Monmouth Council 2014 Popcorn Sale! 2014 Trail s End. All rights reserved.

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Winifred McDowell
5 years ago
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3 2013 Review Trail s End Direction Monmouth Council 2014 Product Enhancements 5 Steps to Success Sale Specifics Key dates Commission Structure Incentives

4 2013 Sale Review Gross Sales $533,775 Return to LOCAL Scouting $382,189 Containers 31,236 Avg. per Container $17.08

5 Return to Scouting per Container $14.00 $12.00 $11.67 $12.42 $12.47 $12.24 $10.00 $8.00 $6.00 $8.27 $9.53 $10.17 $4.00 $2.00 $

6 Top-Selling Units Unit District Total Sales Troop 137 Twin Lights $30,325 Pack 66 Twin Lights $22,635 Pack 11 Twin Lights $20,995 Troop 82 Thunderbird $17,845 Troop 290 Battleground $17,090 Pack 137 Twin Lights $16,660 Troop 49 Thunderbird $15,990 Pack 155 Battleground $14,900 Troop 71 Thunderbird $14,675 Pack 116 Battleground $14,400

7 2010 Consumer Spending 2013 Product Mix 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% Containers Dollars 20.0% 10.0% 0.0% High Dollar Items ($30-$55) Mid-Range Items ($15-$25) Low Dollar Item ($10)

9 2010 Consumer Ready-to-Eat Spending The ready-to-eat popcorn category is over $1 Billion and leading the growth in the popcorn category. Ready-to-Eat Category +23% in the current year. Higher quality and priced items are driving the growth. 13 Weeks Retail $ Sales ($MM) % chg. vs. PY 52 Weeks Retail $ Sales ($MM) % chg. vs. PY Ready-to-Eat $ % $ % Caramel Corn $ % $ % *Other Channels $ % $ % Total $ % $1, Estimate -- channels not covered by A. C. Nielsen

10 2010 Consumer Ready-to-Eat Spending Growth is driven both by flavors that have had long-term appeal and are new and innovative. The top 5 flavors drive nearly 80% of the category and most of the growth (A.C. Nielson) Top 5 Flavours 13 Weeks $ Sales ($MM) %Chg. vs. YAG % Share 52 Weeks $ Sales ($MM) % Chg. vs. YAG % Share White Cheddar $ % 26.9% $ % 30.5% Caramel $ % 17.7% $ % 19.8% Natural (Salt & Oil) $ % 17.7% $ % 15.2% Kettle Corn $ % 8.0% $ % 8.2% Butter $ % 6.6% $ % 6.9% Top 5 Total $ % 76.9% $ % 80.6%

11 2010 Microwave Consumer Products Spending Microwave butter products still commanding the highest market share Flavor $ Sales % of Total (Reported) % Chg. vs. LY Total with All Channels $979 2% Extra Butter $ % 1% Butter $ % 2% Butter Light $ % 12% Unpopped Kernels $ % 11% Kettle Corn $74 7.5% 5% All Other $52 5.2% 6% A C Nielsen 52 Weeks Ending 12/21/2013

13 2010 Consumer Spending Packaging Update

14 2014 Product Enhancements Chocolatey Caramel Crunch Made with Dark Chocolate

15 2014 Product Enhancements Premium Caramel Corn With Almonds, Pecans, & Cashews

16 2014 Product Enhancements White Cheddar Cheese Now available as a stand alone item

17 2014 Product Enhancements Cheese Lovers Collection Now with Buffalo Cheddar Cheese

18 2014 Product Enhancements Sweet & Savory Collection Now with White Cheddar Cheese

19 All Trail s End products have zero grams of Trans Fat

21 2010 Consumer Steps to Success Spending Set a Sales Goal Have a Unit Kick-Off Develop a good Communication plan Implement your own Incentives for the Scouts Use all the Selling Methods

23 2010 Consumer Spending Setting The Goal Scouts and Units who set sales goal sell TWICE as much Popcorn as those who do not set a goal. Scouts who set a sales goal average $626 in sales Units who set goals sell nearly $10,000 in popcorn The main reasons Leaders do not set goals: Don t know how Didn t think it was important

24 2010 Consumer Spending Setting The Goal Goals should be set ensuring that all Scouts have an Ideal Year of Scouting

25 2010 Consumer Spending Ideal Year of Scouting Let the Scouts Build their Ideal Year of Scouting Plan for 12 months of Scouting! Calculate the cost for the entire year s program plan Determine how much Popcorn you need to sell to fund the Ideal Year. Popcorn is the vehicle to get you where you want to go Set up your goal per Scout

26 2010 Consumer Spending Ideal Year of Scouting Why did you join Scouting? What do Scouts want to do? Think outside the box!

