marketing plan q4 2014

8/10/2019 Marketing Plan Q4 2014

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Q4 & HolidayMarketing Plan



October• Focus: Organic Wine• Oct 31 – Halloween• Actions: Breast Cancer Awareness Month (US)

November• Focus: Catering & Events• Nov 27 – Thanksgiving (US)• Actions: Launch Christmas campaign

December• Focus: Speculoos & Hot Drinks• December 6 – Sinterklaas• December 25 – Christmas• Actions: Sinterklaas & Christmas; prepare Epiphany

January (Q1 2015)• Focus: New Year’s resolutions, health & wellness• Jan 6 - Epiphany

Themes & Key Dates



October ActionsBreast Cancer Awareness

Portion of Pink Lid sales go towards Breast Cancer research

Celebrating Halloween Around the WorldWith “Whole Wheat Witches,” spookydecorations and team costumes

NYC

London

Moscow



October Store Decoration Tips

Add dried leaves to your décor for an extra Autumnal feelDress your communal table simply with pumpkins and gourds



1. Masala Chai Tea2. Sweet Orange Jam

3. Blood Orange Spread4. Noir Spread5. Dark Roast Coffee6. Crunola

October MerchandisingThink fall colors: red, orange and gold!



November MerchandisingWarm & Luxurious

1. Earl Grey2. Fig Jam

3. Noisella4. Dark Roast Coffee5. Black Olives & Paste6. Balsamic7. Caravan Mix



December MerchandisingChristmas

1. English Breakfast2. Four Fruits Jam

3. Forest Fruits Spread4. Speculoos spread5. Dark Roast6. Speculoos Cookies7. Holiday Retail



BlackboardsOctober - January



Collateral: Check Presenter



Additional Designs

Holiday Window Vinyls

Catering Window Cling

Magritte-inspired Catering postcard

10% Discount CardFor Christmas Retail Products

Holiday Postcards

Holiday Range Card



NOVEMBER 15 – DECEMBER 25LAUNCHHOLIDAYCAMPAIGN



Holiday PackagingCoffee Sleeve

* To print sleeve locally, please reach out to Margaret or Morena for thefile. To order from HAVI, please send us your required quantities ASAP.



Holiday Packagingchocolates



Holiday PackagingChocolate spreads



Holiday PackagingGingerbread oys



Holiday PackagingPostcards



Holiday Packaging ûche de Noel box



Holiday Decorations & Retail

• Build your own bunting – our seasonal postcards on twine• Pine cones suspended on fairy lights• Bread bowls of DIY decorations (e.g. frosted pine cones and evergreen)• Homemade bread or pinecone wreaths (which could also be an event – decorate our store and your home!)• Decorate your stores accordingly: window vinyl, red espresso bowls with candles, natural pinecone wreaths,

pinecones in baskets on communal tables

Additional tools to communicate our seasonal offering



In-Store Actions & Communications• Postcards – all stores

“You write, we send, they smile”Send a postcard to friends/family or Santa – bread baskets & chalkboard

• Blackboards

Promote seasonal beverages and bakery items on A-frames

• Communal Tables

Postcards – As a form of DIY bunting, guests can pin our postcards aroundthe communal table sharing their favorite holiday memory or recipe

• Staff Engagement - Christmas Contest

$100 to the barista that sells the most retail and $200 to the store that soldthe most retail for staff Christmas drinks

• Music

Classical Christmas music mixed into your playlist (every 5 songs)



Events• Sinterklaas Events (Dec 6th) – Hot Chocolate and Speculooso Hot chocolate give-away cups (similar to International Coffee Day)o Speculoos gingerbread cookie to each child

• Christmas MarketsIntroduce your customers to your seasonal products with a holiday treatsample event. Create your own pop up event in front of your store or getinvolved in a local event

Push Christmas retail, bakery and drinks

• DIY Events around holiday season – custom made gifts with Le PainQuotidienWreath Making – ticketed event/workshop

Gingerbread House Making – ticketed event/workshopSoap making using LPQ retail products (coffee, honey) – ticketedevent/workshop

• Local Store Marketing: GMs to decideo a) Christmas pop-up retail standso b) Kid’s events – Cookie baking or decorating



