Hoyt and Company Shopper Marketing Credentials

Who we are, what we do & how we do it

January 20, 2010

8912 East Pinnacle Peak Road • Scottsdale, AZ 85255 Phone (480) 513-0547 • Fax (480) 513-0548 • E-Mail: chrishoyt@hoytnet.com • nancyswift@hoytnet.com

www.hoytnet.com

“We help smart people get smarter.”

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Contents:

Who is Hoyt & Company?

H&C’s Viewpoint on Shopper Marketing

Chris Hoyt & Nancy Swift Bios

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Who is Hoyt & Company?

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Who is Hoyt & Company?

CPG Marketing and Sales consulting since 1970 – over 60 of Top 100 Advertisers

Industry-wide reputation as the leading boutique consulting and training organization on the subject of Shopper Marketing – much of which is an outgrowth of Co-Marketing which Chris Hoyt pioneered with P&G in 1993

• Virtually all leading manufacturers in the Cannondale Top 10 have modeled their SM strategies and organizations on H&C recommendations

• Same with Customer Marketing Agencies in the Hub Magazine’s Annual Top 12 “Best-of-the-Best” Shopper Marketing list (as voted by manufacturers)

• There is no aspect of SM that Hoyt & Company has not addressed specifically in one or more projects over the past five years

H&C is the only non-WPP company chosen by MVI to develop and moderate its annual SM forums and Year-End Conferences (other WPP-owned divisions that MVI could have chosen: Cannondale Associates, Glendinning Associates, Kantor Associates, Malone Advertising, Ogilvy Action, Y&R, O&M and JWT)

No-nonsense, non-theoretical approach – the result of having been there & done that ourselves

Although we worry a lot about thought leadership & helping our clients stay ahead of the curve, our clients continue to affirm us by repeatedly coming back …

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Hoyt & Company Shopper Marketing clients since 2003:

CPG Marketers

P&G

Kraft

ConAgra

Pepsico

Kimberly-Clark

Nestlé, USA

Diageo

Campbell’s Soup

Pepperidge Farm

M&M Mars

Coca-Cola

Clorox

CPG Marketing Agencies

Mars Advertising

Ryan Partnership

RPM Connect

Catapult Marketing

Tracy-Locke Marketing

Marketing Drive Worldwide

Ogilvy Action

Zipatoni Marketing

Crossmark

Draftfcb

MillerZell

Moosylvania Marketing

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Thank you Chris and Nancy for forwarding the insights.

The buzz in our agency and with the Bacardi clients who attended your sessions is that your entire program is phenomenal, enlightening, educational and time very well spent. 

You both also have very good and complementary presentation styles that are engaging and make all deep information you deliver in two days easy to decipher and retain.

Best,

Rod

Rodney Mason, CMO

314.644.7987 [direct]  214.578.6648 [mobile]rodney@moosylvania.com 

Moosylvania The Great State of Design

Verbatim feedback (April, ’09)

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Team:

Wanted to report back to you the collected feedback from the joint Shopper Insights and Shopper Marketing Training:

We had a 60% response rate as a total team so thank you all for the important feedback

Of the respondents, there was 78% who felt the training was excellent and 22% who felt it was good, no fair or poor responses so 100% top 2 box

Some Positive Feedback: ‘Hoyt & Company was outstanding. Well put together, good blend of concept and casework, review of process so all on common platform, interactive exercises were very helpful, great opportunity to meet others share and learn, the Target store walk, good balance of theory to practice, jump drive with all materials was awesome’

Some Opportunity areas: ‘More examples of best practice shopper marketing presentations/strategies from agency, have creative brief worked out ahead of time, include more breaks or interactions earlier on to keep engagement high, too top down, more best practice examples & interchange from other Shopper Marketing customer teams”

Jesse Spungin

Sr. VP, Shopper Marketing, ConAgra Foods

Verbatim feedback (Nov. ’08)

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Verbatim feedback (Oct. ’08)

Chris:

Thanks again for your presentation yesterday – it was everything anticipated and then some!

