BENSON & HEDGES SMOKER FRIENDLY PROGRM1

MAY 1, 1987

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http://legacy.library.ucsf.edu/tid/pxz49a00/pdf

IDNTIFYING A UNI9UE PROMOTION OPP(IRTUNITY FOR BENSON & HEDGES

0 IN TODAY'S ANTI-SMOKING CLIMATE, PROMOTIONS WHICH SUPPORT SMOKERS AND MAKE THEM FEEL GOOD ARE PARTICULARLY RELEVANT.

0 SPECIFICALLY, PROMOTIONS WHICH ADDRESS VARIOUS ASPECTS OF CONSUMER LIFESTYLES - BEYOND THE SMOKING ARENA WILL BECOME INCREASINGLY ATTRACTIVE GIVEN THE CURRENT NEGATIVE SMOKING ENVIRONMENT.

D THE TREND TOWARD DESIGNATED SMOKER AREAS PROVIDES A SPECIAL OPPORTUNITY FOR A CIGARETTE BRAND TO CREATE A PRESENCE IN THOSE AREAS.

0 BENSON & HEDGES NEW CAMPAIGN CREATES A DISTINCTIVE IMAGE FOR THE BRAND AS A QUALITY CIGARETTE FOR PEOPLE WHO LIKE TO SMOKE.

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http://legacy.library.ucsf.edu/tid/pxz49a00/pdf

BACKG@(11ND SMOKER FRt Nn Y PR .At

OBJECTIVES

PROMOTj0NM"Kr1NG (IiuECTIVES

0 CREAT[ AN INVITING ENVIRONMENT FOR SMOKERS WHICH TIES INTO THE SOCIAL ACCEPTABILITY FACTOR OF THE CAMPAIGN, AND HELPS REHUMANIZE SMOKERS AS AN INTEGRAL FRIEND/NEIGHBOR/CO-WORKER COMPONENT OF SOCIETY.

o REINFORCE BENSON 8 HEDGES POSITION OF QUALITY AND SOCIAL ACCEPTABILITY THROUGH PREEMPTIVE PRONOTIONS.

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RcMeON it

[DG c SMOKERS ND FRI NDC FcTAl1RANT PR RA,M,

0 IN MANY PLACES TODAY'S SMOKER IS LIMITED TO A DESIGNATED SMOKING SECTION.

0 BENSON & HEDGES WOULD CREATE AN INVITING ENVIRONMENT THAT LETS SMOKERS FEEL WELCOME TO SMOKE.

0 DESIGNATING AREAS FOR ~SMOKERS AND FRIENDS" TIES INTO THE SOCIAL ACCEPTABILITY FACTOR OF OUR CAMPAIGN.

0 IN ADDITION, BENSON 8 HEDGES WILL CREATE A PREEMPTIVE FRIENDLY RELATIONSHIP WITH RESTAURANTEURS BY PROVIDING THEIR ESTABLISHMENTS WITH HIGHGUALITY ~SMOKERS AND FRIENDS~ SIGNAGE.

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BE-NSON 8 HEDGES SMOKER FRIEhDLY PROGRAM PROGRAM ELEMENTS

SmOKERS Mn FRIENDS RESTAURANT PRO[:RAM

0 A TRADE CATALOG OFFERING RESTAURANTEURS QUALITY ITEMS FREE OR AT A NOMINAL COST. DELIIVERED VIA DIRECT MAIL AS A TRADE MAGAZINE TIP-IN, AND THROUGH THE USE OF A DIRECT SALES MERCHANDISE COMPANY.

ITEMS WILL INCLUDE:

0 TABLE TENTS 0 PERMANENT SIGNAGE FOR SMOKING SECTIONS 0 ASHTRAYS 0 COASTERS 0 STIRRERS 0 MATCHES o DOOR DECALS 0 NAPKINS 0 COAT CHECK TAG ETC.... o AS AN INCENTIVE TO ENCOURAGE RESTAURANTEURS TO PARTICIPATE IN THE PROGRAM, REGIONAL ADS INCLUDING RESTAURANT LISTINGS WILL BE PLACED IN CONSUMER MAGAZINES.

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http://legacy.library.ucsf.edu/tid/pxz49a00/pdf

CM^ER FR[ N1) Y PR MAM llESCRIPTION

TIE BEMCpN jHFp[:ce

u ITY ATT R . Ilg

o EXCLUSIVELY REWARDS BENSON 8 HEDGES USERS/TRIERS WITH MEMBERSHIP TO A CLUB WHICH OFFERS SPECIAL PRIVELEGES.

