Marketing Opportunities 2013

Marketing Opportunities 2013
MikQuinlyn Speller
Thermo Fisher Scientific
Temporary Marketing Communications Specialist
Checkweighers, Metal Detectors, and X-ray
Inspection
What do customers actually say?

Decision-makers
My suppliers need to be
willing to take that extra step
to help me.
I want more information
about product features
related to my needs.
Influencers
Cost can be outweighed by

performance and service.
Make my business personal.
Be a real partner!
The best relationships are
about service: what I need,
when I need it.
PI suppliers are
commodity providers.
Proprietary & Confidential
How can we support the sales teams?

Communicate strategies for product growth and diversification
Provide materials, resources and training to help us better understand
our offering and its benefits
Tools to answer the tough questions during sales calls
Inform us and our customers about service improvements
Facilitate open communication and better responsiveness
Commit to being there for us in every way we can true partners
Sales Trends for 2012

Specialty food is among the fastest growing industries in the U.S., with sales skyrocketing by
22.1 percent between 2010 and 2012. Last year, dollar volume for the industry grew an
impressive 14.3 percent.
Total specialty food sales in 2012 topped $85.87 billion.
Cheeses and Cheese Alternatives is the largest category, with $3.6 billion in 2012, followed by Yogurt
and Kefir at $2.3 billion.
The fastest-growing categories include Energy Bars and Gels, Shelf-Stable Functional Beverages,
Frozen Fruits and Vegetables, Yogurt and Kefir, and Eggs.
Snacks had the most new product introductions, followed by Meat, Poultry and Egg Products.
Snacks led all categories in new product introductions, followed by Meat, Poultry and Egg Products.
Gluten-free food (38 percent) and convenient/easy-to-prepare (37 percent) were the most likely
characteristics to be included in manufacturer development plans for 2013.
Average annual sales for specialty food manufacturers are $1.71 million.
Ninety-five percent of specialty food manufacturers recorded sales increases in 2012
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What Did Marketing Do In 2013
Has focused on customer responsiveness ???

Telemarketing agency has followed-up on leads within 2 hours
Increased marketing presence in Europe
Thermoscientific.com/myPI web self-help site has helped customers have information at
their fingertips
24 tradeshows WW
35 usTube Videos
5 Webinars
4 white papers, 5 press releases and Kelley Foods case study story
130 article placements globally
Big changes for 2013 continue in 2014

Partner in Product and Processing Improvement - Implementing the new message
across media Working with Larsen and Jeff to create a cohesive campaign
Continuing the reduction in tradeshow spend by utilizing the tradeshow expense
tracker and prioritizing shows
Focused web presence that allows us to partner and educated customers
Maximizing our online tools such as RevBase, Volkart May and Eloqua
Choosing more viable internet marketing in Europe and Latin America
Organizing nurturing program and maintain lead gen efforts
Continuing to reduce printing costs by going more online/ print-on-demand
MarCom 2014 - Our Future

Focus: our Partner in Product Inspection
Our commitment to personalized service means delivering on what customers say they want
Moves conversation away from commoditized products and toward idea of long-term value
Thermo Scientific values their business and seeks to understand their needs on an ongoing basis
Better matrix information collected from each media source within the
media mix
Increase online advertising and generate a more cohesive message
across all media
Increase use of the sales fronts and all planned owned and paid media
Utilize social media platforms with the use of the corporate online
platforms for better tracking of return
Increase brand awareness through catchy, trendy advertisement that will
generate positive word of mouth.
Working with our corporate, marketing automation, social media
What is the relevance to customers?

Faster:
- Addresses ongoing need to do more in less time
- Speaks to service responsiveness
- Appeals to prospects desire to improve productivity, get fast answers and parts fulfillment
Better:
- Addresses our commitment to continuous product innovation
- Speaks to our unique capacity to review customers overall PI processes and make
strategic recommendations for improvement
Together:
- Says that the purchase order is only the start of the relationship we will be there to help
improve productivity, cut costs and protect brands
- Speaks to prospects need for a PI supplier that takes an active interest in their success
Faster. Better. Together.
Campaign rollout
Internal Training end of December (tentatively)
Pitch presentation modified and given to Thermo Scientific staff and external sales support
PDF and/or brochure explaining campaign/relevance to customers (provided via email and
myPI)
Wallet card for sales mock customer scenarios with appropriate key message tie-in
Print advertising January through April

Focus on Faster. Better. Together.
High-level value proposition build first of each month

Customer email blast and direct mail, each with strong call to action
PDF reinforcing relevancy of each message to customers (posted to myPI and emailed)
Integration of key messages to website

Intranet postings of key campaign materials for employee awareness
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Campaign rollout Value proposition build

January Tap into industry-leading support
Content to begin conversation of Thermo Scientific efforts to improve customer support
Call to action: Sign up for our eNewsletter to hear more about our improvements
February Expect exceptional solutions

Content to showcases customer stories and/or challenges
Call to action: Submit our story/challenge
March - Consider our expertise ours

Content to reinforce webinars and general sharing of ideas
Call to action: Submit our ideas and/or sign up for an upcoming webinar
EXPOs our partner in product inspection
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Print Marketing Review 2013
PR Representative
Sophia Dilberakis Principal
2012 was $41,941.
2013 should end around $45,000.
Monthly retainer $2250 (This includes all non-writing time expended on the relationship. It is based on 10 hours per
month)
$825 per product release, $1650 case history and $1650 white paper
Other charges. We do multiple interviews per year where I ghost write answers for us. Those typically take one or two
hours. The hourly rate is $225.
Presentations. I have been asked to review/edit presentations. Depending on the hours expended, those are billed
extra.
Minor charges. Press kit photocopying, FedExing, burning CDs.
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Lead Generation Volkart May

