B.Armour Exec Summary Case Histories

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2000-2008 Case Histories

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B.Armour Exec Summary Case Histories

  1. 1. Case Histories for Barbara Armour Integrated Marketing Experience
  2. 2. Trade Marketing Roles • Assist Carrier in gaining increased activations. • Develop programs to protect the existing base of consumers. • Partner with all channels to provide maximum sell through efforts. • Create integrated marketing efforts (advertising, consumer promotions, training, sales incentives) that are fully turnkey for Carrier. • Maximize the CPH via strategic use of co-op dollars for product launch, promotions, media, sponsorships, loyalty (Consumer), sales training and incentives. All efforts from concept, program development through field sell in and consumer fulfillment can be handled through your Nokia Marketing Manager and Nokia Account Manager. Promotion reports are issued weekly to keep you posted on redemptions, POS placement in store and media placement efforts. Database collected on redemptions will be shared with our Carrier at the conclusion of each program. Complete ROI will be presented. My background covers packaged goods product management (Ralston), field marketing (Anheuser Busch), sales promotions (Pillsbury), consumer loyalty programs (NY Tel/Nynex), sales incentives (NYTel); employee training & reward programs (NY Tel/Nynex), and retail media(Sears) for 23+ years. A few case histories of my current Nokia work …. NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  3. 3. Nokia Race Away Sweepstakes MAXIMZING BRAND SPOMOSRED ACTVITIES FOR CARRIERS NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  4. 4. Nokia Race Away Sweepstakes Situation: Nokia has a sponsorship relationship with the Indianapolis Motor Speedway and this allowed for a promotional concept to be developed featuring the Brickyard 400 NASCAR event. Objective: • Develop a promotion for carrier groups that includes a consumer offer with a sweepstakes overlay. • Implement a consumer promotion that will assist in moving excess phone inventories. • Provide a valuable “gift with purchase” premium for the consumer. • Feature a consumer sweepstakes overlay tied to the Brickyard 400. Strategies/Tactics: Timing: May/June 2000 Theme: “Nokia Race Away Sweepstakes” Offer: Purchase a Nokia phone and receive a $50 Fuel Card good at participating gas stations. Sweeps. Grand Prize:Trip to the Brickyard 400 2nd Prize: Brickyard 400 Apparel 3rd Prize: Nokia Die-cast race cars (1 per retail location) NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  5. 5. Nokia Race Away Sweepstakes Strategies/Tactics (cont’d): • Develop a media campaign that included local print and radio options for RSA carriers. - A :30/:30 taggable radio spot was produced. - A customizable print ad was produced. • POS kits were sent out to over 6,500 retail locations to support the promotion. POS kits included: - Counter Cards with Tear Pads - Panel Cards - Ceiling Danglers - Shelf Wobblers - ROP Ad slicks - :30/:30 Radio CD’s Results: • Over 98,000 phones were sold during the promotion. This averages to 15.1 activations per store • Over 45,000 $50 Fuel Cards were redeemed, representing 42% redemption • RSA carriers that had success with the promotion began to order programs out of the Idea Connection playbook. Additional programs ordered included: - Toys ‘R Us - Wal-Mart Gift Cards - GSM Sporting Goods Cash NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  6. 6. NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  7. 7. Case Histories Nokia – Qwest and Cricket 2001-2002 CDMA Technology Launch
  8. 8. QWEST NOKIA 2001 BUDGETS Jan-01 Feb-01 Mar-01 Apr-01 May-01 Jun-01 Jul-01 Aug-01 Sep-01 Oct-01 Nov-01 Dec-01 Qwest General Market TV : Network & Cable 150 TRP's 2 Week Holiday Ride The Light - Ride The Ride The Light - Mom's Day Dad's Day BTS BTS Holiday Holiday Spot Light -Spot Spot 11/25 A 25-49 2 Week Holiday Valentines Day Ride The Ride The Light - Mom's Day Dad's Day BTS BTS Holiday Holiday Radio - Contemp, Country, Light -Spot Spot 11/25 Rock: GRP 125-A18-49 Ride The Light - Mom's Day Dad's Day BTS BTS Holiday Holiday 2 Week Holiday Valentines Day Ride The Print - ROP 1/2 Page 2c Light -Local Local Student 11/25 Student ROP ROP OOH-Boards, Mobile, Shelters, 2 Week Holiday Valentines Day Ride The Ride The Light - Mom's Day Dad's Day BTS BTS Holiday Holiday Light-Local Local 11/25 Source Boards/On Campus #75 Showing 2 Week Holiday Valentines Day Mom's Day Dad's Day BTS BTS Holiday Holiday Direct Mail-Statment Stuffers, 11/25 Email Min 250K Per Month Ride The Ride The Light- Website: Qwest+Microsite Light-Banners Banners + + Microsite Microsite Qwest Hispanic Market 4 DMA Test A 18-49 Tucson, Denver, Tucson, Denver, Tucson, Tucson, Denver, Tucson, TV/SIN-Telemundo Albuquerque Albuquerque Denver, Albuquerque Denver, 125 TRP'sM 18-34 Albuquerque Albuquerque Same As Above Same As Above OOH NOKIA CDMA Fcst. Actual Fcst. MDF MDF Volume Vol. ACTUAL POS + WEB POS + POS + POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB 5100 Series- Ongoing: $29.95 /1 129,500 137,282 $1,263,114 $1,198,325 TRAINING+ WEB WEB TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+ Year or $19.95/ 2 Year SALES TRAINING+ SALES SPIFFS SALES TRAINING+ SALES SPIFFS SALES SPIFFS SALES SALES SALES SPIFFS SALES SPIFFS SALES SPIFFS SALES SPIFFS SALES SPIFFS SPIFFS SPIFFS SPIFFS SPIFFS All States + All Holidays Nokia 5170 2002 Gift 2002 Gift Channels W18-49 Gift For Gab $25 Rebate 11/26/00-1/3/01 For Gab For Gab Minneapolis MN, Dallas TX, Tucson, AZ Denver, Young Adult: Ride The Light- Portland,OR Phoenix, AZ Salt Lake Boulder -CO Spring Break- 5170 Series Only City,UT A18-24 Call Center & Call Center & 6385 Roll Out $39.95 After $25.00 98,250 104,326 $856,740 $827,305 In Store In Store MIR Training + Training + POS POS Mid -April All All States + All Mothers Day-Nokia 6385 @$29.95 States + All Channels W18-49- 3 Cosmo Color Covers Channels $45.00 Value Call Center & In Call Center & 7170 Roll Out $59.95 After $25.00 71,125 71,114 $620,210 $656,382 Store Training In Store MIR + POS Training + POS All States + Fathers Day - Nokia -7170 Series All Channels M35-54 $25.00 MIR Call Center & Call Center & In 8175 Roll Out $99.95 After $25.00 49,275 53,889 $429,678 $330,340 In Store Store Training MIR Training + + POS POS All States + All All States + Back To School -All handsets Channels All Channels A 18-49 Discount NOA + $10 AirTime or $50 MIR- 8175 Series Nokia Original Accessories WITH Qwest + Nokia Anti-Churn Loyalty Drive -Nokia NOA 5100 Series: DM -Anti-Churn Existing Base $1,198,325 Forecasted Volume 5100 13,200 13,200 13,200 13,200 13,200 6,500 5,500 11,500 11,500 6,500 8,500 13,500 129,500 $1,129,240 137,282 Forecasted Volume 6385 44,000 22,000 4,500 3,500 2,500 4,500 4,500 3,500 4,000 5,250 98,250 $856,740 104,326 $827,305 Forecasted Volume 7170 13,750 6,875 6,875 6,875 6,875 6,875 11,500 11,500 71,125 $620,210 71,114 $656,382 Forecasted Volume 8175 15,850 5,575 5,575 5,575 8,350 8,350 49,275 $429,678 53,889 $330,340 Total Volume 13,200 13,200 57,200 35,200 31,450 16,875 30,725 28,450 28,450 22,450 32,350 38,600 348,150 366,611 $3,384,018 $3,012,352
  9. 9. Total MDF SPEND $128,304 $128,304 $555,984 $342,144 $305,694 $164,025 $298,647 $276,534 $276,534 $218,214 $314,442 5.04% -10.90% Motorola $25 MIR NEW POS NEW POS Free Free Clip+Earbud Clip+Earbud Samsung Free Phone with $29.95 Phone 1 $29.95 Phone $50 MIR - $75.00 MIR $9.72 8.22 CPH 2 Years Year 1 Year Clamshell SS54 Series CPH
  10. 10. CDMA CARRIERS Qwest/Nokia Reward Your Gift For Gab NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  11. 11. Qwest /Nokia Reward Your Gift For Gab Objectives: • Create a push for increased sales of Regional CDMA Carrier service and Nokia Mobile Phones • Generate awareness for Qwest Wireless and Nokia phones. Strategies: • Provide a consumer promotion integrating all distribution channels of Qwest Wireless • Deliver a call to action for the consumer • Drive volume from the existing wire line customer base • Encourage sell-through via communication to sales force NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  12. 12. CDMA Carrier/Nokia Reward Your Gift For Gab Promotional Overview: • Consumers purchase any Nokia handset and Qwest wireless service, sold through Indirect or Direct retail store between December 1, 2000 and February 28, 2001 and receive a $25 SuperCertificate from GiftCertificates.com • Consumers fill out the mail-in rebate received at time of purchase and send in along with proof of purchase to Nokia’s fulfillment agency, Target Marketing. • $25 SuperCertificate, redeemable at GiftCertificates.com for one of over 700 retailers gift certificates is then mailed to the consumer • Each week as the rebates were received, an order was placed to GiftCertificates.com for blocks of emailable SuperCertificate numbers, each number represented a SuperCertificate, rebates were fulfilled immediately and normally were received by the customer within 1-2 weeks of Target Fulfillment receiving the SuperCertificate order. NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  13. 13. Qwest /Nokia Reward Your Gift For Gab Tactics/Support Pieces: • Entice consumers with an attractive and relevant premium offer. • Provide useful sales tools with quality messaging to enhance selling efforts. • Announce the promotion externally with newspaper advertising and radio spots. • Include bill stuffers to Qwest land line customers • Timing: 12/1/01 – 2/28/01 • Target: Adults 18 - 54 • GiftCertificates.com - User Profile - Adults 18-49/ Tends to skew slightly female - 50% of users earn $60k+ a year Results: • Nokia’s Co-op Total Investment = $ 92,000 • Total Redemption's, as of 4/20/01: 1,852 • 12/1/00 - 2/28/01 Sales: 13,691 • Average Sales per week from 12/1/00 - 2/28/01 : 1,141 • 9/1/01 - 11/30/01 Sales (12 weeks prior to promotion): 4,508 • Average Sales per week from 9/1/01 - 11/30/01: 376 • Incremental average sales per week = 765 • % increase of incremental average sales per week = 203.5 % • Nokia spend was $ 7.39 per phone sold based on projected spending (through 4/20/01) NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  14. 14. Tearpad Counter Card NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  15. 15. Nokia Original Accessories Accessories Case Histories All Carriers Color Grooves NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  16. 16. Color Grooves All Carriers Situation: Nokia research indicated that 73% of color cover sales were coming from fashion forward younger women. X-press on Color Covers team had excess inventory on 5100 covers and were looking for a clear solution for a go to market plan. NOA team asked me to review to review the inventory to see if we could find a collection concept. Task: Create a collection concept for miscellaneous covers that needed a clever, thematic, branded approach to speak to women. Covers were presented by our Calabasas design team in California. We selected four covers that were feminine, retro-mod, and captured the trend towards 70’s nostalgia. Accessories team agreed that the collections should also utilize our celebrity spokesperson Jennifer Love-Hewitt since she had a serious presence (and good Q Scores) with women 18-34 Final campaign as Color Grooves. Graphics, copy and spokesperson would capture the hip 70’s movement that was such an integral part of the color covers selected to be in the collection. Qwest agreed to try the program to gain incremental sales in their W18-34 Social Seekers target. NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  17. 17. Color Grooves All Carriers Objectives: • Assist Nokia in gaining incremental Xpress-on Color Cover distribution in carrier retail stores via the Color Grooves cover launch. • Secure orders from the carriers for the new covers and ship POS kits to retail based on the orders received. • Develop a promotional template to be used for future Xpress-on Color Cover launches. Strategies/Tactics: • Develop a sell-in brochure and free POS with each order introducing the four new color covers to the carrier groups. The four covers were: - Lady Bug - Pink Life - Secret Cow - Butterfly NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  18. 