Calling for Marketing Bulletin Submissions

Do you have a famous customer? Or a heart warming or funny Home Ice Cream story you would like to share in the Marketing Bulletin?

We recently heard details of a wonderful story where a stranger gave $10 to their local Franchisee to shout the next customer a box of Home Ice Cream!

Please email details of your story and a picture if possible to:

marketing.manager@homeicecream.com

Home Ice Cream Facebook PageThe Home Ice Cream page on Facebook has now reached over 24,000 fans, an outstanding result!

It’s very ambitious, but with your help, I reckon we can hit 50,000 Facebook Fans?? Watch this space!Facebook is an excellent method of regular, instant and interactive social media communication with this large group of fans. Through Facebook, we are able to refer new customers to the Home Ice Cream website (www.homeicecream.com) to locate details of Delivery Days and Times. The demographic of Home Ice Cream Facebook fans tend to be female (68%) and fall within the 44 and less age group.

Follow the page by searching for ‘Home Ice Cream Delivery Dan’ on Facebook

(www.facebook.com).

National Marketing PlanA formal Marketing Plan has been developed, approved, and is in the process of being rolled out . The core objectives of the plan are to drive new customers to your business, through sampling, a targeted product range, online purchasing for those not at home (workers), social media, livery, public relations and a refreshed brand image. Watch this space for further details of exciting developments!

Product Updates, effective 27th May-7th July, 2013.

I would like to personally extend a big thank you to all Franchisees on the successful launch of recent new Products, including:

• Honey Macadamia, 25th Anniversary Tin.

• Gary Gumball.

• Triple Ups, new 30 Pack.

• Milky Mates (Banana Flavour).

• El’Dorado price drop.

The results to date have been extremely encouraging. Well done everyone!

• New - Kidz Box with BONUS toy. The exciting launch of the new mixed ‘Kidz Box’ is designed to appeal to your customers with

8 Happy Jacks6 Fruit’n’Juice2 Treasure TrovesAll in one Box!LIMITED TIME ONLY

BONUSFREETOY $1090

From the Franchise ManagerAs part of my role as Franchise Manager, apart from making sure that we find and maintain high quality Franchisees to support our network, I will also be working with existing Franchisees in the event they request to put their business on the market and look for potential buyers.

This will cover the following.

Franchisee Territories

a. To manage and facilitate the sales process of existing franchisees from initial screening, review of applications against criteria, approval or rejection and providing ongoing guidance and mentoring to the incoming franchisee.

b. To provide a coaching and mentoring support to existing franchisees who place their franchise business for sale.

From the CEO’s Desk.Dear FranchiseesOur Development Team has created a very unique delightful White Chocolate Raspberry Heart. This has a generous raspberry ripple in the ice cream and we have incorporated

gelled pieces of raspberry into the white chocolate coating. I have sampled these progressively as the product has been developed and it is a product that once you start you find it very difficult to stop until it is totally consumed.

This product has been very successful however due to the fact that there is now no local tin making suppliers in Australia, this tin had to be imported. We imported a full container load at approximately 15,000 tins. Sales of the Honey Macadamia 25th Anniversary Tins have far exceeded expectations. In fact for the first several weeks we had projected selling 1,000 tins when in fact each week we

moved 2,800.The campaign has been very successful and instead of the Tins lasting two brochure campaigns, on current projections it will exhaust in the last week prior to the release of the new brochure on Monday 27 May 2013. Due to its strong success we have included it in the development list for our new format premium container to be launched in the spring of 2013. This however will be a plastic version of the original container as we strongly believe that Honey Macadamia will cement itself as an ongoing part of the premium range.

Looking forward to a short winterYours sincerely

Wayne Reisinger

children and grandchildren. The aptly name ‘Kidz Box’ offers this segment a great mix of 16 items and the inclusion of a BONUS toy at a bulk value price.

• 2L Tub Range Winter Special. As the Eastern Seaboard moves into the cooler weather period and to compete with aggressive price discounting in Supermarkets, the entire 2L Tub range will be on price promotion over Winter. Through decreasing the price, a strong growth in unit movement is the desired outcome. Why not encourage each of your customers to also pick up a 2L Tub with their family value box.

• Mini Hearts (New 10 Pack). Feedback received regarding a $5 price point has been taken on board, and the Mini Hearts Box has been reduced to a 10 pack for $5.00 (Code 74). We believe there is a place for a $5 box in the range, and that with good upselling this product will become a valuable part of growing sales: it’s only $5 and everyone loves a Mini Heart.

I will leave you today with this quote,

“How exciting it is to wait out on the veranda listening to the bell of the icecream truck waiting for it to come into our street. It’s so much fun!”

Thank you for the great work!

Kind Regards,

Michelle Johnston, Marketing Manager and Channel Marketing Specialist

Stock projected to exhaust week commencing 20th May 2013.

