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On-trade Activation• Chemistry and On-trade Sampling Credentials

Planning The Path to Purchase

4th October 2013

Prepared for:Sarah BranscombeBacardi On-Trade Activation Manager

An agency rooted inthe on-trade

• About Neon• Client experience• Passion & Immersion• On trade expertise & experience• Approach• Big sampling campaigns• Learnings• Snapshot of other work• Team / ResourceAPPENDICES• Process & Systems

- Campaign Planning & Management

- Design & Production- Logistics- Staffing Solutions & Talent- Reporting & Evaluation

About Neon• Neon Marcomms was born from top 10 BTL

agency Dynamo, (now Wax Communications)

• Neon specialises in channel activation, largely in the on-trade: Experiential, sampling, and tactical events have always been a large part of our offering

• The team started working with Coca-Cola 20 years ago, learning how to build business in every type of trade channel. Our broad knowledge grew, and attracted other clients who wanted to work with an agency that understood what customers in different channels require to from supplier brands to help them to build their business

• We love the detail – the nuts and bolts, that are unique to each channel or project, and that’s what makes us different

Past experience

• Same core team that worked on many major drinks’ clients at Dynamo• This included working for S&N Retail (Spirit Group) for 6 yrs• Transfer of on-trade know-how to Neon clients• As Neon we have worked for

PRUK, Chivas Bros, First Drinks and Bacardi Martini

Passion & Immersion

• If you appoint us – we become part of your team and we care passionately about living your brand and making your project a success

• We spend our time staying ahead of latest trends, brand campaigns, new venues and technology

• Our approach has always been to focus single-mindedly on what the campaign has to deliver, and what it will be measured by

• There is only so much that can be achieved from a budget and we’ll weigh up what balance you are looking for between ‘WOW factor and awareness’ versus ‘the volume of quality samples that are put into peoples’ hands’

• This pragmatism and reality check from the coalface can be crucial in all-agency sessions

On trade expertise & experience

• The on-trade has been in our blood for 20 years, having worked for many spirits, beer, wine and soft drinks brands

• Extensive knowledge and understanding of Managed estates, Wholesalers and the Independent sector, and the mechanics that work within them

• Run campaigns in outlets ranging from high-end super premium bars and clubs to community boozers

• Strategic solutions to link all stakeholders and match appropriate activity to outlet type

• Hands on approach to building outlet database in conjunction with your team

• Understand regional variances and what needs to be done to address these, and how important it is to visit outlets at the right time on the right day

CASE STUDIES: MARTINI 2012The Brief:  To activate global LUCK IS AN ATTITUDE platform in the UK market through consumer competition to find the next Martini star and educate trade and consumers about the new serve – the Martini Royale The Promotion:Neon introduced a partnership with ES Magazine, which helped to promote awareness and drive traffic into selected bars for Martini Royales. An innovative ‘with compliments’ sampling campaign was introduced and promoted trial. Bars were issued a tablet device to track redemptions (digital measurements)

On Trade: Over 12 weeks, 10k complimentary full-size Martini-Royale samples across 35 bars in key areas of London were served during the post work ‘Playful Hour’. Areas were selected for their relevance to target audience: Fulham & Chelsea, Mayfair & The City

CASE STUDIES: MARTINI 2012Workplace:Over 12 weeks, 1.5K samples of Martini Royales served at key London offices – L’Oreal, MTV, BBC, Glam Media, H&M etc. Placing the drink in the hands of the young, professional target market. Offered a raffle to win ASOS vouchers with donations going to office charity. Live Casting Parties:During 3 key events at top London nightclubs - Boujis, Jalouse and Maddox - 2.3K samples were served to the costumers. Martini Royale was placed at the heart of the events, whilst it was also linked directly to the casting campaign in the search for the new face of Martini. Ad Hoc Tactical Events:Generating trial and awareness of the Martini Royale at key events: Pret A Diner, Christian Louboutin VFNO, Marylebone Village Fashion Event, London Cocktail Week, Multiplied Art Fair at Christie’s. Further 2.7K samples served, ensuring core brand messages were communicated and influencers were present at the events. Results:During initial 3 months of the campaign, 17K samples were delivered.  The activity’s success has encouraged 60% of participating bars keeping the POS items and glassware after the activity has ended.

