B.Armour Exec Summary Case Histories

Case Histories for Barbara Armour
Integrated Marketing Experience

Trade Marketing Roles
• Assist Carrier in gaining increased activations.
• Develop programs to protect the existing base of consumers.
• Partner with all channels to provide maximum sell through efforts.
• Create integrated marketing efforts (advertising, consumer promotions, training, sales
incentives) that are fully turnkey for Carrier.
• Maximize the CPH via strategic use of co-op dollars for product launch, promotions,
media, sponsorships, loyalty (Consumer), sales training and incentives.
All efforts from concept, program development through field sell in and consumer
fulfillment can be handled through your Nokia Marketing Manager and Nokia Account
Manager.
Promotion reports are issued weekly to keep you posted on redemptions, POS placement
in store and media placement efforts. Database collected on redemptions will be shared
with our Carrier at the conclusion of each program. Complete ROI will be presented.
My background covers packaged goods product management (Ralston), field marketing
(Anheuser Busch), sales promotions (Pillsbury), consumer loyalty programs (NY
Tel/Nynex), sales incentives (NYTel); employee training & reward programs (NY
Tel/Nynex), and retail media(Sears) for 23+ years.
A few case histories of my current Nokia work ….

NOKIA Q4/Q1 large Regional Carrier Promo Recap 4/13/01

Nokia Race Away Sweepstakes
MAXIMZING BRAND SPOMOSRED ACTVITIES FOR CARRIERS


Situation:
Nokia has a sponsorship relationship with the Indianapolis Motor Speedway and this allowed for
a promotional concept to be developed featuring the Brickyard 400 NASCAR event.

Objective:
• Develop a promotion for carrier groups that includes a consumer offer with a sweepstakes
overlay.
• Implement a consumer promotion that will assist in moving excess phone inventories.
• Provide a valuable “gift with purchase” premium for the consumer.
• Feature a consumer sweepstakes overlay tied to the Brickyard 400.

Strategies/Tactics:
Timing: May/June 2000
Theme: “Nokia Race Away Sweepstakes”
Offer: Purchase a Nokia phone and receive a $50 Fuel Card good at
participating gas stations.
Sweeps. Grand Prize:Trip to the Brickyard 400
2nd Prize: Brickyard 400 Apparel
3rd Prize: Nokia Die-cast race cars (1 per retail location)


Strategies/Tactics (cont’d):
• Develop a media campaign that included local print and radio options for RSA carriers.
- A :30/:30 taggable radio spot was produced.
- A customizable print ad was produced.
• POS kits were sent out to over 6,500 retail locations to support the promotion. POS kits
included:
- Counter Cards with Tear Pads
- Panel Cards
- Ceiling Danglers
- Shelf Wobblers
- ROP Ad slicks
- :30/:30 Radio CD’s
Results:
• Over 98,000 phones were sold during the promotion. This averages to 15.1 activations per
store
• Over 45,000 $50 Fuel Cards were redeemed, representing 42% redemption
• RSA carriers that had success with the promotion began to order programs out of the Idea
Connection playbook. Additional programs ordered included:
- Toys ‘R Us
- Wal-Mart Gift Cards
- GSM Sporting Goods Cash


Case Histories
Nokia – Qwest and Cricket
2001-2002
CDMA Technology Launch

QWEST NOKIA 2001 BUDGETS
Jan-01 Feb-01 Mar-01 Apr-01 May-01 Jun-01 Jul-01 Aug-01 Sep-01 Oct-01 Nov-01 Dec-01
Qwest General Market
TV : Network & Cable 150 TRP's 2 Week Holiday Ride The Light - Ride The Ride The Light - Mom's Day Dad's Day BTS BTS Holiday Holiday
Spot Light -Spot Spot 11/25
A 25-49
2 Week Holiday Valentines Day Ride The Ride The Light - Mom's Day Dad's Day BTS BTS Holiday Holiday
Radio - Contemp, Country,
Light -Spot Spot 11/25
Rock: GRP 125-A18-49
Ride The Light - Mom's Day Dad's Day BTS BTS Holiday Holiday
2 Week Holiday Valentines Day Ride The
Print - ROP 1/2 Page 2c
Light -Local Local Student 11/25
Student ROP ROP

OOH-Boards, Mobile, Shelters, 2 Week Holiday Valentines Day Ride The Ride The Light - Mom's Day Dad's Day BTS BTS Holiday Holiday
Light-Local Local 11/25
Source Boards/On Campus #75
Showing
2 Week Holiday Valentines Day Mom's Day Dad's Day BTS BTS Holiday Holiday
Direct Mail-Statment Stuffers,
11/25
Email Min 250K Per Month
Ride The Ride The Light-
Website: Qwest+Microsite
Light-Banners Banners +
+ Microsite Microsite

Qwest Hispanic Market 4 DMA
Test
A 18-49
Tucson, Denver, Tucson, Denver, Tucson, Tucson, Denver, Tucson,
TV/SIN-Telemundo
Albuquerque Albuquerque Denver, Albuquerque Denver,
125 TRP'sM 18-34
Albuquerque Albuquerque

Same As Above Same As Above
OOH

NOKIA CDMA Fcst. Actual Fcst. MDF MDF
Volume Vol. ACTUAL
POS + WEB POS +
POS +
POS + WEB POS + WEB POS + WEB
5100 Series- Ongoing: $29.95 /1 129,500 137,282 $1,263,114 $1,198,325
TRAINING+ WEB
WEB
TRAINING+ TRAINING+ TRAINING+
TRAINING+ TRAINING+
TRAINING+ TRAINING+ TRAINING+ TRAINING+
Year or $19.95/ 2 Year
SALES TRAINING+
SALES SPIFFS SALES TRAINING+
SALES SPIFFS SALES SPIFFS SALES SALES
SALES SPIFFS SALES SPIFFS SALES
SPIFFS SALES
SPIFFS SALES
SPIFFS SPIFFS
SPIFFS
SPIFFS
SPIFFS
All States + All
Holidays Nokia 5170
2002 Gift 2002 Gift
Channels
W18-49 Gift For Gab $25 Rebate
11/26/00-1/3/01 For Gab For Gab
Minneapolis MN, Dallas TX, Tucson, AZ Denver,
Young Adult: Ride The Light-
Portland,OR Phoenix, AZ Salt Lake Boulder -CO
Spring Break- 5170 Series Only
City,UT
A18-24
Call Center & Call Center &
6385 Roll Out $39.95 After $25.00 98,250 104,326 $856,740 $827,305
In Store In Store
MIR
Training + Training +
POS POS
Mid -April All All States + All
Mothers Day-Nokia 6385 @$29.95
States + All Channels
W18-49- 3 Cosmo Color Covers
Channels
$45.00 Value

