DIRECT MARKETING BASE PROJECT GUIDE. H2O Publishing, Joynes House, New Road, Gravesend, DA11 0AJ

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Maud Jenkins
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1 DIRECT MARKETING BASE PROJECT GUIDE H2O Publishing, Joynes House, New Road, Gravesend, DA11 0AJ

2 We have a range of services for marketing suppliers to the foodservice & hospitality market. The projects listed on this guide are an example of approach, mechanic, cost and estimated return on investment. Our team would tailor the campaign to the specific product being promoted to give maximum impact & performance for the client. We can use our own data (see H2O Core Data Summary), your own data or a third party data source (such as a wholesaler customer list). We also offer free deduplication between lists so you can have the best of all sources of data.

3 DIRECT MAIL We can make this as simple or complex as you like! Anything from a flat mailer of a brochure, or brochure & letter to a complex A3 personalised sheet mailer. Our service starts by taking the brief of what you want to achieve, and then we ll come back promptly with a quote for the works. We can add some enhancement touches to gain you stand out when the mailer is received this could be a coloured envelope, branded label on the outer or an unusual shape. Small touches that mean your item will be opened first. EXAMPLE MAILER 1 To mail a personalised letter with an A5 4 page brochure. Quantity 10k Client supplies the letterhead, brochure and the text they would like personalising the letter. H2O lay out the letter and send to the client for approval. On approval we print the letters, fold to A5, enclose & despatch via Royal Mail using the economy discount scheme. Price includes supply of white window envelopes. EXAMPLE MAILER 2 To mail an A4 brochure, with no covering letter, using a personalised outer label with the client branding in colour. Qty 5k Client supplies the brochure and the logo/teaser text they would like on the label. H2O lay out the label and send to the client for approval. On approval we print, enclose & despatch via Royal Mail, using the economy discount scheme. Price includes supply of white envelopes. 1,250 Data Rental (if using H2O data) 1,650 Fulfilment 2,220 Postage 5,120 TOTAL 0.51 Per item 625 Data Rental (if using H2O data) 700 Fulfilment 1,589 Postage 2,914 TOTAL 0.58 Per item NB. Changing the brochure to A5 size would save 450 on postage & envelopes

4 PRODUCT SAMPLER Nothing works better than putting your actual product in front of the customer for them to try. We have some innovative ways to get your product presented to the customer so it s the first thing they open, and has all the right messages to drive response. We will work with you to understand the target market and the product you have to devise an effective & cost efficient way to get the samples presented. This may be in a bespoke box, a coloured postal tube or a jiffy bag. All our Product Sampler campaigns come with a FREE follow up to 50 recipients to gauge their feedback and how likely they are to start buying the product. For a real belt & braces approach you can combine product sampler with telesales to drive actual sales of the product. EXAMPLE PRODUCT SAMPLER 1 To mail 3 samples weighing up to 500g in total in a white presenter box or gloss coloured postal tube, quantity 500. Client can supply letterhead for a personalised letter, brochure/flyer and the product samples. H2O then create an exciting outer label to entice the customer in. The sample mailer is collated & despatched via Royal Mail using the most efficient service. Price includes supply of white presenter boxes/glossy coloured postal tubes. 125 Data Rental (if using H2O data) 835 Fulfilment 1,305 Postage 2,265 TOTAL 4.53 Per item MEASUREMENT FREE follow up. We call 50 recipients and check they received it, gain their feedback and if they plan to purchase. The results, along with details for the 50 people called is all shared with the client. Quantity increased to 100 free follow up s on mailings over 2,000 items. EXAMPLE PRODUCT SAMPLER 2 To mail one sample weighing up to 175g in a white jiffy bag, quantity 1,000. Client can supply letterhead for a personalised letter, brochure/flyer and the product sample. H2O then create an exciting outer label to entice the customer in. The sample mailer is collated & despatched via Royal Mail using the most efficient service. Price includes supply of white jiffy bags. 125 Data Rental (if using H2O data) 980 Fulfilment 840 Postage 1,945 TOTAL 1.95 Per item MEASUREMENT FREE follow up. We call 50 recipients and check they received it, gain their feedback and if they plan to purchase. The results, along with details for the 50 people called is all shared with the client.

