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• 84,326 Circulation

• 73% of readers are full –time professional musicians

• 47% have been members for more than 30 years

• 45% are age 37 to 55

• 56% have made a recording in the last 12 months

Making Music• 35,000 Circulation

• 78% read magazine to learn about others interested in making music

• 69% look to find new products

• 36% teach music

• 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 MAGAZINECirculation: 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!