PowerBar | GMR Marketing

2007 Program and Events

Confidential. Presented March 19, 2007.

2007 Program Overview• Running Events

– The “Big 3”• Boston Marathon• Chicago Marathon• New York City Marathon

– Expo Activations• Expo Booth Set Up

– Bolder Boulder– Rock ‘n’ Roll San Diego– On-Course Activations

• Start Line• Gel Zone• Finish Line

• Ironman Events– Ironman Expo Set Up– Ironman On Course

• Additional Triathlon and Cycling Events– Wildflower– Interbike ODD

• Race for the Cure• University Activations• “Event-in-a-Kit”• Event References

Running Events

• In 2007, GMR will hold activations at a variety of PowerBar sponsored events including marathons, half marathons, and 10K runs.– The “Big 3”

• Boston Marathon• Chicago Marathon• New York City Marathon

– Bolder Boulder 10K– Rock ‘n’ Roll San Diego

The “Big 3” – Boston, Chicago, and NYC• Boston Marathon

– Over 20,000 athletes are expected to participate in the race this year, which will mark the 111th anniversary of the Boston Marathon, the world’s oldest annual marathon

– PowerBar will be the Official Energy Bar of the Boston Marathon for the 9th consecutive year & PowerBar PowerGel will be the Official Energy Gel

– The 2007 John Hancock Sports & Fitness Expo will be held:• Friday, April 13th, 12:00pm-6:00pm• Saturday, April 14th, 9:00am-6:00pm• Sunday, April 15th, 9:00am-6:00pm

– Race Day is Monday, April 16th, with the Official Start at 10:00am• 9:25 – Wheelchairs• 9:30 – Women• 10:00 – Men (1st Wave)• 10:30 – Men (2nd Wave)

The “Big 3” – Boston, Chicago, and NYC

• Chicago Marathon– An estimated 45,000 participants are expected to participate in the 2007 race which

will mark the 30th anniversary of the Chicago Marathon.– The 2007 LaSalle Bank Health and Fitness Expo will be held:

• Friday, October 5th, 9:00am-8:00pm• Saturday, October 6th, 9:00am-6:00pm

– Race Day is Sunday, October 7th.

• New York City Marathon– Last year, 38,368 athletes participated in the NYC Marathon. This year will mark

the 37th anniversary of the run.– The 2007 ING New York City Health & Fitness Expo will be held:

• Thursday, November 1st

• Friday, November 2nd

• Saturday, November 3rd

– Race Day is Sunday, November 4th.

The “Big 3” – Boston, Chicago, and NYC

• Expo Activations– 20’x40’ booth space featuring

• Product Sampling of “The System” (Performance Bar, Gel, and Shake)

• PowerBar Prize Pack Sweepstakes

• PowerBar Pro Pace Team Sweepstakes

• Education on benefits of Performance System

– Main Stage• Nutritional Seminar / Athlete

Panel• PowerBar PA announcements

– Retailer Partnership

• Expo Set-Up

The “Big 3” – Expo Set-Up

Performance BarSampling Station

Pow

erB

ar G

elS

ampl

ing

Sta

tion

Recovery ShakeSampling Station

Perform

ance Bar

Sampling S

tation/“G

o” Sign D

ecoration

Performance System VideoViewing Station

Prize P

ack

Sweeps

takes

Station

/

2006

Race H

ighligh

ts Prize Pack Sweepstakes

Station/PowerBar Gel Zone

DVD Loop

Sport Court FlooringDisplay UnitsPowerBar ScrimsPlasma Screen TV’s

Additional Running Events

Bolder Boulder• Bolder Boulder is a10K race held annually on Memorial

Day in Boulder, CO.• Bolder Boulder is the country’s largest 10K race,

attracting over 50,000 runners, joggers, and walkers.

Rock ‘n’ Roll San Diego• Rock ‘n’ Roll San Diego is a full marathon event

featuring music at every mile along the racecourse, as well as a post-race concert.

