National Confectioners Association

Live Branded Media Strategy

CLIENT BACKGROUND

• Represents the entire confectionery industry (700 Members)

• Advancing and promoting the interests of the confectionery industry and its consumers

• The largest event that NCA hosts for its members is the Sweets & Snacks EXPO.

THE EVENT

PRESENTATION OUTLINE

Discover what’s NEW

Discover Business $$!

10% snacks

GOAL to make Expo the event for Sweets and

Snacks industries

Target= Snack buyersMr. Corporate Mr. Main Street

SWOT AnalysisStrengths

•Buyers love product.•New products continuously introduced.•THE event of the industry.•Attendance increases each year.•WOW Factor of 10 football fields worth of candy.

Weaknesses

•Only 20 percent of snacks industry represented.•Limited partnerships with snack industry associations.•Fun elements limited to Exhibitors’ offerings.

Opportunities

•No All Snacks Expo.•New brand this year—increase snack industry participants.•Communicate more frequently with guests pre and post-EXPO.•NCA knows who to invite—80 percent of confectionery buyers are also looking for snacks.

Threats

•New brand this year may take away from reputation.•Frito Lay does not attend, resulting in stagnant number of snacks industry guests.

OBJECTIVE

IMPRESSIONS

TARGETINGGeneral Target Audience

Specific Target Audience

% Breakdown at 2009 EXPO

Confectionery Industry Buyers (4,394)

Exhibitors

Confectionery Buyers: 80% of All Buyers

Snacks Industry Buyers (1,098)

Exhibitors

Snacks Buyers: 20% of All Buyers

Others Brokers (542)

Suppliers (655)

Media (252)

Families (529)

TARGET AUDIENCE

MR. CORPORATE MR. MAINSTREET

AUDIENCEMr. or Ms. Corporate are looking for the next BIG hit!

Mr. or Ms. Mainstreet just needs to take care of business!

MESSAGING & POSTIONING STRATEGY

ONLY HERE can you discover . . .

T HEME: Discovery

H armonize

E liminate Negative Cues

M ix In Memorabilia

E ngage all Senses

FOCUS GROUP

The Ultimate Impression

Focus on: • What’s new in the industry• Latest market trends• Discovering the hottest product

How can we?• Keep visitors constantly engaged & connected• Does not disturb the actual experience or business focus• Alert buyers of the latest industry products in:

•10 football field candy & snack environment• In only 21 total event hours

• Generate profit for the NCA & Event• Sounds Good?

THE DISCOVERY LAUNCH• Series of synchronized & harmonized product launches

• New official products launched every 10 minutes• Coordinated & organized by NCA• Buyers & exhibitors are always alerted • Launch 120 hottest products throughout the three day event• Exhibitors bid for timeslot

• Fitted into launch schedule •Exhibitors will announce their own product launch

Launch Discovery, not Distraction!

Localized Broadcast Radio System

• A FREE portable radio headset tuned into launch• Very inexpensive & small in size• Full customizable & designed to products

• Can be officially sponsored by an exhibitor• Makes a great event memorabilia for visitors

• Could use own phones instead• Attendee has complete control of launch “environment” • No loud announcements and interruptions

NCA & The Event:• Generate more income for NCA• Sponsored announcements • Sponsored gifts and prizes• NCA leaves the impression

Exhibitors:• Each brand/company will have its own moment• New products given special time & focus• Exhibitors can announce their exact location floor

Visitors/Buyers:• Keeps them on alert & builds anticipation• Lets them know what is new & hot • It continuously stimulates attendee…”7 minute rule”•·NCA will announce sponsored gift and prize

Who’s Benefiting?...Everyone!

Media & International Followers

Product launch will be streamed live on the web

• Webcast link sent to thousands of journalists, bloggers and international medias

• Targeted online marketing campaign for pre-event buzz

• More brand exposure for exhibitors

• International viewers & medias get a taste of the event•Boosts international attendance

• Everyone Benefits with this feature

• Best of all, NCA profits

OPERATION SWEETS & SNACKS

• Newest products to troops

• Partner with US Troop Support

• USPS free boxes/reduced shipping

• www.ustroopsupport.com will provide names

• Volunteers assemble packages

OPERATION SWEETS & SNACKS

KNOW YOUR COMPETITION

Steal this idea

THINK FORWARD – Green Initiative

THINK FORWARD - Partnerships

• Walmart

• Clif Bars

• TerraCycle

THINK FORWARD – Mini-Booths

HOW DO YOU WOW THEM?

Experience the “Snack Spa”

WOW MOMENT

MEASUREMENT

• Number of Snacks Industry guests

• Flip Camcorders to 10 guests

• Electronic Surveys to new guests

MEASUREMENT

PRESENTATION REVIEW

Discover what’s NEW

Discover Business $$!

10% snacks

GOAL to make Expo the event for Sweets and

Snacks industries

Target= Snack buyersMr. Corporate Mr. Main Street

CONCLUSION