brkn-b-133311 shopper marketing brochure:booklet - revised pages

8/13/2019 BRKN-B-133311 Shopper Marketing Brochure:Booklet - REVISED Pages

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marketing opportunities


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Questions about our

marketing opportunities?Please contact your Category Manager or

Brittany Sherman, Shopper Marketing Coordinatorat [email protected].


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yourpoints/ extra points

yourpoints/ multiple pointsyourpoints/ bucket o pointsbonus online coupons

eDeal

text offers

eNewsletters

Kids Club & Baby Club

Social MediaPeronsonalized eMarketing

Spire

Relevant Rewards

Extra Paper - Weekly Circular

Celebrate Cooking

Real Big Deal

BRK Display Plan

In Store Signage

In Store Signage

Multicultural Marketing

Multicultural Marketing

Demos

Community Marketing

Single Store Solutions

Event Marketing

Sports Marketing

Pharmacy/Health & Wellness

eShockers

Super 1 Texts

Social MediaMega Events

SUP1 Display Plan

Super Shockers

Truckload Sales

Contact Info

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table of contents


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Multiple Points

Earn 10X Extra

Bonus yourpointswhen you purchase any

P&G BRANDPRODUCTS

with your Thank You Card in a single transaction. See ad for details.Offer valid 3/6/13 - 3/12/13.

Description:Available as an in ad offer or at the shelf

only. Multiple points multiply the amount

of yourpoints a customer receives on any

purchase:

Buy Product X, Earn 10xyourpoints($2 product = 20yourpoints)

Buy Product Y, Earn 2xyourpoints($5 product = 10yourpoints)

Requirements:Category Manager approval; CM Deal Sheet;

ISM tags to support at shelf.


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Bonus Online Coupons

Description:Bonus Online Coupons are Load to Card Coupons available at

Brookshires.com that provide additional savings to our customers on

advertised products. They can be available on the website for as few as 2

weeks or as many as 8 weeks. They can be placed on any ad item they

are marked with a special BOC bug and we do the math for our customers

to show them the extra savings available online. Coupon can be any valueabove 25c and can require a multiple purchase.

Description:Category Manager approval; CM Deal Sheet.


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eDeal of the Week

Description:eDeals are front page comparable offers that are emailed to

all shoppers opted in to receive emails. Offers are sent out

every Wednesday that an ad breaks.

Requirements:Category Manager Approval; CM Deal Sheet; ISM Tag

at shelf.

365k

As of January 2014, 365k

shoppers are opted in to

receive weekly eDeals.

Average redemption is 1.5%.


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text offers

Description:Texted to all shoppers opted in to receive texts. Opt in by texting

GROCERY to 43101. Offers are sent out every Wednesday that an ad

breaks and must be either a free product or a price point.

Requirements:Category Manager Approval; CM Deal Sheet.

Text Offers


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Monthly Bimonthly

Gluten Free DiabeticPetHealth

Opted In Households* Est. Redemption

Pet 30,000 2%

Health 44,000 2%

Gluten Free 16,000 2%

Diabetic 24,000 2%

Heath 25,000 2-7%

Gluten Free 20,000 2-7%

Diabetic 10,000 2-7%

eNewsletters

Description:eNewsletters are emailed to all shoppers opted in to receive

them monthly or twice monthly. They include pertinent

information along with a complementary offer.

Requirements:Category Manager Approval;

CM Deal Sheet; ISM Tag

at shelf.


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Baby Club

Kids Club: 3-10 Years Old

A great way to connect with our busiest shoppers (Moms!) and our youngest

future shoppers, our Kids Club (Danger Rangers) and Baby Club offer vendor

partners a way to market to their target customer by offering valueable

information and promotions.

