national confectioners association
DESCRIPTION
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 PresentationTRANSCRIPT
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.
PRESENTATION OUTLINE
Discover what’s NEW
Discover Business $$!
10% snacks
GOAL to make Expo the event for Sweets and
Snacks industries
Target= Snack buyersMr. Corporate Mr. Main Street
SWOT AnalysisStrengths
•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.
TARGETINGGeneral Target Audience
Specific Target Audience
% Breakdown at 2009 EXPO
Confectionery Industry Buyers (4,394)
Exhibitors
Confectionery Buyers: 80% of All Buyers
Snacks Industry Buyers (1,098)
Exhibitors
Snacks Buyers: 20% of All Buyers
Others Brokers (542)
Suppliers (655)
Media (252)
Families (529)
AUDIENCEMr. or Ms. Corporate are looking for the next BIG hit!
Mr. or Ms. Mainstreet just needs to take care of business!
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?
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
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 attendee…”7 minute rule”•·NCA will announce sponsored gift and prize
Who’s Benefiting?...Everyone!
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
• Newest products to troops
• Partner with US Troop Support
• USPS free boxes/reduced shipping
• www.ustroopsupport.com will provide names
• Volunteers assemble packages
OPERATION SWEETS & SNACKS
MEASUREMENT
• Number of Snacks Industry guests
• Flip Camcorders to 10 guests
• Electronic Surveys to new guests
PRESENTATION REVIEW
Discover what’s NEW
Discover Business $$!
10% snacks
GOAL to make Expo the event for Sweets and
Snacks industries
Target= Snack buyersMr. Corporate Mr. Main Street