UNFORGETTABLE

UNFORGETTABLE

BRAND BRAND

EXPERIENCES BEGIN

EXPERIENCES BEGIN

HERE!HERE!

Triple P and SparksTriple P and Sparks

Over 20 years in experiential marketingProven tactics and strategiesA direct, personal connection with consumers delivering the brand experienceAn energetic, positive ‘face’ for your brand or product with talented brand ambassadorsInstant feedback on your brand or product

Services IncludeServices Include

Product LaunchesPublic & Product EducationCommunity RelationsSamplingProduct DemonstrationsCorporate Events & Meeting Management

Staging & EntertainmentTrade Show Logistics & ManagementProduction ServicesTeam BuildingStreet MarketingMerchandisingPromotions

Team Nordica-Sampling-

Lindt & Sprungli-Gold Bunny Tour-

Roxul-Product Demonstration-

Dare RealFruit Gummie-Tour Sampling-

Maple Leaf Foods-Fresh Patrol Pilot Program-

Maple Leaf Foods-Hot ‘n Hearty Slap Shot Tour-

The Company We KeepThe Company We Keep

Program ObjectivesProgram Objectives

Drive awareness & trial of Burt’s Bees natural hand and body lotions among non-usersInform current users of restange and new formulasDetermine expected sales objective from pop-up retailDetermine impressions, # of interactions, # of samples/coupons/brochures based on proposed execution

StrategyStrategy

Develop & execute Burt’s Bees branded stations at local winter festivals nationallyDrive interactions by including interactive activitiesEducate target HABS group and their family on Burt’s Bees hand & body lotions.Provide target market with the opportunity to sample/trial and purchase Burt’s Bees products

MethodologyMethodology

Sampling & trialOn site salesProvide a hook to drive consumers to the branded stationAppeal to families with childrenNational in scope - major marketsFollow “The Greater Good ™” model

Target Consumer ProfileTarget Consumer Profile

HABSHeavy researchers re. healthy lifestyleNatural personal care barriers - availability and lack of samplingProactive re. their healthBig on environment & social responsibility, not fully embraced organic food, natural personal care productsUnder indexes on TV - big readerLikely to enjoy exercise & outdoor activityConsiders her look simple and easy to maintain and believes inner beauty is important for outward beauty

CastCast

In field Brand Ambassadors will be carefully selected to meet the brand profile and compliment the desired target.Sparks and Triple P will select from our National casting database or conduct specific casting sessions to assemble the best team for the program

The ConceptThe Concept

Burt’s Bees branded stations will tour major market Fall & Winter Events in 2010/2011.The branded station will be a unique destination within a high interest value added stop for consumers attending the eventThe Burt’s Bees station will be designed as a place that our target can step out of the cold for a moment & warm up in the Burt’s Bees Natural Paradise.The 10x20 station will include a botanical setting with radiant heat, plants, a water feature and plenty of ‘Bees’ pollinating the plants in the displayUpon entering the Botanical tent, our guests will be greeted by a highly trained team of Burt’s Bees specialists

The Concept (cont’d)The Concept (cont’d)

Our team of specialists will engage each visitor and provide information about featured productsIn addition, the team will provide samples and demonstrate hand lotion products at a consultation area within the boothAs an added bonus, Celestial Seasonings Tea will provide “4 bag sample sachets” and tea products for a tasting area within the Burt’s Bees displayA children’s area will round out the presentation with a colouring contest. Kids will be invited to colour a Burt’s Bees colouring sheet and enter a contest to win a prize for their artwork

Alternative Booth DesignAlternative Booth Design

As an option, we could develop the station to resemble a ‘Bee Hive’Visitors would enter the hive and be treated to a visual resembling the inside of a bee hiveBoth visual options would deliver a positive brand experience and tie the to the big idea

Roaming BeesRoaming Bees

In addition to the branded station experience, we are recommending additional team members to tour the event grounds and entice the target group to visit our displayHigh energy Burt’s Bees ambassadors will be dressed in uniforms of black and yellow and carry a backpack style tank, full of hand lotion

The backpacks will be designed to resemble a bees back with wings and they will be functional as hand lotion sampling units/dispensers

Roaming Bees will sample hand lotion, distribute samples and an offer to purchase or a web address, and invite attendees to the Burt’s Bee boothFinally, the combined station and roaming ambassadors will ensure the highest possible # of interactions at each event

Possible Ontario EventsPossible Ontario Events

1. Cavalcade of Lights, Nathan Phillips Square (Nov 27)Kick off event to a month long series of events happening in the city of Toronto.Includes lighting of Toronto’s official Christmas tree, firework, musical performances, fair trade market, crafts and ice skating50,000 people attendEvent is meant to meet all age groups

