Proposal #13:

Chili Cookoff

Contributor: WKIS

NTR TIP:

An account rep from a large advertising firm recently went with me on a recruitment sales callwith a national client. After our meeting the account rep expressed his surprise at how differentthe agenda was of a recruitment call when compared to meeting with retail clients. Not oncedid the HR people ask about things that would have been of vital importance to their retailcounterparts. Please learn this lesson we teach in our recruitment selling workshops:Recruitment is not Retail. Don’t sell it that way.

Source: John Mitton, RAS Recruitment Systems, johnm@fkmagency.com, (713)867-3290

RAB's Nontraditional RevenueProposal Collection: Volume #6

February 3 and 4, 2001

C.B. Smith Park, Pembroke PinesSubmitted by Michelle Schecht

RETAIL

CHILI PROGRAM

Where the Music is Hot…The Chili is Spicey…And the Opportunities are Unlimited!

The 2000 KISS Country Chili Cookoff was a record breaking year andattracted almost 50,000 people, making it the largest outdoor countrymusic concert event in the state! The Chili Cookoff has become SouthFlorida’s annual “Must Do” tradition as thousands of “Chiliheads”mark their calendars for the first weekend in February.

We have an impressive history of presenting Nashville’s most excitingcountry music entertainers like Garth Brooks, Leann Rimes, The DixieChicks, Alan Jackson, Faith Hill, Brooks & Dunn, Wynonna, ClintBlack, Tim McGraw and many others! The affordable ticket pricemakes the Chili Cookoff a family friendly event.

The Exposure…The KISS Country Chili Cookoff is the station’s largest singlepromotion each year. Manufacturers have a unique opportunityto capitalize on tremendous exposure at the retail level as wellas by extensive on-air announcements, on-site signage,displays and merchandising / sampling opportunities.

Program Goals

H To create excitement around specific products througha tie-in with one of South Florida’s largest outdoorevents.

H To provide a grocery merchandising program that willprovide incremental display and exposure forparticipating products in all South Florida RETAILERlocations.

H To provide a consumer promotion that will add value forparticipating products with the following objective…toincrease sales and generate impulse purchases.

H To provide significant exposure and / or samplingopportunities to over 50,000 people!

In-Store:″Participating products will receive inclusion on in-store display with other participatingvendors. Your products(s) will be also be highlighted with “Chili Pepper” shelf-talkersthroughout the store. RETAILER is committed to refill display. Additionally, you willreceive inclusion in RETAILER print circulars as part of chili-themed ad. (see advertising)

Advertising:Each product will receive inclusion in RETAILER month long, full-color shoppers guide -back page “Official Chili Headquarters” themed ad. Plus, inclusion in two weekly circular(Dates TDB). Feature price may or may not be included.

Albertson’s will receive radio advertising that your program will make available to them.Commercials will be :30/:30’s --:30 promoting your product with :30 promoting the in-store redemption offer and ChiliCookoff.

Consumer Incentives:Through the use of radio, store circulars, point-of-purchase display and signage,consumers will be informed that by purchasing participating products they can takeadvantage of a special redemption offer. With the purchase of any five “Chili” items, theywill receive a FREE “Official Chili CookOff T-Shirt”!

Additionally, consumers can register-to-win a chance to “Meet & Greet” the artists at theChili CookOff. Winner will receive VIP treatment including Limo to the event, VIP ticketsand Backstage Passes.

Trade Strategy and Summaryof Promotional Elements

In-store Traffic Builders:RETAILER will be selling Chili Cookoff tickets to generate increased customer count.

Mobile Box Office Appearances - KISS will provide five (5) Mobile Box OfficeAppearances at select RETAILER locations. Each Mobile Box Office is a two hourstation appearance to create excitement & increase sales. RETAILER will receivepromotional liners for each Mobile Box Office appearance to encourage listener’s tostop by.

On-Site Exposure:Participating vendors will have the option to have display space at event 10 x 10 booth.Opportunity to coupon and or sample. (Some restrictions may apply)

Chili CookOff Contest:Albertson’s and/or any participating manufacturer has the option to enter their ownteam to compete in the nationally sanctioned Chili CookOff.