27 2010 Consumer Spending What Is The Ideal Year? Activity Cost per Scout Scout Camp $225 Overnight on Battleship NJ $60 Trip to Mystic Seaport $100 Catered Blue & Gold banquet $25 White water rafting/campout $100 Fishing Trip $35 Minor League baseball game $20 Camporee $20 Holiday party $15 TOTAL COST PER SCOUT $600

28 2010 Consumer Spending Setting The Goal $ 8,000 / 41% = $ 19,512 Budget Goal Unit Commission Unit Sales Goal $ 19,512 / 50 = $ 390 Sales Goal Number of Scouts Scout Goal $ 390 / $ = 23 Scout Goal Avg. Price per Container Container Goal

29 Activity Goal $ 700 / 41% = $ 1,707 Chartered Boat Cost Unit Commission Unit Sales Goal

30 Activity Goal $ 700 / 41% = $ 1,707 Chartered Boat Cost Unit Commission Unit Sales Goal $ 1,707 / 25 = $ 68 Sales Goal Number of Scouts Scout Goal

31 Activity Goal $ 700 / 41% = $ 1,707 Chartered Boat Cost Unit Commission Unit Sales Goal $ 1,707 / 25 = $ 68 Sales Goal Number of Scouts Scout Goal $ 68 / $ = 4 Scout Goal Avg. Price per Container Container Goal

32 2010 Consumer Spending Program Planner

35 2010 Consumer Spending Unit Kick-off This is often the first gathering of the new program year for Scouts and parents, so MAKE IT A FUN EVENT! Conduct games, have snacks, offer door prizes, etc. Review all the activities planned for the upcoming program year. Review the costs for every activity and the cost for the year. Review the sales goal for every Scout and demonstrate how a Scout can earn his own way. Review the different selling methods Show-n-Sell Take Order Online selling Review the safety tips

36 2010 Consumer Spending Unit Kick-off Safety Tips Never sell alone. Always sell with an adult and/or with a group. Never enter anyone s home Do not sell after dark. Always stay on the sidewalks and driveways Never carry large amounts of cash

38 2010 Consumer Spending Communication What is the message we want to deliver?

2010 Consumer Spending Communication Keep information

39 2010 Consumer Spending Communication Keep information about the sale up dated and in front of people Remind parents and Scouts of the sales goal. Promote the incentives and how to Earn your own way E-newsletters Unit website Weekly updates at Den and Patrol meetings. Scouts and parents about key dates as reminders. Utilize Social media

40 2010 Consumer Spending Utilizing Social Media Jonathan Goodwin Nation s Top Seller 2013 Total Sales: $31,216

41 2010 Consumer Spending Using Social Media

42 2010 Consumer Spending Using Social Media

43 2010 Consumer Spending Council Incentives

44 2010 Consumer Spending Bonus Incentives Sell $600 or more and receive a Zebco Prostaff Rod and Reel The top seller in the Council will receive a Surface Pro Tablet Weekly Fill A Sheet Giveaway begins September 8

46 2010 Consumer Spending Selling Methods Show-n-Sell Have Scouts set up in front of a store and sell. Book locations many weeks in advance Take Order Scouts use order forms to sell to family, friends, and neighbors Online Selling Sell to friends and family far away Visit for more

47 2010 Consumer Spending Key Dates Show & Sell/Blitz orders due: August 25 Take Order Sale begins: September 2 Show & Sell/Blitz distribution: September 5 Show & Sell/Blitz product return: November 1 Take Order & Prize order due: November 3 Take Order distribution: November 14 Final Payment: December 12

48 2010 Consumer Spending Unit Commissions Base Commission: 31% Prepare your Unit for the sale: 5% Sales Success: 5% Commission Potential 41%

WELCOME! 2012 Popcorn Kickoff

WELCOME! 2012 Popcorn Kickoff 2012 Popcorn Sale What s in it for YOU! 1. Exciting NEW products and improvements 2. One-stop shop at www.trails-end.com 3. Simple steps for GROWING your sale 4. Best ways