Call Center & In Call Center &
7170 Roll Out $59.95 After $25.00 71,125 71,114 $620,210 $656,382
Store Training In Store
MIR
+ POS Training +
POS

All States +
Fathers Day - Nokia -7170 Series
All Channels
M35-54 $25.00 MIR

Call Center & Call Center & In
8175 Roll Out $99.95 After $25.00 49,275 53,889 $429,678 $330,340
In Store Store Training
MIR
Training + + POS
POS

All States + All All States +
Back To School -All handsets
Channels All Channels
A 18-49 Discount NOA + $10
AirTime or $50 MIR- 8175 Series
Nokia Original Accessories WITH Qwest + Nokia Anti-Churn Loyalty Drive -Nokia NOA
5100 Series: DM -Anti-Churn
Existing Base

$1,198,325
Forecasted Volume 5100 13,200 13,200 13,200 13,200 13,200 6,500 5,500 11,500 11,500 6,500 8,500 13,500 129,500 $1,129,240
137,282
Forecasted Volume 6385 44,000 22,000 4,500 3,500 2,500 4,500 4,500 3,500 4,000 5,250 98,250 $856,740
104,326 $827,305
Forecasted Volume 7170 13,750 6,875 6,875 6,875 6,875 6,875 11,500 11,500 71,125 $620,210
71,114 $656,382
Forecasted Volume 8175 15,850 5,575 5,575 5,575 8,350 8,350 49,275 $429,678
53,889 $330,340
Total Volume 13,200 13,200 57,200 35,200 31,450 16,875 30,725 28,450 28,450 22,450 32,350 38,600 348,150 366,611 $3,384,018 $3,012,352

Total MDF SPEND $128,304 $128,304 $555,984 $342,144 $305,694 $164,025 $298,647 $276,534 $276,534 $218,214 $314,442 5.04% -10.90%
Motorola $25 MIR NEW POS NEW POS Free Free
Clip+Earbud Clip+Earbud
Samsung Free Phone with $29.95 Phone 1 $29.95 Phone $50 MIR - $75.00 MIR $9.72 8.22 CPH
2 Years Year 1 Year Clamshell SS54 Series CPH

CDMA CARRIERS
Qwest/Nokia
Reward Your Gift For Gab

NOKIA Q4/Q1 large Regional Carrier Promo Recap
4/13/01

Qwest /Nokia
Objectives:
• Create a push for increased sales of Regional CDMA Carrier service and Nokia Mobile
Phones
• Generate awareness for Qwest Wireless and Nokia phones.

Strategies:
• Provide a consumer promotion integrating all distribution channels of Qwest Wireless
• Deliver a call to action for the consumer
• Drive volume from the existing wire line customer base
• Encourage sell-through via communication to sales force

4/13/01

CDMA Carrier/Nokia
Promotional Overview:
• Consumers purchase any Nokia handset and Qwest wireless service, sold through Indirect
or Direct retail store between December 1, 2000 and February 28, 2001 and receive a $25
SuperCertificate from GiftCertificates.com
• Consumers fill out the mail-in rebate received at time of purchase and send in along with
proof of purchase to Nokia’s fulfillment agency, Target Marketing.
• $25 SuperCertificate, redeemable at GiftCertificates.com for one of over 700 retailers gift
certificates is then mailed to the consumer
• Each week as the rebates were received, an order was placed to GiftCertificates.com for
blocks of emailable SuperCertificate numbers, each number represented a
SuperCertificate, rebates were fulfilled immediately and normally were received by the
customer within 1-2 weeks of Target Fulfillment receiving the SuperCertificate order.

4/13/01

Qwest /Nokia
Tactics/Support Pieces:
• Entice consumers with an attractive and relevant premium offer.
• Provide useful sales tools with quality messaging to enhance selling efforts.
• Announce the promotion externally with newspaper advertising and radio spots.
• Include bill stuffers to Qwest land line customers
• Timing: 12/1/01 – 2/28/01
• Target: Adults 18 - 54
• GiftCertificates.com - User Profile
- Adults 18-49/ Tends to skew slightly female
- 50% of users earn $60k+ a year
Results:
• Nokia’s Co-op Total Investment = $ 92,000
• Total Redemption's, as of 4/20/01: 1,852
• 12/1/00 - 2/28/01 Sales: 13,691
• Average Sales per week from 12/1/00 - 2/28/01 : 1,141
• 9/1/01 - 11/30/01 Sales (12 weeks prior to promotion): 4,508
• Average Sales per week from 9/1/01 - 11/30/01: 376
• Incremental average sales per week = 765
• % increase of incremental average sales per week = 203.5 %
• Nokia spend was $ 7.39 per phone sold based on projected spending (through 4/20/01)

4/13/01

Tearpad

Counter Card

4/13/01

Nokia Original Accessories
Accessories Case Histories
All Carriers

Color Grooves


Color Grooves
All Carriers
Situation:
Nokia research indicated that 73% of color cover sales were coming from fashion
forward younger women.
X-press on Color Covers team had excess inventory on 5100 covers and were
looking for a clear solution for a go to market plan. NOA team asked me to review to
review the inventory to see if we could find a collection concept.
Task: Create a collection concept for miscellaneous covers that needed a clever, thematic,
branded approach to speak to women.
Covers were presented by our Calabasas design team in California.
We selected four covers that were feminine, retro-mod, and captured the trend towards 70’s
nostalgia.
Accessories team agreed that the collections should also utilize our celebrity spokesperson
Jennifer Love-Hewitt since she had a serious presence (and good Q Scores) with women 18-34
Final campaign as Color Grooves. Graphics, copy and spokesperson would capture the hip 70’s
movement that was such an integral part of the color covers selected to be in the collection.

