Slide 1

Report
Strategic event marketing
programs from start to
finish
Submitted by: Kirstin Everard
Turn-Key Marketing and Promotions, Inc.
Corporate office PH#: (805) 967-4694 Kirstin Direct PH#: (805) 886-4373
www.tkpromotions.com
About Us
•
Turn-Key Marketing & Promotions, Inc. provides innovative, effective and
affordable marketing support for Natural Product companies/brands. We
aggressively promote your products both in the “Green Arena” and in
mainstream channels.
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Turn-Key specializes in communicating your brand message and reaching
target consumers through traditional and grassroots marketing programs.
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Founder & President, Kirstin Everard brings 13 years of event marketing & grassroots marketing
experience in the Natural Products Industry. Kirstin began her event marketing career managing
Farmers Markets in Southern California, coordinating local events and community outreach &
education, while heading up the marketing for the organization. Kirstin later worked for the
Balance Bar Company in its beginning stages and experienced explosive growth there for over 4
years, until the company sold to Kraft in 1999. She managed a very aggressive event marketing
campaign that included sponsorship of over 500 events annually. Through event marketing and
grassroots promotions, Balance Bar grew exponentially. Kirstin went on to create her own
company, Turn-Key Marketing and Promotions, Inc. with hopes that, with her outstanding team, she
could provide similar growth tools to other Natural Product Companies nationwide.
For more information, please visit www.tkpromotions.com
Client List
-Since 2000, Turn-Key Marketing &
Promotions, Inc. has worked
with many of the leaders in the
Natural Product Industry.
-Turn-Key does ongoing event
campaigns throughout the year for
many Clients.
-Turn-Key also does seasonal
campaigns timed specifically for
product launches and when products
are “on promotion” at retail.
Turn-Key Services
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Event Marketing Programs
Product Sampling Campaigns
Costco Road Shows
Guerrilla Marketing/University sampling
Mobile Sampling Campaigns
Consumer & Trade Promotions
Trade Show Coordination
Potential Campaigns
for your brand…
• Strategic Event
Marketing in Target
Markets
• Timed marketing blitz
in select markets to roll
out new sku’s
• Mass Sampling
Campaigns
• Guerrilla Marketing
• University sampling
• Cross Promotions with
like-minded companies
• Costco Road Shows
More bang for your buck!
Consider this:
One full page ad in Men’s Health = $80,000
- versus -
8 targeted events and a strategic sampling campaign reaching hundreds of
thousands of people = approx. $80,000
• The choice is clear. Experience the positive impact of hands-on
sampling campaigns that educate people about your products
and drives sales into retail stores.
• Event marketing & other grassroots marketing campaigns offer
one-on-one contact with consumers and a myriad of branding,
sampling & couponing opportunities.
• If your products sample well or tell a story, word of mouth and
direct experience will help build your brand FAST!
Targeted Events to reach
the Green Consumer
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We know the best targeted, hightraffic “green” events – in the major
metro areas as you desire
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We’ll educate at the consumer level
& drive sales into specific retail
locations- and to your website
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Our health-conscious, enthusiastic
team will distribute samples,
coupons and literature
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Brand your company with banners,
displays of your product lines at
the booth, mobile sampling
backpacks, and other exposure
associated with each event.
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Select targeted events with various
emphases (ie: music festivals,
vegetarian and green festivals,
health & fitness expos, familyoriented events (reach kids and
moms!)
Turn-Key “Deliverables”
PRE-EVENT: (we have relationships with hundreds of the top event managers in the country….)
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Negotiate sponsorship, exhibitor and on-site benefits to maximize brand recognition at the most
reasonable price.
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Selection of prime booth “real estate” at events.
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Coordinate additional branding opportunities through goody bags, VIP booths, speaker’s
lounges, entrance sampling, etc.
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Complete exhibitor contracts & all event paperwork within deadlines.
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Manage event execution within specified budget.
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Submit artwork for promotional literature/posters, complete event PA announcements, submit
health permits, Certificates of Insurance, etc
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Coordinate with PR Agency to enhance event presence.
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Submit applicable show service forms (electrical, carpet, tables, chairs, drayage, etc).
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Assign and train appropriate event staff
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Estimate product necessary & submit Product Order.
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Contact your brokers or regional Sales Reps to communicate event details & retailer tie-in’s.
ON-SITE:
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Track & oversee product shipments to event destinations
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Manage Event Staff & payroll in each market. Includes all correspondence and instructions
relating to each event.
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Troubleshoot and directly handle all logistical problems that arise with events.
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Set-up & break down of your customized, memorable booth
POST-EVENT:
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Shipping / transporting all equipment back to specified location
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Submitting Post Event Re-Cap, (with photos) to Client
Turn-Key Event Booths
CLOCKWISE, FROM
TOP LEFT:
1.
Kagome at the Chicago
Marathon
2.