Baby Club Program Participation- talk with CM

about availability and Marketing

elements involved

Monthly eNewsletter Offers

3 per month available

Targeted eNewsletter Offers- new products or special

item offer for babies

Small Sample items to hand out at grand openings and single store solutions to help get

customers to register their baby

Monthly eNewsletter Offer- 1 per month

Targeted eNewsletter Offers- new products or

special item offer for kids

Quarterly Activity Book- 3-5 coupon spots available

Small Sample items to hand out at grand openings and single store solutions to help get

customers to register their kids

Kids Club & Baby Club


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Social Media

Pinterest & Twitter: We currently use these social media platforms in our Brookshires banner

to enhance follower engagement by providing value to our customers through recipes and

information, along with carefully selected CPG recipes and offerings.

yourpics foryourpointsCustomers submit creative/fun/unique photos of themselves and your product and other

customers vote for their favorite! Includes 4 weeks of posts for the contest, targeted

Facebook ads, over 500k inyourpoints awarded and post-promotion analytics. Cost: $10k

Customers choose their favorites - perhaps their favorite way to use your product - and are

awarded yourpoints for their efforts. Includes 2 weeks of posts for the contest, targeted

Facebook ads, over 200k inyourpoints awarded and post-promotion analytics. Cost: $5k

Customers are asked a question regarding your product/brand and awarded points just

for trying! Includes 1 week of posts for the quiz, targeted Facebook ads, over 100k inyourpoints awarded and

post-promotion analytics. Cost: $3k

Customers choose their favorite variety/scent/flavor of your product and are awarded a free

product just for their opinion! A great way to launch a new product. Includes up to 1 week of

posts, targeted Facebook ads and post-promotion analytics. Minimum of 500 free items to be

given away. Cost: $1000 + free product.

Facebook Opportunities:

Fan Faves

Customer Quiz

Tug of War

We have approximately 38k Facebook Fans, 700 Twitter Followers, and 600 Pinterest Followers as of

January 2014.


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Description:Interested in marketing to a subset of our customers - either by store location,

shopping habits or demographics - on a limited budget? We can help! We can

create a specific, unique list of our customers who are most likely to buy your

products/brands and send that customer group offers. We can even limit the

number of customers who receive the offer, depending on your offer and

your budget.

Cost to send depends on number of recipients and value of the offer.

Personalized Emarketing


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Spire

Spire LLC is a consumer-centric analytic services and shopper marketing company

focused on delivering actionable recommendations to drive consumer activation.

For more information, please see www.spirenow.com.

Spire Platform

Spire enables vendor collaboration through the Shopper Intelligence Platform. The

platform is an easy-to-use yet powerful web-based interface that provides the best

information available for retailers and manufacturers to work on and help make better,

shopper-centric decisions.

Spire complements the Shopper Intelligence Platform with expert analysts to support

the process and help each user better understand how to use shopper insights in their

business. Spire conducts frequent webinars that communicate best-practice examples

from users across our network.

Some examples of Spire Platform reports are: Loyal Analysis, Product Affinity, Product

Interaction, Custom Shopper/Product Groups and New Product Reports.

Spire Platform & Analytics

Includes 5 user IDs, training and access to our on-site Spire analysts

Single Category Only: $7500 per year

Total Store: $20k per year

Platform Access is on a yearly basis only

Packages

Vendors who purchase an Annual Participation in the eMail and access to the Spire

Platform and Analytics for a Single Category would receive an annual discount of $2500

(for a total cost of $20k per year + redemption of offers). Those who purchase an

Annual Participation in the eMail and access to the Spire Platform and Analytics for the

Total Store would receive an annual discount of $5k (for a total cost of $30k per year +

redemption of offers).


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Quarterly Events:

Month 1 will reach 100k Core HH



Targeting:Customers will receive 4-6 offers per email based on purchase history.

Relevant offers are for items a customer has previously purchased.

Affinity/new item offers are targeted based on purchase history and are items a

customer is likely to buy. The email also contains a targeted marketing space

based on purchase history.

Relevant Rewards

Annual Participation in eMail:

15k + Redemption of Offers

(12 total events per year)

Quarterly Participation in eMail:

$5k + Redemption of Offers

(3 events per quarter)

Monthly Participation in eMail:

$2k + Redemption of Offers

The HHs that were engaged in the

Core Shopper program experienced

incremental lifts driven by

increased

trips during the program.

These HHs drove an incremental

avg of $3.8MM in sales for Brookshires in the first 3 Quarterly events.


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Celebrate Cooking

Celebrate Cooking is our best-in-class magazine for foodies. It includes

recipes, food tips, nutritional information and space for our vendor partners

to share their stories with our customers. Each month, 150k copies are

printed, with approximately 40k being mailed to the homes of our foodie

customers, based on their shopping habits.

