UNFI Educational Series. Part Three Marketing. discover. what s. next

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1 UNFI Educational Series Part Three Marketing discover what s next

2 Introduction So you re all set up, product is getting to the DC, and now we need to move it. UNFI Marketing to the rescue. Your Supplier Manager (SM) will be your strategic partner and will help you discover what s right for your brand and business as we enter new markets and reach new customers. Plan New to UNFI? Go meet with your Supplier Manager. Emerging brand? Go meet with your Supplier Manager. Established industry giant? Go meet with your Supplier Manager! Sensing a theme? Good! Annual planning sessions help to keep everyone on the same page and working towards the same goals. Choose a date and time and don t forget to bring your promotional calendar! Speaking of goals. The Checklist The Past What was good from the previous year? What needs work? Be prepared to discuss your sales numbers and growth with your SM. The Present Where are your items located? What kind of movement are you seeing? What are the trends in the market? The Future Here s where it starts to get fun. What are your goals with UNFI? Sales growth? Total stores carrying your product? Category domination? Your goals become the driving force for you and your SM to develop the best plan for the future through promotions and advertising. Marketing Programs As an industry leader with a dedicated Marketing Department, UNFI will work with you and your budget to create the most effective way to achieve your goals. During your planning session, your SM will work with you to create the best plan to achieve your goals. Now let s talk about all the different options that UNFI has available. Getting Started Annual Advertising Agreement This is the first step towards growth with UNFI. It is truly the beginning of partnership, and UNFI sees it as a sign that you re serious about growing. The agreement comes in eight tiers of partnership, and working with your SM will help you decide which package is best for your needs. So, why an Annual Advertising Agreement? 1

3 Benefits Ads in the Monthly Specials (Discussed below). Unlimited monthly promotional listings. These are $150 to $175 per item without an agreement. FREE inclusion in the New and Now publication (Discussed below). Without an agreement, this feature is charged $550 to $2,600 depending on number of DCs. Discounts on most marketing programs. Reduces future activation fees from $300 per item per warehouse to $150. Higher Ad Agreement levels can include these benefits: Cover Ads Seasonal Essential Ads UNFI Customer Portal Product Listing Page Ad Supplier Brand Sheet Posted on UNFI Customer Portal. Catalog Advertising The Monthly Specials and Wholesale Biannual Catalog are UNFI publications sent to all UNFI independent accounts. These catalogs are used as an ordering tool, but they also provide the retailers with insight into UNFI s new offerings, items on promotion, and new opportunities for them. Ads and item listings are included through the Annual Advertising Agreement. New Product Marketing You ve got the next big thing in production. UNFI has it in house. You have your promotions lined up and you re ready to go. Let us help you get the word out so we can get some product moving. New Products Monthly Specials In the front of the Monthly Specials book, there is a full color section with information for prospective customers about new items. This is free with the Annual Advertising Agreement. New and Now This monthly magazine is sent to customers as well as the UNFI Sales Team. There are color ads and advertorial options available to highlight your brand, products, and attributes on new items. This is free with an Annual Advertising Agreement. New Item Webinar This monthly call with the UNFI Sales Team allows the Supplier Management team to present new items and support the launch. 2

4 Speed to Market This program provides free fills of each new item to nearly 350 participating independent accounts nationwide. Stores commit to stocking each item for at least 3 months. Please note that this program is not a fit for all brands and is not a program to force entry into a specific DC. Work with your SM to determine if this program is a fit. Situational Marketing This brand new program gets your message where it needs to go. This targeted blast allows customization to engage the right audience. Each use of this program comes with engagement reporting that shows how effective your message was. Some examples of the program may include: Back in stock after long-term out Major new certification change Substantial product innovation Free fill program on new items Seasonal Marketing It s not always what you re selling, but when you re selling it. It s essential to have the right products in the right place at the right time. Speaking of essential Seasonal Essentials This program provides themed publications and point of sale materials which help to generate maximum sales. It is perfect for those who want their items to be a part of seasonal, holiday, and themed sets at the retail level. Winter Holiday Essentials Be ready for the holiday season by getting involved in this program. Participation helps to generate sales for one of the busiest times of the year through its festive color catalog that is published in May. This gets out ahead of retailers promotional planning. Holiday Fare Pre-Order This program is for in and out items during the holiday season. Focuses include: Valentine s Day, Easter and Winter Holidays. Shipper Push This monthly pre-order program features a maximum of 20 shippers. Once chosen, electronic distribution is sent out to UNFI Sales, customers, and brokers. This program encourages stores to promote and display your items. 3