18. Color Grooves Strategies/Tactics: (cont’d) • Provide free Custom Program Point of Purchase material for volume commitments • Program timing: September/October 2000 • Target: Primary: Women 18-34 Secondary Women 35-49 ( those who were in the 70’s) • Retail POS kits included: - Panel Cards - Static Clings - Shelf Wobblers - :30/:30 Radio CD’s • A :30/:30 taggable radio spot was produced so carriers could support the launch with local radio. Results: • The initial allocation of 47,000 Color Grooves color covers has been sold. • A second printing of Color Grooves Xpress-on covers was scheduled. • This is the first color covers program with POS available for retailers to order via the Nokia web-site. NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  19. 19. NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  20. 20. Stay Connected Direct Mail Loyalty Program NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  21. 21. Stay Connected Objective: • Recapture the current wireless consumers whose contract is about to expire. • Generate increased ARPU among the Qwest current wireless consumers. • Develop rebate form that is packaged with Nokia handsets that allow consumers to receive a $50 or $35 rebate. • Rebate form is to remain consistent with branded Direct Mail pieces being distributed by Qwest. Strategy: • Develop a ongoing Customer Relations program to inform Qwest Wireless Consumers [contract 10 + months] of a program designed to reward those who renew wireless contracts. • Messaging about increased features and benefits tied to form capturing audience information (name, address, city/state, mobile phone number, age, gender and household income). NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  22. 22. Stay Connected Strategy/Tactics (cont’d): • Consumer Offer: - To receive a $50 rebate check good toward you Qwest monthly invoice/service bill, purchase a new Nokia 6185 or 5185I Charge and Carry Mobile Phone/Accessory kit, and sign up for an additional 12 months of Qwest Wireless Service. - To receive a $35 rebate check good toward your Qwest monthly invoice/service bill, purchase a Nokia 6185 or 5185I Mobile Phone, and sign up for an additional 12 months of Qwest Wireless Service. • Consumers simply mail in their rebate form with proof of purchase to the fulfillment center for verification. The fulfillment center verifies their information and sends a check back to the consumer made payable to Qwest. The consumer, upon payment of their monthly invoice/service bill, sends the rebate check in with their personal check and is credited for the amount of the rebate. • Timing: 6/29/01 through 10/1/01 • Mobile Consumer Profile: - Male/Female: 25-49 - Current large Regional Carrier Wireless Consumer of 11 +months Results: • ROI was 12.94 for 1.00 spent. Increase in revenue $5,5568,249 • Decrease in annual churn 1.2% (previously 14%, now 12.8%). NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  23. 23. Tearpad From (Front) (Back) NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  24. 24. Ride The Light Concert Tour 2001 NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  25. 25. Ride The Light Concert Tour 2001 Situation: • Nokia wanted to develop a branded event for large Qwest Wireless that will increase their Nokia handset / NOA sales and increase Qwest Wireless brand awareness among college students within seven key markets. Objective: • Open doors for Qwest Wireless on-campus to the young adult market • Gain Nokia penetration into Direct and Indirect Retail Locations • Position Nokia as a strategic marketing partner…not just another vendor • Leverage Nokia’s commitment to Qwest Strategy/Tactics: • Consumer Offer: Consumer purchases a Qwest Wireless service, Nokia phone or $50 worth of Nokia Original Accessories (NOA) and receives two VIP tickets to the Ride the Light Tour concert closest to them. • Develop in store POS that called out the consumer offer and the event. Retail POS kits included: - Counter Card - Tear pads - Counter Card Lug On - Panel Card - Accessory Shelf Wobblers (Direct Retail locations only) NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  26. 26. Ride The Light Concert Tour 2001 Strategy/Tactics (cont’d): • Newspaper Ad Slick for all college newspaper and alternative weeklies • Program timing: Feb 20 through May 30, 2001 • Target: Primary: Young Adults 18-24 • A :30 promotional radio spot was developed for each market • A :60 generic concert spot was developed to increase general public ticket sales • College Grass Roots marketing effort included the distribution of door hangers to all dorm rooms, posters and fliers • Media included Source Boards on campus; Radio 150 TRPs per week for 4 weeks targeted to A18-24 • Six insertions over six weeks in each of the college newspapers and alternative weekly newspapers • Web site developed for RTLT to allow consumers to hear reviews of the event, register to win gear, autographed guitars and enter the Roadie for a day sweeps….could also shop for Service Plans and Nokia handset • Develop Qwest Wireless/Nokia event signage to be displayed on and around the stage, and outside of the venue NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  27. 27. Ride The Light Concert Tour 2001 Strategy/Tactics (cont’d): • Ticket Redemption Process - Consumer signs up for Qwest Carrier Wireless service and buys a Nokia phone or purchases $50 worth of NOA - Consumer calls a 1-800 #. - Target Marketing (fulfillment house) collects data (Name, Address, Age, ESN) and issues confirmation number and instructions to receive Ride The Light Tour 2001 VIP tickets at Will Call. - Consumer goes to Will Call (anytime between 12:00 noon and the start of the concert) with Photo ID and confirmation number. - Ride The Light Tour 2001 VIP Tickets and Access Badges are issued to consumer. - VIP Tickets are redeemed at front gate. - Ride The Light Tour Commemorative Cards are issued to concert goers at gate (one per guest). Card contains website information for “Sweepstakes Entry” for RTLT 2002 Roadie For A Day or RTLT Memorabilia. NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  28. 