Qwest agreed to try the program to gain incremental sales in their W18-34 Social Seekers target.


Color Grooves
All Carriers
Objectives:
• Assist Nokia in gaining incremental Xpress-on Color Cover distribution in carrier retail stores
via the Color Grooves cover launch.
• Secure orders from the carriers for the new covers and ship POS kits to retail based on the
orders received.
• Develop a promotional template to be used for future Xpress-on Color Cover launches.
Strategies/Tactics:
• Develop a sell-in brochure and free POS with each order introducing the four new color
covers to the carrier groups. The four covers were:
- Lady Bug
- Pink Life
- Secret Cow
- Butterfly


Color Grooves
Strategies/Tactics: (cont’d)
• Provide free Custom Program Point of Purchase material for volume commitments
• Program timing: September/October 2000
• Target: Primary: Women 18-34
Secondary Women 35-49 ( those who were in the 70’s)
• Retail POS kits included:
- Panel Cards
- Static Clings
- Shelf Wobblers
- :30/:30 Radio CD’s
• A :30/:30 taggable radio spot was produced so carriers could support the launch with local
radio.
Results:
• The initial allocation of 47,000 Color Grooves color covers has been sold.
• A second printing of Color Grooves Xpress-on covers was scheduled.
• This is the first color covers program with POS available for retailers to order via the Nokia
web-site.


Stay Connected
Direct Mail Loyalty Program

4/13/01

Stay Connected
Objective:
• Recapture the current wireless consumers whose contract is about to expire.
• Generate increased ARPU among the Qwest current wireless consumers.
• Develop rebate form that is packaged with Nokia handsets that allow consumers to receive
a $50 or $35 rebate.
• Rebate form is to remain consistent with branded Direct Mail pieces being distributed by
Qwest.

Strategy:

• Develop a ongoing Customer Relations program to inform Qwest Wireless Consumers
[contract 10 + months] of a program designed to reward those who renew wireless
contracts.
• Messaging about increased features and benefits tied to form capturing audience
information (name, address, city/state, mobile phone number, age, gender and household
income).

4/13/01

Stay Connected
Strategy/Tactics (cont’d):
• Consumer Offer:
- To receive a $50 rebate check good toward you Qwest monthly invoice/service bill,
purchase a new Nokia 6185 or 5185I Charge and Carry Mobile Phone/Accessory kit,
and sign up for an additional 12 months of Qwest Wireless Service.
- To receive a $35 rebate check good toward your Qwest monthly invoice/service bill,
purchase a Nokia 6185 or 5185I Mobile Phone, and sign up for an additional 12 months
of Qwest Wireless Service.
• Consumers simply mail in their rebate form with proof of purchase to the fulfillment center
for verification. The fulfillment center verifies their information and sends a check back to
the consumer made payable to Qwest. The consumer, upon payment of their monthly
invoice/service bill, sends the rebate check in with their personal check and is credited for
the amount of the rebate.
• Timing: 6/29/01 through 10/1/01
• Mobile Consumer Profile:
- Male/Female: 25-49
- Current large Regional Carrier Wireless Consumer of 11 +months
Results:
• ROI was 12.94 for 1.00 spent. Increase in revenue $5,5568,249
• Decrease in annual churn 1.2% (previously 14%, now 12.8%).

4/13/01

Tearpad From

(Front)

(Back)

4/13/01

Ride The Light Concert Tour 2001

4/13/01

Situation:
• Nokia wanted to develop a branded event for large Qwest Wireless that will increase their
Nokia handset / NOA sales and increase Qwest Wireless brand awareness among college
students within seven key markets.
Objective:
• Open doors for Qwest Wireless on-campus to the young adult market
• Gain Nokia penetration into Direct and Indirect Retail Locations
• Position Nokia as a strategic marketing partner…not just another vendor
• Leverage Nokia’s commitment to Qwest
Strategy/Tactics:
• Consumer Offer: Consumer purchases a Qwest Wireless service, Nokia phone or $50 worth
of Nokia Original Accessories (NOA) and receives two VIP tickets to the Ride the Light Tour
concert closest to them.
• Develop in store POS that called out the consumer offer and the event. Retail POS kits
included:
- Counter Card
- Tear pads
- Counter Card Lug On
- Panel Card
- Accessory Shelf Wobblers (Direct Retail locations only)
4/13/01

• Newspaper Ad Slick for all college newspaper and alternative weeklies
• Program timing: Feb 20 through May 30, 2001
• Target: Primary: Young Adults 18-24
• A :30 promotional radio spot was developed for each market
• A :60 generic concert spot was developed to increase general public ticket sales
• College Grass Roots marketing effort included the distribution of door hangers to all dorm
rooms, posters and fliers
• Media included Source Boards on campus; Radio 150 TRPs per week for 4 weeks targeted
to A18-24
• Six insertions over six weeks in each of the college newspapers and alternative weekly
newspapers
• Web site developed for RTLT to allow consumers to hear reviews of the event, register to
win gear, autographed guitars and enter the Roadie for a day sweeps….could also shop for
Service Plans and Nokia handset
• Develop Qwest Wireless/Nokia event signage to be displayed on and around the stage,
and outside of the venue

4/13/01

• Ticket Redemption Process
- Consumer signs up for Qwest Carrier Wireless service and buys a Nokia phone or
purchases $50 worth of NOA
- Consumer calls a 1-800 #.
- Target Marketing (fulfillment house) collects data (Name, Address, Age, ESN) and
issues confirmation number and instructions to receive Ride The Light Tour 2001 VIP
tickets at Will Call.
- Consumer goes to Will Call (anytime between 12:00 noon and the start of the concert)
with Photo ID and confirmation number.
- Ride The Light Tour 2001 VIP Tickets and Access Badges are issued to consumer.
- VIP Tickets are redeemed at front gate.
- Ride The Light Tour Commemorative Cards are issued to concert goers at gate (one
per guest). Card contains website information for “Sweepstakes Entry” for RTLT 2002
Roadie For A Day or RTLT Memorabilia.