You did a great job of creating an awareness and initial understanding of Shopper Marketing within our Marketing organization – thank you! In addition, you gave us some more great ‘food for thought’ at lunch which the team is now digesting and incorporating into our thinking going forward.

Chris, thanks again for your passion on the subject of Shopper Marketing and the wisdom you have shared with us – it is sincerely appreciated!

Mark Scott

Sr. VP Shopper Marketing, Kimberly-Clark

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Verbatim feedback (Sept. ’08)

Chris,

I wanted to recognize last week’s presentation with a written note of thanks. Based on the client reviews following the meeting, your presentation was the stand-out winner.

Our clients were energized by it, and you certainly helped open their eyes to what ‘good to great’ requires in Shopper Marketing. It was well conceived, well delivered, and sparked all the conversation and controversy I had hoped. And nothing less than I expected from you guys.

Thank you, so very much.

I hope the rest of your weekend went just as well!

Peter (Cloutier)

President, Catapult Marketing

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Aspects of Shopper Marketing with which Hoyt & Company has had specific, recent experience (all subjects of individual projects):

On-boarding/Initial Education

Organizational restructuring

Cross functional Process Development

Competitive Benchmarking

Marketing/Sales cross-training

Roles/Responsibilities by function/dept.

Customer Marketing Agency T&E

SM Brand/Customer Strategy Development

Measure-Learn-Change analytics

In-Store Messaging/Messaging Principles

POS Development & Placement

Retail Departmental/Category Redesign

When SM reports to Marketing …

Understanding consumers as shoppers

CatMan Integration

Change Management

Aligning Consumer/Shopper Segmentations

Opportunity Identification/Insight Development

Leveraging/extending Equity

Leveraging Trip Missions/Shopper Needs

Overcoming Purchase Barriers

SM-based Portfolio Marketing

SM-based Platform Marketing

Aligning Incentives with SM objectives

Path-to-Purchase Strategies

Integrated Annual Planning

When SM reports to Sales …

Please unconfuse me >>

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How we operate

In business as Hoyt & Company since 1994.

Two founding partners and principals (Nancy Swift and myself – background profiles attached)

Organized and structured for maximum effectiveness & quick turnaround:

• Belief in keeping business small and controllable to over-deliver on results

• Never take-on more than three clients at a time – average is typically two

• Occasional users of outside resources to keep overheads low and match skill sets to requirements

Because of current economic conditions, we have highly-qualified people checking in with us regularly to see if there is work available

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How we differ

There are many consulting organizations today who can give excellent advice on many different aspects of Shopper Marketing … but none has the experience of Hoyt & Company in helping CPG Marketers quickly define and embed a Shopper Marketing process that works across an entire organization and pulls all of its moving parts together toward a single, unified objective.

Why?

H&C’s area of focus for past five years.

No process = no Shopper Marketing. All else is conversation.

Completely vetted: H&C has worked on most all process-related issues

Designed to maximize ROI potential – 4 and 5:1, not 1.1 or 1.5:1

Always evolving, based on lessons of most recent client & marketplace dynamics

Our backgrounds enable us to understand the POVs of and communicate effectively with all key stakeholders – Marketing, Sales and Key Retailers ~~

Importantly, our sole focus on every project is not simply to deliver the “deliverables” but do what is necessary to help our clients get results in the marketplace. (Often, this cannot be anticipated in a proposal.)

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H&C’s Viewpoint on Shopper Marketing

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“Shopper Marketing is understanding how one’s core target consumers behave as shoppers … in different channels and formats … and leveraging this intelligence via business-based insights … to develop shopper-based strategies & initiatives … ideally on a collaborative basis … that deliver mutually balanced benefits … to your brands, your key retailers and the mutual shopper.”

