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Bertolli Sampling 6 18 06
Bertolli Sampling 6 18 06
November 2006
1
Executive Summary
The Bertolli Mobile Tour was an effective and successful experiential marketing campaign:
• 29 events totaling 88 event days and 39 retail events days
• Majority of interactions touched our target audience
– 72% with HHI of $60+
– 57% ages 25 – 54
– 43% couples with no children
• Distributed samples to individuals who were not familiar with Bertolli Frozen Dinners
– 79% never or rarely purchase Bertolli Frozen Dinners
• ROI: Within 6 weeks of program estimated profit will exceed program costs & yield an annual return on
investment of 5x the program costs
2
Objectives
3
Experiential Elements – 20x20 Exhibit
20x20 Red Tent
Back Wall Logo Attachment
Trailer with Cooking Station, Freezer, Sinks
Tent Valance
Corner Banner
Side Window
Wall
Wine Pairing
Station and
Product Display
Side Cooking Cart
Menu Stand
4
Experiential Elements – 10x10 Exhibit
Backdrop Logo Attachment
Freestanding Banner
Menu Stand
5
Markets
Events took place in 15 cities across the country.
New York, NY
Atlanta, GA
North Florida
Boston, MA
Ocean City, MD
Boulder, CO
Raleigh, NC
Chicago, IL
Red Bank, NJ
Cincinnati, OH
San Jose, CA
Columbus, OH
Washington, DC
Newport, CA
Weehawken, NJ
6
Topline Program Results
Audience
[potentially exposed to the
brand message]
4,664,900
Above totals include data captured at events (retail and non-retail); during NYC “chef
protest” and roaming chefs activities; and impressions made from the road.
7
Analysis Approach – Consumer Impact Model (CIMTM)
Using metrics to determine the comprehensive impact on consumer
purchase behavior
Sampling
Numbers
Total and average sample
distribution
Demographics Impact
Target vs. non-target Consumer survey
consumers research and ROI
8
Impact
Boomerang ROI
Step 1 of the ROI process: Determining Trail & Purchasers
ROI Calculation For Bertolli Frozen Dinner Events
Program Items Totals
A. Program Actuals (1) Samples Distributed 305,774
(2) Coupons Distributed 349,985 Using program actuals,
(3) Consumer Interactions 382,800
(4) Consumer Impressions (At Events) 2,662,800 established conversion
(5) Consumer Impressions (NYC Protest/Roaming Chefs) 573,120
(6) Consumer Impressions (On The Road/Parked)
Low End
444,990
Reasonable High End
rates, recent coupon
Trial / Purchasers
B. From Samples (1) Consumer Purchase Intent (% Definite and probable)
87% 90% 93%
redemption rates, and
(2) % Consumers Will Actually Purchase 45% 50% 55% historical consumer
(3) Number of Purchasers from Samples
[A1 * B1 * B2]
119,711 137,598 156,403
data, we conservatively
C. From Coupons (1) Most Recent Redemption Rate (8/22)
(2) Number of Purchasers from Coupons
4.771% 4.771% 4.771% estimate that the Bertolli
16,698 16,698 16,698
[A2 * C1] Frozen Dinner Events &
D. From Impressions Only (1) % Event Impressions Will Purchase 20% 25% 30%
(2) Total Purchasers From Event Impressions 471,405 589,257 707,108 Field Activites will
[(A4 - A1) * D1]
(3) % NYC Protest/Roaming Chefs Impressions Will
generate 773,099
Purchase
3% 5% 7%
purchasers.
(4) Total Purchasers From NYC Protest/Roaming Chefs
17,194 28,656 40,118
Impressions
[A5 * D3]
(5) % Road Impressions Will Purchase 0.1% 0.2% 0.3%
(6) Total Purchasers From Road Impressons 445 890 1,335
[A6 * D6]
F. Total Overall Purchasers
625,452 773,099 921,662
[B3 + C2+ D2 + D4 + D6]
9
Sources: See Appendix (74-79)
Impact
Boomerang ROI
Step 2 of the ROI process: Calculating Value & Program Payout
By applying sales data provided by Unilever and purchase behavior data provided by
Homescan to our purchaser estimates, we can see a positive one-time purchase return
(1.10) and a very positive annual return (4.92).
Note: ROI model does not include proven halo affect on consumer awareness of other Bertolli
products (sauces, oils) to remain conservative.
10
Sources: See Appendix (74 -79)