2013
For Thermo we have done inquiry qualification and lead
generation campaigns for service, warranty and renewal
opportunities. We also did a lead generation campaign for
Nextguard. We have discussed trade show pre and post
calls to drive attendance and follow up after the show to
contacts who stopped by the booth to lead score to find the
qualified opportunities.
Nurture the leads into warm or hot leads
More touches to better engage prospects and current
customers
Can begin to market by vertical market, product line and
country much more easily with Eloqua in Q1 2014
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2014
Opportunities:
8.) We need to improved the retouch process set perimeters on when
we retouch cold leads.
9.) Documentation on why there is no interest, reason codes, so we
can send back through the funnel after 6 months
10.) Phone follow up Q1 for all cold leads left from the year before.
11.) Should we incorporate a direct mail, email, and eblast with info,
whitepaper, a month after follow up?
Cold call list:

12.) 5 hrs for the report a lot of manual work. Should we pull monthly,
every 3 months, or once every 6 months???
Who is doing this now? Ask Martin
Conversions were high, what happen?
13.) Nextguard campaign- Conversions were high, what happen, how
many sales resulted from these calls?
14.) Should we do this for new Xperts?
End game:
15.) Where is other data like competitor information?
16.) Would like to see more training and visits to Thermo
17.) Sending over any and everything marketing to Shannon asap. ex.
Campaign information and release plans for print and online pushes.
18.) Make sure emails for sales efforts are sent to Shannon.
19.) Setup meeting for second week of December.
20.) We need to collaborate for ramp up for every new campaign. How
can we do this better?
Lead Generation PI
PI will appoint a task force that will include inside sales, field sales, marketing stakeholders, sales management, marketing
management to:
- Define what constitutes a lead
- Construct service level agreements for each lead stage
- Identify who would control the conversation at each point in the buyers journey
- Determine the type of message and a call to action for each stage
- Secure buy in across all constituents
PI will build a matrix to map the buyers journey to its sales cycle, and based on that resource, we will determine the right
content for each touch point.
We will create a scoring program that uses explicit and implicit data to determine the lead rating which segments leads into
suspects, MQLs and SQLs, and ultimately defines ownership, action, and nurture.
We will start off with two simple nurtures and gradually expand the program as we improve segmentation and targeting
We may need to engage a partner to help design and implement these programs.
For example DemandGen - http://www.demandgen.com/
DemandGen is a global consulting firm helping companies deploy and utilize marketing automation and CRM systems
including Eloqua, Marketo and Salesforce. We are the trusted advisor to the world's leading marketing and sales teams
combining superior service, business process, and technology expertise.
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www.thermoscientific.com/mypi
Have have more than 370 customers registered
Over 720 items available and adding more to the site every week!
Goal to have more 1,000 customers registered by June 2014
Will work with developers to maximize our usage of the RevBase
technology
Will advertise this with direct mail piece, newsletters, PI website,
storefronts and on all eBlast for 2014 to existing customers to increase
registration
Working with printer to begin a direct fulfillment process
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Video / Photography
2014- Video has become one of the primary ways people consume information and companies market products. Clearly, marketers need
to create engaging, fun videos as part of their marketing efforts. Read more:
http://www.marketingprofs.com/articles/2013/10040/how-to-turn-our-office-into-a-video-studio#ixzz2nfgfqTdz
Cost of In- House studio: $1,000
Video
Xpert S Sideshooter Product Launches Sept. 2013 B. Ries
Wrap up MyPI CW and XR Troubleshooting videos Sept. 2013 T. Hoskins
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Tradeshow / Promo Items

Exhibit at 25 shows, but minimize costs
Exhibited at 25 shows in 2013.
Decrease tradeshow budget by minimizing freight costs. I.E., only ship graphics and
video capabilities for smaller shows.
Increase webinars. We received great opportunities from webinars this year, and
webinars are just another way to reach leads similar to that of a tradeshow
Introduced the Tradeshow planning document
2014
Exhibit at 16 shows, but minimize costs

Decrease tradeshow budget by minimizing freight costs. I.E., only ship graphics and video
capabilities for smaller shows.
Increase webinars. We received great opportunities from webinars this year, and webinars
are just another way to reach leads similar to that of a tradeshow
Increase use of the tradeshow planning document to increase budget tracking
Will engage Corporate tradeshow team and hire Program Specialist to take our tradeshow
presence to the next level.
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Tradeshow Review 2013

2013
Interphex
WestPack (Through Thermobucks, however budget $3k for shipping)
IPE/IFE 2013
NWFPA
IFPAC Baltimore E-Scan
IDF (dairy), Chicago, IL Nov 3-6, 2013 (co-located with Process
Expo) E Scan
PackExpo Las Vegas 2013
ProMat (Warehouse CW Show)
Cal. League food Processors (demo from UC Davis) E Scan
WI Cheese Industry Conference (tabletops only) E Scan
Europe
Propack Africa 2013
IFFA (meat) Germany, Messe Frankfurt May 4-9th, 2013
MeatUp, Birmingham, UK
PharminTech - Italy
Latin America
Expo Pack Mexico - June 18 21
Fispal Brazil (split with ISO) - June 25 28
AndinaPack l (split with ISO) Colombia
Open house ( Mexico, Brazil, Argentina, Chile)
Technocarne, Sau Paulo, Brazil - August 13 - 15th
China
ProPack China 2013
China Pharma
GuangZhou Sinopack
China Dairy Forum
China International Pharmaceutical Machinery Exposition
Food Safety Shanghai
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2014
WestPack NWFPA (ISO show, but Thermo gives dollars to show
and sends equip.)
IFPAC - E-Scan PackExpo Chicago
Modex (Warehouse CW Show)
CLFP - E Scan tomato show
ICTE - E Scan cheese show
PTXi - International Powder & Bulk Solids 2014 - Bulk and PI
RPMI July Open House
Europe
ProPak Cape 2014
PROPAK East Africa - 1st-3rd April in Kenya (have book and paid
for the stand)
Empack 2014
Latin America
Expo Pack Mexico
Fispal Brazil Expoalimentaria slipt with ISO
ETIF / Pharma in Argentina (Split with ISO)
China Trade Shows
ProPack 2014 China Dairy Forum
China International Pharmaceutical Machinery Exposition
Food Ingredients China 2014
2013 Marketing Materials
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Find itbefore someone else does
Speaks to the customer in a humorous
Way but still conveys a serious message
That speaks to all our target market in a bare
Bones manner. The find it campaign is a
product of market research and trend analysis
Of the food inspection customer base. PI customers
Have stated they feel, The best relationships
are about service: what I need, when I need it. Finding
Problems and saving my brands reputation for quality, dependable
products to uphold productivity, profitability and brand integrity.
Find it will run for all of 2014; releasing a new product
line ad monthly, in Q1 and Q3 for a total of 8 ads
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What is the relevance to customers?