4/13/01

Results:
• Total Concert Attendance: 32,414 (projected 36,000)
• Units Sold throughout promotional period: 16,056 (up 2%)
• Generated revenue from accessory purchase that is $50 or greater at Qwest Direct Wireless
Retail locations only: $9,493.00
• Generated revenue from ticket sales that was put back into Co-op fund: $220,992.04
• Consumers that participated in the offer and received two VIP tickets: 2,203
• College awareness prior to event at 23%; after event unaided awareness measured at 30%
Total hits made on server: 74,826, with 38% of the sessions lasting 7 minutes or more
u

Media generated over 9MM gross impressions and we locked up key source boards for the
u
remainder of the year on every single campus

4/13/01

Panel Card

Counter Card

Shelf
Wobbler
Sell Sheet
Table Tent
4/13/01

Access Badges Posters

Door Hangers

Commemorative
Card

Newspaper Ad
4/13/01

Stage Scrimms

Banners

Stage Skirt

4/13/01

Catch Some Airtime

4/13/01

Catch Some Airtime
Consumer Bounce Back Program
Objective:
• Provide Qwest with a Nokia Original Accessory program
• Gain increased revenues for Qwest through Nokia Original Accessory Sales
• Increase awareness for Nokia Original Accessory products sold through Qwest Direct
• Bring added value to potential customers

Strategy/Tactics:

• Purchase any one of the four Nokia Original Accessory packs offered through Qwest Wireless
direct retail location (Clip &Cig Cord Dual Pack $19.99; Headset & Cig Cord Dual Pack $22.99;
Case & Cig Cord Dual Pack $25.99; Clip,Cig Cord, Headset Tri Pack $28.99) and receive free
airtime. Offer good for new and existing customers.
• Develop in-store POS (Counter Card, Tear pad and Shelf Wobbler) featuring all of the NOA packs
that are offered by Qwest Wireless that will call what the offer is to the consumer. [623 storefronts
Direct]
• Tag existing ROP with offer for eight weeks
• Timing – August 1- Sept 31, 2001.
• Primary Target Audience: Adults 18 – 49 years of age with active lifestyles

4/13/01

Catch Some Airtime
Consumer Bounce Back Program
Consumer Offer:
• Send in the tear pad form, to the fulfillment house, with all of the information filled out on
back (name, address, age, phone number and UPC number) and a copy of the original
receipt
• The sent information is verified through the fulfillment house
• A $10 check is sent back to the consumer made payable to Qwest Wireless
• The consumer includes this check with their large Qwest Wireless bill/invoice payment and
are credited for that amount

Results:
• Total new customers for 8 week time period= 76,388
• Purchasing Nokia Mobile Phones= 28,263
• Actual units purchased during promo 12,718 for net revenues of $264,744
•Net revenue = Retail Sale Price Less COGS
• Total redemption existing customers 2,234 (<1%)
• Total redemption on offer for new customers 3,255 (25.6%)
• Total cost for program= $62,366 versus net revenues gained of $264,744

4/13/01

Sell Sheet

Shelf Wobbler
Counter Card w/Tearpad

4/13/01

Case Histories
June 12, 2002

1 © NOKIA

CRICKET AND NOKIA 2002 ENGLSIGH AND HISPANIC MARKETS BUDGETS
CRICKET A18-49
Jan-01 Feb-01 Mar-01 Apr-01 May-01 Jun-01 Jul-01 Aug-01 Sep-01 Oct-01 Nov-01 Dec-01
BROADMARKET MEDIA
TV : Spot & Cable 150 TRP's A 2 Week Holiday Mom's Day Dad's Day Last 2 Weeks BTS Holiday Holiday
Aug. BTS 11/25
25-49
2 Week Holiday 2 Weeks Mom's Day Dad's Day Last 2 Weeks BTS Holiday Holiday
Radio - Contemp, Country,
Valentines Day Aug. BTS 11/25
Rock: GRP 125-A18-49
Print - ROP 1/2 Page 2c
OOH-Boards, Mobile, Shelters, 2 Week Holiday Mom's Day Dad's Day Last 2 Weeks BTS Holiday Holiday
Aug. BTS 11/25
Source Boards/On Campus #75
Showing
Direct Mail-Statment Stuffers,
Email Min 250K Per Month
CRICKET Hispanic Market
A18-49
AZ, LA, San AZ, LA, San
AZ, LA, San AZ, LA, San
AZ, LA, San AZ, LA, San AZ, LA, San
TV/SIN-Telemundo
Diego,
Diego, Charlotte, Diego, Diego,
Diego, Charlotte, Diego, Diego,
125 TRP'sM 18-34
Charlotte, Charlotte,
Nashville Charlotte,
Nashville Charlotte, Charlotte,
Nashville Nashville Nashville
Nashville Nashville
NOKIA CDMA / CRICKET 2002 Fcst. Actual Fcst. MDF MDF
Volume Vol. ACTUAL
POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB POS + WEB
5160 Series- $39.95
TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+ TRAINING+
Cricket University Web Based
SALES SALES SPIFFS SALES SPIFFS SALES SALES SALES SPIFFS SALES SALES SALES SALES
Training,Certification & Sales Spiff
SPIFFS 5170i 5170i 6370 SPIFFS SPIFFS 8270 SPIFFS SPIFFS SPIFFS SPIFFS
-Retail Stores, Call Centers,
6370 6370 8270 5170i 5170i 5170i
Dealer Agents

All States + All States +
Unwrap the
Nokia 5170i Holidays
All Channels All Channels
Savings 11/26/01-
1/31/02

Mid -April All All States + All
Nokia 5170i- Mothers Day
States + All Channels
@$29.95
Channels
W18-49 Fresh Fashion Color
Covers (English and Spanish-
Upsell )
2 Weeks Save
In Store Rebate Test
$40.00 In
Store
6370 Roll Out $49.95
+ POS Training +
POS
Minority Minority
Dinenr and a Movie
Report Tie In Report Tie In
Minority Report-Brand Sponsor
$20 Amex $20 Amex
MIR +2 MIR +2
Tickets Tickets
8270 Roll Out $59.95 with free belt
clip.
+ POS Training +
M 35-54
POS

