1. Seasonal Promotion in Retail Success Story 2 Halloween Displays in Grocery featuring Take-Home Flavored Milk

2. Promotion Goal: The dairy wished to increase take-home flavored milk sales in grocery stores. Educating shoppers about serving flavored milk as a treat and a nutritious alternative to other snacks, was also an objective. Summary: The salesforce created fun in-store displays using MilkPEPs Halloween theme, Nutrition in Disguise. The displays were created using bunker type coolers. Each salesperson was able to customize the MilkPEP and dairy promotional materials as they wished. One chose to tie-in cookies with the milk display. Another created a large haunted house walk-in display. As a result of the promotions, flavored milk half-gallon and gallon sales increased in all stores with displays. Shoppers remarked the displays were fun and store managers liked them as well, even those who were apprehensive at first. Target Market: The main target was mothers concerned with their children's health and providing too many sugary snacks, while still wanting to offer their kids treats. Displays were created to appeal to moms like these and their children shopping with them. Halloween Displays in Grocery featuring Take-Home Flavored Milk Seasonal Promotion in Retail

3. Key Activities: Dairy sales representatives customized displays for each retailer based on their knowledge of the market and store demographics. One sales rep decided to tie-in Halloween cookies with a Halloween Be a Good Mummy, Buy Chocolate Milk display. Another included refrigerated cookie dough with the milk in the cooler. A display that wrapped around the entire open air cooler, drew in shoppers who walked around the full display to view it, giving them several opportunities to pick up a Chocolate milk gallon. Halloween-themed balloons and the dairys cow mascot were all used to customize the displays. Halloween Displays in Grocery featuring Take-Home Flavored Milk Seasonal Promotion in Retail

4. Marketing & Promotion Materials Used MilkPEPs (processor Education Programs themes, Chocolate Milk: Great Nutrition in Disguise and Chocolate Milk: The Official Drink of Halloween were included on posters, price signs and other POS materials. Halloween inflatables, toys and decorations were used to create attractive displays about flavored milk. One display featured the dairys cow mascot hanging over a coffin display case to draw attention to drinking milk at Halloween. Milk prices were featured on printed signs or on hand-written signs shaped as ghosts or other Halloween characters. Halloween Displays in Grocery featuring Take-Home Flavored Milk Seasonal Promotion in Retail

5. Halloween Displays in Grocery featuring Take-Home Flavored Milk Seasonal Promotion in Retail

6. Results: Take-home flavored milk (gallons and half-gallons depending on the promotion) sales increased in every store with a promotion. Most stores at least doubled sales during the display time period. Some stores tripled sales. Many stores experienced higher flavored milk sales, even after price reductions ended. The display alone continued to increase milk purchases. To the store managers delight, the Chocolate gallon milk and Halloween cookie tie-in increased milk sales by almost triple. All Halloween cookies sold through, eliminating any need for mark downs after Halloween. A store with a Halloween-themed Chocolate gallon milk display experienced its largest Chocolate milk sales ever from a flavored milk promotion. In addition to Chocolate milk, stores grew sales of Strawberry, Banana and Cookies n Scream flavored milk when promoted with a display. For many shoppers, the display likely prompted them to purchase this flavor of milk for the first time. Store managers and dairy sales representatives were very excited about the displays and enjoyed being creative about the design. All of them said they are interested in a similar Halloween milk display next season. Halloween Displays in Grocery featuring Take-Home Flavored Milk Seasonal Promotion in Retail

7. Timing & Resources The Halloween promotions were conducted during the middle to the end of October. Many stores kept displays up twice as long as they planned, due to the displays success. Approximate man-hours used to create the displays are estimated at 1-3 hours, depending upon the level of detail, but could be much less for a simpler display. A fairly low level of resources was needed for a high payoff. Beyond the dairy sales reps time, the dairy needed to acquire MilkPEP materials and any other signage/ promotional materials. Milk may or may not be discounted as the displays encouraged sales even when milk was not price promoted. Halloween Displays in Grocery featuring Take-Home Flavored Milk Seasonal Promotion in Retail

8. Promotion Planning Tools & Tips Encourage sales representatives to be creative and have fun with milk promotions so they view building displays as exciting, and not just another task to complete. Use MilkPEP promotional materials to create a theme and then customize with dairy materials as desired, thus reducing the amount of time and resources needed for a display. Be sure to order materials for your stores. Flavor promotions and displays are exciting ways to persuade shoppers to try new products. Consider developing displays for other holidays, especially when treats are a part of the event (i.e., Valentines Day, Easter, etc.). Try running promotions without price discounts for all or part of the display time to determine if the display alone will increase sales, as discovered in this promotion. Some persuading of store managers may be needed for large displays such as the ones here. The enormous success of these displays will likely make gaining buy-in for future milk promotions much easier. Use this write-up and pictures to make the store- level display sale. Halloween Displays in Grocery featuring Take-Home Flavored Milk Seasonal Promotion in Retail