28. Ride The Light Concert Tour 2001 Results: • Total Concert Attendance: 32,414 (projected 36,000) • Units Sold throughout promotional period: 16,056 (up 2%) • Generated revenue from accessory purchase that is $50 or greater at Qwest Direct Wireless Retail locations only: $9,493.00 • Generated revenue from ticket sales that was put back into Co-op fund: $220,992.04 • Consumers that participated in the offer and received two VIP tickets: 2,203 • College awareness prior to event at 23%; after event unaided awareness measured at 30% Total hits made on server: 74,826, with 38% of the sessions lasting 7 minutes or more u Media generated over 9MM gross impressions and we locked up key source boards for the u remainder of the year on every single campus NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  29. 29. Panel Card Counter Card Shelf Wobbler Sell Sheet Table Tent NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  30. 30. Access Badges Posters Door Hangers Commemorative Card Newspaper Ad NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  31. 31. Stage Scrimms Banners Stage Skirt NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  32. 32. Catch Some Airtime NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  33. 33. Catch Some Airtime Consumer Bounce Back Program Objective: • Provide Qwest with a Nokia Original Accessory program • Gain increased revenues for Qwest through Nokia Original Accessory Sales • Increase awareness for Nokia Original Accessory products sold through Qwest Direct • Bring added value to potential customers Strategy/Tactics: • Purchase any one of the four Nokia Original Accessory packs offered through Qwest Wireless direct retail location (Clip &Cig Cord Dual Pack $19.99; Headset & Cig Cord Dual Pack $22.99; Case & Cig Cord Dual Pack $25.99; Clip,Cig Cord, Headset Tri Pack $28.99) and receive free airtime. Offer good for new and existing customers. • Develop in-store POS (Counter Card, Tear pad and Shelf Wobbler) featuring all of the NOA packs that are offered by Qwest Wireless that will call what the offer is to the consumer. [623 storefronts Direct] • Tag existing ROP with offer for eight weeks • Timing – August 1- Sept 31, 2001. • Primary Target Audience: Adults 18 – 49 years of age with active lifestyles NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  34. 34. Catch Some Airtime Consumer Bounce Back Program Consumer Offer: • Send in the tear pad form, to the fulfillment house, with all of the information filled out on back (name, address, age, phone number and UPC number) and a copy of the original receipt • The sent information is verified through the fulfillment house • A $10 check is sent back to the consumer made payable to Qwest Wireless • The consumer includes this check with their large Qwest Wireless bill/invoice payment and are credited for that amount Results: • Total new customers for 8 week time period= 76,388 • Purchasing Nokia Mobile Phones= 28,263 • Actual units purchased during promo 12,718 for net revenues of $264,744 •Net revenue = Retail Sale Price Less COGS • Total redemption existing customers 2,234 (<1%) • Total redemption on offer for new customers 3,255 (25.6%) • Total cost for program= $62,366 versus net revenues gained of $264,744 NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  35. 35. Sell Sheet Shelf Wobbler Counter Card w/Tearpad NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01
  36. 36. Case Histories June 12, 2002 1 © NOKIA
  37. 37. CRICKET AND NOKIA 2002 ENGLSIGH AND HISPANIC MARKETS BUDGETS CRICKET A18-49 Jan-01 Feb-01 Mar-01 Apr-01 May-01 Jun-01 Jul-01 Aug-01 Sep-01 Oct-01 Nov-01 Dec-01 BROADMARKET MEDIA TV : Spot & Cable 150 TRP's A 2 Week Holiday Mom's Day Dad's Day Last 2 Weeks BTS Holiday Holiday Aug. BTS 11/25 25-49 2 Week Holiday 2 Weeks Mom's Day Dad's Day Last 2 Weeks BTS Holiday Holiday Radio - Contemp, Country, Valentines Day Aug. BTS 11/25 Rock: GRP 125-A18-49 2 Week Holiday 2 Weeks Mom's Day Dad's Day Last 2 Weeks BTS Holiday Holiday Print - ROP 1/2 Page 2c Valentines Day Aug. BTS 11/25 OOH-Boards, Mobile, Shelters, 2 Week Holiday Mom's Day Dad's Day Last 2 Weeks BTS Holiday Holiday Aug. BTS 11/25 Source Boards/On Campus #75 Showing 2 Week Holiday 2 Weeks Mom's Day Dad's Day Last 2 Weeks BTS Holiday Holiday Direct Mail-Statment Stuffers, Valentines Day Aug. BTS 11/25 Email Min 250K Per Month CRICKET Hispanic Market A18-49 AZ, LA, San AZ, LA, San AZ, LA, San AZ, LA, San AZ, LA, San AZ, LA, San AZ, LA, San TV/SIN-Telemundo Diego, Diego, Charlotte, Diego, Diego, Diego, Charlotte, Diego, Diego, 125 TRP'sM 18-34 Charlotte, Charlotte, Nashville Charlotte, Nashville Charlotte, Charlotte, Nashville Nashville Nashville Nashville Nashville NOKIA CDMA / CRICKET 2002 Fcst. Actual Fcst. MDF MDF Volume Vol. ACTUAL POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB 5160 Series- $39.95 TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+ Cricket University Web Based SALES SALES SPIFFS SALES SPIFFS SALES SALES SALES SPIFFS SALES SALES SALES SALES Training,Certification & Sales Spiff SPIFFS 5170i 5170i 6370 SPIFFS SPIFFS 8270 SPIFFS SPIFFS SPIFFS SPIFFS -Retail Stores, Call Centers, 6370 6370 8270 5170i 5170i 5170i Dealer Agents All States + All States + Unwrap the Nokia 5170i Holidays All Channels All Channels Savings 11/26/01- 1/31/02 Mid -April All All States + All Nokia 5170i- Mothers Day States + All Channels @$29.95 Channels W18-49 Fresh Fashion Color Covers (English and Spanish- Upsell ) 2 Weeks Save In Store Rebate Test $40.00 In Store Call Center & In Call Center & 6370 Roll Out $49.95 Store Training In Store + POS Training + POS Minority Minority Dinenr and a Movie Report Tie In Report Tie In Minority Report-Brand Sponsor $20 Amex $20 Amex MIR +2 MIR +2 Tickets Tickets Call Center & In Call Center & 8270 Roll Out $59.95 with free belt Store Training In Store clip. + POS Training + M 35-54 POS Hispanic Hispanic LA-COPA CRICKET EVENT-8270 Effort - Effort - Focus Telemundo Telemundo TV & Print Branding Print and TV + Print and TV POS In Store POS In Store + POS In Store Fcst. Actual Fcst. MDF MDF Volume Vol. ACTUAL 1,833,415 $11,247,700 $11,312,171 Forecasted Volume 5170 156,000 125,000 105,000 104,500 126,500 136,500 126,500 136,500 156,000 156,500 156,500 156,500 1,642,000 Forecasted Volume 6370 20,000 20,000 15,000 15,000 15,000 15,000 15,000 15,000 130,000 129,882 $890,500 $922,162 Forecasted Volume 8270 20,000 20,000 20,000 15,000 15,000 90,000 97,664 $616,500 $1,308,698 Total Volume 156,000 125,000 105,000 104,500 146,500 156,500 141,500 171,500 191,000 191,500 186,500 186,500 1,862,000 2,060,961 $12,754,700 $13,543,030 Total MDF SPEND $1,068,600 $856,250 $719,250 $715,825 $1,003,525 $1,072,025 $969,275 $1,174,775 $1,308,350 $1,311,775 $1,277,525 $1,277,525 $12,754,700 Motorola $25 MIR NEW POS NEW POS Free Free 10.65%+ 6.2% Over Nokia Results Clip+Earbud Clip+Earbud Budget LG $29.95 Flip $89.95 LG Web $89.95 LG $6.85 $6.57 MDF- Phone Phone Web Phone MDF-CPH CPH 3% Under Budget