20 London Offices sampled

DISCOVER JAMESON:3 YEARS +18% in on-trade

Challenge:To develop an engaging and relevant consumer promotion that will recruit the 25-34 YO Male by positioning Jameson as a contemporary, sociable and accessible spirit. Drive Trial & Mixability of the Jameson serve.Solution:Created Discover Jameson concept to create trial through a contemporary brand experience which employed genuine Irish staff who delivered a sociable, premium experience which was very well received by staff and the On-Trade alike. Over the 7 week Phase 1 campaign and 4 week Phase 2 campaign, samples were given out in quality/premium independent & managed retail outlets in London, Manchester, Chester, Liverpool, Birmingham, Nottingham and Leicester. Sampling also took place at the British Film institute.

Neon provided key premium brand partnerships with Fever-Tree to ensure that the sampling serves would have the best quality taste possible, as well as introducing Geronimo Inns, Novus Leisure and O’Neill’s managed retail chains, whose pub offering has a strong affinity with the target audience.

A mobile text-and-win prize draw promotion was developed, whereby consumers could text in a keyword unique to the outlet they were texting from, and be entered for a chance to win a trip to New York for St Patrick’s Day 2012. Consumers could also instantly win a 2-4-1 on Jameson at the bar or a free round. The consumer was given the option to gain an additional entry into the prize promotion by sharing on Facebook, thus driving the social media presence of Jameson.

2011-12 Results:542 visits over 11 weeks in 284 individual accounts10 Event Managers and 30 Brand Ambassadors delivered 39,841 samples5,275 mobile entries (12% of people sampled)

Key Learnings

1. Regional variations in drinking habits need to be worked around. For Discover Jameson, we employed a local graduate to research, and interview consumers and trade, as well as visiting ourselves. Time of visits was changed from LDN. We have a local event manager who is tasked to collate all knowledge of bar circuits.

2. Balance between EXPERIENCE delivered and SAMPLES delivered. Clear vision at start to set KPIs

3. Sticking to timing plan in early stages is critical (Outlet nomination for research and journey planning)

4. Contact with Sales force essential dedicated Neon team member to manage these relationships

5. Built in control and evaluation, staff data capture, mystery customers, and trade feedback. It is also a good idea to commission an independent research agency to conduct an evaluation

CDR: Rafa 2012

The Brief Neon was appointed to activate the Bacardi CDR campaign in the UK and promote responsible drinking messages amongst 18-30 yo’s.

The PromotionNeon created the localised FB page with UK content and oversaw Facebook community management on the UK market level - creating targeted wall posts and promoting Facebook ad campaign on UK level. A prize draw promotion was set up where consumers could win ‘The Ultimate VIP tennis experience’ at the O2 Arena for themselves and their 3 friends. Events were leveraged from PR, consumer and trade angles. Additional pushes were also introduced to support the campaign:

Ace Rafa Talk Sport App was launched to boost the number of entries to the competition;

Tennis Head activation was launched so that social media posts linked to the Tennis Head website promoted entry into Ace Rafa and an additional chance to win a CDR Sports kit.

In the on-trade 220 POS kits were placed within the Free Trade, utilising a clever prize promotion mechanic (instant win via drink stirrers). Neon also oversaw Sales Force Education, which was imperative for the campaign’s success.

Results Entry rate from the UK equated to 19 % from the UK CDR fans. 21.7% users shared the content with their friends via Facebook. 80% of visits to AceRafa.com were new visits during activation.

SANYO XACTI online brand XPChallenge:Generate awareness and sales through word of mouth on the internet about the launch of the new waterproof Xacti. Appeal to a broad target market across UK, France, US, Canada, Hong Kong and South Korea.Communicate that the camera is small and easy to use, ideal to keep on you and capture high quality footage of your passion in life.Clearly demonstrate the cameras key selling points:Dual function, Full HD, High speed, MP4 format for fast upload, waterproof

Solution:Multi-functional website designed to host videos and allow for viewers to vote for their favouritesLaunch of site supported by Metro press promotion across 7 key countriesKey influencers (YouTube stars and Watersports pros) were invited to Jamaica to take part in activities that test out the camera and provide photogenic content.The viewer prize is a luxury holiday in JamaicaGotta Xacti an' I'm Luvvin' it - reggae song recorded as theme and viral video

Why It Worked?Online Marketing:In order to build traffic to the site, the following activities were used:PR,Facebook Advertising,Seeding,Guaranteed views,Google Adwords,Banner Ads,Advertising on Fox Networks,Blog infiltration,SEMTwitter

Results:60k votes cast400K Page Views

5M Video Views during promotion

SO GENERATE CONTENT & SEED IT!