Costs:Full Page [up to 6 price points] $10,000

Half Page [up to 4 price points] $7,000

Third Page [up to 3 price points] $4,500

Quarter Page [up to 2 price points] $3,500

Price Point/Line Item (Back Page) $1,000

FREENOVEMBER 2013

Vol 7Issue7

han

iv for pomegranates, pears & apples,toffee, barks & brittle


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Real Big Deal

The Real Big Deal is a meal solution that everyone can appreciate. Buy

(1) large product (usually a protein) and get several small, complementary

products for FREE! The RBD last for two weeks, is promoted on the front

page of the ad for the first week and is cross-merchandised together on a

dedicated endcap for the duration of the program. On average, about 7,000

RBDs are sold every two weeks.

FPO RBD ENDCAP PHOTO

Frito LayMulti-Pack Chips

32 Ct

WHEN YOU BUY ONE

1415ONEOf Each Of The Following:Gatorade - 6 Pack/12 oz Bottles,

Cap'n Crunch Cereal - Selected Varieties - 10.5-14 oz,Quaker Cookies - 8.8-9.3 oz AND

Dole 100% Juice Blends - 59 oz

YOU SAVEUP TO

FREEGET

Offer Valid 08/07/13 - 08/20/13 With Brookshires Thank You Card In A Single Transaction.


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For more information on how to participate in our Display Program, please

contact your Category Manager.

Brookshires Display Plan

FPO CONTENT


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For more information on how to participate in our Display Program,

please contact your Category Manager.

ISM Tags

Display Signs

Shelf Talkers

Stand Signs

Large Shelf Blades

In Store Flyers

Small Shelf Blades

Wobblers

Description:Either to complement your program in the ad or the Celebrate Cooking or as

a stand alone program, ISM (in-store marketing) tags and signage is a great

way to communicate your offer to customers. Eye-catching and informative,

ISM tags and signage act as the final means of marketing to our customers

at the point of purchase.

Components:

Marketing In-Store & Shelf


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yourpoints with selectP&G Products

Five P&GHealth & Beauty

Products

when you purchase

LOOKFORTHE

TAG

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Offer Valid7/10/13 -7/16/13With BrookshiresThank You CardIn A SingleTransaction.

+

5

0

0BONUS

Earn 500 Extrayourpoints

whenyou purchase5 P&G

Health and Beauty products

Five P&G Household& Baby Products

when you purchase

LOOKFORT

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TAG

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.

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OfferValid7/10/13-7/16/13WithBrookshiresThankYouCardInA SingleTransaction.

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Earn 500 Extrayourpoints

whenyou purchase5P&G

HouseholdorBabyProducts

+

5

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0BONUS

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when you purchase

Five P&G

Household & BabyProducts

LOOKFORT

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TAG...........

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Offer Valid7/10/13 -7/16/13With Brookshires Thank You CardIn A SingleTransaction.

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Earn500Extrayourpointswhenyoupurchase5P&G

HouseholdorBabyProducts

when you purchase

Five P&GHealth & Beauty

Products

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TAG...........

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Earn500Extrayourpointswhenyoupurchase5P&G

HealthandBeautyProducts


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MultiCultural Marketing

High Density Hispanic

Brookshires Stores: 32

High Density Hispanic

Super 1 Stores: 15

Hispanic Marketing:With the right assortment of products in our stores, bilingual partners, and targeted

media and signage, we are focusing on the shopping experience for our Hispanic

customers, including demos and parking lot events, as well as larger community

events like Futbol de las Rosas in June.

Reyes Magos in JanuaryValentines DaySuper Bowl

LentLa Dia las MadresCinco de MayoEasterWorld Cup (in 2014)Fathers DayJuly 4thBack to School16 de Septiembre

HispanicHeritage Month(9/15 - 10/15)Labor DayHalloween

ThanksgivingVirgen de Guadalupe (12/12)Christmas / PosadasNew Year

Major Shopping

Events for

Hispanic Customers:

MultiCultural Marketing


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High Density African-American

Brookshires Stores: 42

High Density African-American

Super 1 Stores: 29

African-American Marketing:Focusing on value, assortment, family and meal solutions.

Black History Month

Juneteenth

Sporting Events

Music Events

Religious Holidays

Major Shopping Events forAfrican-AmericanCustomers:


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A Few Known Facts:69% of consumers say that samples and demonstrations influence

their product purchasing decisions more than TV or Radio. 72% of

shoppers purchase brands that they sample in stores.