  38. 38. $40 Savings Promotion Date: November 23rd - December 26th (Promotion extended to Dec. 31st) Promotion/Offer: (Mail In=$40 Rebate on phone; Instant Rebate=1 Month Cricket Service) Pull program offering $40 Savings on the purchase and activation of a Nokia 5170i phone and one month of FREE Cricket Service! Objectives: • Generate trial of Cricket service during holiday season • Generate sales of the recently introduced Nokia 5170i phone • Cut through the various holiday in-store clutter Overview: • Offer valid at Cricket Direct and Indirect stores • Pricing structure varied for two markets: Arkansas ($29.99) and Michigan Markets ($69.99 – No Offer) • POS kits arrived in store November 23rd – Kit Display Sheet included (1) Counter Display, (3) Wobblers, (1) Window Cling, (1) Display Sheet, (50) Tear Pads, (1) Vinyl Banner, It’s that time of year to shop! Buy a (1) Flyer & (2) Table Tents cool Nokia 5170i phone today and • Glitter inks were used to make POS “pop” receive $40 mail-in Savings...plus get - Cricket and Nokia won an award for the POS from the your first month of Cricket Service FREE! Wisconsin Printing Industries Association 2 © NOKIA
  39. 39. $40 Savings PROJECTED (Based on 312,000 Handsets) Program Cost: $336,234 Offer/Redemption - based on 33% redemption $4,118,400 Free Cricket Service ($29.99) $9,356,880 Media Cost: NEED TOTAL (EST.) COST $13,811,514 ACTUAL Program Cost: $336,234 Offer/Redemption (129,816 received) - 41.61% redemption $5,192,640 Free Cricket Service ($29.99) $8,434,688 Media Cost: NEED TOTAL COST $13,963,562 $13,963,562 *281,250 = $49.65 per handset Counter Display ARPU=$516; CPGA=$200 $316.00 (ARPU -CPGA) - $49.65 Profitability PER UNIT $266.35 * Actual Handsets Sold During Promotional Period 3 © NOKIA
  40. 40. $40 Savings Key Learnings: • Promotion was compelling for the consumer due to both the price point and point of sale (129,816 rebates were mailed in) • Promotion ran with $65 Accessory Bonus Promo - Customers could essentially get up to $150 in savings; increasing redemptions - $29.99 (Arkansas only) or $69.99(Michigan) • Price points and offer changed several times during program execution process - Added more revision charges to overall project costs • Ship list for both direct and indirect stores was hard to get - Master list was not complete - Resulted in high volume calls to the Nokia Hotline • Illustrations were created instead of photography due Window Cling to time constraints and photography availability - Saved time and money • Explored and used new printing capabilities - won an award - Glitter inks and die-cuts used effectively • Reacted promptly to quick-turn requests from Cricket on program - included concept development, execution and delivery 4 © NOKIA
  41. 41. $40 Savings Vinyl Banner Table Tent Wobbler Flyer 5 © NOKIA
  42. 42. $65 Accessory Bonus Promotion Date: December 7th - December 31st Promotion/Offer: (Instant Coupon Offer) Pull program offering $65 in Nokia original accessories FREE (for new customers only) when you buy a Nokia 5170i and Sign-Up for Cricket Service. Objectives: • Gain increased activation of Cricket Service during holiday season • Leverage accessories (already in store) to act as the added value offer • Generate sales of the recently introduced Nokia 5170i phone Overview: • Offer was valid at Cricket Direct stores only • POS kits arrived in market offices December 7th Poster - Kit included (10) Employee Buttons, (1) Register Marker, (1) Poster & (25+) $65 Coupons It’s better to give than receive, and Nokia is giving you up to $65 on • 50,000 $65 Coupons were numbered and tracked to Nokia original accessories! All you prevent photocopy redemption need to do is purchase a Nokia 5170i - Cricket employees handed coupons to customers and phone and sign up for Cricket service were redeemed instantly upon purchase today! • Created different elements than the $40 Savings offer to prevent clutter in stores 6 © NOKIA
  43. 43. $65 Accessory Bonus PROJECTED (Based on 50,000 Handsets) Program Cost: $30,620 Offer/Redemption - based on 76% redemption $2,470,000 TOTAL (EST.) COST $2,500,620 ACTUAL Program Cost: $27,755 Offer/Redemption - 93.57% redemption $2,882,892 $65 Coupon TOTAL COST $2,910,647 $2,910,647 *46,785 = $62.21 per handset ARPU=$516; CPGA=$200 $316 (ARPU -CPGA) - $61.21 Profitability PER UNIT $254.79 * Actual Handsets Sold During Promotional Period 7 © NOKIA
  44. 44. $65 Accessory Bonus Key Learnings: • Promotion was compelling for the consumer due to both the price point and point of sale (93.57% redemption) - Customers redeemed coupon for an average of $61.62 in free Nokia original accessories • Promotion ran with $40 Savings Promo - Customers could essentially get up to $150 in savings; increasing redemptions - Up to 16% of all customers purchasing handsets during the holidays may have taken advantage of the combined offer • Legal information took several rounds of revisions to become finalized • Three day turnaround on all printing Employee Button • Ship list was simplified for Direct Stores - Kits shipped to Market Offices only • Nokia Hotline requests were lower than $40 Savings Program • Redemptions were instant, however, 1% (of 50,000 projected units) was estimated for stores who were out of accessories - Customers could send coupon in and receive $65 • Reacted promptly to quick-turn requests from Cricket on program- included concept development, execution and delivery 8 © NOKIA
  45. 45. $65 Accessory Bonus Register Marker Poster Employee Button 9 © NOKIA