Faster:
- Addresses ongoing need to do more in less time
- Speaks to service responsiveness
- Appeals to prospects desire to improve productivity, get fast answers and parts fulfillment
Better:
- Addresses our commitment to continuous product innovation
- Speaks to our unique capacity to review customers overall PI processes and make
strategic recommendations for improvement
Together:
- Says that the purchase order is only the start of the relationship we will be there to help
improve productivity, cut costs and protect brands
- Speaks to prospects need for a PI supplier that takes an active interest in their success
Faster. Better. Together.
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Faster, Better, Together was developed by Larsen in 2013 with poor ad
execution. These key messages (or value propositions) identify with the
improvements we help customers make in the areas of quality, cost,
throughput, uptime, scrap/rework reduction, compliance, knowledge
about their products/processes and ultimately market share and profits.
Tap into industry-leading support (Faster)
Expect exceptional solutions (Better)
Consider our expertise ours (Together)
We plan to finish the creative for this campaign along with the
whitepapers and other literature
To back up the claim and gradually release this ad campaign.
Faster, Better, Together will run for all of 2014; releasing a new product
line ad in Q2 and Q4 for a total of 2 ads.
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Campaign rollout
Internal Training end of March (tentatively)
Pitch presentation modified and given to Thermo Scientific staff and external sales support
PDF and/or brochure explaining campaign/relevance to customers (provided via email and
myPI)
Wallet card for sales mock customer scenarios with appropriate key message tie-in
Print advertising April through June and October through December

Focus on Faster. Better. Together.
High-level value proposition build first of each month

Customer email blast and direct mail, each with strong call to action
PDF reinforcing relevancy of each message to customers (posted to myPI and emailed)
Integration of key messages to website

Intranet postings of key campaign materials for employee awareness
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Campaign rollout Value proposition build

April Tap into industry-leading support
Content to begin conversation of Thermo Scientific efforts to improve customer support
Call to action: Sign up for our eNewsletter to hear more about our improvements
May Expect exceptional solutions

Content to showcases customer stories and/or challenges
Call to action: Submit our story/challenge
September - Consider our expertise ours

Content to reinforce webinars and general sharing of ideas
Call to action: Submit our ideas and/or sign up for an upcoming webinar
EXPOs our partner in product inspection
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Literature Updates
2013
Brochures
App Notes
Whitepapers
Line Card
MyPI business cards
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2014
White papers
App notes
New high-level PI catalog
Creation of CW controller and weighframe brochures
New brochure for test pieces
New brochure and combo systems
SEM
2014
What we are looking for in a SEM/SEO Local Agency Currently Reviewing Nina Hale
No Presence in Non-Branded Search Opportunity
Thermo Scientific is not bidding on any Non-Branded search terms germane to its product suite and service offering
Non-Brand search is a powerful and effective tool to grow a customer base and will lead to more brand searches, more sales, and more overall brand
awareness and affinity
Searches for specific Thermo Scientific products can be garnered on a controlled budget geographically and targeted in and or around target locations
Potential Initial SEM Strategy Outline

Expand Brand Buy
Reorganize/Augment account with tightly themed ad groups with every product on the www.thermoscientific.com/productinspection platform
There is a strong opportunity to capture low-hanging fruit in a more comprehensive brand presence
Create truly custom ad copy And test, test, test
Continue testing new creative messaging and offers within SEM ad copy to persistently enhance the campaign & improve efficiency
Build & grow non-brand customer acquisition campaigns
Direct online products sales represents a tremendous opportunity in SEM
Off-line spa visits can be generated online and in large scale from paid search campaigns
Sustained SEM Program

Google adwords (English only), Google adwords Spanish, Google adwords - EU lang. #2 (French), Google adwords - EU lang., and#3 (German) Google
AdWords management
Total = $78,000 = $6, 500 a month (Agency gets 15% of yearly budget we can afford $975 a month $11,700 per year towards an agency)
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SEO
SEO Off Page Optimization Beginning July 2014
By developing a content and link development program, we improve upon authority metrics. Off-page strategies include but are
note limited to the following:
Keyword and competitor monitoring
Strategic content development
Targeted content distribution
Social media monitoring and integration
Enhancing both inbound and outbound linking strategies for the site, enhancing search-ability and authority measures
SEO Methodology
Research market competitors, niche, keywords
Review - website
Enhance - on page modifications
Publish - content, lit updates
Promote - via link building and distribution
Analyze - monitor and report
To impact organic rankings in a meaningful way that significantly grow (Blissworld.com )organic traffic and prospects, SEO must
be treated as an ongoing opportunity.
Each month the vendor will provide:
On page optimization review and suggested improvements around technical SEO issues and best practices
Keyword monitoring/rankings
Content creation (optional service)
Link development
SEO consulting and support to ensure the long-term success of our campaign
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Owned Media / Earned Media 2013

