________TOTAL REGIONAL SPEND: $
Marketing
Consumer Trial Events Collegiate OOH Radio Print OL
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
Retailer Incentive Distributor Incentive Promotions
REGION: EAST
MARCH 2012
TOTAL MARKETING SPEND: $ 111,759TOTAL SALES SPEND: $ 0________________________________________________TOTAL REGIONAL SPEND: $
Marketing
Consumer Trial Events Collegiate OOH Radio Print OL
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.
Sales
INCENTIVE MONTH
Retailer Incentive Distributor Incentive Promotions
REGION: EAST
APRIL 2012
TOTAL MARKETING SPEND: $ 74,349TOTAL SALES SPEND: $ 0________________________________________________TOTAL REGIONAL SPEND: $
Marketing
Consumer Trial Events Collegiate OOH Radio Print OL
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
Sales
Retailer Incentive Distributor Incentive Promotions
REGION: EAST
MAY 2012
TOTAL MARKETING SPEND: $ 342,758TOTAL SALES SPEND: $ 0________________________________________________TOTAL REGIONAL SPEND: $
Marketing
Consumer Trial Events Collegiate OOH Radio Print OL
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
Sales
INCENTIVE MONTH
Retailer Incentive Distributor Incentive Promotions
REGION: EAST
JUNE 2012
TOTAL MARKETING SPEND: $ 126,438TOTAL SALES SPEND: $ 0________________________________________________TOTAL REGIONAL SPEND: $
Marketing
Consumer Trial Events Collegiate OOH Radio Print OL
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/A Truck backs in all markets
One week of radio to support summer kick-offs in shore locations across the division
Sales
INCENTIVE MONTH
Retailer Incentive Distributor Incentive Promotions
REGION: EAST
JULY 2012
TOTAL MARKETING SPEND: $ 109,378TOTAL SALES SPEND: $ 0________________________________________________TOTAL REGIONAL SPEND: $
Marketing
Consumer Trial Events Collegiate OOH Radio Print OL
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
Retailer Incentive Distributor Incentive Promotions
REGION: EAST
AUGUST 2012
TOTAL MARKETING SPEND: $ 153,378TOTAL SALES SPEND: $ 0________________________________________________TOTAL REGIONAL SPEND: $
Marketing
Consumer Trial Events Collegiate OOH Radio Print OL
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/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
Retailer Incentive Distributor Incentive Promotions
REGION: EAST
SEPTEMBER 2012
TOTAL MARKETING SPEND: $ 275,568TOTAL SALES SPEND: $ 0________________________________________________TOTAL REGIONAL SPEND: $
Marketing
Consumer Trial Events Collegiate OOH Radio Print OL
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
Sales
Retailer Incentive Distributor Incentive Promotions
REGION: EAST
OCTOBER 2012
TOTAL MARKETING SPEND: $ 67,378TOTAL SALES SPEND: $ 0________________________________________________TOTAL REGIONAL SPEND: $
Marketing
Consumer Trial Events Collegiate OOH Radio Print OL
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
Sales
Retailer Incentive Distributor Incentive Promotions
REGION: EAST
NOVEMBER 2012
TOTAL MARKETING SPEND: $ 59,799TOTAL SALES SPEND: $ 0________________________________________________TOTAL REGIONAL SPEND: $
Marketing
Consumer Trial Events Collegiate OOH Radio Print OL
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
Sales
Retailer Incentive Distributor Incentive Promotions
REGION: EAST
DECEMBER 2012
TOTAL MARKETING SPEND: $ 23,340TOTAL SALES SPEND: $ 0________________________________________________TOTAL REGIONAL SPEND: $
Marketing
Consumer Trial Events Collegiate OOH Radio Print OL
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
Sales
Retailer Incentive Distributor Incentive Promotions
REGION: EAST