Hispanic Hispanic
LA-COPA CRICKET EVENT-8270
Effort - Effort -
Focus
Telemundo Telemundo
TV & Print Branding
Print and TV + Print and TV
POS In Store
POS In Store + POS In
Store
Fcst. Actual Fcst. MDF MDF
Volume Vol. ACTUAL
1,833,415 $11,247,700 $11,312,171
Forecasted Volume 5170 156,000 125,000 105,000 104,500 126,500 136,500 126,500 136,500 156,000 156,500 156,500 156,500 1,642,000
Forecasted Volume 6370 20,000 20,000 15,000 15,000 15,000 15,000 15,000 15,000 130,000 129,882 $890,500 $922,162
Forecasted Volume 8270 20,000 20,000 20,000 15,000 15,000 90,000 97,664 $616,500 $1,308,698
Total Volume 156,000 125,000 105,000 104,500 146,500 156,500 141,500 171,500 191,000 191,500 186,500 186,500 1,862,000 2,060,961 $12,754,700 $13,543,030
Total MDF SPEND $1,068,600 $856,250 $719,250 $715,825 $1,003,525 $1,072,025 $969,275 $1,174,775 $1,308,350 $1,311,775 $1,277,525 $1,277,525 $12,754,700
Motorola $25 MIR NEW POS NEW POS Free Free 10.65%+ 6.2% Over
Nokia Results
Clip+Earbud Clip+Earbud Budget
LG $29.95 Flip $89.95 LG Web $89.95 LG $6.85 $6.57 MDF-
Phone Phone Web Phone MDF-CPH CPH
3% Under
Budget

$40 Savings
Promotion Date: November 23rd - December 26th
(Promotion extended to Dec. 31st)
Promotion/Offer: (Mail In=$40 Rebate on phone; Instant
Rebate=1 Month Cricket Service) Pull program offering $40
Savings on the purchase and activation of a Nokia 5170i
phone and one month of FREE Cricket Service!
Objectives:
• Generate trial of Cricket service during holiday season
• Generate sales of the recently introduced Nokia 5170i
phone
• Cut through the various holiday in-store clutter
Overview:
• Offer valid at Cricket Direct and Indirect stores
• Pricing structure varied for two markets: Arkansas
($29.99) and Michigan Markets ($69.99 – No Offer)
• POS kits arrived in store November 23rd – Kit
Display Sheet
included (1) Counter Display, (3) Wobblers, (1) Window
Cling, (1) Display Sheet, (50) Tear Pads, (1) Vinyl Banner,
It’s that time of year to shop! Buy a
(1) Flyer & (2) Table Tents
cool Nokia 5170i phone today and
• Glitter inks were used to make POS “pop”
receive $40 mail-in Savings...plus get
- Cricket and Nokia won an award for the POS from the
your first month of Cricket Service FREE!
Wisconsin Printing Industries Association

2 © NOKIA

$40 Savings
PROJECTED (Based on 312,000 Handsets)
Program Cost: $336,234
Offer/Redemption
- based on 33% redemption $4,118,400
Free Cricket Service ($29.99) $9,356,880
Media Cost: NEED
TOTAL (EST.) COST $13,811,514
ACTUAL
Offer/Redemption (129,816 received)
- 41.61% redemption $5,192,640
Free Cricket Service ($29.99) $8,434,688
Media Cost: NEED
TOTAL COST $13,963,562
$13,963,562
*281,250 = $49.65 per handset
Counter Display
ARPU=$516; CPGA=$200 $316.00 (ARPU -CPGA)
- $49.65
Profitability PER UNIT $266.35
* Actual Handsets Sold During Promotional Period

3 © NOKIA

$40 Savings
Key Learnings:
• Promotion was compelling for the consumer due to
both the price point and point of sale (129,816 rebates
were mailed in)
• Promotion ran with $65 Accessory Bonus Promo
- Customers could essentially get up to $150 in savings;
increasing redemptions
- $29.99 (Arkansas only) or $69.99(Michigan)
• Price points and offer changed several times during
program execution process
- Added more revision charges to overall project costs
• Ship list for both direct and indirect stores was hard to get
- Master list was not complete
- Resulted in high volume calls to the Nokia Hotline
• Illustrations were created instead of photography due
Window Cling
to time constraints and photography availability
- Saved time and money
• Explored and used new printing capabilities - won an award
- Glitter inks and die-cuts used effectively
• Reacted promptly to quick-turn requests from Cricket on
program - included concept development, execution and delivery

4 © NOKIA

$40 Savings

Vinyl Banner

Table Tent Wobbler
Flyer

5 © NOKIA

$65 Accessory Bonus
Promotion Date: December 7th - December 31st
Promotion/Offer: (Instant Coupon Offer) Pull program
offering $65 in Nokia original accessories FREE (for new
customers only) when you buy a Nokia 5170i and Sign-Up
for Cricket Service.
Objectives:
• Gain increased activation of Cricket Service during
holiday season
• Leverage accessories (already in store) to act as the added
value offer
• Generate sales of the recently introduced Nokia 5170i
phone
Overview:
• Offer was valid at Cricket Direct stores only
• POS kits arrived in market offices December 7th
Poster
- Kit included (10) Employee Buttons, (1) Register Marker,
(1) Poster & (25+) $65 Coupons
It’s better to give than receive, and
Nokia is giving you up to $65 on • 50,000 $65 Coupons were numbered and tracked to
Nokia original accessories! All you
prevent photocopy redemption
need to do is purchase a Nokia 5170i
- Cricket employees handed coupons to customers and
phone and sign up for Cricket service
were redeemed instantly upon purchase
today!
• Created different elements than the $40 Savings offer to
prevent clutter in stores
6 © NOKIA

$65 Accessory Bonus
Offer/Redemption
- based on 76% redemption $2,470,000
ACTUAL
Offer/Redemption
- 93.57% redemption $2,882,892

$65 Coupon TOTAL COST $2,910,647

$2,910,647
*46,785 = $62.21 per handset

ARPU=$516; CPGA=$200 $316 (ARPU -CPGA)
- $61.21
* Actual Handsets Sold During Promotional Period

7 © NOKIA

$65 Accessory Bonus
Key Learnings:
• Promotion was compelling for the consumer due to
both the price point and point of sale (93.57% redemption)
- Customers redeemed coupon for an average of $61.62 in
free Nokia original accessories
• Promotion ran with $40 Savings Promo
- Customers could essentially get up to $150 in savings;
increasing redemptions
- Up to 16% of all customers purchasing handsets during the
holidays may have taken advantage of the combined offer
• Legal information took several rounds of revisions to
become finalized
• Three day turnaround on all printing
Employee Button
• Ship list was simplified for Direct Stores
- Kits shipped to Market Offices only
• Nokia Hotline requests were lower than $40 Savings Program
• Redemptions were instant, however, 1% (of 50,000 projected
units) was estimated for stores who were out of accessories
- Customers could send coupon in and receive $65
• Reacted promptly to quick-turn requests from Cricket on
program- included concept development, execution and delivery

