Avenue iPad Presentation

363 W. Erie, Suite 400E
Chicago IL 60654
(312) 787-8300
(312) 787-8333
www.avenue-inc.com

Bob Domenz, CEO
bdomenz@avenue-inc.com

©2012 Proprietary and Confidential. This document may not be shared without express written permission from Avenue. 1

Avenue helps companies find and
accelerate their Next-Level Growth by
innovating bold new directions for:

–  Their brand strategies
–  The way they go to market
–  How they engage employees, sales teams,
channel partners and customers


We focus on companies that seek
ambitious new growth targets.


Save the date!
Upcoming BMA Luncheon
Thursday, May 2nd 2013

Speaker: Helen McIntosh, Director, Global
Marketing Communications, Ingredion
(formerly Corn Products International)

Following a billion-dollar acquisition that lifted it into the Fortune
500, Corn Products International engaged Avenue to explore
possibilities for their expanded capabilities. The relaunch of the
company, as Ingredion, included a new brand positioning, values,
brand architecture and identity that better reflects their diverse
ingredient offerings and the global markets they serve.


To iPad…or not to iPad?


Highly scientific study…

•  Personally own an iPad or tablet?
•  Have deployed iPad as sales
tool in last 12–18 months?
•  Are in the process of developing?
•  Are in the process of deciding?


The train is leaving the station…

•  In 2013, more than 6,000,000 predicted to
ship into commercial markets.
•  Over 65% of Fortune 100s and 80% of
Fortune 500s.
•  Of business users, 41% are using it for sales
and 38% for customer presentations.

SOURCES: 1: IDC analyst, Tom Mainelli, 2012 . 2: ChangeWave Research, 2012. 3: Wall Street Journal.


Hello. May I use my
amazing new interactive
sales tool to help me sell
you something?

Absolutely. That is so cool.
I’ll take two of whatever you’re selling.

Of course, we all wish it were this easy.


A few key considerations…

•  An iPad should not be a one-off tactic
•  Integrate with the overall sales and marketing strategy
•  View as part of a long-term program
•  Continually evaluate the benefit to the customer (and the
sales force) – every app/function must deliver value
•  The content and function must mirror your sales philosophy,
processes and approach
•  Ensure you’re ready to support it over the long-haul


SCA is a $12B Swedish company that develops, produces and markets forest products – pulp,
publication papers, solid wood, biofuel – and personal care and tissue brands.


The revolution has begun. This fall SCA’s
complete line of products will become Tork.
Take your first steps to joining the revolution
at torkrevolution.com

In 2001, they entered the North American Tissue market via the acquisition of several paper
companies and went to market as a manufacturing-driven company made up of a disparate
collection of product brand names, quality levels and price points.


Good Better Best

A range of everyday A range of enhanced A range of our finest
towel, tissue, wipers performance products. quality products. From
and napkins at an From versatile towel the most luxurious
affordable price. and tissue to durable towel and tissue to
wipers and attractive specialize wipers and
napkins. stylish napkins.

A few years later, when it came time for them to introduce their global masterbrand of paper
products and dispensing systems – called Tork – into NA, they looked to Avenue to help them
develop a launch strategy to transform the way they went to market.


The story…

Following the successful launch of Tork, we’ve continued to help them improve the effectiveness
of their marketing and sales efforts over the past seven years, through 100s of initiatives.


A specific area of focus has been helping them evolve from a primarily product features and
price-based sales approach, to a more diagnostic and consultative approach.

PROJECT HORIZON 14
©2012 Proprietary and Confidential. This document may not be shared without express written permission from Avenue.

Mindset,
+ Thought capital,
+ Processes,
+ Training,
+ Tools
= Success

Helping a sales force of more than 200 reps (and 1000s of DSRs) evolve against this goal
requires introducing new ways of thinking, new skills and new processes.
And, of course…new tools.


New tools…like an iPad…can help:

Why iPad?

1.  Keep the attention of a customer
who is multi-tasking
2.  Diagnose their needs in real-time
3.  Compare against the competition
4.  Allow customers to “see” the
product in their environment,
and even customize it
5.  Immediate information access
6.  Share customer testimonials
7.  Close “on the spot”
8.  Get the distributor rep calling us
9.  Look cool while doing it ;)


Play video


2Gs worth of sales power…
34 calculators
30 industry segments
100s of Tork products
1000s of competitor products
16 videos
100s of customizable options
25lbs of collateral
Multiple languages
Amazon-hosted assets crammed into this little device…

HTML 5 & Native Apps
A few years of thought capital

The right tool for the job:

The Tork sales environment… The iPad…
•  Product category seen as a commodity •  Presents the image of an innovative company

•  Sale reps often fall into their old habits •  Guides to desired sales processes

•  Many on-site environments are not •  Helps support the position of a consultative
laptop-friendly partner – armed with the knowledge/tools to
help solve their business problems
•  Many customers are “multi-tasking”
during the sales meeting •  Allows the rep and the customer to explore
solutions together
•  A vast product portfolio requires a vast
amount of collateral •  Easy to use standing, in tight spaces,
or when “on the go”
•  A wide ranges of options
•  Green benefits: less paper needed for catalogs
•  Can be difficult to get the DSRs attention and reprints
and invited to the sales call
•  Creates demand with DSRs


The overview…

•  Tested in Fall, 2011 pilot program with one sales region
-  5 devices, surveys/interviews

•  Governed by a Program Charter document

•  Setup an MDM solution for device management

•  Launched 3 apps in February, 2012 to North American Tissue sales
force with a fleet of 200 devices
-  Pillow drop at NASM

•  New apps and enhancements release on a quarterly cycle


The Program Charter
A necessary part of an iPad
program launch:

1) Outlines the program objectives and
requirements:
Ensures that all development takes into account
what makes a good app – versus what is better
left as a print or online tool.