• Last year’s race attracted over 21,000 athletes.• This year will mark the 10th anniversary of the race.

On-Course Activations

• Start Line – At major events, PowerBar holds

activations at multiple Start areas• Product Sampling

– Performance Bars• Event Elements including

– Tents– Table Covers– Banners– Additional Branding

On-Course Activations• PowerBar Gel Refuel Zone

– The PowerBar Gel Zone is a PowerBar Branded area, located around Mile 17, where athletes have the opportunity to Refuel with PowerBar Gel

• Volunteers and temps are utilized to reach an average of 50 samplers within the Zone

• 6 flavors are sampled, including caffeinated and caffeine-free varieties

• Samplers line both sides of the race course

• Branded flags and t-shirts differentiate the different flavor areas within the Zone

• PowerBar branded snowfencing lines the course

• Inflatables add additional branding • PA System is used to play upbeat music

On-Course Activations

• Finish Line Sampling– At several major events, PowerBar also holds activations at the Finish Area

• Recovery products sampled to athletes – This years focus will be on the PowerBar Recovery Shake

• Additional branding include(s) – Tents– Table Covers– Banners– Additional Branding

– GMR-managed Finish Line sampling is TBD on an event-to-event basis.

Ironman Events

• PowerBar will have a presence at a number of Ironman North America and World Championship events this year– Ironman Events

• IM Arizona, April 15th

• IM Coeur d’Alene, June 24th

• IM USA Lake Placid, July 22nd

• IM Louisville, August 26th

• IM Wisconsin, September 9th • IM World Championships Kona, October 13th

– 70.3 (Half Ironman) Events• Vineman Ironman 70.3, July 22nd • Ironman 70.3 World Championships, November 10th

Ironman – Expo Booth Set-Up

TV w/ Kona HighlightsStation

Prize Pack SweepstakesStation

Perfo

rman

ce P

rodu

ct S

ampl

ing

Stat

ion

Performance Product

Sampling Station

Additional Activations

PowerBar/IM Backdrop

PowerBarTent

PowerBarTent

PowerBarTent

PowerBarTent

PowerBar Backwall PowerBar Backwall

Ironman Activations

*PowerBar is the Official Bar and Gel of Ironman*Global Sponsorship

• Expo Activations– 20’x40’ booth space featuring

• Product Sampling of “The System” (Performance Bar, Gel, and Shake)• PowerBar Prize Pack Sweepstakes• Education on benefits of Performance System

– Main Stage• Nutritional Seminar / Athlete Panel• PowerBar PA announcements

– Retailer Partnership• On Course

– As Official Bar and Gel of Ironman, PowerBar will have a presence on course at every Ironman competition

Ironman – On Course

• PowerBar Branding On Course– In 2007, PowerBar will have branding

on course at all IM North America events and at all WTC events.

– PowerBar product is distributed by volunteers at aid stations along the course

– GMR will provide IM officials PowerBar branded table covers to aid stations and set up tents, banners, snowfencing, and inflatables on course to increase PowerBar brand presence.

– We are currently producing an IM branded event kit that will travel from event to event.

Additional Triathlons and Cycling Events

• PowerBar holds activations at additional triathlons and cycling events including:

– Wildflower Triathlons, May 4-6th • Wildflower Triathlon is a three-day event that

offers a variety of triathlon distances, making it the second largest triathlon event in the world.

• PowerBar is the official Bar/Gel of this event.

– Interbike OutDoor Demo, September 24-25th

• IODD is a festive outdoor event in Bootleg Canyon that provides retailers and the media opportunities to see and test the latest innovations in the cycling industry firsthand.

• Performance Products are sampled on-site at POS (Point of Sweat).