5 Online Marketing The future is increasingly digital, and UNFI offers advertising catered to our online customers. It is essential to display your product on the path to purchase. UNFI Customer Portal Advertising This program allows you to advertise to customers from all channels with customized options. Work with UNFI to choose your perfect package from banner ads, seasonal options, and featured brands. You can track specific response data monthly through automated reporting sent to you upon completion of your campaign. Honest Green ecommerce Marketing This program targets the fast growing area for supplements, cleaning products, and groceries. There are customizable web, , and sample options that you can choose from. This program helps to reach etailers through UNFI s ecommerce division, Honest Green. Deep Deals When volume is the name of the game, it s important go get the word out and develop an enticing price structure. These programs can help. Hot Sheets This monthly program provides the sales team, broker community, and retailers with a sell sheet and form for turnover ordering. It targets all channels with deep discounts. Discounts of 20% MCB are matched 10% from UNFI. Discounts of 25% MCB are matched 15% from UNFI. Volume Deals Promotions are published in the Monthly Specials book. These tiered discounts incentivize high volume purchases. UNFI provides escalating contribution depending on how much is offered by the supplier. Deals of Massive Discount Deals of Massive Discount (DMDs) are best used for high volume items with wide distribution. It operates on a one month promotional period featuring deep deals, up to 50% off a regular deal. The goal is to create a single price point per brand. This is available for all UNFI accounts and the deals are ed to the UNFI sales team. Foodservice These programs reach the growing market of restaurants, delis, cafeterias, colleges, hotels, convenience stores, and more! Triannual Catalog Advertising This catalog provides an opportunity to advertise and have your items seen. The product assortment is hand selected and allows you to promote your brand and create awareness for your foodservice items. If you choose to upgrade to a package 4

option, you can create a comprehensive advertising program featuring web and e-mail marketing. Get it While it s Hot! This bi-monthly publication promotes new and trending products in foodservice.

UNFI Tabletop Shows UNFI holds shows every year that give your team the opportunity to see and be seen.

6 option, you can create a comprehensive advertising program featuring web and marketing. Get it While it s Hot! This bi-monthly publication promotes new and trending products in foodservice. This is a great opportunity to promote trending products and get your brand in front of the UNFI Sales Team and Foodservice customers. UNFI Tabletop Shows UNFI holds shows every year that give your team the opportunity to see and be seen. Tabletop shows give you visibility to top UNFI customers, the UNFI Sales Team, and other suppliers. You will have the opportunity to showcase your new items, build sales, and promote seasonal items. Retail Activation Go straight to the end customer with these programs targeted at the independent customer. Circulars Natural Connection and Healthy Advantage The UNFI circular program has long reached consumers of independent retailers. It is a trusted, monthly publication that concentrates on price points for the consumer. It has been proven to drive sales, placement, and volume. This program is unique by DC and open to all suppliers with strong placement in the independent channel. HEALTHY Clippings This digital coupon program allows you to offer incentive for customers to try your product. The coupons are easy to use and drive sales. Truck Fleet Advertising UNFI s massive fleet is seen across the country. Shouldn t you be, too? These billboards on wheels are targeted by UNFI DC to amplify your consumer marketing impressions. 5

next 2018 Supplier Marketing Programs what s discover get your message out to the right people at the right time

2018 Supplier Marketing Programs get your message out to the right people at the right time discover what s next 2018 Supplier Marketing Programs Page 1 CY '18 Edition - 6/2017 Build a Program that Works