  46. 46. Fresh Fashion Color Covers Launch Date: February 25th - March 31st, 2002 Product Launch: Design a product launch kit to introduce the new 5170i Fresh Fashion Color Covers Objectives: • Generate interest, trial and purchase of the new Nokia Fresh Fashion Color Covers • Generate sales of new Nokia 5170i phones (includes new cover and silver key mat) Overview: • Launch limited to Cricket Direct Stores only • POS kits (English & Hispanic) arrived in stores February 25th - Kit included (1) Counter Display, (6) Wobblers & (1) Window Cling Window Cling • Printing techniques, Foil stamping and die-cuts, were used to attract customers to the new color covers Fresh to Impress! Introducing five new Nokia 5170i Xpress- on™ color covers - Turning Pink, Sea Spray Blue, Yellow Spin, Glacier White and Indigo Blue 10 © NOKIA
  47. 47. Fresh Fashion Color Covers PROJECTED (Based on 6,000 Covers) Program Est. Cost: $20,000 ACTUAL Program Cost: $26,910 TOTAL COST $26,910 TOTAL 5,523 Covers Sold @ $12.99 = $ 71,744 Less CPGA=$1.39 = ($8,340) Less Program Cos t= ($26,910) Final Net Revenues= $36,494 Counter Display Translated into English and Spanish Profitability PER UNIT $6.08 11 © NOKIA
  48. 48. Fresh Fashion Color Covers Key Learnings: • Project started out as a bundled offer with a reduced price point, but quickly turned into a product launch only program - Difficulty finalizing offer resulted in incremental costs • First program to use both English and Spanish versions of POS - 20% of all new projects will be dedicated to Hispanic POS • POS standards (sizes/colors/placement) were developed and helped HMG/Nokia with “Cricketized” requirements for in store point of sale use • There were zero Nokia Hotline requests throughout the promotion, an improvement from the past. • Ship list was simplified for Direct Stores - Kits shipped to Market Offices only • Reacted promptly to quick-turn requests from Cricket on program - included concept development, execution and delivery Wobbler 12 © NOKIA
  49. 49. Fresh Fashion Color Covers Wobbler (Spanish) Counter Display (Spanish) Window Cling (Spanish) 13 © NOKIA
  50. 50. Product Launch 6370 Launch Date: May 16th - TBD, 2002 Product Launch: Design a product launch kit to introduce the new Nokia 6370 phone in Cricket stores Objectives: • Gain increased activation of Cricket Service • Generate interest, trial and purchase of the new Nokia 6370 phone,targeted to light business users • Highlight product in store through unique merchandising Overview: • Product Launch for Cricket Direct and Indirect locations in Denver and Phoenix only • Integrated in store merchandising kit that successfully co-branded Cricket and Nokia • Teaser/Sell In Brochure arrived in stores March 20th Motorized Counter Display • POS kits (English and Hispanic) arrived in Market Offices April 5th - Kit included (1) Motorized Counter Display, The Nokia 6370 phone has the form and (1) Dummy Phone, (200) Sell Sheets, (6) Wobblers, functions you need to get it all done – at home and work. With features like Voice (2) Window Clings & (1) Vinyl Banner Activated Dialing, Enhanced Phone Book and • Nokia Reps provided training at store level April 1st - April Calendar, 35 Ring Tones (with up to 10 15th additional Ring Tones for downloading) and Five • Media (TV and Radio) runs May 16th - TBD, 2002 Games 14 © NOKIA
  51. 51. Product Launch 6370 PROJECTED (Based on 40,000 Handsets) Program Cost: $255,000 Media Cost: $126,000 TOTAL (EST.) COST $381,000 $381,000 40,000 = $9.53 cost per handset ARPU=$516; CPGA=$200 $316 Cost Per Handset Program - $9.53 Projected Profitability PER UNIT $306.47 Wobbler 15 © NOKIA
  52. 52. Product Launch 6370 Key Learnings (To Date): • Teaser Brochures were implemented to announce 6370 to Cricket stores (will be used for all future projects) - Announced product features (voice activated dialing, enhanced phonebook and calendar) - Announced target market (Local business, Young Families and Teen & Youth) - Announced media information (Television & Radio) - Announced Cricket U details and training - April 15th Launch (www.MyNokiaCricketLink.com) • POS was delivered on time and initial response from Cricket management has been overwhelmingly positive Vinyl Banner • Cricket moved quickly to develop in store merchandising guidelines and we must assure these guidelines are maintained (will help on future projects) • Lifestyle images supplied by Nokia Product Team were not appropriate for Cricket markets - New photography was needed to fulfill program creative, increasing the Trade Marketing teams cost. Product Teams must address this going forward. • Integrated marketing efforts ensured sales goals were met. Model being adapted for other carrier marketing teams • Utilized co-op, MDF and VIR funding for media efforts rather than buy/get offers 16 © NOKIA
  53. 53. Product Launch 6370 Teaser Brochure – Outside Teaser Brochure – Inside Employee Button Static Cling Sell Sheet – Front Sell Sheet - Back 17 © NOKIA
  54. 54. Product Launch 6370 Teaser Brochure (Spanish) Motorized Counter Display (Spanish) Vinyl Banner (Spanish) Wobbler (Spanish) Sell Sheet (Spanish) Static Cling (Spanish) 18 © NOKIA
  55. 55. Product Launch 8270 Launch Date: June 10th - TBD, 2002 Product Launch: Design a product launch kit to introduce the new Nokia 8270 phone in Cricket stores Objectives: • Gain increased activation of Cricket Service • Generate interest, trial and purchase of the new Nokia 8270 phone • Make the product the HERO in store through unique merchandising Overview: • Teaser/Sell in Brochure arrived in store April 22nd • Product arrives in store June 10th in all Cricket Direct and Indirect locations except Denver and Phoenix Illuminated Counter Display • POS kits (English and Hispanic) arrived in store May 13th - Kit included (1) Illuminated Counter Display (Direct) or Experience an exciting new glow with the (1) Counter Card (Indirect), (1) Dummy Phone, Nokia 8270 mobile phone. It’s New, Blue, (300) Sell Sheets, (6) Wobblers & (10) Employee Buttons Comfortable and You! The 8270 includes a • Nokia Reps provided training at store level May 1st - May bright blue screen & keypad, Xpress-on™ 15th in addition to color covers, personal ring tones and mobile • Cricket U training and incentives beginning May 15 for 8270 messaging. • Media (TV and Radio): June 10th – July 14, 2002 19 © NOKIA
  56. 56. Product Launch 8270 PROJECTED (Based on 20,000 Handsets) Program Cost: $423,000 Media Cost: $2,394,000 TOTAL (EST.) COST $2,817,000 $2,817,000 20,000 = $140.85 per handset ARPU=$516; CPGA=$200 $316 (ARPU -CPGA) - $140.85 Counter Display - Indirect Projected Profitability PER UNIT $175.15 20 © NOKIA
