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

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

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

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