Nature’s Gate at
Harmony Festival (Nor.
Cal)
3.
Wisdom of the Ancients
& SweetLeaf Stevia at
Green Festival, SF
4.
Organic Valley at the
Portland Farmers Market
5.
Zone Perfect Nutrition
at the San Clemente
Ocean Festival
Turn-Key
Costco Road Shows
• Substantial opportunity to demo (and sell!) to 3000 to 5000
people per day, on a temporary basis
• Your products do not have to be currently sold at Costco and
you do not need special packaging
• We help you select the right warehouses for your Costco Road
Show promotions (based on demographic). You can hit as
many stores/markets as Costco approves.
• Develop a themed-traveling Road Show, with trained & vibrant
staff
• Display & demo numerous SKU’s, increasing brand awareness
• Allow Costco members to sample a variety of items-- offer
mix and match variety packs (sold through Costco on
consignment)
• Get noticed by other Costco regions nationwide
• Join the many companies who consider Costco Road Shows to
be an effective, subsidized sampling program!! (sales offset
costs of Road Show execution)
Costco Road Show-Booths
ABOVE: nSpired
Natural Foods
RIGHT: Peanut
Better
ABOVE RIGHT:
Amy’s Kitchen
Turn-Key’s Field Staff Makes the
Difference!
Because we exclusively represent natural product
companies, we make sure our staff “looks and lives”
the “natural foodie” lifestyle! We recruit from
yoga/Pilates studios, natural food stores, university
nutrition & environmental studies departments,
massage/holistic practices, and other LOHAS
locations so that we can best represent your brand!
Turn-Key Mobile Sampling
Campaigns
Take your samples on the road on a traveling
tour! Overlay in-store demos, guerilla
marketing, & exhibition at major special
events…and support with PR.
• Directly pursue your target
consumer by infiltrating
specific cities and “blitzing”
the area thru a multi-layered
sampling and product
placement campaign
• Distribute from 5000 to
5,000,000 samples regionally
or nationwide
• Do your own tour, or offset
costs by cross promotions
with other brands
Guerilla Marketing
• Use aggressive marketing
techniques to hit your
target consumers and get
maximum results from
minimal resources
• Teams of guerilla marketers
will hit any designated
market at the busiest time
of the day in the most
populated areas
• Choose a very targeted
audience by interfacing with
consumers at work, at play,
or out on the town
Special Turn-Key Programs in `08
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Go Mambo! Mobile Sampling Tours (4 tours in `08):
Turn-Key executes these cost-effective, 6 week mobile sampling tours in 4 different regions across
the U.S. Ties in with Mambo Sprouts’ well- known coupon booklets. Cost includes 2 trained
staff, 34 (thirty-four) 3-hour in-store demos at Whole Foods, Wild Oats and other select retailers, 2-4
major events in each region, guerrilla marketing & LOHAS sampling at over 20 different locations,
insertion in 25,000 goody bags and the Go Mambo! coupon booklet, branding on all 3 sides of the
van...and more! Cost per tour is $15K to $20K. Space is limited to 8-10 vendors.
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Ski Sampling- The Greene Collective Ski Tour:
Choose any 1 or more of 22 ski events/resorts--to reach a very high end, eco-conscious, health
conscious consumer. You get a full 10x 10 booth along side other Turn-Key Clients at the base of the
ski resort. We are creating an "eco village" with our "Greene Collective" tour at each mountain. We
sample your products (in your colorful booth that POPS off the white snow) to at least 10,000 people
per day, and place your product at the local lodges, restaurants, spas, health clubs, and other
hotspots within the ski resort. We also have the opportunity to sample to thousands of athletes and
place product in competitor goody bags, winner awards, backstage and VIP placement, where
applicable. We have already had successful meetings with food and beverage buyers on these
mountains to take on our Client's products ON THE MOUNTAIN. Cost per event is approx. $8K$12K, depending on your products and which mountains you choose. Space is limited to a maximum
of 5 vendors.
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Turn-Key's Children's Lunchbox SeriesSelect key children's' events in major markets, with each sponsor getting a full 10x10 booth within the
Turn-Key Greene Collective. We'll exhibit at the major event and sample your products, and then
spend 1 to 2 extra days in that same city doing guerrilla marketing & product placement at local zoos,
children's museums, Waldorf & Montessori schools, and other kid-friendly hangouts. We can also do
demos at Whole Foods, Wild Oats, or other select retailers while we're there-your choice. 2 to 5
sampling days per city, cost is approx. $10-$12K per sponsor. Space is limited to a maximum of 5
vendors.
For more information, visit our
website at:
www.tkpromotions.com
Corporate Office:
5276 Hollister Avenue, Suite 155
Santa Barbara, CA 93111
PH# 805-967-4694 FAX# 805-967-4696
Kirstin Everard’s direct PH# 805-886-4373

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