2014 The main types of media are:
1. Paid media. Simple. Paid or bought media are media where there is investment to pay for visitors, reach or conversions
through search, display ad networks or affiliate marketing.
2. Earned media. Traditionally, earned media has been the name given to publicity generated through PR invested in targeting
influencers to increase awareness about a brand
3. Owned media. This is media owned by the brand. Online this includes a companys own websites, blogs, mobile apps or their
social presence on Facebook, Linked In or Twitter. Offline owned media may include brochures or retails stores.
Note: Some identify company owned social media as a separate channel from owned media, but social media cuts across all three.
Work with corporate social media team to setup accounts. Schedule articles and maintenance for all social media sites.
The top three ways to grow our accounts are:
1. Provide value - "If us sell something, us make a customer today. But if us help someone, us can create a customer for life.
- Jay Baer, author of ustility Why Smart is about Marketing Help not Hype
Offer valuable content such as whitepapers ebooks, checklists, etc. in exchange for their contact info
2. Tell people - Put our social links on our microsite or TeamSite pages
Email our customers
Promote our accounts internally
iConnect ad
Email our colleagues
Integrate with marketing campaigns
Live tweet during events
New product launches
3. Buy some friends A little bit of paid promotion goes a long way! Best Practice: Only promote content that is owned, not curated.
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Social Media Marketing Review 2013

In 2014,we will use content marketing software and social
media management to manage our social media and
content marketing activities are essential to our success.
They improve efficiency by streamlining workflows,
effectively organize groups and allow users to measure
success through monitoring conversations and metrics.
We will work with Thermos Social Media team to increase
and improve our social presence.
Thermo Social Media Contact SarahMcGann and
Marlene P. Gasdia-Cochrane eMarketing Specialist, Social
Networking and Online Media
http://org.iconnect.thermofisher.net/sites/Marketing/Digital
Marketing/SocialMedia/Pages/default.aspx
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2013
Tradeshows
Summit Media Group Tradeshow Feb. $2,848.00 and Oct.
$10,538.00
Total $28,156.30
Outside Services
Summit Media Group Outside Services 2013 July $5,697.00
Total $5,697.00
Advertising and Trade Mag.
Jan. $5,267
Feb. $5,267
March $6,976
April $6,815.67
May $14,221.67
Jun. $ 5,565.67
July $7,406
Aug. $11,962
Sept. $20,413
Oct. $-3,132.00
Total $80,762.01
Grand Total: $99,845.01
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Packaging World Review 2013

Packworld Leads 2013
84 Packaging Insights Newsletter 2013-10-09
97 Spotlight on Pack Expo Newsletter 2013-09-17
82 Packaging Insights - 9/13/2013
70 Spotlight on Pack Expo Newsletter 2013-09-09
102 Spotlight on PACK EXPO - 9/5/2013
723 Thermo Scientific Serialization Playbook - 2013-05-15 (Healthcare packaging)
79 Thermo Webinar 2013-04-25
0
Packaging Insights - 3/6/2013
192 Packaging Insights Exclusive Sponsor - 1/21/2013
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Total as of 10/2013
2092
Packaging World Review 2014
Grand Total: $77,727 3% = $75,395.19

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2013 = $0
May 10, 2011 total invoice $21,800
November 21, 2011 total invoice $17,000
2014
Print Recommendations
July- Buyers Guide Full Page advertisers receive a complimentary full page supplier
profile. Ad Unit: Half Tabloid/ Standard Page, 4C Rate: $4200.00 net/ insertion
October: INSIDERS GUIDE Pack Expo Special Edition Full page advertisers receive a
complimentary full page Featured Exhibitor profile. Bonus Distribution: Pack Expo
Online Recommendations
Packaging Digest Direct- NEW ONLINE BUYERS GUIDE Inform Package: $2350
Food & Beverage Packaging Newsletter: twice per month to 34,000 recipients.
Rate: $700/Sponsorship
Webcast: shared sponsorship in July $7,500
Admails eblast: $5000 minimum custom e-newsletter
Digital edition sponsorship ad: per issue video /flash blow in ad inside the issue $515
Recommended Months: January, February, May, August, September, October and
November/December.
(2) New Key Word Sponsorship Opportunities Rate: $600/ month per key word- 3
month minimum. Possible keywords: Food safety, food packaging, inspection,
Pharmaceutical packaging, product safety, serialization, and weighers
- Complimentary full page featured exhibitor profile in the INSIDERS GUIDE
- Complimentary Featured Exhibitor Profile in the Pack Expo INSIDER
- (1) Complimentary Pack Expo Show Alert, Alerts are deployed to 60,000 recipients.
Total = $21,465
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2013 Pack Expo

May/June Expo Pack Mexico Supplement Page 4C =$2300
July/Aug. 1 Page 4C $4146.43
Sep./Oct. 1 Page 4C $4146.43
3X Rate: 15% Agency Discount, 15% PMMI Member Discount
Show Package
Packexpo.com Event Map Logo $300
Pack Expo Show Daily Tabloid Page, 3 Days $7420 less 10%
Discount for ads in PMT and packexpo.com $6678.00
Total = $19,870.86
2014 Proposal
May/June Expo Pack Mexico Supplement Page 4C = $2,300
July/Aug. Page 4C $3,020
Sep./Oct. Page 4C $3,020
1/2 Page Footprints ad January/Feb 2014 $985.00
1/2 Page Web Connections ad, December 2014 $985.00
Includes 15% agency discount and 15% PMMI member discount
Electronic: PMT Direct (web site): Tile ad, 126w x 165h: $495 net
per Month
PMT Express - over 50K /Targeted leads = $1695 per month
for 825 x 75 Leader board (2) = $3,390
Total = $14,195
Pack Expo Opportunities:
PACK EXPO Show Daily - full page all four days. A proven way to increase
our booth traffic and promote our brand.
Full page, all four days:
$6005 net less volume discounts
2014 PackExpo.com
Product Categories $300 per subcategory Ensure that any attendee
searching via a product category sees our online listing.
Video Uploads $400 per video Videos enhance a listing and support our
marketing efforts.
Event Map Logo $300 per logo our company logo will appear directly on the
online attendee floor plan displayed within the attendee portals used by
registered visitors.
Online Floor Plan Logo Sponsorship $1,830 our company logo will appear
directly. Site Search Sponsor $5,000 our company logo will appear in the
packexpo.com search area.
Show Package: Full page advertisers in Jul/Aug and Sep/Oct will receive our
company logo displayed in the welcome banner at the entrance to the Show and
our PMT ad and booth number mounted on an ad tower on or near the show
floors.
1/2 page and larger advertisers in the Jul/Aug Pre-Show and the Sep/Oct At-theShow Issues will participate in the spread ad in Sep/Oct, a bold face listing in the
Show Pocket Guide, a product release in PMT Express, our monthly
eNewsletter, and will receive an executive summary of the newest PMMI
research study.
Total = $13,835
Grand Total = $28,030
Recommended Months:
Jan. Footprints - Allows us to present our companys products,

