FISHERMAN’S FRIEND
MARKETING 2014
LAUREN HELFER & PATRICK O’LEARY
MAY 8TH, 2014
GREENWOOD BRANDS
• Lofthouse U.S. distributor January 1st, 2014
• Complete Distribution Management
• Direct access to all USA retailers
– Walmart, Walgreens, CVS, Target, Costco, Kroger
• Warehouse in Edison, NJ (Port of New York)
• Other Brands: ColourB4
TRADE ACTIVITIES
• Walmart: Expand Distribution + Displays
• CVS: TPR’s Q1 & Q4 / Displays for Q3/Q4
• Walgreens: TPR’s February & September
• Rite Aid: TPR’s January & February
• Kroger: TPR’s January, February & November
IN-STORE DISPLAYS
Q4 NEW PACKAGING
• Moving to new re-sealable zipper bag
– New look, more convenient, better experience
• Transitioning to new 40 count twin pack bag
– Contains 2 – 20ct re-sealable bags
YEAR TO DATE
MARKETING EFFORTS
January 26, 2014
• Regional FSI Drop
– 7,079 mm circ
– $1 off coupon
2014-2015 MARKETING PLAN
•
•
January 26, 2014 Regional FSI Drop
October FSI Drop targeting high indexing Cough Cold markets
–
–
Clearinghouse Management
Coupon Redemption Analysis
•
Social/Digital Campaign
•
Seeking Sponsorships
–
–
•
Music – ie: Hawthorne Heights
Sports - Spartan Race Series
Upcoming 2014 Trade Shows
–
–
–
NACDS TSE
Account Trade Shows
ECRM Cough Cold
•
Syndicated Data – Category Management
•
PARADE Magazine
•
Street Team Sampling
CONTINUED STRATEGY &
TARGETED MESSAGING
• Target core user with traditional advertising and begin
messaging efforts to niche audiences (musicians, speakers,
politicians, public figures)
– Musicians: Niche efforts to target singers, agencies & concert tours
– Ie: Hawthorne Heights
• Core User Messaging:
– Focus on Strength & Efficacy
• Messaging to Niche Audiences
– You are a rock star, treat your voice like it!
– Sing your heart out, soothe your throat
– In the spotlight, sound as good as you feel
HAWTHRONE HEIGHTS
•
About Hawthorne Heights
–
–
–
–
Rock band from Dayton, Ohio
Sold over 3mm albums worldwide
Facebook page has over 575,000 unique fans
**would actively promote products on page
Play between 100-200 shows per year (Typically in
North America, Europe, UK, Japan, and Australia)
•
•
Sponsorship would help promote global business
Potential sponsorship to include:
–
–
–
–
Branding on their 10 year anniversary tour
Wrapped Tour Bus
Sampling to fans leaving venue
Potential free sample with song download
Gateway to open branding efforts to larger groups/bands/speakers
MUSIC PUBLICATIONS
International Musician
Making Music
• 84,326 Circulation
• 35,000 Circulation
• 73% of readers are full –time
professional musicians
• 78% read magazine to learn
about others interested in
making music
• 47% have been members
for more than 30 years
• 69% look to find new
products
• 45% are age 37 to 55
• 36% teach music
• 56% have made a
recording in the last 12
months
• 68% save for future
DIGITAL ADS
OCTOBER FSI DROP
•
First week of October
ahead of cough/cold
season
•
Target core user and
reward loyalty
•
Trade promotions to
align with FSI drop
•
Budget: TBD based on
circulation
SOCIAL & DIGITAL CAMPAIGN
• Strategy:
– Create digital and social presence for Fisherman’s Friend online
– Focus on Facebook & Google in Year 1
– Use Google Ad words to target core consumer and top DMA’s
• Potential Flavor Competition: Facebook
– (end of year 1)
– Use 40 count perf bags as giveaways
• Co-branding efforts with musicians
– Take a photo at xyz concert, post to Fisherman’s Friend page and
win free product/tickets/commemorative tin etc…
DIGITAL TARGETING
• Target three separate groups of consumers
– Consumers looking for sore throat relief
– Musicians
– Public Speakers
• Showing each group specifically designed ads to
catch their attention
• Use keywords that pertain to each group
• Interest target each group
POTENTIAL DISPLAY ADS
***Suggest running different creative based on campaign
targeting
SPONSORSHIPS
Targeting Musicians:
•
Opportunity with Hawthorne
Heights Sponsorship
•
Digital ads branded
accordingly, along with highly
targeted efforts with messaging
•
Music Publications
•
Grammy Sampling Bag
•
Grammy Press Release
Targeting Races:
•
Spartan Race Series
– Local sponsorships available on
race basis
SPARTAN RACE
• Advertise in Mud & Obstacle Magazine-100,000 Circ
• Use owner of Spartan races as spokesperson*
• Average Age of participants 31.5 years
• Average Participants 6,000 – 22,000
• Festival Footprint
– Booth
– Banners
– Advertising on all digital platforms
*Based on sponsoring 14
races during 2014 Cough/Cold Season
2014 TRADE SHOWS
• Customer Shows
• ECRM Cough/Cold
• NACDS Total Store Expo
– Dates: August 23-26, 2014
– Location: Boston, MA
PARADE MAGAZINE
Circulation: 32.5 million
Readership: 63 million (53% Female; 47% Male)
• PARADE is the most widely read magazine in America.
Distribution:
• PARADE magazine is distributed by more than 600 Sunday
Cost Review underway
STREET TEAM SAMPLING
• Q3/4 – unique marketing efforts early in season to
avoid clutter and to generate buzz
– Unique campaign in Boston/Seattle using the ‘Fisherman’,
bringing the character to life
– Distribute 20,000 samples with bounce back coupon
– Scalable effort-performance measured quickly to
determine impact and option of rolling out to other major
cities during 2014/15 season
– Supported with PR activities
– Plus Mass Transit, Public Disinfection
THANK YOU!