5 MARKET REPORT BUILDER The Market Report Builder is a package which researches a particular sector, and gives the state of the nation. This report is researched anonymously as H2O (or using one of our magazine titles). The questions asked are selected by the client, and will build to give an interesting snapshot of the market. Once the research is complete, the data will be validated and then compiled into the summary report, summarising each question asked. The data collected including the contact information from the respondents who completed the survey are shared with the client. From here the client has input into the build of the report, and can add in product information before the final report is written by our editorial team. This then forms the editorial feature in the respective magazine title(s). Finally a whole page advert for the client is included with the feature. As a further option a market report can be designed as an 8 page document, professionally designed in our studio. This is provided as a pdf and also as a printed report, with 500 copies. Included in the additional option package is an er to up to 5,000 to broadcast the report to the market, and promote the client. Based on asking up to 15 questions to a total of 200 completed surveys. 6,400 Report Builder Package 200 completed surveys Summary Report Editorial write up Whole page advertisement 1,720 Package bolt on option 8 page report design Output to PDF 500 printed reports 5,000 broadcast

6 TELEMARKETING Our in house call centre has a team of foodservice & hospitality professionals, some have been working with us for over 10 years so they have a fantastic understanding of the market, the objections they need to overcome and a detailed knowledge of when to call a particular market sector (9am on a Monday morning not being the best time to call a pub, and 4pm in the afternoon too late to call a school caterer) We have three main telemarketing options depending on what you need to achieve: Generating appointments for your sales team to have a face-to-face meeting with a buyer Telesales of your products direct to customers through a wholesaler Research to gain information about perceptions, innovations & customer/sector needs GENERATING APPOINTMENTS Our appointment setting campaigns start with a mailer to introduce your company or product. This is mailed 5 days before the calling campaign starts. Our team calls as if they were part of your team, and appointments generated from the call are ed to you at 4pm each day. Our appointments are tracked by operator, and our operators know the standard of our leads is very high, and any inaccuracy or error is referred back to them, which means we achieve very good results. EXAMPLE APPOINTMENT SETTING CAMPAIGN Mailing a personalised letter with an A5 flyer/brochure. Quantity 500 Client supplies the letterhead, brochure and the text they would like personalising the letter. H2O lay out the letter and send to the client for approval. On approval we print the letters, fold to A5, enclose & despatch via Royal Mail. Price includes supply of white window envelopes. Telemarketing includes attempting to make decision maker contact with all 500 contacts up to 8 times each. nil Data Rental (if using H2O data) 232 Fulfilment 190 Postage 2,660 Telemarketing 3,082 TOTAL 6.16 Per contact mailed & called MEASUREMENT Our conversion rates are based on recent campaigns, and vary by the product or service being promoted. On your personal quotation we will give our estimate for conversion from call to appointment. Food & Drink products, approx 14% (on the campaign above equating to 70 leads, avg cost 42 per lead) Catering Equipment, approx 9% (above campaign equates to 45 leads, avg cost 65 per lead) Services, approx 8% (equating to 40 leads, avg cost 74 per lead)

7 TELESALES Our telesales service is perfect for driving pull through of product from a wholesaler. You may want to push a range/product on promotion, or support a listing that is under performing. You ll need a solid relationship with the RTM you want to work with, and we ll work with you to secure the RTM s customer data, and set up the campaign. We ll double check the data the RTM supplies matches your target for the campaign, and then our specialist team will hit the phones. It s important to have a good hook to offer the customer for telesales, to get them to commit there and then. This works well as a price promotion, free item (Buy 3 get a free X), 2 for 1 or 3 for 2 deals. EXAMPLE TELESALES CAMPAIGN Telesales to 500 customers Cost includes attempting to make decision maker contact with all 500 contacts up to 8 times each. 2,660 Telemarketing 2,660 TOTAL 5.32 Per contact called MEASUREMENT Our conversion rates are based on recent campaigns, and vary by the product or service being promoted and the hook you use. On your personal quotation we will give our estimate for conversion from call to sale. Our most successful campaign was a food product which achieved 52% conversion from call to sale. On the example above, this would equate to per order generated. The average for telesales campaigns we have run recently is between 20% and 25%. Taking 20% on the example above gives 100 orders, and equates to per order generated.

