Triple P and Sparks
Over 20 years in experiential marketing
Proven tactics and strategies
A direct, personal connection with consumers
delivering the brand experience
An energetic, positive ‘face’ for your brand or
product with talented brand ambassadors
Instant feedback on your brand or product
Services Include
Product Launches
Public & Product
Education
Community Relations
Sampling
Product Demonstrations
Corporate Events &
Meeting Management
Staging &
Entertainment
Trade Show Logistics &
Management
Production Services
Team Building
Street Marketing
Merchandising
Promotions
Team Nordica
-SamplingDare RealFruit Gummie
-Tour Sampling-
Lindt & Sprungli
-Gold Bunny TourMaple Leaf Foods
-Fresh Patrol Pilot Program-
Roxul
-Product DemonstrationMaple Leaf Foods
-Hot ‘n Hearty Slap Shot Tour-
The Company We Keep
Program Objectives
Drive awareness & trial of Burt’s Bees natural
hand and body lotions among non-users
Inform current users of restange and new
formulas
Determine expected sales objective from
pop-up retail
Determine impressions, # of interactions, # of
samples/coupons/brochures based on
proposed execution
Strategy
Develop & execute Burt’s Bees branded
stations at local winter festivals nationally
Drive interactions by including interactive
activities
Educate 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
Methodology
Sampling & trial
On site sales
Provide a hook to drive consumers to the
branded station
Appeal to families with children
National in scope - major markets
Follow “The Greater Good ™” model
Target Consumer Profile
HABS
Heavy researchers re. healthy lifestyle
Natural personal care barriers - availability and lack of
sampling
Proactive re. their health
Big on environment & social responsibility, not fully
embraced organic food, natural personal care products
Under indexes on TV - big reader
Likely to enjoy exercise & outdoor activity
Considers her look simple and easy to maintain and believes
inner beauty is important for outward beauty
Cast
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 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 event
The 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 display
Upon entering the Botanical tent, our guests will be greeted by a
highly trained team of Burt’s Bees specialists
The Concept (cont’d)
Our team of specialists will engage each visitor and
provide information about featured products
In addition, the team will provide samples and
demonstrate hand lotion products at a consultation
area within the booth
As an added bonus, Celestial Seasonings Tea will
provide “4 bag sample sachets” and tea products for
a tasting area within the Burt’s Bees display
A 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 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 hive
Both visual options would deliver a positive
brand experience and tie the to the big idea
Roaming 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 display
High 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 booth
Finally, the combined station and roaming ambassadors will
ensure the highest possible # of interactions at each event
Possible 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 skating
50,000 people attend
Event is meant to meet all age groups
2. Winterlude, Ottawa (Feb 5-21)
Large festival happening in downtown core of Ottawa
Includes outdoor activities such as skating, snow & ice sculptures,
competitions, musical performances, children’s snow forts and
giant snow playground
500,000 people attend
Event is meant to attract families
Possible Ontario Events
3.
Winter Festival of Lights, Niagara Falls (Dec 3-5)
Kick off to a 2 month festival of light displays and entertainment
Includes lighting of 3 million trees and ground lights, fireworks over the
falls, outdoor activities, musical performances, childrens performances
1,000,000 people attend
Event is meant to attract families
4.
Winterfest & Festival of Ice, Barrie (Feb 6-7)
Festival weekend event held downtown Barrie
Includes outdoor activities such as polar bear dip, horse-drawn wagon
rides, dogsled rides, mini-tube run, lumberjack shows, ice maze &
sculptures
20,000 people attend
Event is meant to attract families
Possible Alberta Events
1.
Deep Freeze Festival, Edmonton (January)
2 day event that is part of the Winter Light Festival
features ice and snow garden, outdoor curling, skating and hayrides, story
telling, and outdoor shows
It ends with a ‘Melt the Deep Freeze” dance party
5,000 people attend
Event 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 internationally
Also hosts workshops for kids, ice slide, castles
Event is meant to attract families
Possible Alberta Events
3.
Silver Skate, Edmonton (February)
3 day event that is part of the Winter Light Festival
Is 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,
fireworks
Event 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 & snow
Includes winter carnivals, sating parties, pond hockey tournaments,
bonspiels, dances, winter crafts, ice sculptures, clowns
185,000 people attend
Event is meant to attract families
Possible Alberta Events
5.
Zoolights, Calgary (Dec/Jan)
Annual event held at the Calgary Zoo
Includes a 30 million light show, snowball alley, snow bowling, reindeer
stables and igloo making
Largest seasonal light show in Western Canada
Event is meant to attract families
Possible BC Events
1.
Winterruption, Vancouver (February)
8 day event that happens at Granville Island
Focus is a jazz driven, arts & culture festival
Includes 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 & arts
Includes activities such as kidszones, music workshops, food & sports, marketplace,
dances
100,000 people attend
Meant to attract every age group
Possible BC Events
3.
The Peak of Christmas, Vancouver (December)
An up close and persona interaction with Christmas, held at Grouse Mountain
Includes Santa’s workshop, reindeer, sleigh rides, ice skating, movies, village parade
of trees
100,000 people attend
Event is meant for children/families
Budget
Staffing ($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/chairs
Event 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 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