8 © NOKIA

$65 Accessory Bonus

Register Marker

Poster Employee Button

9 © NOKIA

Fresh Fashion Color Covers
Launch Date: February 25th - March 31st, 2002
Product Launch: Design a product launch kit to introduce the
new 5170i Fresh Fashion Color Covers
Objectives:
• Generate interest, trial and purchase of the new Nokia
• Generate sales of new Nokia 5170i phones
(includes new cover and silver key mat)
Overview:
• Launch limited to Cricket Direct Stores only
• POS kits (English & Hispanic) arrived in stores February 25th
- Kit included (1) Counter Display, (6) Wobblers &
(1) Window Cling
Window Cling
• Printing techniques, Foil stamping and die-cuts, were used
to attract customers to the new color covers
Fresh to Impress!
Introducing five new Nokia 5170i Xpress-
on™ color covers -
Turning Pink, Sea Spray Blue,
Yellow Spin, Glacier White
and Indigo Blue

10 © NOKIA

PROJECTED (Based on 6,000 Covers)
Program Est. Cost: $20,000

ACTUAL

TOTAL COST $26,910

TOTAL 5,523 Covers Sold @ $12.99 = $ 71,744

Less CPGA=$1.39 = ($8,340)
Less Program Cos t= ($26,910)
Final Net Revenues= $36,494
Counter Display
Translated into English and
Spanish

11 © NOKIA

Key Learnings:
• Project started out as a bundled offer with a reduced price
point, but quickly turned into a product launch only program
- Difficulty finalizing offer resulted in incremental costs
• First program to use both English and Spanish versions of POS
- 20% of all new projects will be dedicated to Hispanic POS
• POS standards (sizes/colors/placement) were developed
and helped HMG/Nokia with “Cricketized” requirements for
in store point of sale use
• There were zero Nokia Hotline requests throughout
the promotion, an improvement from the past.
• Ship list was simplified for Direct Stores
- Kits shipped to Market Offices only
• Reacted promptly to quick-turn requests from Cricket on program
- included concept development, execution and delivery

Wobbler

12 © NOKIA


Wobbler (Spanish) Counter Display (Spanish) Window Cling (Spanish)

13 © NOKIA

Product Launch 6370
Launch Date: May 16th - TBD, 2002
Product Launch: Design a product launch kit to introduce
the new Nokia 6370 phone in Cricket stores
Objectives:
• Gain increased activation of Cricket Service
• Generate interest, trial and purchase of the new
Nokia 6370 phone,targeted to light business users
• Highlight product in store through unique merchandising
Overview:
• Product Launch for Cricket Direct and Indirect locations
in Denver and Phoenix only
• Integrated in store merchandising kit that successfully
co-branded Cricket and Nokia
• Teaser/Sell In Brochure arrived in stores March 20th
Motorized Counter Display • POS kits (English and Hispanic) arrived in Market Offices
April 5th - Kit included (1) Motorized Counter Display,
The Nokia 6370 phone has the form and
(1) Dummy Phone, (200) Sell Sheets, (6) Wobblers,
functions you need to get it all done –
at home and work. With features like Voice (2) Window Clings & (1) Vinyl Banner
Activated Dialing, Enhanced Phone Book and • Nokia Reps provided training at store level April 1st - April
Calendar, 35 Ring Tones (with up to 10
15th
additional Ring Tones for downloading) and Five
• Media (TV and Radio) runs May 16th - TBD, 2002
Games

14 © NOKIA

Product Launch 6370
Media Cost: $126,000

TOTAL (EST.) COST $381,000

$381,000
40,000 = $9.53 cost per handset

ARPU=$516; CPGA=$200 $316
Cost Per Handset Program - $9.53

Projected Profitability PER UNIT $306.47

Wobbler

15 © NOKIA

Product Launch 6370
Key Learnings (To Date):
• Teaser Brochures were implemented to announce
6370 to Cricket stores (will be used for all future projects)
- Announced product features (voice activated dialing,
enhanced phonebook and calendar)
- Announced target market (Local business, Young Families
and Teen & Youth)
- Announced media information (Television & Radio)
- Announced Cricket U details and training - April 15th Launch
(www.MyNokiaCricketLink.com)
• POS was delivered on time and initial response from
Cricket management has been overwhelmingly positive
Vinyl Banner
• Cricket moved quickly to develop in store merchandising
guidelines and we must assure these guidelines are maintained
(will help on future projects)
• Lifestyle images supplied by Nokia Product Team were not
appropriate for Cricket markets
- New photography was needed to fulfill program creative,
increasing the Trade Marketing teams cost. Product Teams must
address this going forward.
• Integrated marketing efforts ensured sales goals were met.
Model being adapted for other carrier marketing teams
• Utilized co-op, MDF and VIR funding for media efforts rather
than buy/get offers
16 © NOKIA

Product Launch 6370

Teaser Brochure – Outside Teaser Brochure – Inside

Employee Button Static Cling Sell Sheet – Front Sell Sheet - Back

17 © NOKIA

Product Launch 6370

Teaser Brochure (Spanish)
Motorized Counter Display (Spanish)

Vinyl Banner (Spanish)

Wobbler (Spanish) Sell Sheet (Spanish)
Static Cling (Spanish)