Race for the Cure

• PowerBar Pria is a proud local sponsor of Komen Race for the Cure events:– RFTC Fayetteville– RFTC Portland– RFTC Orange County– RFTC San Francisco– RFTC Denver– RFTC Phoenix– RFTC San Diego

• Footprint– 10’x20’ booth featuring:

• (2) Pria Branded Tents • Pria Product Sampling• Pria Prize Pack Sweepstakes / Data

Capture• Distribution of Pria Mirrors

University Activations• PowerBar also sponsors a number of

collegiate teams including:– Boston College– University of California– University of Colorado– University of Illinois– University of Maryland– University of Miami– University of Texas– UCLA

• Footprint– (2) 10x10’ PowerBar Triple Threat tents w/

backwalls– PB Triple Threat branded table covers– PB Triple Threat sampling to target

consumers at Football and Basketball games

“Event-in-a-Kit”

• PowerBar is looking to have a branded presence at 500+ events in 2007.• In order to reach this goal, PowerBar/GMR will be sending “Event-in-a-Kit”s

(product and branding) to hundreds of events in addition to the major activations that GMR will be attending.– Disposable Kits, consisting of PowerBar branded bibs, table covers, and

banners in a branded box, will be sent out to hundreds of grassroots events in key markets across the country.

• These kits will remain with the event and will be set up on site by event contacts.

– If approached at an event in regards event sponsorship, collect the interested party’s information and it will be passed along to Drew. Additionally, interested can apply on-line at www.powerbar.com

Event References• Boston Marathon - http://www.bostonmarathon.org• Chicago Marathon - http://www.chicagomarathon.com• New York City Marathon - http://www.nycmarathon.org• Bolder Boulder - http://www.bolderboulder.com• Rock ‘n’ Roll San Diego - http://www.rnrmarathon.com• Ironman North America Events - http://www.ironmannorthamerica.com• Ironman World Triathlon Corporation Events - http://www.ironman.com• Wildflower Triathlons - http://www.tricalifornia.com/wildflower/2007• Interbike OutDoor Demo - http://www.interbike.com• Race for the Cure Events -

http://cms.komen.org/komen/NewsEvents/RacefortheCure/index.htm• University Sponsorships -

http://www.powerbar.com/Products/Triplethreat/MiniSite/

Event “Etiquette”• In addition to the tents, banners, and PowerBar branding on site, we,

the staff, play a primary role in PowerBar branding at events– Account Team– Field Staff– Temp Staff

• In essence, we convey a live representation of the PowerBar brand: confident, educated, health-conscious and enthusiastic/approachable.

• It is essential that this brand image is correctly communicated at ALL times and in ALL interactions– Between field staff and event contacts– Between field staff and temp staff– Between temp staff and consumers

Event “Etiquette” – Temp Staff

• It is the field staff’s responsibility to train, monitor, and assess the temp staff (attitude, language, presentation, professionalism) at each event.

• If a temp (or temps) is not appropriately representing the PowerBar brand, the acting Field Manager must address the situation in a professional manner – The manager may offer helpful suggestions and feedback to improve

performance– Ultimately, if the situation can not be resolved, the manager must be able to

release the temp and manage a contingency plan.• The field staff is also responsible for providing an assessment of temps following

the event (who we would recommend/not recommend for additional events in that market). – An evaluation form will be provided by Quickstrike.

Event Recapping• 48-hour recap

– Extremely important!!! • The Account Team/Client may not be present at every event.• The 48-hour recap should be submitted to the Account Team within 48-hours of

event.– By critically assessing the effectiveness of events from the client’s point of

view, we can make changes to further enhance our effectiveness at future events.

– The 48-hour recap is the outlet through which this assessment is presented and is the catalyst for future change.

• Event recaps are passed on to PowerBar brand managers – Provides the information necessary to assess the success or failure of our

marketing activations at events as well as consumer response to products.– It is the field staff’s responsibility to critically assess the events, our activations

at the events, as well as retailer promotions and competitors’ activations.

Be Great®