0 CLUB MEMBERS RECEIVE A CATALOG WITH DISCOUNTS ON RESTAURANTS, SERVICES AND GIFTS. ALL tTEMS OFFERED ARE IN KEEPING WITH THE QUALITY IMAGE

AND PERCEPTION OF BENSON 8 HEDGES.

0 MEMBERS HAVE OPPORTUNITIES ONLY GIVEN TO B&H SMOKERS,

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RFNSON 8 HHDGES SMU R FRI ND Y'PR . AM FMFNTS PROG RAM

THE BENSON dHFO[:FC UA1 ITY I'IATTERS CLB

0 CARTON INSERT ANNOUNCING THE OFFER TO B&H SMOKERS

0 DIRECT MAIL PIECE ANNOUNCING THE OFFER TO B&H SMOKERS.

0 DIRECT MAIL PIECE ANNOUNCING THE OFFER TO C(MIPETITIVE,SMOKERS. o AD IN CONSUMER MAGAZINES ANNOUNCING THE CLUB.

0 A HIGHLY VALUABLE CATALOG (APPROXIMATELY $200) THAT PROVIDES SMOKERS WITH DISCOUNTS AND PRIVILEGES. THE CATALOG WILL BE DIVIDED INTO THREE SECTIONS:

0 QUALITY DINING 0 QUALITY SERVICES O QUALITY GIFTS

O THE CATALOG INCLUDES A SPECIAL MEMBERSHIP CARD WHICH ENTITLES SMuKERS TO THE PRIVILEGES IN THE CATALOG.

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THE BENSON & HEDGES SMOKERS & FRIENDS RESTAURANT PROGRAM OVERVIEW

MONTH I
0 INSERT CATALOG AS A TIP-IN IN TRADE MAGAZINES,

MONTH II
0 SHIP MATERIALS TO RESPONDENTS.

MONTH III
0 DIRECT SALES FORCE FOLLOW-UP CALLS.

0 PLACE AD WITH 0 DIRECT SALES MERCHANDISE COMPANY TO DISTRIBUTE CATALOG. RESTAURANT LISTINGS IN CONSUMER MAGAZINES,

0 EXPAND DIRECT MAIL/ DIRECT SALES EFFORT,

0 TEST A DIRECT MAIL EFFORT WITH A PIECE DISCOUNTING PROMOTIONAL MATERIALS TO RESTAURANT OWNERS,

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http://legacy.library.ucsf.edu/tid/pxz49a00/pdf

THE BENSQN & HEDGES

QUA L ITY MATT E RS C L UB OV_RVI EW

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o TEST ON CARTON OFIFER ANNOUNCING 0 SEND OUT CLUB CATALOG AND MEMBERSHIP CARD.

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0 EXPAND ON-CARTON OFFER TO MORE MARKETS.

CLUB MEMBERSHIP PROGRAM

O DIRECT MAIL EFFORT DESCRIBING CLUB MEMBERSHIP PROGRAM. 0 PLACE AD _fN CONSUMER MAGAZINES ANNOUNCING THE PROGRAM,

o EXPAND DIRECT MAIL EFFORT.

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http://legacy.library.ucsf.edu/tid/pxz49a00/pdf

BENSON & HED,FS SMOKER FRI ND Y PROG AM FL^LFII LMFNT

SMO ERC AND F IENIIS RESTAURANT PROGRAM

DIRECT MAIS 0 SEND DIRECT MAIL PIECE TO 5,000 RESTAURANTS IN TWO MARKETS. FOR EXAMPLE: o Los ANGELES - A MARKET WHERE SMOKING RESTRICTIONS IN PUBLIC PLACES HAVE BEEN ENFORCED FOR OVER A YEAR.

0 NEW YORK - A MARKET WHERE SMOKING RESTRICTIONS IN PUBLIC PLACES WILL BE ENFORCED IN THE NEAR FUTURE,

ADV RT S

0 TRADE MAGAZINE TIP-IN o REGIONAL CONSUMER MAGAZINE AD WITH RESTAURANT LISTING

DIRECT SALES

o ARRANGE FOR A DIRECT SALES MERCHANDISE COMPANY TO SELL THE PROGRAM TO RESTAURANTEURS,

TRADE SHOWS SALES FORCE

0 SET UP BOOTH AT TRADE SHOWS 0 SALES FORCE ACCESS TO MATERIALS

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http://legacy.library.ucsf.edu/tid/pxz49a00/pdf

^:E9MN & 4E9GCC

SMO K ER FRIENDLY PROGRAM
FULFILLMENT

HFNAON & EDG S a1U11 ITY MATTERS CLUB

(IN

CARTON

0 0

TEST IN TWO MARKETS (AN ABOVE AVERAGE AND AVERAGE S`JI MARKETS) ONE TYPE OF CARTON PURCHASE REQUIREMENT FREE WITH 10 PROOFS OF PURCHASE.