•

Sinterklaas for Adults –

6 DecemberBigger event with aim of press coverage

- Choose a big store where Sinterklaas shows up but this time, for adults!- With organic sweet treats galore, as well as hot milks, mulled wine, organic alcohol, etc., the communal table

rich will be rich with speculoos – chocolate – alcohol – postcards- This will be a Christmas wonderland with adults in mind, a place they get to act like kids just for the day!- Host press event first to initiate excitement and coverage- A Sinterklaas-inspired wooden clog will be left in various LPQ locations for guests to be encouraged to take

photos and share on Instagram for a chance to win entry to the one-off event (about 40 places in total)

Events



BAKERY

Holiday CookieBrown sugar, pumpkin – bagged cookies and single in jars

Cougnou

Bûche de NoelOur traditional ChristmasCake baked by our pastry chef

Kings Cake (Galette des Rois)This puff pastry cake, filled with almond frangipane, is a traditional accompaniment to the Feast of the Epiphany, celebrating the Three Kings’ visitto the baby Jesus twelve days after Christmas( avail. from 23 rd November )

THE PERFECT GIFT

Red bowl – Speculoos cookies and 2 chocolate bars and a nougat bar

Holiday F&B

CHOCOLATES & TREATSTraditional Belgian Spreads 4 pack 24.95Our traditional Belgian spreads: Noisella (cocoa and hazelnut), Brunette (hazelnut),Noir (cocoa), and Speculoos (cinnamon biscuit) packaged together and wrapped for gift giving.

Belgian Speculoos Gingerbread BoysCrispy, crunchy cookies made with pure butter, brown sugar and spices.Produced just for us by a venerable Belgian house whose recipe dates back to the 1820 ’s.

27 pc Gift Box Assortment of 30g Bars

21 pc Holiday Assortment Belgian ChocolateSquares(milk, dark, speculoos) Description to come

The Red Bowls (small/medium)Our signature footed bowls decked out in Christmas red.Two different sizes are now available (Espresso & Medium size

CookbookLe Pain Quotidien Cookbook – Over 100 recipes for breads, breakfast, soups, salads, tartines, hot dishes, and sweet things from our kitchen!



Epiphany:In-Store Actions

• Decoration : Crown your breads to spread the message ofthe Kings Cake. Post photos on social media!

• Retail & Dine-In : Offer a free hot chocolate to those who

bring in the fève

• Staff Engagement: Gather each store team around toparticipate in the tradition and learn the story behind it;Select a King/Queen per store have your baristas wearcrowns over their hats to start buzz



Digital: Social Media

Facebook and Twitter accounts will get a Christmasylook with a banner photo change

October• Promote our organic wine offering, the process of

organic winemaking, wine pairings• Hashtag: #LeVinQuotidien

November•

Push hot drinks, speculoos, holiday retail, catering/events• Are you a #Speculover?

December• Sinterklaas, holiday retail, Belgian traditions, letters

to Sinterklaas• Bring back #CoffeeBowling with the holiday red

bowls!• Pinterest Advent Calendar• Hashtag: #RedBowlSelfie #ShoesForSinterklaas

Epiphany• Encourage guests who receive the feve to post

photos of them as king or queen for the day!•

#LPQKingsCake



Digital: Website ContentThe website will also get a Christmas design change with custom hero images to temporarily replace the current ones.

Wine:• Organic winemaking• Tips for pairing wines at home• Alain on his vineyard• Spotlights on our wine offerings

Seasonal Menu Highlights:• One a Day Green Juice• Gluten-free Peanut Butter Cookie• Buche de Noel•

King’s Cake story

Seasonal Food S potlights:• Cranberries, kale, squash, root vegetables, pumpkin

Recipes:• Hot drinks (mulled wine, speculoos latte, etc)• Cakes, pies• Pumpkin-based treats•

Winter Quinoa Taboule• Holiday gifting recipes• Baked apple

Holidays:• Thanksgiving tips (pie push)• Dinner party tips // holiday party menu planning• Story of Sinterklaas• Story of Speculoos• Holiday gifting guide (push on pinterest)

Ph f E i h i

marketing plan q4 2014

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