capabilities, services and key personnel to decision makers who purchase
packaging and processing machinery and components.
May/June Expo Pack Mexico Primer (Pharma) The EXPO PACK
supplement, compiled entirely in Spanish, is the essential EXPO PACK
reference from show producer and PMT publisher PMMI.
July/Aug. Pack Expo Pre Show Primer
Sept./Oct . (Dairy) Pack Expo At the Show Exclusive to PACK EXPO
International Exhibitors the Pre Show and At the Show supplements
Nov./Dec. Meat/Poultry/Seafood Pack Expo Encore
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BNP Media Group

2013
Food Engineering
Page 4 color $4300 Net 5x 1 FREE AD = $17,200 Net
2014 Food Engineering Recommendations:

January 1/2-PAGE ISLAND $6,970 BOGO and Free space in
PACK EXPO Show Portrait section (Meat and Poultry)
FOOD MASTER
End Sheet Page (4) 1 x 1 foot stopper = $7,500.00 Net
Color Catalogue Page B & W 1X
= BONUS
March CO-SPONSORED 1X $5,795, SUPPLIED VIDEO

POSTING $595 (Modex) Bonus distribution at Food Safety
summit
Foodmaster.com Page, B &W 1X 2 pages on-line & 1 banner

= No/charge
May MEDIUM RECTANGLE: ROS - ROTATING, 300 X 250 PX

$2,015, LIST RENTAL $1,000 (Metal Detection & X-ray
equipment) Interpack as a free bous
Digital Food Master Page, B &W 1X 1 banner = No/charge

TOTAL NET COST $24,700 NET
June MEDIUM RECTANGLE, 300 X 250 PX $1,865,

PODCAST $385 (Food Safety Management Systems and
Best Practices exclusive) Lead Advantage
November ARTICLE SPONSORSHIP $810, (Plant
Renovation and System Integration plus PACK EXPO)
free supplier profile
December: WHITE PAPER $385 (Weighing Equipment)
FOOD MASTER
End Sheet Page (4) 1 x 1 foot stopper = $4,500.00 Net
Color Catalogue Page B & W 1X
= BONUS
Foodmaster.com Page, B &W 1X 2 pages on-line & 1 banner
= No/charge
Digital Food Master Page, B &W 1X 1 banner = No/charge
TOTAL NET COST $24,320 NET
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Foodprocessing.com
2013
2 full-page, 4-color advertisements with Food Processing.
our negotiated advertising rate (which will be held for 2014)
is $3,300 net per full-page, 4-color advertisement.
Total 2013 marketing investment with Food Processing was
$6,600 net.
2014
3 Full-Page, 4-Color Advertisements @ $3,300 net per ad
insertion.
1 Full-Page, 4-Color Advertisement @ FREE as part of Food
Processing's Advertising Frequency Incentive Program.
Recommended Issues:
February (FSMA's Effects on the Plant)
April (Track and Trace Systems)
August (The Top 100 Food & Beverage Companies)
October (Advances in Meat/Poultry/Seafood Processing)
Total Investment of $9,900 net = 4 Full-Page, 4-Color Ads.
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Foodmanufacturing.com
2014
92.3% of Food Manufacturings circulation is comprised of General Administration, Plant Operations / Maintenance, and Engineering at
the companies involved in making buying decisions, in addition to 5.3% reaching purchasing professionals.
February Packaging, Food Safety, West Pack Sponsored Content Newsletters / Daily Newsletter :TOC Premium Boombox (300 x
250 pixel ad, 50-character/7-word headline, 200 characters or 32 words of text, and link): $1,880
April - Food Safety, Food Safety Summit List Rentals, With Leads= $375/ thousand emails, Remarketing $25 CPM, Whitepaper
Program- $1595.00 net
June Snack Foods East Pack List Rentals, With Leads= $375/ thousand emails, Remarketing $25 CPM, Whitepaper Program$1595.00 net
July Instrumentation & Weighing, Dairy Website and Remarketing Segmentation: Boombox or Expandable Boombox 300 x 250
pixels; Expandable opens to 500 x 250 pixels Expandable CPM: $52 Standard CPM: $47
August - Food Safety, Metal Detection, Vision, X-ray, and IAFP Annual Meeting Print: 1/2 Page $3,440
October - Food Safety, Metal Detection, Vision, X-ray, and Candy/Confection Print: French Door Cover Single Unit $1,695
Peel Back 100 x 100 pixels, opens to 500 x 500 pixels CPM: $60
November - Metal Detection, Vision, X-ray, Meat/Poultry, and PACK Expo Print: French Door Cover Single Unit $1,695
Sponsored Product 50 words or less of text and 75 x 75 pixel image CPM: $41
36
William Reed Business Media

Foodproductiondaily.com
2013
EMEA Half Page Banner Ad - per month
Expected return: 15,000 impressions per month 300 x 600 $2,500.00 2 $5,000.00
GLOBAL Supplier Info Center - per year
Expected return: Improve SEO results Text + Logo $1,000.00 1 $1,000.00
Purpose: Lead Generation with White Papers
EMEA Europe Eblast 9,402 list - per send incl. 2 months of archiving and listing
Expected return: Europe + Global leads with White Paper Text + Logo + White Paper $2,700.00 3 $8,100.00
GLOBAL Top Text Ad - Newsletter - per week incl. 2 months of archiving and listing
Expected return: Global Leads Text + Logo + White Paper $2,800.00 3 $8,400.00 Purpose: Lead Generation with Webinars
GLOBAL Webinar complete package - per event *incl. webinar production + 3 weeks of text ad promotion + 4 months of archiving and
listing
Expected return: Highly qualified global leads TBD $5,057.50 3 $15,172.50
GLOBAL Global Eblast 30,956 list - per send Special webinar template
Expected return: Webinar registrants Text + Logo $6,200.00 1 $6,200.00
EMEA Europe Eblast 9,402 list - per send Special webinar template
Expected return: Webinar registrants TBD $2,700.00 6 $16,200.00
TOTAL GROSS $60,072.50 DISCOUNT 20% TOTAL NET $48,058.00
37