Definition:

© Hoyt & Company, LLC 2009

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H&C’s Shopper Marketing viewpoint

Strong belief that SM is fundamentally brand marketing in a retail environment

Provides CPG marketers with a much needed but acceptable counter-balance to the anonymity of Category Management in ways that can benefit all stakeholders

Conversely, H&C does not believe that Shopper Marketing can be fully-leveraged as an extension of Category Management because consumers do not establish emotional connections with categories

This is an inconvenient point of view for some because it requires making tough decisions that can disrupt the culture of traditional approaches:

• Putting brand-trained people on Customer Teams and/or –

• Cross-training Sales to better understand Marketing and vice versa

• Changing incentives/reporting systems to change motivation/behavior

• Elevating Shopper Marketing (read: "retail”) to the same level of importance as Brand Marketing

• Attitudinal paradigm shifts – for some, very different from what they learned in B -School

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Implications: Shopper marketing is not just about promotion. SM encompasses the full range of strategies and devices necessary to market one’s brands

in the in-store environment. These can routinely include category management, reconfiguring adjacencies,

environmental redesign, packaging improvements, non-price messaging and in-and out-of-store co-marketing – as well as promotion – in other words, any & all initiatives that help achieve these objectives.

Implications: Shopper marketing is not just about promotion. SM encompasses the full range of strategies and devices necessary to market one’s brands

in the in-store environment. These can routinely include category management, reconfiguring adjacencies,

environmental redesign, packaging improvements, non-price messaging and in-and out-of-store co-marketing – as well as promotion – in other words, any & all initiatives that help achieve these objectives.

Derivation: Most Best Practice companies design their SM strategies & programs to meet one or more of the following objectives:

Make it easy for the mutual shopper to find and buy one’s brands.

Extend the equity of one’s brands through the door of the store straight to the point-of-sale (i.e., leverage shopper needs/capitalize on pre-store).

Provide a source of differentiation for both your brands and participating retailers.

Activate purchase at the point of sale by delighting, engaging and motivating the mutual shopper.

Tailor the above to align with the opportunities, objectives, limitations and protocols of one’s top retailers.

Pull together and leverage one’s power and scale in all of the above activities.

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Characteristics of Great Shopper Marketing Programs

• Retailer-specific – driven by common business issues & opportunities

• Proprietary research – “I want to know about my baby, not all babies!”

• Insight-driven initiative development – Consumer, Shopper, Retail Environment & Retailer – within the framework of a strategic objective – e.g., extending equity, leveraging shopper needs and/or overcoming purchase barriers – not “one-offs”

• Clearly defined mutual target shopper and growth opportunities

• Collaborative – client, agency & retailer – wherein all have a vested interest in success ~

• Drive measurable share & equity growth

• Ownable & sustainable

• Not just about “promotion” – reason for use of word “initiatives”

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Framework for Initiative Development – the Path-to-Purchase Continuum:

SHOPPER NEEDS PURCHASE BARRIERS POS

BRAND EQUITIES BRAND EQUITIES

BRAND EQUITIES BRAND EQUITIES BRAND EQUITIES

BRAND EQUITIES

PRE-STORE IN-STORE

Pre

dis

po

sition

PURCHASE BARRIERS SHOPPER NEEDS

Path-to-Purchase Strategies: Capitalize on Predisposition to Buy Understand & leverage Shopper Needs Anticipate & overcome Purchase Barriers Vector all resources to win at the POS Insure mutually balanced benefits

© Hoyt & Company, LLC 2009

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Shopper Insights

Retailer/Customer Insights

BrandInsights

POS

Implementation

At H

ome

En route

At the S

tore

Emotional &

behavioral

loyalty

Closure/conversion

Shopper Activation

Needs

Barriers Equities

Creative Brief & Shopper

Proposition

POS

At H

ome

En ro

ute

At the

Store

Shopper Marketing’s

RoleClose

Agency develops initiatives/executions

Op

po

rtu

nit

ies

Right Strategies Right Initiatives Right Customer Plan

Pulling it all together – how business-based insights lead to eventual activation – key steps in the process:

Shopper Marketing develops strategies, determines nature or objectives for initiatives, finalizes Customer Plan, then turns over to Agency to develop specific executions that align with the strategies outlined in the Plan:

© Hoyt & Company, LLC 2009

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Chris Hoyt & Nancy Swift Background Profiles