Brookshires Demo Rates

6 Hour Rate:

Standard Event $145.00* Flat Rate + Demo Expenses

Co-Op/Partner Event $ 72.50* Flat Rate + Demo Expenses

(Demo Expenses include: Product, napkins, plates, spoons, pretzels, etc.

unless you provide and deliver at your expense)

*There is a separate bilingual ONLY demo rate. Ask for details.

For information on how to participate in the demo program, please contact

your Category Manager.

The Benefit of In-Store Demos: Increase Sales

Branding Exposure

Sample Your New Products

Sample Your Specialty Products

We Provide: Trained Demo Personnel

Demo Equipment (Microwave, Skillet, Utensils, etc.)

Comprehensive Post Program Reporting

Demos


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Mt.VernonVolunteerFirefighterscolle

ctbottlesofGatorade.

Community Connections

Brookshires and Super 1 are proud and active members of the communities we

serve. From hospitals to schools to food banks to first responders, we support

our communities however we can and are happy to partner with the vendor

community to continue that support.

Each April since 1988, we have sponsored

the Brookshires Benefit Golf Tournament,

which raised over $440,000 for a variety of

childrens charities last year and will

expand to a sixth course in 2014, with

over 600 golfers expected to attend.

For more information on how to sponsor

a team, please contact your

Category Manager.


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Grand Opening Opportunities

Vendors are encouraged to participate in

excitement-building events:

Bonus Weeks - 5-6 Buy One Get One FREE offers plus 100yourpoints. Program

typically runs 6-8 weeks for Grand Openings but can run as long as 12 weeks for

competitive stores. Marketing can share the cost ofyourpoints redemption.

First 500 shoppers that purchase a participating item will be awarded 100

yourpoints. (Number of first shoppers and yourpoint increments can be adjusted

to fit vendors needs)

FREEitems for a year The first 100 shoppers to purchase $XX in (Brands)

receives a certain product loaded to their card. (52 items loaded at once to a

shoppers TYC or the $ amount the vendor determines as a years value)

Email offers Typically sent to all shoppers but will customize at vendor request

BGC plans on at least 5 Grand Openings in 2014 and 2015.


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Event Marketing

Event Marketing comes in many forms at BGC.

Grand Openings, bounce houses, Zumba classes and sampling, to name a few -

but were always looking for new ways to connect with our customers.

Vendors with marketing opportunities, such as samples, branded trinkets for

giveaways, tents, booths, games, cars or brand mascots, are encouraged to

contact Brittany Sherman.


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Sports Marketing

Sports marketing is a great way to connect with our

sports-loving shoppers!

Extra Point

Extra Point is a ten week sports marketing/community connection program that

will run late August early Nov 2014 for all Brookshires and Super 1 Foods stores

involving local high school football teams with opportunities to co-brand with

vendor partners.

Futbol de las Rosas

Futbol de las Rosas is a one-day soccer

game featuring two teams

from Mexicos professional

soccer league.

In 2013, over 5,500 fans attended

the event, held at Tylers Rose Stadium.Its a great way to showcase your

products and connect

with soccer fans!

ExtraPointSupport your local high school football team!

See store or brookshires.com for participating schools.

gift cards free stuff!

Look for the on-field signage,

win!follow the directions for your chance to

NO PURCHASE NECESSARY. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. LEGAL RESIDENTS OF AR, LA, AND TX 18 AND OLDER. VOID WHERE PROHIBITED.

Instant Win Game ends 11/9/13. For Offi cial Rules, prize descriptions, odds disclosure, customer service, and to play the game without using your cell phone, visit

http://brookshire.promo.eprize.come/extrapoint. Message and data rates apply . Text STOP to 43101 to opt out and to discontinue further participation in the Instant win Game.

Text HELP for information. If you enter via text-messaging, you will receive two (2) text messages in response to your entry and up to two (2) text messages per week with deals and

messages. To view the Sponsor's Mobile Privacy Policy, visit http://www.brookshires.comp/privacy-policy/. Sponsor: Brookshire Grocery Company, 1600 W Southwest Loop 323, Tyler, TX 75701.