2014 Find it
AMERICA Medium Rectangle Banner Ad - per month
Expected return: 15,000 impressions per month 300 x 250 $2,100.00 (2) $4,200.00 Around Pack Expo
EMEA Medium Rectangle Banner Ad - per month
Expected return: 15,000 impressions per month 300 x 250 $2,200.00 Around Interpack
ASIA-PACIFIC Medium Rectangle Banner Ad - per month
Expected return: 15,000 impressions per month 300 x 250 $2,100.00 Around Asia Pack
GLOBAL Supplier Info Center - per year
Expected return: Improve SEO results Text + Logo $1,500.00 2014
Purpose: Lead Generation
AMERICA America Eblast 13,304 list - per send incl. 2 months of archiving and listing
Expected return: US + Global leads with White Paper Text + Logo + White Paper $2,800.00 TBD
Expected return: Europe + Global leads with White Paper Text + Logo + White Paper $2,900.00 TBD
ASIA-PACIFIC Asia-Pacific Eblast 6,247 list - per send incl. 2 months of archiving and listing
Expected return: Asia + Global leads with White Paper Text + Logo + White Paper $1,900.00 TBD
Expected return: Global Leads Text + Logo + White Paper $2,800.00 (4) $11,200.00 TBD
GLOBAL Operational Efficiency - GOLD SPONSORSHIP (only 2 Slots avail.) incl. webinar production + promotion + hosting + listing
Expected return: Global Leads TBD $19,000.00 1 $19,000.00 February - Week 4
38

2014 Faster, Better, Together
AMERICA Medium Rectangle Banner Ad - per month Expected return: 15,000 impressions per month 300 x 250 $2,100.00 Around Pack Expo
EMEA Medium Rectangle Banner Ad - per month
Expected return: 15,000 impressions per month 300 x 250 $2,200.00 Around Interpack
ASIA-PACIFIC Medium Rectangle Banner Ad - per month Expected return: 15,000 impressions per month 300 x 250 $2,100.00 Around Asia Pack
Purpose: Lead Generation
AMERICA America Eblast 13,304 list - per send incl. 2 months of archiving and listing
Expected return: US + Global leads with White Paper Text + Logo + White Paper $2,800.00 TBD
Expected return: Europe + Global leads with White Paper Text + Logo + White Paper $2,900.00 TBD
ASIA-PACIFIC Asia-Pacific Eblast 6,247 list - per send incl. 2 months of archiving and listing
Expected return: Asia + Global leads with White Paper Text + Logo + White Paper $1,900.00 TBD
Expected return: Global Leads Text + Logo + White Paper $2,800.00 (2) $5,600.00 TBD
Grand Total: $67,400 30% = $47,180

Europe = $35,280 / America= $11,900
39
BNP Media Group Review 2013
40
BNP Media Group

2013 Dairy Foods Print (full pages 4/c)
January- Supplier Capabilities Spotlight, X-ray, metal
detection roundtable
April- Food Safety, Food Safety Summit.
July- Annual Print and Online Buyers Guide.
$3,050 net per insertion, $9,150 total.
2014 Dairy Foods Print (full pages 4/c)

July- Annual Print and Online Buyers Guide.
$3,050 total.
BNP Food Group Pack Expo Planner (full page 4/c)

August- Includes Dairy Foods, National Provisioner, SFWB,
Beverage Industry, Food & Beverage Packaging, Candy
Industry, Flexible Packaging, Food Engineering.
$4,540 net.
Must See Products e-blasts (17,000 subscribers)

September $3,500 total
Webinars (single sponsored, one hour)

February 27th- LINK, 138 leads.
$10,800 total
Must See Products e-blasts (16,000 subscribers)
March- Pre-cheese show blast, LINK, 280 leads.
$3,200 total.
Total Program- $27,690
41
Webinars (single sponsored, one hour)

October PACKEXPO $10,800 net
Total Program- $17,350
BNP Media Group

2013 National Provisioner Activity
2 full page 4/C advertisements in The National Provisioner
magazine - May
Apex HD
NextGuard
1 Leaderboard Banner (720 x 90 pixels) on
www.provisioneronline.com May
2 eBlasts
APEX HD Eblast "Must see - Metal Detection for the
Harshest Environments - May 17th
Thermo Scientific - "Thermo Fisher Launches GameChanging X-Ray Detection System" - April 18th
Metrics:
Total impressions campaign received: 61,236
Total leads (click-thru report) generated: 167
Program Cost = $8,500
2014 National Provisioner Proposal

Recommended Components:
1 full page 4/C advertisements in The National Provisioner
magazine
1 months leaderboard banner on Provisioner Prime e-Newsletter
1 eBlasts to National Provisioner Plant Mgmt, Engineering,
QA/QC subscribers
Suggested Issues
April Sourcebook Directory issue
May Metal Detection/X-Ray systems, Top 100 Processors
Report
Suggested Months- Provisioner Prime eNewsletter

August
Suggested Months- National Provisioner eBlasts
October (leading up to PACK EXPO)
Program Summary
1 Full page 4/c advertisements
$3,200/insertion
1 months Provisioner Prime eNews $2,500/month
1 eBlasts
= $2,500
Total Cost = $8,200
42
BNP Media Group

2013 Snack Food & Wholesale Bakery
Webinar (single sponsored, one hour) April 42 leads
$10,800 net
2014 Snack Food & Wholesale Bakery