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Chris Hoyt

Hoyt & CompanyPresident & Founder

Ogilvy & MatherSenior Partner/Managing Director, O&M Consulting & Client Services

Strategic Resource GroupPresident & Founder (sold to O&M)

Glendinning CompaniesEVP & Corporate BOD, President, Glendinning Associates Consulting, President & Founder, Glendinning Sales Consulting

Clairol Division of Bristol-MyersVP Marketing, HC&T, Director of Sales Promotion, HC&T, National Sales Manager, HC&T, Manager of Sales Planning & Administration, Corporate, Regional Sales Manager, HC&T, San Francisco

Procter & Gamble Brand Associate/Group Product Manager, BS&HCP, Brand Manager, PS&D, ABM, Case Soap Department, District Manager, BS & HCP Baltimore-WashingtonSales Merchandising Assistant, Case Soap, Cincinnati & Section Salesman, Harlem & Bronx, NYC

Princeton University A.B. Philosophy & MathematicsPhi Beta KappaMagna Cum LaudeFulbright Scholar

Kimberly-Clark Kraft Foods Marcal Paper Mills M&M Mars, Inc Mars Advertising, Inc Microsoft Corporation Moosylvania Marketing Mott's USA Nestle, USA Obagi Medical Products Popsicle, Inc. Procter & Gamble Provencial Bank of Canada Ralston-Purina Company Rayovac Corporation Reebok International Ryan Partnership S. B. Thomas Company Sara Lee Corporation Sealy, Inc. Shulton STP Corporation Stemilt Growers Stouffer Frozen Foods Swift & Company TracyLocke Marketing Wagner Electric Corporation William J. Wrigley, Jr. Company Wilson Foods

REPRESENTATIVE CLIENTS Acctech Cmptr Accessories Allergan, Inc. Ameritech Publishing Company, Inc. Anheuser-Busch Avery Dennison Bank of Montreal Bausch & Lomb Beatrice Foods Corporation Benson & Hedges Canada Boerner Brokerage Company Campbell Mithun Esty Carter Products Div. of Carter-Wallace Catalina Marketing Catapult Marketing Cigna HMO Division ConAgra Foods Miller/Coors Brewing Culinar Dad's Products Company Danone Groupe/Evian Water Drake's Cakes Eveready Battery Company Fiji Water Frito-Lay G.D. Searle Company Haagen Dazs Division of Pillsbury Hanes Knitwear Honeywell Pentax Corporation J. M. Smucker Company

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Nancy Swift

Hoyt & CompanySr. Vice President, Principal and Founding Partner

The Ryan Management GroupManaging Director 1993 - 1994Director of Research & Consumer Analysis

Glendinning AssociatesAssociate, Research and Analysis

Town of Redding, CTSelectman

W.A. Krueger CompanySystems Consulting

The Travelers Insurance CompanyRate Analyst

University of MiamiB.S. EconomicsCum Laude

REPRESENTATIVE CLIENTS Advo Allergan, Inc. American Media, Inc. Ameritech Small Business Services Ameritech Publishing Company, Inc. Appleton Papers, Inc. Avery Dennison Bausch & Lomb Breyer’s Bristol-Myers/Squibb Buena Vista Home Video Calavo Growers Campbell Mithun Esty Cadbury Beverages Catapult Marketing Chesebrough-Ponds Cigna HMO Division ConAgra Foods Dad's Products Company Danone Groupe Dow Brands Eveready Battery Company Evian Waters of France General Mills

Hakuhodo/Casio Electronics Hormel Kraft Foods Marcal Paper Mills Mars, Inc. Microsoft Corporation Mott's USA Moosylvania Marketing, Inc Nabisco Nestle, USA Obagi Medical Products Ocean Spray Pepsi-Cola Company Pepsi-Cola General Bottlers Philip Morris Ralston-Purina Company Revlon Schering-Plough Sealy, Inc. Sprint Stemilt Growers TradeSource, Inc. The Upper Deck Company The Topps Company