8 RESEARCH Our research services delivers quick, accurate information for you. The team are masters of extracting relevant, unbiased responses. We can use our wide database to select the sectors you want to research, and this can be a mix of sectors, based in a particular region or representative of the wholecountry. We would suggest that 100 or 200 completed surveys are robust to be making decisions from, with the greater quantity being needed when you spread across more sectors. We take your brief of what you want to ask, shape this into a teleresearch script and gain your final approval before calling commences. Once the calling is complete our data team validate the data, ensuring questions have been answered fully and appropriately. With anything needing more probing being passed back to the operator to re-call and get clarity on the response. After this we compile the summary report, which takes every question and summarises the answers to give you top line results. You also receive the full data set of all that completed the survey including contact details and the responses to all questions this allows you to drill right down to individual responses. RESEARCH CAMPAIGN INGS Costings for research is based on the number of completed responses required, and the number of questions to beasked. All costs include data rental, telemarketing and reporting. NUMBER OF QUESTIONS COMPLETED RESPONSES REQUIRED Up to 4 1,910 2,900 Up to 6 2,120 3,740 Up to 10 2,720 4,960 More than 10 POA POA

9 BUYER S BOX The Buyer s Box gives you the bespoke opportunity to place your product(s) directly into the hands of key buyers at group HQs or large independents including group buyers, development chefs, operations directors and managing directors. This innovative direct mail initiative is followed up one week later with a personal telephone call from the specialist telemarketing team at H2O, allowing you to gain valuable feedback. The ultimate aim is to acquire as many quality sales leads for you as possible, whilst agreeing an appointment for your sales representatives to affirm within a recommended 24hr period. This enables you to measure your return on investment and provides you with unrivalled brand exposure. If you do not have a suitable product for mailing, you can supply a branded gimmick item under the 10kg weight and size limit, the options are endless! Combined with your choice of a three or six month advertising campaign within your chosen sector, the Buyer s Box package allows you to directly target 100 buyers you are not currently working with, whilst promoting your brand within the relevant vertical press title. This will reinforce your key message to thousands of additional buyers each month throughout the campaign. HOW IT WORKS 1. Select a target sector from the following group & independent operators; Contract Caterers School Meals i.e. Local Authorities, Large Academies, Private/Independent Schools Universities/Colleges Pubs, Bars Coffee Shops, Cafes & Bakeries Hotels Restaurants 2. Supply your product(s) to H2O head office you have up to 10kg in weight and A4 size. 3. H2O will provide and pack your Buyer s Box with your product(s) and sales literature (potentially an intro letter which you can supply on company letter head). 4. H2O will post out 100 boxes directly to named buyers from your selected target sector. 5. The specialist H2O telemarketing team will then follow up with each buyer with the ultimate aim of agreeing a sales appointment. 6. The above activity is combined with your choice of 3 or 6 full page magazine adverts within your chosen sector B&I Catering, EDUcatering, TUCO, Pub & Bar, Out of Home, Hotel F&B and Casual Dining. 7. H2O will send you a daily report during the calling campa with feedback and details of appointments generated. A follow up call by your sales representative(s) is recommended within a 24hr period. 4,750 Three month Buyer s Box campaign 6,000 6,000

10 PRICE GUIDE ACTIVITY PROJECT QTY ROI MEASURE Direct Mail Product Sampler Letter & A5 brochure 10k 5,120 N/A A4 brochure 5k 2,914 N/A 500g sample(s) in a tube or presenter box 500 2,265 Free follow up to 50 recipients 175g sample(s) in a jiffy bag 1k 1,945 Free follow up to 50 recipients Market Report Builder Telemarketing: Appointment Generating 15 question research, summary report, editorial feature & whole page + data Additional option to Market Report: Public report design, pdf, 500 printed copies and 5k broadcast Mail A5 brochure/flyer & letter, telemarketing appointment setting 200 6,400 N/A 1,720 broadcast report 500 3,082 Leads generated Telemarketing: Telesales Telesales to wholesaler data 500 2,660 Sales generated 4 questions, 100 completed surveys & report 100 1,910 N/A 4 questions, 200 completed surveys & report 200 2,900 N/A Telemarketing: Research 6 questions, 100 completed surveys & report 100 2,120 N/A 6 questions, 200 completed surveys & report 200 3,740 N/A 10 questions, 100 completed surveys & report 100 2,720 N/A 10 questions, 200 completed surveys & report 200 4,960 N/A Buyer's Box 3 month direct mail campaign 100 4,750 Daily report and leads generated 6 month direct mail campaign 100 6,000 Daily report and leads generated

TUCO MEDIA PACK

TUCO MEDIA PACK 2019 0345 500 6008 www.h2opublishing.co.uk CONTENTS INTRODUCTION CIRCULATION & AUDIENCE PRINT - THE MAGAZINE DIGITAL DIRECT MARKETING EVENTS TESTIMONIALS FEATURES LIST RATE CARD TECHNICAL