Neon on trade credentials for sampling and brand experience.

1. 1
On-trade Activation
• Chemistry and On-trade Sampling Credentials
Planning The Path to Purchase
4th October 2013
Prepared for:
Sarah Branscombe
Bacardi On-Trade Activation Manager

2. An agency rooted in
the on-trade
• About Neon
• Client experience
• Passion & Immersion
• On trade expertise & experience
• Approach
• Big sampling campaigns
• Learnings
• Snapshot of other work
• Team / Resource
APPENDICES
• Process & Systems
- Campaign Planning & Management
- Design & Production
- Logistics
- Staffing Solutions & Talent
- Reporting & Evaluation

3. About Neon
• Neon Marcomms was born from top 10 BTL
agency Dynamo, (now Wax
Communications)
• Neon specialises in channel activation,
largely in the on-trade: Experiential,
sampling, and tactical events have always
been a large part of our offering
• The team started working with Coca-Cola
20 years ago, learning how to build
business in every type of trade channel.
Our broad knowledge grew, and attracted
other clients who wanted to work with an
agency that understood what customers in
different channels require to from supplier
brands to help them to build their business
• We love the detail – the nuts and bolts, that
are unique to each channel or project, and
that’s what makes us different

4. Past experience
• Same core team that worked on
many major drinks’ clients at
Dynamo
• This included working for S&N
Retail (Spirit Group) for 6 yrs
• Transfer of on-trade know-how
to Neon clients
• As Neon we have worked for
PRUK, Chivas Bros, First Drinks
and Bacardi Martini

5. Passion & Immersion
• If you appoint us – we become part of your
team and we care passionately about living
your brand and making your project a
success
• We spend our time staying ahead of latest
trends, brand campaigns, new venues and
technology
• Our approach has always been to focus
single-mindedly on what the campaign has
to deliver, and what it will be measured by
• There is only so much that can be achieved
from a budget and we’ll weigh up what
balance you are looking for between ‘WOW
factor and awareness’ versus ‘the volume
of quality samples that are put into peoples’
hands’
• This pragmatism and reality check from the
coalface can be crucial in all-agency
sessions

6. On trade expertise &
experience
• The on-trade has been in our blood for 20
years, having worked for many spirits, beer,
wine and soft drinks brands
• Extensive knowledge and understanding of
Managed estates, Wholesalers and the
Independent sector, and the mechanics
that work within them
• Run campaigns in outlets ranging from
high-end super premium bars and clubs to
community boozers
• Strategic solutions to link all stakeholders
and match appropriate activity to outlet type
• Hands on approach to building outlet
database in conjunction with your team
• Understand regional variances and what
needs to be done to address these, and
how important it is to visit outlets at the
right time on the right day

7. CASE STUDIES:
MARTINI 2012
The Brief:
To activate global LUCK IS AN ATTITUDE platform in the
UK market through consumer competition to find the next
Martini star and educate trade and consumers about the
new serve – the Martini Royale
The Promotion:
Neon introduced a partnership with ES Magazine, which
helped to promote awareness and drive traffic into
selected bars for Martini Royales. An innovative ‘with
compliments’ sampling campaign was introduced and
promoted trial. Bars were issued a tablet device to track
redemptions (digital measurements)
On Trade:
Over 12 weeks, 10k complimentary full-size Martini-
Royale samples across 35 bars in key areas of London
were served during the post work ‘Playful Hour’. Areas
were selected for their relevance to target audience:
Fulham & Chelsea, Mayfair & The City

8. CASE STUDIES:
MARTINI 2012
Workplace:
Over 12 weeks, 1.5K samples of Martini Royales served at
key London offices – L’Oreal, MTV, BBC, Glam Media, H&M
etc. Placing the drink in the hands of the young, professional
target market. Offered a raffle to win ASOS vouchers with
donations going to office charity.
Live Casting Parties:
During 3 key events at top London nightclubs - Boujis,
Jalouse and Maddox - 2.3K samples were served to the
costumers. Martini Royale was placed at the heart of the
events, whilst it was also linked directly to the casting
campaign in the search for the new face of Martini.
Ad Hoc Tactical Events:
Generating trial and awareness of the Martini Royale at key
events: Pret A Diner, Christian Louboutin VFNO, Marylebone
Village Fashion Event, London Cocktail Week, Multiplied Art
Fair at Christie’s. Further 2.7K samples served, ensuring core
brand messages were communicated and influencers were
present at the events.
Results:
During initial 3 months of the campaign, 17K samples were
delivered.
The activity’s success has encouraged 60% of participating
bars keeping the POS items and glassware after the activity
has ended.