2. Winterlude, Ottawa (Feb 5-21)Large festival happening in downtown core of OttawaIncludes outdoor activities such as skating, snow & ice sculptures, competitions, musical performances, children’s snow forts and giant snow playground500,000 people attendEvent is meant to attract families

Possible Ontario EventsPossible Ontario Events

3. Winter Festival of Lights, Niagara Falls (Dec 3-5)Kick off to a 2 month festival of light displays and entertainmentIncludes lighting of 3 million trees and ground lights, fireworks over the falls, outdoor activities, musical performances, childrens performances1,000,000 people attendEvent is meant to attract families

4. Winterfest & Festival of Ice, Barrie (Feb 6-7)Festival weekend event held downtown BarrieIncludes outdoor activities such as polar bear dip, horse-drawn wagon rides, dogsled rides, mini-tube run, lumberjack shows, ice maze & sculptures20,000 people attendEvent is meant to attract families

Possible Alberta EventsPossible Alberta Events

1. Deep Freeze Festival, Edmonton (January)2 day event that is part of the Winter Light Festivalfeatures ice and snow garden, outdoor curling, skating and hayrides, story telling, and outdoor shows It ends with a ‘Melt the Deep Freeze” dance party5,000 people attendEvent is meant to attract the whole community

2. Ice on Whyte, Edmonton (January)10 day event that is part of the Winter Light Festival Main focus is the ice carving competition, attracting people internationallyAlso hosts workshops for kids, ice slide, castlesEvent is meant to attract families

Possible Alberta EventsPossible Alberta Events

3. Silver Skate, Edmonton (February)3 day event that is part of the Winter Light FestivalIs a unique blend of sports, recreation, arts & culture Includes special guests, artists, competitions such as skate races and an ice sculpture contest, figure skating demonstrations, face painting, curling, fireworksEvent is meant to attract the whole community

4. Winter Festival, Calgary (Feb)11 day event that was started after Calgary hosted the ‘88 Olympics to celebrate the ice & snowIncludes winter carnivals, sating parties, pond hockey tournaments, bonspiels, dances, winter crafts, ice sculptures, clowns185,000 people attendEvent is meant to attract families

Possible Alberta EventsPossible Alberta Events

5. Zoolights, Calgary (Dec/Jan)Annual event held at the Calgary ZooIncludes a 30 million light show, snowball alley, snow bowling, reindeer stables and igloo making Largest seasonal light show in Western CanadaEvent is meant to attract families

Possible BC EventsPossible BC Events

1. Winterruption, Vancouver (February)8 day event that happens at Granville IslandFocus is a jazz driven, arts & culture festivalIncludes live music acts, street theatre, puppetry, dance, hula hooping, mural painting, out door activities.35,000 people attend each day Event is meant to attract all ages of the community from kids to seniors

2. CelticFest, Vancouver (March 16-20)5 day event that showcases Celtic Music, dance & artsIncludes activities such as kidszones, music workshops, food & sports, marketplace, dances100,000 people attend Meant to attract every age group

Possible BC EventsPossible BC Events

3. The Peak of Christmas, Vancouver (December) An up close and persona interaction with Christmas, held at Grouse MountainIncludes Santa’s workshop, reindeer, sleigh rides, ice skating, movies, village parade of trees100,000 people attendEvent is meant for children/families

BudgetBudgetStaffing ($46,500)

Includes a team of 3 people working 20 event days in each market (Ontario, Alberta, BC)

Exact event days tbd based on final venue selection

Training ($6,000)Includes all recruiting, hiring, interviewing of staff via conference call style training

Elements & Rentals, Miscellaneous ($9,000)Includes the rental of 2 sets of assets, such as cash registers & accessories, booth décor, heaters, kids table/chairsEvent insurance, phones/faxes, warehousing, sparks expense

Creative Materials ($11,500)Includes creative & production for 2 sets of booths/displays, uniforms and backpacks

Venue Fees ($25,000)– Exact amount tbd once final list of venue is selected

• Program Management ($30,000)– Includes all research, planning, scheduling & coordination, staff management, client meetings, reports

& overall program management

*Assumptions:1. This estimate does not include taxes, program fuel, rep mileage, shipping, hotels.

In SummaryIn Summary

• Properly executed, the Burt’s Bees Branded Tour will:– Deliver a positive brand experience to the

target consumer– Drive awareness and trial among non-users– Educated current users– Drive sales