DIRECT MAIL

jESj_$ CELLS (4 R&H sMO KER CELLS AND lO,UIIU SMOKERS PER CELL).
BENSON & HEOGES SMOKERS

4 NoN-9&H

SMOKER CELLS -

TEST FOUR DIFFERENT CARTON PURCHASE REQUIREMENTS: REE WITH FIVE PROOFS OF PURCHASE. REE WITH FIVE PROOFS OF PURCHASE, PLUS $1.50 HANDLING HARGE. REE WITH Q PROOFS OF PURCHASE. 0 0 REE WITH IU PROOFS OF PURCHASE, PLUS $1.50 HANDLING CHARGE. 0 0

NON-BENSON & HEnG F CMOERS

EST FOUR DIFFERENT PURCHASE REQUIREMENTS IRESPONDENT MUST REDEEM ALL COUPON OFFERS TO BE ELIGIBLE) 0 BUY TWO PACKS, GET TWO FREE, PLUS SIX L2.00 OFF CARTON COUPONS.

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http://legacy.library.ucsf.edu/tid/pxz49a00/pdf

0 BUY ONE PACK, GET ONE FREE, PLUS SIX $2.00 OFF CARTON COUPONS. 0 BUY TWO PACKS, GET TWO FREE, PLUS SIX $2.00 OFF CARTON CCUPONS, PLUS Z1.50 FOR HANDLING. U CK, GET ONE FREE, PLUS SIX $2.00 OFF CARTON COUPONS o BUY- Oy^^I^ FOR HANDLING. PLuS i .
AnVERTISE

0 REGIONAL CONSUMER MAGAZINE AD TO ANNOUNCE THE CLUB.

0 INCLUDE TEAR-OFF REQUEST PAD ON POS (FOR NATIONAL EXPANSION ONLY).

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http://legacy.library.ucsf.edu/tid/pxz49a00/pdf

SMOKER PBOGBANI
ESTIMAT-il T ST PROAM COSTS

SMOKERS AND FRIENDS RESTAURANT PROGRAM - DIRECT MAIL PIECE PRODUCTION COSTS - DIRECT MAIL MAILING COSTS - COSTS OF COLLATERAL MATERIAL - COST OF DIRECT SALES FORCE - CONSUMER MAGAZINE AD-CITY BOOKS INCREMENTAL 1/3 PAGE COSTS. (NATIONALLY IN 14 MAGAZINES INCREMENTAL 1/3 PAGE COST-ONE TIME $200,000) - TRADE MAGAZINE CATALOG TIP-IN - TRADE SHOW BOOTH

50,000 4,000 250,000 25,000

30,000 90,000 25,000 E474,000

APPROXIMATE COSTS

2.

QUALITY MATTERS CLUB

- CATALOG COSTS $8.50 PER BOOK (90,000) - DIRECT MAIL MAILING COSTS - DIRECT MAIL PIECE PRODUCTION COSTS - FULFILLMENT COSTS (FOR COMPETITIVE SMOKERS) - TEST MARKET EDITIONS OF CONSUMER MAGAZINE AD ATLANTA/HOUSTON. (NATIONAL TRANSLATION-$1.9MM)

289,000 16,000 50,000 65,000 400,000 $820,000 $1,294,000

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APPROXIMATE COSTS

TOTAL APPROXIMATE COSTS

http://legacy.library.ucsf.edu/tid/pxz49a00/pdf

B NSON & H DG S
SMOKER FRIENDLY PROGR AM NEXT ST PC/TIMIN.

QJJALITY MATTERS Alm_

uB

tiMOKFRS & FRIENDS RESTAURANT PROGRAMS

0 AGREEMENT ON PROGRAMS 0 DEVELOP COSTS 0 DEVELOP COPY/FINAL "LOOK" FOR CATALOGS 0 DEVELOP ARTWORK 0 PRODUCE CATALOGS/MATERIALS 0 IMPLEMENT PROGRAM: 0 TRADE SHOW IN L.A. 0 TRADE SHOW IN N.Y. o EVALUATE RESULTS

w/o 4/27 w/o. 5/S w/o 5/3 15/11 w/o 5/11-6/1 w/o 6/8-7%17 w/o 8/10-12/1 8/15-18 11/8-11 12/15

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http://legacy.library.ucsf.edu/tid/pxz49a00/pdf