Signage and Couponing Opportunities:Participating vendors can display one banner at event. Additionally, vendors cancoupon and/or sample at the RETAILER tent. (Some Restrictions May Apply).

Summary continued...

As a Display Sponsor, each participating product will receive:

Inclusion in front end aisle (or lobby/pallet) display for 5-weeks in participating SouthFlorida RETAILER locations (Dade, Broward & Palm Beach - 21 stores). Promotionperiod - December 31st through February 3rd.

Shelf-talkers highlighting your product(s) throughout the store as an “Official” ChiliProduct for five weeks in participating RETAILER locations.

Participation in proof-of-purchase redemption campaign; any five proofs from Chili itemsearns a FREE “Official” Chili Cookoff T-shirt (Value of T-shirt: $15)

Featured ad in RETAILER’S month long shoppers guide - items featured as an “Official”Chili Product of the 17th Annual KISS Country Chili Cookoff. (Statewide)

Featured ad in RETAILER weekly circular (2x).

Prominent display space at the Chili Cookoff - 10x10 booth

Signage at event

Option to coupon and/or sample at event (some restrictions may apply)

Full page Ad in Souvenir Program

Inclusion or KISS Country Website

Two (2) VIP tickets to the 17th Annual Chili Cookoff (for Saturday or Sunday)

Six (6) General Admission tickets

Twenty :30/:30 commercials on WKIS-FM / 99.9 KISS Country.:30 to promote product / :30 seconds to promote in-store contest and redemption offer

Total Net Investment per product: $6,500

Display Sponsorship

As a Non-Display Sponsor, each participating product will receive:

Shelf-talkers highlighting your product(s) as an “Official” Chili Product forfive weeks in participating RETAILER locations.

Participation in proof-of-purchase redemption campaign; any five proofsfrom Chili items earns a FREE “Official” Chili CookOff T-shirt (Value of T-shirt: $15)

Featured ad in RETAILER’S month long shoppers guide - items featuredas a “Official” Chili Product of the 17th Annual KISS Country Chili Cookoff.(Statewide)

Featured ad in RETAILER weekly circular (2x).

Prominent display space at the Chili Cookoff 10x10 booth

Option to coupon and/or sample at event (some restrictions may apply)

Full page Ad in Souvenir Program

Inclusion on KISS Country Website

Two (2) VIP tickets to the 17th Annual Chili Cookoff

Four (4) General Admission tickets

Fifteen (15) :30/:30 commercials on WKIS-FM / 99.9 KISS Country.:30 to promote product / :30 seconds to promote in-store contest andredemption offer

Total Net Investment per product: $5,000

Non-Display Chili Sponsorship

KISS Country has an exceptional track record producingsuccessful concert events with powerful results for our sponsors.We invite you to join the red hot RETAILER / KISS Team as weget cookin’ on first quarter results!

Get Your 1st Quarter Cookin’

This event had over 15 sponsors including beer, crackers, laundry detergent,paper products, potato chips, sour cream, seasonings, and soft drinks.

RETAILER Chili Cook OffVendor Contract

KISS Country Chili CookoffFebruary 2nd and 3rd, 2002

Company Name: __________________________________________________________

Contact Name:____________________________________________________________

Address:________________________________________________________________

City___________________________ State __________________ Zip _______________

Telephone( ) _______________________ Fax ( ) __________________________

Participating Product: __________________

Display (yes / no) Investment:___________ _ Investment: ____________

Special Notes:_________________ Total Investment: _____________________

Each manufacturer understands that this agreement is in addition to any co-op funds oradvertising allowances previously earned or agreed to. The funds allocated to theseprograms are to come from local marketing funds and are incremental dollars notavailable to RETAILER any other way. All negotiations regarding cases and pricing are togo through RETAILER.

We, the undersigned, agree to participate in RETAILER Chili Cookoff Program asdescribed in the proposal presented to us.

Accepted by: ________________________________ Date: ________________

Title: ______________________________________

50% Payment due by December 15, 2001. Balance due February 15th, 2002. Pleasereturn signed copy of this form with check made payable to:

WKIS Radio9881 Sheridan Street H Hollywood, FL 33024

Tel: (954) 431-6200 H Fax: (954) 437-2466