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Health & Wellness

In our stores, and in our in-store pharmacies, we are promoting health and wellness

- from preventative care, like vaccinations, to cough and cold, to patient education.

Were glad to partner with vendors to create programs that build sales and educate

our customers on how to live a healthier life.

Earnyourpoints with every prescription you fill at Brookshires (yourpoints earned

on out-of-pocket portion of prescriptions).* excludes Arkansas

Brookshires Pharmacies: 88

Super 1 Pharmacies: 27


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eShockers

Requirements:Category Manager approval;

CM Deal Sheet; ISM tags

to support at shelf.

Description:Launching in April of 2014, eShockers are offers of

extreme value that are emailed to all shoppers opted in to

receive emails. Offers are sent out every Wednesday that

an ad breaks and last for 1 week.

9k


shoppers are opted in to

receive weekly emails.

Average redemption is 4%.


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Text Offers

25k


shoppers are opted in to receive

the General text offer (average

redemption 8.3%) and 1100 to

receive the Hispanic text offer

(average redemption 19.8%).

Description:Super 1 General text offers (sent in English) and Hispanic text offers (sent in

Spanish) are texted to all shoppers opted in to receive texts. Opt in to the

General text program by texting SAVE to 43101. Opt in to the Hispanic text

program by texting AHORRE to 43101. Offers are sent out every Friday and

are good for 3 days. Offers must be either a free product or a price point.

Requirements:Category Manager Approval; CM Deal Sheet.


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Facebook, Pinterest & Twitter: In Super 1 Foods, we currently use social

media to enhance follower engagement by providing value to our

customers through recipes and information, along with carefully selected

CPG recipes and offerings.

We have approximately 6k Facebook Fans and a handful of Twitter

and Pinterest Followers as of January 2014.

Like, Follow or Pin us! Were on Facebook (www.facebook.com/Super1Foods),

Twitter (Super1Foods) and Pinterest (Super1Foods).

Description:Mega Events are Super 1s biggest event! With a special advertising flap,

multiple in-store signs, ISM tags, a spot on our home (Super1Foods.com),

an eNewsletter, a social media campaign and advertising on Hispaniccable networks, Super 1s Mega Events drive mega sales and brand

exposure. Five of these events are scheduled each year - if you areinterested, please contact your Category Manager.

please make this info smaller thanthe Mega Event infoInterested in extra ad space in Super1? A limited number of special flapswith approximately 12 mods maybe purchased with approval from

social media

mega events


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The following programs are planned each quarter during our ad planningprocess with all category managers and marketing. All display activity is

planned during this week.

Display play durations (13 durations based around selling seasons). Each

week during the display duration, four weeks of product is allocated to

each store bases off of space.

Wall of values

Endcaps

Shippers Pallet drops

Truck load events

HBC endcaps and shippers

Frozen Foods endcaps All DSD endcaps

New Item Rack

A monthly program managed by BGC and frontline marketing. Also

implemented thru a third party company.

All programs are based of a yearly display duration calendar.

For more information on how toparticipate in our Display Program,please contact your CategoryManager.

display plan


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Description:Super Shockers are known value items - itemswith high household penetration that we would

normally place in our Super 1 ad, but with drastically

reduced pricing (40-60% below regular retail).They last a maximum of 2 weeks with the slogan

deal today, gone tomorrow. Super Shockers are

not advertised outside of the store and are only

available while supplies last - no rain checks and

no penalties for running out early. Supply shouldnormally last at least 7-10 days.

Super Shockers are not clearance items, close

dated items or in and out items.

Each week, we sell approximately195k units total of our 4 weeklySuper Shockers!

dealtoday,gonetomorrow!

another

greatdeal

comingsoon!

another

greatdeal

comingsoon!

another

greatdeal

comingsoon!

another

greatdeal

comingsoon!

super1foods.com

everyday!

priceslow

super shockers


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Our Category Managers 2-3 vendor partners to participate in our

Truckload Sales each quarter.

Truckload sales include:

In-Store Signage Multiple mods in the Super 1 ad

Guaranteed Display Space

Social Media campaign

For more information on how toparticipate in Truckload Sales, pleasecontact your Category Manager.

for art all they said was logo at top,but dont know if we should add acopy of the ad that has a truckloaditem in it?

truckload sale


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brkn-b-133311 shopper marketing brochure:booklet - revised pages

Documents