  57. 57. Product Launch 8270 Key Learnings: • Integrated Cricket U training, In Store Merchandising and Sales Incentives were extremely effective on launching the product • Assisted in keeping competitors out • Utilized co-op, MDF and VIR funding for media efforts rather than buy/get offers • All 20,000 units were sold in 3.75 weeks. INTEGRATE INTEGRATE INTEGRATE! Wobbler 21 © NOKIA
  58. 58. Product Launch 8270 Teaser Brochure - Outside Teaser Brochure - Inside Employee Button Sell Sheet - Front Sell Sheet - Back 22 © NOKIA
  59. 59. Product Launch 8270 Counter Display - Indirect (Spanish) Sell Sheet - Front (Spanish) Sell Sheet - Back (Spanish) Wobbler (Spanish) 23 © NOKIA
  60. 60. Cricket U Promotion Date: April 26th - December 31st, 2002 Promotion/Offer: (Continuity/Sales Incentive Program) A learning and rewards program for Cricket Direct Store employees Objectives: • Educate the Retail Sales Managers and Store Level Personnel about Cricket service and Nokia products • Gain increased activation of Cricket Service • Generate interest, trial and purchase of the Nokia 5170ir, 6370 and 8270 Series phones Overview: • For Cricket Direct Store locations only • New rules structure and modules for the refreshed 5170i, 6370 and 8270 were loaded onto the system and available to the field on May 1st, 2002 • This is a learn and earn program to teach features Cricket U is designed to increase awareness and and sales techniques to Retail Sales Managers and knowledge of Nokia mobile products. It is also Store Level personnel used as a rewards program to encourage sales • Redeem 5,000 Cricket U Credits for $25 gift cards to among Cricket sales representatives. Log in and graduate today at Best Buy, Darden Restaurants, JC Penney, and Target www.MyNokiaCricketLink.com! 24 © NOKIA
  61. 61. Cricket U 2002 Sophomore Year PROJECTED 120.000 Units Program Cost: 435,000 TOTAL (EST.) COST $473,000 ACTUAL Program Cost: $433,000 TOTAL COST TOTAL Handsets Sold ($433,000/120,000) = 3.67 cost per handset ARPU=$516; CPGA=$159 $357 (ARPU -CPGA) - 3.67 Profitability PER UNIT $353.33 Profitability On Program = $42,399,600 ROI= $97.93 : $1 25 © NOKIA
  62. 62. Cricket U Key Learnings: • Gift Certificates well received • Web site easier to navigate • Training was smoother to follow and reinforced “HOW TO SELL” by focusing on end user benefits • Redemption went much smoother and fulfillment was faster by four business days from last year(average of 6 business days to receive merchandise or travel awards) • Reporting system to Nokia and Cricket management is streamlined and real time • Travel awards will need to be refreshed. •Overall training on the web has been well received once we demonstrated the quickness of the training and the obvious lift in sales. • Store Management and District Management overrides on store employee rewards were also a HUGE help in sell in to the store level 26 © NOKIA
  63. 63. Cricket U Brochure Poster 27 © NOKIA
  64. 64. $40 Instant Savings Promotion Date: May 17th through May 27th Promotion/Offer: (Instant Rebate) Save $40 Instantly! Purchase any mobile phone, activate new Cricket service and receive $40 off your purchase instantly. Objectives: • Generate activation of Cricket service for new customers • Generate sales of the Nokia 5170i, 6370 and 8270 phones • Design promotion to work with Minority Report “Dinner and a Movie” Promotion Overview: • Offer valid at Cricket Direct and Indirect stores • POS kits arrived in market offices on May 16th – Kit included (2) Posters, (6) Wobblers, (2) Register Markers • Promotion ran with Minority Report “Dinner and a Movie” Promotion (offer was combined) Poster - 6370 Need a new phone? Or a new service provider? Well wait no more! Cricket is going to take $40 off your mobile phone purchase INSTANTLY when you buy a mobile phone and activate new Cricket service. 28 © NOKIA
  65. 65. $40 Instant Savings PROJECTED (Based on XXX Handsets) Program Cost: $136,340 Offer/Redemption - based on XX% redemption $NEED TOTAL (EST.) COST $136,340 ACTUAL Program Cost: $TBD Offer/Redemption (129,816 received) - XX% redemption $TBD Free Cricket Service ($29.99) $TBD TOTAL COST $TBD $TBD Wobbler - 6370 TBD = $TBD per handset ARPU=$516; CPGA=$200 $316.00 (ARPU -CPGA) - $TBD Profitability PER UNIT $TBD 29 © NOKIA
  66. 66. $40 Instant Savings Poster - 5170i Wobbler - 5170i 31 © NOKIA
  67. 67. $40 Instant Savings Register Marker (Spanish) Poster - 6370 (Spanish) Poster - 5170i (Spanish) Wobbler - 5170i Wobbler - 6370 (Spanish) (Spanish) 32 © NOKIA
  68. 68. Minority Report – Dinner and a Movie Promotion Date: May 17th - June 30th, 2002 Promotion/Offer: (Entertainment/IVR Rebate Offer) Buy a Nokia 5170i , 6370 or 8270 phone and one month of Cricket service and get 2 (two) FREE tickets to “Minority Report”, plus a $20 Amex Gift Certificate for dinner Objectives: • Gain increased activation of Cricket Service • Generate interest, trial and purchase of the new Nokia 6370 or 8270 phone and existing 5170i Overview: • Teaser sheets arrived in stores May 1st 8270 Teaser Sheet - Front • Product arrived in store May 17th in all Cricket Direct and Indirect locations (8270 Product arrives June 10th) Minority Report is a futuristic thriller featuring • POS kits (English and Hispanic) arrived in store May 17th the box office sensation Tom Cruise. It’s about - Kit included (1) Counter Display, (100) Take Ones, a cop (Cruise) in the future working in a (6) Wobblers & (2) Posters division of the police department that arrests killers before they commit the crimes, courtesy of some future viewing technology. Minority Report is directed by Academy Award winner Steven Spielberg. Released by 20th Century Fox.. Product placement and Logo placement for Nokia in this film. 33 © NOKIA
  69. 69. Minority Report – Dinner and a Movie PROJECTED (Based on 20,000-6370 & 20,000-8270 Handsets) Program Cost: $186,576 Media Cost: $2,000,000 Offer/Redemption - based on 23% redemption $311,144 TOTAL (EST.) COST $2,497,720 $2,497,720 40,000 = $62.44 per handset ARPU=$516; CPGA=$159 $357 (ARPU -CPGA) - $62.44 Projected Profitability PER UNIT $294.56 8270 Poster 34 © NOKIA
