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National Confectioners Association Live Branded Media Strategy

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National Confectioners Association. Live Branded Media Strategy. 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. - PowerPoint PPT Presentation

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  • National Confectioners AssociationLive 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 OUTLINEDiscover whats NEWDiscover Business $$! 10% snacksGOAL to make Expo the event for Sweets and Snacks industriesTarget= Snack buyersMr. CorporateMr. Main Street

  • SWOT Analysis

    Strengths

    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 yearincrease snack industry participants.Communicate more frequently with guests pre and post-EXPO.NCA knows who to invite80 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

  • TARGETING

    General Target AudienceSpecific Target Audience% Breakdown at 2009 EXPOConfectionery IndustryBuyers (4,394)ExhibitorsConfectionery Buyers: 80% of All BuyersSnacks IndustryBuyers (1,098)ExhibitorsSnacks Buyers: 20% of All BuyersOthersBrokers (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 ImpressionFocus on: Whats 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 attendee7 minute ruleNCA will announce sponsored gift and prize

    Whos Benefiting?...Everyone!

  • Media & International FollowersProduct 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 eventBoosts 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 packagesOPERATION 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 REVIEWDiscover whats NEWDiscover Business $$! 10% snacksGOAL to make Expo the event for Sweets and Snacks industriesTarget= Snack buyersMr. CorporateMr. Main Street

  • CONCLUSION

    **Haysam? LuRon? Jane? Jess?*Haysam? Jess?**Your pain. Your strengths*Increase snack industry EXPO attendance by 10%. = + 100 new snack buyers+ 10 snack exhibitors

    *

    1. Where to discover whats NEW 2. THE place to do business

    *

    1. Where to discover whats NEW 2. THE place to do business

    **Insert sample email blast subject line or some graphic. Emphasize this happens earlier in the year than other shows*A: BY CUSTOMIZING TO MEET YOUR TARGETS NEEDS*Coordinate the spectacle so you host the experience/ provide stage for memories Strategy=Coordinate the spectacle so you host the experience/ provide stage for memories*Coordinate the spectacle so you host the experience/ provide stage for memories Strategy=Coordinate the spectacle so you host the experience/ provide stage for memories*Coordinate the spectacle so you host the experience/ provide stage for memories Strategy=Coordinate the spectacle so you host the experience/ provide stage for memories*Coordinate the spectacle so you host the experience/ provide stage for memories Strategy=Coordinate the spectacle so you host the experience/ provide stage for memories*Coordinate the spectacle so you host the experience/ provide stage for memories Strategy=Coordinate the spectacle so you host the experience/ provide stage for memories*Coordinate the spectacle so you host the experience/ provide stage for memories Strategy=Coordinate the spectacle so you host the experience/ provide stage for memories*Emphasize NEW product exposure to perfect consumer audience*Emphasize NEW product exposure to perfect consumer audience*ed coupons, online advertising, etc. **