SOME OTHER WORK: SNAPSHOT

Nick CunninghamManaging Director

Phil PawseyCreative Director

Hugh TaylorHead of Digital

Zoja MicunovicAccount Executive

Hannah MorrisGroup Account Director

The agency:10 staff and shared admin

and finance teamRoster of creative

suppliers matched to client needs

Turnover £1M, part of £6M group of companies

Based in Marylebone

Previously MD at Dynamo

and MAA Board Director. 25 years on-

trade experience across all trade

channels. Worked on launch of Metz

and Bacardi Spice.

Also worked on Budweiser,

Unilever, Bacardi-Martini,

S&N, GSK, Cadbury's, Wolf Blass,

Pernod Ricard, Sanyo, Sainsbury's,

HJHeinz and HPBulmer.

Previously Creative Director of Wax

Communications. Winner of many industry

awards including Best Integrated Campaign

and Grand Prix at the MAA Awards.

Recent work on Southern Comfort plus a

wealth of experience in FMCG, retail,

electronics and finance across all marketing

disciplines.

MSc Marketing graduate with 2 years

of international experience working

on a variety of integrated disciplines

including experiential, digital and live

event management. Worked on

Bacardi-Martini, First Drinks Brands

and Pernod Ricard accounts.

FavouriteKerry Product:

9 years experience in the field made

Gori into the Guru that he is. He acts

as our link between the office and

staff. His experience includes an on-

trade activation for Martini, and

managing a team of 120 for Samsung

at the Olympic Park.

Gori YahyaHead of Event Management

Jeff MacdonaldConsultant Planning Director

Jeff has over 20 years marketing experience, working on some of the world’s largest brands such as Nokia, Bacardi and Nestle. Extensive experience of the spirits category and Bacardi brand in particular at both a UK and global level. A passionate brand builder with expertise in brand identity and positioning, campaign development, activation strategy and innovation.

O

PLANNING & MANAGEMENT CREATIVE

CAMPAIGN MANAGEMENT

Hannah has worked at leading agencies;

Dynamo, Wax and was a founding partner of

Initials. Her experience includes working on

Cobra, Walkers, Russian Standard, and

running the Bud World Cup Virtual Penalty

Shoot Out Tour. She has a track record of

overseeing the implementation and

management of large scale experiential and

sampling campaigns

Hugh has worked in Marketing for over 20 years and heads up a great digital team. They are responsible for technical spec, build and delivery of all our digital work. Having this resource based in the same office has been a huge benefit, saving cost and increasing efficiency.

Planning The Path to Purchase

Appendices

Process & Systems

Campaign Management & Planning• Whatever the size of your project,

we’ll dedicate the right team to deliver it

• We have the expertise to build, sample, engage, entertain, transport and store

• Data reports and images from each outlet event can be captured on PDA and uploaded to a secure portal, so that clients can access it immediately

• Brand ambassadors can be shortlisted and selected by clients at open casting sessions

• Briefing and training sessions are inclusive, and clients are encouraged to take an active role

Process & Systems

Design and Production• We have the creativity and knowledge of

production materials and techniques to turn the most imaginative ideas into reality

• Either managing this with our own suppliers, or working with our clients’ existing resources

Logistics• Dedicated Logistics Managers work with

you to plan every detail of the campaign; production, recruitment, briefing, outlet nomination, pre-qualifying calls, journey planning, reporting and evaluation

• We also offer a free venue finding service for any type of client event

Process & Systems

Staffing Solutions & Talent• Professional, enthusiastic, dedicated,

responsible, and talented people are matched from our own database, (or our specialist staffing partner’s wider database) to engage customers with your brand

• Front of house staff are backed by experienced technicians, riggers and roadies

• We also have a Talent database that includes specialists entertainers, actors and performers of every kind

Reporting & Evaluation• Built in to be captured by PDA and

uploaded to a secure portal

Channel activation services

1. On trade channel promotions:Integrated btl promotional campaigns, adapting global platforms to the UK marketplaceTrade and consumer programmes to drive: education, awareness, trial, traffic, FOP and AWOP2. Experiential events & RoadshowsCreation, production and execution, including sponsorship of existing events3. Field Marketing & SamplingLarge scale campaigns that hit targets and deliver cost efficiencies4. Conferences and Trade ShowsChalet / stand graphics, collateral and delegate management

Contact:

Neon Marcomms Ltd.12 Melcombe PlaceMaryleboneLondon NW1 6JJ

020 34273232nick@neonmarcomms.com

neonmarcomms