18 © NOKIA

Product Launch 8270
Launch Date: June 10th - TBD, 2002
Product Launch: Design a product launch kit to introduce the
new Nokia 8270 phone in Cricket stores
Objectives:
Nokia 8270 phone
• Make the product the HERO in store through unique
merchandising
Overview:
• Teaser/Sell in Brochure arrived in store April 22nd
• Product arrives in store June 10th in all Cricket Direct
and Indirect locations except Denver and Phoenix
Illuminated Counter Display
• POS kits (English and Hispanic) arrived in store May 13th
- Kit included (1) Illuminated Counter Display (Direct) or
Experience an exciting new glow with the (1) Counter Card (Indirect), (1) Dummy Phone,
Nokia 8270 mobile phone. It’s New, Blue,
(300) Sell Sheets, (6) Wobblers & (10) Employee Buttons
Comfortable and You! The 8270 includes a
• Nokia Reps provided training at store level May 1st - May
bright blue screen & keypad, Xpress-on™
15th in addition to
color covers, personal ring tones and mobile
• Cricket U training and incentives beginning May 15 for 8270
messaging.
• Media (TV and Radio): June 10th – July 14, 2002

19 © NOKIA

Product Launch 8270
Media Cost: $2,394,000


$2,817,000
20,000 = $140.85 per handset

- $140.85

Counter Display - Indirect


20 © NOKIA

Product Launch 8270
Key Learnings:
• Integrated Cricket U training, In Store
Merchandising and Sales Incentives were
extremely effective on launching the
product
• Assisted in keeping competitors out
• Utilized co-op, MDF and VIR funding
for media efforts rather than buy/get
offers
• All 20,000 units were sold in 3.75
weeks.
INTEGRATE INTEGRATE INTEGRATE!

Wobbler

21 © NOKIA

Product Launch 8270

Teaser Brochure - Outside Teaser Brochure - Inside

Employee Button Sell Sheet - Front Sell Sheet - Back

22 © NOKIA

Product Launch 8270

Counter Display - Indirect (Spanish)

Sell Sheet - Front (Spanish) Sell Sheet - Back (Spanish)

Wobbler (Spanish)

23 © NOKIA

Cricket U
Promotion Date: April 26th - December 31st, 2002
Promotion/Offer: (Continuity/Sales Incentive Program)
A learning and rewards program for Cricket Direct Store
employees
Objectives:
• Educate the Retail Sales Managers and Store Level
Personnel about Cricket service and Nokia products
• Generate interest, trial and purchase of the
Nokia 5170ir, 6370 and 8270 Series phones
Overview:
• For Cricket Direct Store locations only
• New rules structure and modules for the refreshed
5170i, 6370 and 8270 were loaded onto the system
and available to the field on May 1st, 2002
• This is a learn and earn program to teach features
Cricket U is designed to increase awareness and and sales techniques to Retail Sales Managers and
knowledge of Nokia mobile products. It is also
Store Level personnel
used as a rewards program to encourage sales
• Redeem 5,000 Cricket U Credits for $25 gift cards to
among Cricket sales representatives. Log in and
graduate today at Best Buy, Darden Restaurants, JC Penney, and Target
www.MyNokiaCricketLink.com!

24 © NOKIA

Cricket U 2002 Sophomore Year
PROJECTED 120.000 Units
Program Cost: 435,000

ACTUAL

TOTAL COST
TOTAL Handsets Sold ($433,000/120,000) = 3.67 cost
per handset
- 3.67
Profitability On Program = $42,399,600
ROI= $97.93 : $1

25 © NOKIA

Cricket U
Key Learnings:
• Gift Certificates well received
• Web site easier to navigate
• Training was smoother to follow and
reinforced “HOW TO SELL” by focusing on
end user benefits
• Redemption went much smoother and
fulfillment was faster by four business
days from last year(average of 6 business
days to receive merchandise or travel
awards)
• Reporting system to Nokia and Cricket
management is streamlined and real time
• Travel awards will need to be refreshed.
•Overall training on the web has been well
received once we demonstrated the
quickness of the training and the obvious
lift in sales.
• Store Management and District
Management overrides on store employee
rewards were also a HUGE help in sell in to
the store level
26 © NOKIA

$40 Instant Savings
Promotion Date: May 17th through May 27th
Promotion/Offer: (Instant Rebate) Save $40 Instantly!
Purchase any mobile phone, activate new Cricket service and
receive $40 off your purchase instantly.
Objectives:
• Generate activation of Cricket service for new customers
• Generate sales of the Nokia 5170i, 6370 and 8270 phones
• Design promotion to work with Minority Report “Dinner
and a Movie” Promotion
Overview:
• Offer valid at Cricket Direct and Indirect stores
• POS kits arrived in market offices on May 16th – Kit
included (2) Posters, (6) Wobblers, (2) Register Markers
• Promotion ran with Minority Report “Dinner and a Movie”
Promotion (offer was combined)
Poster - 6370

Need a new phone? Or a new service
provider? Well wait no more! Cricket is
going to take $40 off your mobile phone
purchase INSTANTLY when you buy a
mobile phone and activate new Cricket
service.

28 © NOKIA

$40 Instant Savings
PROJECTED (Based on XXX Handsets)
Offer/Redemption
- based on XX% redemption $NEED


ACTUAL
Program Cost: $TBD
Offer/Redemption (129,816 received)
- XX% redemption $TBD
Free Cricket Service ($29.99) $TBD

TOTAL COST $TBD
$TBD
Wobbler - 6370 TBD = $TBD per handset
ARPU=$516; CPGA=$200 $316.00 (ARPU -CPGA)
- $TBD
Profitability PER UNIT $TBD

29 © NOKIA

$40 Instant Savings

Register Marker (Spanish)

Poster - 6370 (Spanish)

Poster - 5170i (Spanish) Wobbler - 5170i Wobbler - 6370 (Spanish)
(Spanish)

32 © NOKIA

Minority Report – Dinner and a Movie
Promotion Date: May 17th - June 30th, 2002
Promotion/Offer: (Entertainment/IVR Rebate Offer)
Buy a Nokia 5170i , 6370 or 8270 phone and one month
of Cricket service and get 2 (two) FREE tickets to
“Minority Report”, plus a $20 Amex Gift Certificate for
dinner
Objectives:
Nokia 6370 or 8270 phone and existing 5170i
Overview:
• Teaser sheets arrived in stores May 1st
8270 Teaser Sheet - Front • Product arrived in store May 17th in all Cricket Direct
and Indirect locations (8270 Product arrives June 10th)
Minority Report is a futuristic thriller featuring
• POS kits (English and Hispanic) arrived in store May 17th
the box office sensation Tom Cruise. It’s about
- Kit included (1) Counter Display, (100) Take Ones,
a cop (Cruise) in the future working in a
(6) Wobblers & (2) Posters
division of the police department that arrests
killers before they commit the crimes, courtesy
of some future viewing technology. Minority
Report is directed by Academy Award winner
Steven Spielberg. Released by 20th Century
Fox.. Product placement and
Logo placement for Nokia in this film.
33 © NOKIA