Must See Products eblast (exclusive) sample
Eblast featuring 3 of our hottest and newest products.
Deploys to 12,257 emails.
Includes Click Through Leads
$3250 net
Must See Products eblast (multi-sponsored) sample

Deploys to 12,257 emails 2nd Thursday of each month
Includes Click Through Leads
$1500/per product
Sneak Peeks eblasts; Sample
Deploys to 12,257 e-subscribers
Exclusively Sponsored by advertiser and delivered by SF&WB
Skyscraper and company logo on the delivery of the eblast;
Company logo throughout the story.
Click leads are available.
$3,250 net
Optional Print
Full page, 4C: $2950 net
January-Metal Detection; 2 for 1 ads; Bonus distribution at ASB
and ABA
September Pack Expo Show Issue; Free quarter page, 4C
booth profile and eblast; bonus distribution at show.
Total = $10,950
43
BNP Media Group

2013 Food & Beverage Packaging Print (full pages 4/c)
May- Plant Machinery & Equipment, X-ray Inspection &
Detection
$4.200.00 net per insertion: $4,200.00 total
Packaging Insights Brazilian E-Newsletter Banner
Advertising)
March 120 x 600 Skyscraper Banner Ad & Product
Spotlight
June - 120 x 600 Skyscraper Banner Ad & Product Spotlight
September 120 x 600 Skyscraper Banner Ad & Product
Spotlight
December 120 x 600 Skyscraper Banner Ad & Product
Spotlight
$1,000.00 net per deployment: $4,000.00 total
Total 2013 F&BP Advertising Program- $8,200.00
2014 Food & Beverage Packaging Print (full pages 4/c)

April- Plant Machinery & Equipment, X-ray Inspection & Detection
$4.200.00 net per insertion: $4,200.00 total
The Packaging Guide Print (full pages 4/c)
December Traffic Stopper/ X-ray Inspection & Detection Food &
Bev Side of Book
December Traffic Stopper/X-ray Inspection & Detection
Pharmaceutical Side of Book
$800.00 net per insertion traffic stoppers: $1,600.00 total
Packaging Insights Brazilian E-Newsletter Banner Advertising)
Will choose 2 when I get the editorisl calendar
March 120 x 600 Skyscraper Banner Ad & Product Spotlight
June - 120 x 600 Skyscraper Banner Ad & Product Spotlight
September 120 x 600 Skyscraper Banner Ad & Product
Spotlight
December 120 x 600 Skyscraper Banner Ad & Product
Spotlight
$1,000.00 net per deployment: $2,000.00 total
Total 2014 F&BP Advertising Program- $7,800
Grand Total: 2013 $55,190 / 2014 $47,350

44
VertMarkets
FoodOnline, E-news, Webinar
2013
Microsites on Pharmaceutical Online, Food Online, Packaging
Network
6 newsletter sponsorships on Pharm Online and Food Online
each
Webinar Basic Pharmaceutical Online
Guide Display Ad Full Page Pharm Online
Magazine/Pharmaceutical Online
6 Print Full Page Life Science Leader Magazine
Year long Medium Rectangle/Skyscraper Food Online
Notes (e.g. other conditions/charges):
Thermo Scientific is to receive the following incentives
(Banner ads on Food Online at no cost) , if signed
agreement is returned by October 12,2012.
1st payment is not due until Jan 1, 2013 however.
Thermo is to receive a 10% merchandising credit towards
ala carte items , such as newsletter sponsorships / e-blasts.
Thermo will receive $7,792 in credits toward the above, if
signed agreement is returned by
October 12,2012.
Thermo is to receive reduced rates in exchange for
distribution of literature / Pharm Online Magazine at
INTERPHEX 2013 and customer conf.
Thermo is to receive product pages and monthly newsletter
promotions at no cost on Dairy Network , Meat & Poultry
Online and Packaging Network for 12 months , if signed
agreement is returned by Oct 12.
Total: $77,925.36
45
2014
Food Online micro site , searchable product pages , weekly
newsletter promotions
Leaderboard banner 728 x 90 on Food Online
6- newsletter sponsorships on Food Online to promote new
products tradeshows and new content
Products and newsletter promotions on Dairy Network ,
Beverage Online and Meat and Poultry Online for 3 months
Recommended Dates:
Jan. 20 Product Inspection
March 31 Product Inspection
April 21 Product Inspection
June 16 Product Inspection
July 28 Product Inspection
October 6 and 20 Product Inspection / Pack Expo Preview
Dec.1 Product Inspection
$ 29,721 Investment
Latin America
2013
Brazil Webinar $10,000
2014
Brazil Webinar $10,000
Industria Alimenticia $21,900
Industria Alimenticia $24,000
Alimenticia Webinar $20,000
Alimenticia Webinar $10,000
Brazil Publication $6,000
Brazil Publication $6,000
Pharmaceutical Technology / En Farma $5,000
Pharmaceutical Technology / En Farma $5,000
E-blast quaterly database Brazil (Food and Beverage) $6,000
Create a selling tool for each vertical market $1,500
El Empaque $13,620
Videos, testimonial $12,000
Translations for Ads - Latin America $2,400
Google ad words Chile, Brazil, Mexico $10,000

Translations for Ads - Latin America $2,400
46
Industria Alimenticia
2013
Comparison of Spend to 2013:
Display Ad 1/2 Page Island Four-color $2,300.00 January
Webinar Webcam Webinar Webcam (not provided) plus Audio PPT presentation up to 60 min with 12-month archive & reporting.
April 3, 2013 Spanish webinar and Sept. webinar $20,000.00
Display Ad 1/2 Page Island Four-color $2,300.00 5.00 $11,500.00 February, March, May; July, 1/2 page 4c. Island
Website Supplier Profile 250 words, logo, contact info $875.00 12.00 $10,500.00
January; February; March; April; May; June; July; August; September; October; November; December
Enhanced Storefront incl. 1000 words translation, 3-5 images, videos, dedicated URL,company logo, links & 1 quarterly edit
Display Ad 1/2 Page Island Four-color$0.00 1.00 $0.00 September FREE ad due to Jan. BOGO Total 22,000
Total $ $44,300
47
Industria Alimenticia
2014
28x90 pixels: $1500 net per month/6x program running in: January, Feb, March, May, July, Sept, November. Total web
campaign: $9,000 net
Expanded Spanish Storefront $700 net per month: http://www.industriaalimenticia.com/thermo_fisher Total storefront
campaign: $8,400 net
Print magazine: page 4c. island: $2300 net per month to appear:
-January Executive of the Year profiling Alicorp Peru, CEO: Paolo Sacchi, Editorial focus: Bagging & Weighing, and special BOGO month
-March Buyers Guide print & online directory
-June preshow Expo Pack, Food Automation & Manufacturing Practices issue
-September Annual Mexican Report, Editorial focus: X-ray
-October Preshow Pack Expo & Andina Pack. Latin American Plant of the Year edition FREE ad with Jan. BOGO
Total print campaign: $9,200 net