2) Specifies how the program will be managed:
Details roles and responsibilities – a project
management team for IT and daily details, and a
cross-functional Steering Committee to evaluate
and prioritize all new developments and release
cycles.

3) Details processes and release cycles
Defines who are reviewers and approvers, how
updates will be made, and how often new or
improved apps will be released to the sales force.


Mobile Device Management (MDM)
MDM solutions allow organizations to manage
both the hardware and software of a device
remotely:

Benefits include:

1) Device Management & Tracking
The entire fleet of devices is managed through
one screen. IT administrators can track devices
and manage software based on business rules.

2) Over the Air (“OTA”) Builds
Custom app updates can be pushed remotely to
the fleet in lieu of requiring a manual update.
This mirrors the commercial app store process.

3) IT Policy Management
The organization can restrict and enforce what
apps are used on the devices. Almost all
behavior can be monitored and controlled.


Sample Apps

Snapshot
Snapshot
makes it easy
Photo suppressed for confidentiality reasons. Photo
for customers
suppressed for confidentiality reasons. Photo suppressed for to imagine
confidentiality reasons. Photo suppressed for confidentiality possibilities.
reasons. Photo suppressed for confidentiality reasons. Photo
suppressed for confidentiality reasons. Photo suppressed for
confidentiality reasons. Photo suppressed for confidentiality
reasons. Photo suppressed for confidentiality reasons. Photo SUMMARY: The
suppressed for confidentiality reasons. Photo suppressed for Snapshot tool allows
confidentiality reasons. users to take pictures of a
customer environment or
choose from a library of
existing segment-related
photos.


Sample Apps

Tork Insider: Xpressnap Content View
Tork Insider
makes valuable
resources
suppressed for confidentiality reasons. Photo suppressed for available at the
confidentiality reasons. Photo suppressed for confidentiality touch of a
suppressed for confidentiality reasons. Photo suppressed for fingertip.
reasons. Photo suppressed for confidentiality reasons. Photo SUMMARY: The Tork Insider
suppressed for confidentiality reasons. Photo suppressed for app launched in October,
2012 with Xpressnap product
confidentiality reasons. line content. The application
will be enhanced to include
assets for the other product
lines in 2013.


Sample Apps

Xpressnap Customizer
Xpressnap
Customizer helps
our customers
suppressed for confidentiality reasons. Photo suppressed for envision a unique,
confidentiality reasons. Photo suppressed for confidentiality branded product.
reasons. Photo suppressed for confidentiality reasons. Photo SUMMARY: The Xpressnap
suppressed for confidentiality reasons. Photo suppressed for Customizer is a 3D rendering
confidentiality reasons. of the Signature tabletop
dispenser. Choose, customize
and save a dispenser with
predetermined colors, AD-a-
Glance and napkin types.


Sample Apps

Cost-in-Use Tools
Cost-in-Use
quickly shows
the value and
suppressed for confidentiality reasons. Photo suppressed for sustainability of
confidentiality reasons. Photo suppressed for confidentiality our products.
SUMMARY: Lets you choose
confidentiality reasons. Photo suppressed for confidentiality from a variety of calculator
reasons. Photo suppressed for confidentiality reasons. Photo types and displays results for
suppressed for confidentiality reasons. Photo suppressed for customer review to
confidentiality reasons. demonstrate what savings and
environmental impact can be
achieved by switching to Tork.


Sample Apps

Dispenser Decision Tree
The Decision Tree
helps customers
find the right
suppressed for confidentiality reasons. Photo suppressed for product for the
confidentiality reasons. Photo suppressed for confidentiality right application.
confidentiality reasons. Photo suppressed for confidentiality SUMMARY: Users can filter
reasons. Photo suppressed for confidentiality reasons. Photo through products based on
suppressed for confidentiality reasons. Photo suppressed for their business needs, then
confidentiality reasons. select an individual product
and save or email a snapshot
of the detail page.


Sample Apps

Contracts (The Tork Advantage)
Tork Advantage
makes
it easy for
suppressed for confidentiality reasons. Photo suppressed for customers to
confidentiality reasons. Photo suppressed for confidentiality sign up for
suppressed for confidentiality reasons. Photo suppressed for programs and
confidentiality reasons. Photo suppressed for confidentiality dispensers.
confidentiality reasons. Photo suppressed for confidentiality SUMMARY: a digital version
reasons. Photo suppressed for confidentiality reasons. Photo of the contract required to
suppressed for confidentiality reasons. Photo suppressed for place an order for TorkSelect
confidentiality reasons. products. Populate the form,
collect customer digital
signature and generate a
PDF for internal routing/
approval.


Results

Feedback to date has been very positive.

1.  Customers report that the visualization tools provide great
value – enabling them to speed up their internal decision
processes by sending images to other decision makers.

2.  The Tork Advantage form has also received positive feedback –
time is saved by allowing a signature on the spot, reducing
back and forth visits.

3.  Distributors are calling them to get the app – or have them
accompany them on sales calls.

4.  Sales has relayed many stories about the influence of the “cool
factor” on their customer’s buying decision.


What’s next?

1) App enhancements and additions
-  Sustainability and Defend Apps
-  CRM integration
-  Additional content and languages

2) Pushing technology
-  Augmented reality pilot
-  HTML 5

2) Program expansion
-  Research and pilots on other uses


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