  70. 70. Minority Report – Dinner and a Movie Key Learnings: • Redemptions 18.7 % versus projected 23 % • However we met our sales objectives so the lower redemption did not seem to hurt the program • Product placement and logo placement in the movie added a “cool factor” so branded awareness was enhanced, but we did not measure for this. Recommend we do so if we go forward with these types of promos • Stores participated in all POS remained in place even AFTER the promo was over. Some consumers asked for the posters as collectibles. 8270 Wobbler 35 © NOKIA
  71. 71. Minority Report – Dinner and a Movie 6370 Counter Display 8270 Counter Display 6370 Wobbler 6370 Poster 36 © NOKIA
  72. 72. 6370 Teaser Sheet - Front 6370 Teaser Sheet - Front 37 © NOKIA
  73. 73. Minority Report – Dinner and a Movie 8270 Counter Display (Spanish) 6370 Wobbler (Spanish) 6370 Poster (Spanish) 6370 Counter Display (Spanish) 38 © NOKIA
  74. 74. Case Histories Nouveau Eyewear 2002-2003 Seeing A New Retail Approach
  75. 75. Branding for B2B and B2C Situation: • No definitive one source, look or feel for information and branding on retail eyewear. • Neither the retail partners or consumers knew how many product lines Nouveau Eyewear carried and which retail outlets carried the Nouveau Eyewear. Objectives: • Create a unified look and feel across multiple product lines and demographics. • Allow retail partners and consumers to view and gain product information and retail locations. • Create increased – Brand awareness by 5% -cumulative for all product lines – Calls to sales centers by 10% – Increase traffic to retail partners such as Target, Wal-Mart, Pearle Vision, Costco and Sears Optical. Strategies: • Develop a clear, concise template with consistent information on demographics, SKU’s available, features and benefits • Scale look and feel across Online (www.nouveaueyewear.com) Advertising Media, POS, In Store Training Materials and Catalogs
  76. 76. Branding for B2B and B2C Tactics: • Developed a basic template for the print and online media that could be scaled to www and all retail outlets. Logistics: • Began initial work in October 2002 and delivered initial web site and online ads in December 2002 for all 8 product lines. • Efforts required all new product and lifestyle photography with Christie Brinkley, and models from Van Heusen, Riders, Wranglers, Geoffrey Beene, Nickelodeon and JG Hook plus our own brand of Caravaggio. Metrics/Results: • Rewarded category management for Wal-Mart in 2003 • Increased calls to our inbound sales centers by 14% • Brand awareness numbers undetermined.
  77. 77. New Look and Feel- WWW Screen Grabs & POS…etc. Clickable left navigation shows specific frames & features!
  78. 78. Case Histories 2003 Nickelodeon Brand Only Presented By: Barbara Armour Hard Copy Samples of POS Materials Upon Request
  79. 79. Nouveau Marketing Team Our Job Description • Assist Chain, Wholesale and Direct customers in gaining increased sales of Nouveau Eyewear. • Develop programs to protect the existing base of consumers and gain new consumers. • Partner with all channels to provide maximum sell through efforts. • Create integrated marketing efforts (advertising/branding, consumer promotions, media plans, product training, sales incentives) that are fully turnkey for our retail buyers/customers.. • Deliver an efficient the Cost Per Frame via strategic use of co-op dollars for product launch, promotions, media, sponsorships, sales training and incentives. • All efforts from concept, program development through field sell in and consumer fulfillment can be handled through your Nouveau Marketing Director and Nouveau Account Director. • Promotion reports are issued weekly to keep key Retail Customer teams posted on redemptions, POS placement in store and media placement efforts. Database collected on redemptions will be shared with our Retail Customer at the conclusion of each program. • Complete ROI will be presented for each marketing program. • All materials created by Nouveau Marketing Team. Nouveau Marketing also offers fulfillment, printing and direct to store door shipping to make all promotional efforts worry free. • Funding can be taken from co-op or we can bill direct to your headquarters.
  80. 80. US Vision /JC Penney & Marshall Fields 620 Locations • Counter Cards, Logo Plaques created by Nouveau Marketing Team in all JC Penney & Marshall Fields Optical Locations • Eyewear launched in April 2003 • Nick Accessories Program implemented in the stores in July 26, 2003 for Back To School. • Kit included a lens cloth and spray cleaner,plus free Magnetic Picture frame as GWP. • All 24,800 kits have sold as of Oct. 4, 2003, 27 days ahead of schedule.
  81. 81. Retailer Activity Pearle Vision 868 Locations • Pearle has been very active in supporting the sales of Nickelodeon eyewear and accessories. • Franchisee meeting in Monterey CA highlighted Jimmy and SB with 6 FT and 8 FT standees(created by Nouveau Marketing Team) at the entrance to the three day event. • Pearle distributed 2,500 4c flyers (created by Nouveau Marketing Team )to sales personnel to announce eyewear and Nickelodeon Accessories Products. • Nick Accessories Product bundle launching July 25, 2003 has a free photo frame magnet for BTS offer in all Pearle stores. Final sales figures pending since program does not end until Sept 30, 2003. • Pearle has dedicated SpongeBob duratrans at all 868 locations. Artwork supplied by the Nouveau Eyewear Marketing Team
  82. 82. Pearle Duratrans 2003
  83. 83. Retailer Activity Sears Optical 950 Locations • In Store Kiosk ( 150 Free Standing Stores) Nick is the Featured Display. • In Store Banner and Table Tents on all Kiosks July 26, 2003 –Sept. 30 , 2003 for Nick Accessories Program. Free magnetic picture frames as GWP in each bundle. Sales figures pending. • 60,000 SpongeBob Coloring Books in all Sears Optical Stores April- June as hand outs to young consumers who visit the Sears Optical stores for eye exams. We have been asked to re-print 6,000 for September 03. • Sears/Nick exclusive Product Knowledge contest for all locations and all employees hit the stores Sept. 18, 2003.
  84. 84. Soak Up The Fun POS POS Kit Shelf Dangler Box Stickers Employee Buttons Row Banner Entry Form Tear Pad

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