PROJECTED (Based on 20,000-6370 & 20,000-8270 Handsets)
Media Cost: $2,000,000
Offer/Redemption
- based on 23% redemption $311,144

$2,497,720
40,000 = $62.44 per handset

- $62.44


8270 Poster

34 © NOKIA

Key Learnings:
• Redemptions 18.7 % versus projected 23 %
• However we met our sales objectives so the lower
redemption did not seem to hurt the program
• Product placement and logo placement in the movie
added a “cool factor” so branded awareness was
enhanced, but we did not measure for this. Recommend
we do so if we go forward with these types of promos
• Stores participated in all POS remained in place even
AFTER the promo was over. Some consumers asked for
the posters as collectibles.

8270 Wobbler

35 © NOKIA

Case Histories
Nouveau Eyewear
2002-2003
Seeing A New Retail Approach

Branding for B2B and B2C
Situation:
• No definitive one source, look or feel for information and branding on retail eyewear.
• Neither the retail partners or consumers knew how many product lines Nouveau Eyewear
carried and which retail outlets carried the Nouveau Eyewear.
Objectives:
• Create a unified look and feel across multiple product lines and demographics.
• Allow retail partners and consumers to view and gain product information and retail locations.
• Create increased
– Brand awareness by 5% -cumulative for all product lines
– Calls to sales centers by 10%
– Increase traffic to retail partners such as Target, Wal-Mart, Pearle Vision, Costco and Sears Optical.
Strategies:
• Develop a clear, concise template with consistent information on demographics, SKU’s
available, features and benefits
• Scale look and feel across Online (www.nouveaueyewear.com) Advertising Media, POS, In
Store Training Materials and Catalogs

Branding for B2B and B2C
Tactics:
• Developed a basic template for the print and online media that could be scaled to www and
all retail outlets.
Logistics:
• Began initial work in October 2002 and delivered initial web site and online ads in December
2002 for all 8 product lines.
• Efforts required all new product and lifestyle photography with Christie Brinkley, and models
from Van Heusen, Riders, Wranglers, Geoffrey Beene, Nickelodeon and JG Hook plus our
own brand of Caravaggio.
Metrics/Results:
• Rewarded category management for Wal-Mart in 2003
• Increased calls to our inbound sales centers by 14%
• Brand awareness numbers undetermined.

New Look and Feel- WWW Screen Grabs & POS…etc.

Clickable left navigation shows
specific frames & features!

Case Histories 2003
Nickelodeon Brand Only

Presented By: Barbara Armour
Hard Copy Samples of POS Materials Upon Request

Nouveau Marketing Team
Our Job Description

• Assist Chain, Wholesale and Direct customers in gaining increased sales of
Nouveau Eyewear.
• Develop programs to protect the existing base of consumers and gain new
consumers.
• Partner with all channels to provide maximum sell through efforts.
• Create integrated marketing efforts (advertising/branding, consumer
promotions, media plans, product training, sales incentives) that are fully
turnkey for our retail buyers/customers..
• Deliver an efficient the Cost Per Frame via strategic use of co-op dollars for
product launch, promotions, media, sponsorships, sales training and
incentives.
• All efforts from concept, program development through field sell in and
consumer fulfillment can be handled through your Nouveau Marketing
Director and Nouveau Account Director.
• Promotion reports are issued weekly to keep key Retail Customer teams
posted on redemptions, POS placement in store and media placement efforts.
Database collected on redemptions will be shared with our Retail Customer at
the conclusion of each program.
• Complete ROI will be presented for each marketing program.
• All materials created by Nouveau Marketing Team. Nouveau Marketing also
offers fulfillment, printing and direct to store door shipping to make all
promotional efforts worry free.
• Funding can be taken from co-op or we can bill direct to your headquarters.

US Vision /JC Penney & Marshall Fields
620 Locations

• Counter Cards, Logo Plaques created by Nouveau
Marketing Team in all JC Penney & Marshall Fields Optical
Locations
• Eyewear launched in April 2003
• Nick Accessories Program implemented in the stores in
July 26, 2003 for Back To School.
• Kit included a lens cloth and spray cleaner,plus free
Magnetic Picture frame as GWP.
• All 24,800 kits have sold as of Oct. 4, 2003, 27 days ahead
of schedule.

Retailer Activity
Pearle Vision 868 Locations

• Pearle has been very active in supporting the sales of
Nickelodeon eyewear and accessories.
• Franchisee meeting in Monterey CA highlighted Jimmy and SB
with 6 FT and 8 FT standees(created by Nouveau Marketing
Team) at the entrance to the three day event.
• Pearle distributed 2,500 4c flyers (created by Nouveau Marketing
Team )to sales personnel to announce eyewear and
Nickelodeon Accessories Products.
• Nick Accessories Product bundle launching July 25, 2003 has a
free photo frame magnet for BTS offer in all Pearle stores. Final
sales figures pending since program does not end until Sept 30,
2003.
• Pearle has dedicated SpongeBob duratrans at all 868 locations.
Artwork supplied by the Nouveau Eyewear Marketing Team

Retailer Activity
Sears Optical 950 Locations

• In Store Kiosk ( 150 Free Standing Stores) Nick is the Featured
Display.
• In Store Banner and Table Tents on all Kiosks July 26, 2003 –Sept.
30 , 2003 for Nick Accessories Program. Free magnetic picture
frames as GWP in each bundle. Sales figures pending.
• 60,000 SpongeBob Coloring Books in all Sears Optical Stores April-
June as hand outs to young consumers who visit the Sears Optical
stores for eye exams. We have been asked to re-print 6,000 for
September 03.
• Sears/Nick exclusive Product Knowledge contest for all locations
and all employees hit the stores Sept. 18, 2003.

Soak Up The Fun POS

POS Kit
Shelf Dangler
Box Stickers

Employee Buttons
Row Banner Entry Form Tear Pad

B.Armour Exec Summary Case Histories

B.Armour Exec Summary Case Histories

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