Home In Store UpdatePromotion reviewOur first promotion has proved to be a great success. Within a very short period of time, the promotional line became the best selling product. This result has shown us that these promotions will work and the next one is already in the planning.

A Product Range Review is underway with some exciting changes happening for Spring 2013. I am confident you will be happy with the changes and the direction we are moving to in the retail sector.

A few statistics for you:

Average number of freezers per Home In Store franchisee has risen to 29 Units.

The top ten selling lines in Home In Store Year To Date are:

We are in the process of distributing the new Visual Merchandise.

The sales teams are already visiting regional areas as we push forward again with further growth of Home In Store.

Please keep entering your Home In Store sales into the invoicing system, as it is valuable data for us to keep making informed decisions and virtual market feed back for channel growth.

Happy selling - yours in ice cream.

Simon Rathbone, Sales & Business Development Manager.

1. Lemonade Bars2. Treasure Trove3. Hearts4. Happy Jacks5. Vanilla Cone

6. Raspberry Split7. Mint Cone8. Mango Split9. Chocolate Milk Bar10 Real Caramel Bar

As part of this process we will be incorporating a 4 week Marketing campaign in the local paper of the Franchisee who is looking to sell their business. Our graphic artist will design the advertisement at no cost to the Franchisee. And we will obtain quotes from the local newspaper for presentation to the Franchisee prior to the Franchisee giving approval for placement of the advertisement.

Along with this, we have prepared a new flyer to hand out to potential buyers. This flyer is headed “My Business is For Sale, this could be the perfect established Franchise opportunity for you”. This flyer explains the great benefits of looking to purchase the established and operational business that you have developed. Due to the fact that we have printed a number of these brochures we are able to pass these through to the Franchisee at cost at $40 per 500.

All of this will help in your quest to find a buyer for your business. During this time, you must maintain the standard of the business to the best of your ability, and present yourself in the same way.

We will do all that we can to make sure that the process of selling your existing business reaches a wide audience, and that we both need to contribute to the successful sale of your business.

With Thanks and RegardsStewart Towler

119

ONLY$5.00

New Handy Size Box of 10

Value 50¢

per unit

MINI HEaRTS

This could be theperfect established franchise opportunity for you.

My Business is for sale.

Consider the benefits of being your own boss with a Home Ice Cream franchise.• Low start-up capital is required.• Exclusive, established territory with regular customers waiting for you.• We provide many marketing campaigns and support at no cost to you.• Our product development team is always introducing fun new products to keep your customers interested. • Existing customers (and new ones) come to you ...and through our constant promotions

they are ready and waiting as you come down their street with their yummy treats.• No landlord hassles.• Home Ice Cream is an Australian-owned family company, operating nationally for over 25 years, making some of the best ice cream available, using only the freshest produce - we have the experience to help you with all aspects of your franchise. • There’s opportunity to increase current and well established income levels.

My Business is for sale.indd 1

3/04/13 3:00 PM

Customer Service.We are fast approaching the cooler seasons. In our business this brings challenge, challenges that can be overcome by providing ‘above and beyond’ customer service.It is essential you and your staff understand the customers and meet their needs with……..

Quality Customer Service.The Customer• Appreciates good service. • Our number #1 complaint is service related; comments such

as, too fast, didn’t see me, did not get out of the truck and drove off or did not turn up at the usual time.

• Please go slow, stop regularly, adhere to documented vending times and be seen (getting out of the vehicle at a minimum of every second stop).

• Wants good quality goods. • Rotate your stock, keep the freezer body in good repair and

defrost every 4 weeks.• They may require help. • Offer assistance to your disabled or older customers.• Requires good advice. • Have your product information book handy. Do you or

your staff know the difference between GI & GF if asked? (Glycaemic Index and Gluten Free).

• Requires courtesy. • Everyone loves a greeting, smile and thank you.RememberA customer is the most important person in any business. Be respectfulA customer is not dependent upon us. One the contrary, we’re dependent upon them. Be courteous

A customer is not an interruption to our work; they are the purpose of it. Be helpfulA customer does us a favour when they call. We are not doing them a favour by serving him. Be cheerfulA customer is not an outsider, but an integral part of our business.

Welcome them as a friendA customer is not a cold statistic, but a human being with feelings and emotions like our own. Be considerateA customer is not someone with whom to match wits or argue. Be understanding

A customer is a person who brings us their wants - it is our privilege to fulfil these wants. Be efficientA customer is the lifeblood of our business; lose some and the business suffers, lose many and it dies. Be appreciativeA customer is the person who makes it possible for us to earn our living. Be professional

Treat your customers as we ourselves like to be treated when we are customers.

What is the definition of successful retailing?

Successful retailing is selling merchandise that does not come back, to customers who do!

Russell Baggaley, National Operations Manager.

Welcome to the TeamHenry Schapers, Territory 176, Sydney.

4231 5

aLL 2 LITRE PREMIUM TUBS

SPEcIaL REdUcEd

PRIcE!

EACH$590