9. 20 London Offices sampled

10. DISCOVER JAMESON:
3 YEARS +18% in on-trade
Challenge:
To develop an engaging and relevant consumer promotion that will recruit the
25-34 YO Male by positioning Jameson as a contemporary, sociable and
accessible spirit. Drive Trial & Mixability of the Jameson serve.
Solution:
Created Discover Jameson concept to create trial through a contemporary brand
experience which employed genuine Irish staff who delivered a sociable,
premium experience which was very well received by staff and the On-Trade
alike. Over the 7 week Phase 1 campaign and 4 week Phase 2 campaign,
samples were given out in quality/premium independent & managed retail outlets
in London, Manchester, Chester, Liverpool, Birmingham, Nottingham and
Leicester. Sampling also took place at the British Film institute.
Neon provided key premium brand partnerships with Fever-Tree to ensure that
the sampling serves would have the best quality taste possible, as well as
introducing Geronimo Inns, Novus Leisure and O’Neill’s managed retail chains,
whose pub offering has a strong affinity with the target audience.
A mobile text-and-win prize draw promotion was developed, whereby consumers
could text in a keyword unique to the outlet they were texting from, and be
entered for a chance to win a trip to New York for St Patrick’s Day 2012.
Consumers could also instantly win a 2-4-1 on Jameson at the bar or a free
round. The consumer was given the option to gain an additional entry into the
prize promotion by sharing on Facebook, thus driving the social media presence
of Jameson.
2011-12 Results:
542 visits over 11 weeks in 284 individual accounts
10 Event Managers and 30 Brand Ambassadors delivered 39,841 samples
5,275 mobile entries (12% of people sampled)

11. Key Learnings
1. Regional variations in drinking habits
need to be worked around. For Discover Jameson,
we employed a local graduate to research, and
interview consumers and trade, as well as visiting
ourselves. Time of visits was changed from LDN.
We have a local event manager who is tasked to
collate all knowledge of bar circuits.
2. Balance between EXPERIENCE delivered and SAMPLES
delivered. Clear vision at start to set KPIs
3. Sticking to timing plan in early stages is critical
(Outlet nomination for research and journey planning)
4. Contact with Sales force essential dedicated Neon team
member to manage these relationships
5. Built in control and evaluation, staff data capture,
mystery customers, and trade feedback. It is also a
good idea to commission an independent research agency
to conduct an evaluation

12. CDR: Rafa 2012
The Brief
Neon was appointed to activate the Bacardi CDR campaign in the UK and
promote responsible drinking messages amongst 18-30 yo’s.
The Promotion
Neon created the localised FB page with UK content and oversaw
Facebook community management on the UK market level - creating
targeted wall posts and promoting Facebook ad campaign on UK level. A
prize draw promotion was set up where consumers could win ‘The Ultimate
VIP tennis experience’ at the O2 Arena for themselves and their 3 friends.
Events were leveraged from PR, consumer and trade angles. Additional
pushes were also introduced to support the campaign:
Ace Rafa Talk Sport App was launched to boost the number of entries to
the competition;
Tennis Head activation was launched so that social media posts linked to
the Tennis Head website promoted entry into Ace Rafa and an additional
chance to win a CDR Sports kit.
In the on-trade 220 POS kits were placed within the Free Trade, utilising a
clever prize promotion mechanic (instant win via drink stirrers). Neon also
oversaw Sales Force Education, which was imperative for the campaign’s
success.
Results
Entry rate from the UK equated to 19 % from the UK CDR fans.
21.7% users shared the content with their friends via Facebook.
80% of visits to AceRafa.com were new visits during activation.

13. SANYO XACTI online
brand XP
Challenge:
Generate awareness and sales through word of mouth on the internet about the
launch of the new waterproof Xacti.
Appeal to a broad target market across UK, France, US, Canada, Hong Kong and
South Korea.
Communicate that the camera is small and easy to use, ideal to keep on you and
capture high quality footage of your passion in life.
Clearly demonstrate the cameras key selling points:
Dual function, Full HD, High speed, MP4 format for fast upload, waterproof
Solution:
Multi-functional website designed to host videos and allow for viewers to vote for
their favourites
Launch of site supported by Metro press promotion across 7 key countries
Key influencers (YouTube stars and Watersports pros) were invited to Jamaica to
take part in activities that test out the camera and provide photogenic content.
The viewer prize is a luxury holiday in Jamaica
Gotta Xacti an' I'm Luvvin' it - reggae song recorded as theme and viral video
Why It Worked?
Online Marketing:
In order to build traffic to the site, the following activities were used:
PR,
Facebook Advertising,
Seeding,
Guaranteed views,
Google Adwords,
Banner Ads,
Advertising on Fox Networks,
Blog infiltration,
SEM
Twitter
Results:
60k votes cast
400K Page Views
5M Video Views during promotion
SO GENERATE CONTENT & SEED IT!

