2. National Confectioners Association Live Branded Media Strategy

3. 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.

4. THE EVENT

5. PRESENTATION OUTLINE Discover what’s NEW Discover Business $$! 10% snacks GOAL to make Expo the event for Sweets and Snacks industries Target= Snack buyers Mr. CorporateMr. Main Street

6. 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 year—increase snack industry participants. Communicate more frequently with guests pre and post-EXPO. NCA knows who to invite—80 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.

7. OBJECTIVE

8. IMPRESSIONS

9. TARGETING General Target Audience Specific Target Audience % Breakdown at 2009 EXPO Confectionery IndustryBuyers (4,394) Exhibitors Confectionery Buyers: 80% of All Buyers Snacks IndustryBuyers (1,098) Exhibitors Snacks Buyers: 20% of All Buyers OthersBrokers (542) Suppliers (655) Media (252) Families (529)

10. TARGET AUDIENCE MR. CORPORATEMR. MAINSTREET

11. AUDIENCE Mr. or Ms. Corporate are looking for the next BIG hit! Mr. or Ms. Mainstreet just needs to take care of business!

12. MESSAGING & POSTIONING STRATEGY ONLY HERE can you discover...

13. T HEME: Discovery H armonize E liminate Negative Cues M ix In Memorabilia E ngage all Senses

14. FOCUS GROUP

15. The Ultimate Impression Focus on: What’s 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?

16. 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

17. Launch Discovery, not Distraction!

18. 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

19. 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 attendee…”7 minute rule” ·NCA will announce sponsored gift and prize Who’s Benefiting?...Everyone!

20. Media & International Followers Product 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 event Boosts international attendance Everyone Benefits with this feature Best of all, NCA profits

21. OPERATION SWEETS & SNACKS

22. Newest products to troops Partner with US Troop Support USPS free boxes/reduced shipping www.ustroopsupport.com will provide names www.ustroopsupport.com Volunteers assemble packages OPERATION SWEETS & SNACKS

23. KNOW YOUR COMPETITION Steal this idea

24. THINK FORWARD – Green Initiative

25. THINK FORWARD - Partnerships Walmart Clif Bars TerraCycle

26. THINK FORWARD – Mini-Booths

27. HOW DO YOU WOW THEM?

28. Experience the “Snack Spa”

29. WOW MOMENT

30. MEASUREMENT Number of Snacks Industry guests Flip Camcorders to 10 guests Electronic Surveys to new guests

31. MEASUREMENT

32. PRESENTATION REVIEW Discover what’s NEW Discover Business $$! 10% snacks GOAL to make Expo the event for Sweets and Snacks industries Target= Snack buyers Mr. CorporateMr. Main Street

33. CONCLUSION