Includes 5 Global Trends Driving Female Consumers, female psychology, mom's digital behaviour and an award winning case study on how moms were effectively leveraged for a Halloween sampling program.

1. FUSE Marketing Group The 4M Approach: Making Moms the Marketing Medium June 2010

2. Let’s Be Friends… @jeffpontes LinkedIn.com/in/YourBrandVoice http://bit.ly/CMA_blog jeff.pontes@fusemg.com

3. What We’ll Be Talking About Interesting insights Tetley Red Tea Case Study

4. Global Trends Driving Female Consumers Source: “Why She Buys”, The New Strategy For Reaching the World’s Most Powerful Consumers, Bridget Brennan, pg84-85

5. Trend #1: More women in the workforce changes everything

6. Trend #2: Delayed marriage = more money on “me”

7. Trend #3: Lowered birthrates = fewer kids but more “stuff”

8. Trend #4: Divorce economy = two of everything

9. Trend #5: The presence of older women redefines target markets

10. I use about 7,000 words per day Did you know that I speak about 20,000 words per day? Yeah that’s about 3 times what you speak… Source: ``The Female Brain” by Dr. LouannBrizendine Clinical Professor of Psychiatry at the University of California, San Francisco

11. They give advice 97.2% of moms said they regularly or occasionally give advice to others about products or services They seek advice 93.6% saying they regularly or occasionally look to others before making their final decision

13. Level of interest in topics changes as children grow olderSource: digital mom, report published by Razorfish and CafeMom

14. Relevancy is Dependent on Life Stage Women Fluctuating brain chemistry causes perception shifts during the following hormonal phases: Childhood The teens The dating years Motherhood Menopause Men Gradual, yet small changes

15. Avoid the case of the “Ugly Snugli”

16. Moms are buying, make it relevant for them too!

17. Taking it to the next level…

19. Eg. Social networks, SMS, mobile browsing

20. Moms 45+ = informational tools

22. Avoid a “blanket” strategy targeting all moms

23. Case Study: The launch of Tetley Red Tea

24. The Scenario Tetley is the market leader in the tea category Regular and specialty tea In 2008 they introduced Tetley Red Tea The product received high scores on taste, hence sampling the product was considered the key to converting consumers to purchase Many new SKUs (including major store and coffee shop brands) recently entered the category adding noise and clutter The Challenge Reach consumers and encourage trial of a virtually unknown flavour Work with a limited budget where majority of funding was dedicated to driving awareness The Objective Encourage trial of 12,500+ samples

25. The Approach

26. Make Moms the Marketing Medium (4M approach) Halloween Ambassador Sampling Program

27. Identify Brand Ambassadors Mined Tetley’s under utilized consumer database Found a group of registrants who were: Confirmed Tetley drinkers Reportedly loyal to Tetley Average response e-mail rates: 5-10% (request and surveys) Demonstrated an interest in trying new products

28. Get Ambassadors to Participate E-mail invitation sent to 3,500 Tetley consumers in urban Toronto, Calgary & Vancouver, inviting them to participate Contest overlay (win a $1000 gift card) was included to motivate response A second email confirmed participation and mailing address

29. Provide Ambassadors with Samples Each participant was provided with 50 trial size boxes (7 bags each) + a coupon several days before Halloween Ambassadors were asked to try Tetley Red and to share the samples with neighbours As a thank-you, they were also given a full size canister of Tetley Cinnamon Spice Herbal Tea

30. Gain feedback from Ambassadors Post-Halloween a follow up email was sent encouraging feedback via an online survey Respondents to the survey would be entered into the $1,000 gift card sweepstakes

31. Results 32% response to invitation to participate 4+ times above goal Compared to benchmark of 5 – 10% among existing consumers Participation was 350% above goal 1,125 participants versus objective of 250 56,000 samples distributed 78% above expectations Over 80% of participants (916) completed follow-up survey Well above the 10% typically expected in direct response 87% would recommend the product to a friend Total program cost was less than $15,000 (plus the cost of the samples) Awards

32. Testimonials “Thank you!! I ended up taking a bunch of the samples to my son's preschool as a trick or treat for moms, and they were thrilled! I also noted the great reception the tea got when the kids ran down my steps saying ‘mommy, I got a treat for you too!!’.” “The parents thought it was a great idea, even some of the kids did too. A few parents even came to the door to personally thank me for having something especially for them”. “The adults thought it was wonderful that someone would think of them at Halloween. They appreciated the thoughtfulness of Tetley!” “All who received the tea were surpirsed and happy for the gift. Most said they could use it after they brought the kids in from Halloween. They were all grateful and I was one of the more popular houses on the street because of the tea”.

33. Any Questions? Contact @jeffpontes LinkedIn.com/in/YourBrandVoice http://bit.ly/CMA_blog jeff.pontes@fusemg.com