14. SOME OTHER WORK: SNAPSHOT

15. Nick Cunningham
Managing Director
Phil Pawsey
Creative Director
Hugh Taylor
Head of Digital
Zoja Micunovic
Account Executive
Hannah
Morris
Group Account Director
The agency:
10 staff and shared admin and
finance team
Roster of creative suppliers
matched to client needs
Turnover £1M, part of £6M
group of companies
Based in Marylebone
Previously MD at Dynamo
and MAA Board Director. 25 years
on-trade experience across all trade
channels. Worked on launch of Metz
and Bacardi Spice.
Also worked on Budweiser,
Unilever, Bacardi-Martini,
S&N, GSK, Cadbury's, Wolf Blass,
Pernod Ricard, Sanyo, Sainsbury's,
HJHeinz and HPBulmer.
Previously Creative Director of Wax
Communications. Winner of many industry
awards including Best Integrated Campaign
and Grand Prix at the MAA Awards.
Recent work on Southern Comfort plus a
wealth of experience in FMCG, retail,
electronics and finance across all marketing
disciplines.
MSc Marketing graduate with 2 years
of international experience working
on a variety of integrated disciplines
including experiential, digital and live
event management. Worked on
Bacardi-Martini, First Drinks Brands
and Pernod Ricard accounts.
9 years experience in the field made
Gori into the Guru that he is. He acts
as our link between the office and
staff. His experience includes an on-
trade activation for Martini, and
managing a team of 120 for Samsung
at the Olympic Park.
Gori Yahya
Head of Event Management
Jeff Macdonald
Consultant Planning Director
Jeff has over 20 years marketing
experience, working on some of the
world’s largest brands such as Nokia,
Bacardi and Nestle. Extensive
experience of the spirits category and
Bacardi brand in particular at both a
UK and global level. A passionate
brand builder with expertise in brand
identity and positioning, campaign
development, activation strategy and
innovation.
O
PLANNING & MANAGEMENT CREATIVE
CAMPAIGN MANAGEMENT
Hannah has worked at leading agencies;
Dynamo, Wax and was a founding partner of
Initials. Her experience includes working on
Cobra, Walkers, Russian Standard, and
running the Bud World Cup Virtual Penalty
Shoot Out Tour. She has a track record of
overseeing the implementation and
management of large scale experiential and
sampling campaigns
Hugh has worked in Marketing for over
20 years and heads up a great digital
team. They are responsible for
technical spec, build and delivery of all
our digital work. Having this resource
based in the same office has been a
huge benefit, saving cost and increasing
efficiency.
Planning The Path to Purchase

16. Appendices

17. Process & Systems
Campaign Management & Planning
• Whatever the size of your project, we’ll
dedicate the right team to deliver it
• We have the expertise to build, sample,
engage, entertain, transport and store
• Data reports and images from each
outlet event can be captured on PDA and
uploaded to a secure portal, so that
clients can access it immediately
• Brand ambassadors can be shortlisted
and selected by clients at open casting
sessions
• Briefing and training sessions are
inclusive, and clients are encouraged to
take an active role

18. Process & Systems
Design and Production
• We have the creativity and knowledge of
production materials and techniques to turn
the most imaginative ideas into reality
• Either managing this with our own
suppliers, or working with our clients’
existing resources
Logistics
• Dedicated Logistics Managers work with
you to plan every detail of the campaign;
production, recruitment, briefing, outlet
nomination, pre-qualifying calls, journey
planning, reporting and evaluation
• We also offer a free venue finding service
for any type of client event

19. Process & Systems
Staffing Solutions & Talent
• Professional, enthusiastic, dedicated,
responsible, and talented people are
matched from our own database, (or our
specialist staffing partner’s wider database)
to engage customers with your brand
• Front of house staff are backed by
experienced technicians, riggers and
roadies
• We also have a Talent database that
includes specialists entertainers, actors and
performers of every kind
Reporting & Evaluation
• Built in to be captured by PDA and
uploaded to a secure portal

20. Channel activation
services
1. On trade channel promotions:
Integrated btl promotional campaigns,
adapting global platforms to the UK
marketplace
Trade and consumer programmes to drive:
education, awareness, trial, traffic, FOP and
AWOP
2. Experiential events & Roadshows
Creation, production and execution,
including sponsorship of existing events
3. Field Marketing & Sampling
Large scale campaigns that hit targets and
deliver cost efficiencies
4. Conferences and Trade Shows
Chalet / stand graphics, collateral and
delegate management

21. Contact:
Neon Marcomms Ltd.
12 Melcombe Place
Marylebone
London
NW1 6JJ
020 34273232
nick@neonmarcomms.com
neonmarcomms