Latin American Food Congress Mexico City, March 4-6 Educational Event: Suggest Keynote Speaker: PepsiCo, ConAgra Mexico, Baja
Brewing or Columbina as options
GOLD SPONSORSHIP INCLUDES:
-1 PRINT AD free (can reduce our print campaign by $2200 if us sponsor the LAFC)
-Logo on all LAFC ads, brochures and Congress website
-Conference Attendee registration list/database after the event
-One $500 registration for our best processor customer
Total Sponsorship campaign: $5,000
-One complimentary LAFC registration for Thermo personnel

-Opportunity to network with elite group of industry leaders
-Signage throughout the Congress
-Tabletop display on Weds. & Thurs.
-Company profile included in the LAFC Program
-Customized html invitation for our customers & prospects
-Webinar (We will meet with the IA Editorial team to determine best time to schedule the webinar: day, time, and month).
Total Webinar campaign: $10,000
-NEW IN 2014: Brasilian Digital Edition in Portuguese 4x program in March, June, September & December
Total Brasilian /Portuguese digital campaign: $4,000
TOTAL Latin American Marketing Expenditure for 2014 :$43,300 The 2014 recommendation includes NEW: - Brasilian / Portuguese digital edition,
6x web leaderboard campaign on IA.com, Educational Gold Sponsorship LAFC Mexico City
48
Foodsafetynews.com
2013
I want to include my hot-linked email and web site address
($250)
2014
I want to include my hot-linked email and web site address
($250)
I want to highlight my listing with my company logo ($250)
I want to highlight my listing with my company logo ($250)

Total = $500
Quarterly - Daily plan - one selected day per week,

4 times: $550/month (Position 5) = $2,200
Total = $2,700
49
Europe
There is estimated to be 476,278,755 internet users in Europe which accounts for 22.6% of the worlds total online population and
represents an overall penetration rate of 58.3% which is above the world average of 30.2%. The total online ad spend according to IAB
Europe was 17.7 billion euros during 2010 and growing at a rate of 15.3%. According to the latest figures, the top 10 countries in Europe
in terms of internet penetration are:
Top 10 European Countries by Internet Penetration
1. Iceland - 93.2%
2. Norway 90.9%
3. Sweden 89.2%
4. Netherlands 85.6%
5. Denmark 84.2%
6. Finland 83.5%
7. Luxembourg 78.7%
8. United Kingdom 74.4%
9. Switzerland 75.5%
10. Germany 75.3%
Top 10 European Countries by Number of Internet Users
1. Germany 65.1million
2. Russia 59.7m
3. UK 51.4m
4. France 45.2m
5. Turkey 35m
6. Italy 30m
7. Spain 29.1m
8. Poland - 22.5m
9. Ukraine 15.3m
10. Netherlands 14.9m
2014
2014
Packaging Europe - Ads for lead gen
Packaging Europe - Ads for lead gen
Foodproductiondaily.com, pharmaceuticaldaily.com - lead gen/
webinars Italy Telesales
50
Foodproductiondaily.com, pharmaceuticaldaily.com - lead gen/

webinars Italy Telesales
Packaging Europe
2013
Packaging Europe - Ads for lead gen = $12,000
2014
Magazine ads to be displayed within our forthcoming editions
The offer covers 3 1/2 A4 page advertisements in the online
magazine and printed Gazette. Cost of service 2,850 ($3,896)
The adverts will be in the quarterly printed gazette (3 months),
online in the latest edition for 10 weeks, then into the archive,
so us can always find it.
Web advertising
We will place a banner advert size 150px wide by 450px high
alongside the news stories for the Technology & Innovation
page, as well as up to five keyword searches (for example
Inspection) for four months. This will be hyperlinked to
www.thermofisher.com.
Cost of service (discounted) 1,115. $1,524.32
Web Banners: News Sponsor is 1350 ($1845), and Background
Banner Ad is 1764 ($2411).
2014
Direct email communication with our subscribers
I propose to send our article to narrowly targeted sections of
our database of 53,000 Packaging Manufacturers across the
European packaging supply chain. Many of these
companies are in our target market and the contacts are
potential new customers for Thermo Fisher. The average
delivery rate of 96.8% and the average clicks-to-opens is
8.25%.2 Plus will have a mail out to the selected subscribers.
Cost of service (discounted) 2115. $2,891.42
This is a one-off campaign.
Newsletter Banner: Horizontal Banner is 220 ($300) and
Small Rectangle is 102 ($140).
Buyers Guide entry
Registering Thermo Fisher in Packaging Europes
Buyers Guide means all of our content on Packaging
Europe.com has priority status. us will receive a dedicated
page on the website, with its own URL (e.g.
packagingeurope.com/thermofisher, significant search
engine presence for Thermofisher, as well as significant
SEO benefits for www.thermofisher.com. In addition,
whenever our company appears in news sections, searches
or product supplier searches, this content will be highlighted,
with links encouraging the reader to look at our Buyers
Guide profile.
Cost of service (discounted) 545. $745.07
Total = $13,752.81
51
German
2013 Der Lebensmittelbrief - Ernhrung aktuell $9,000
PRINT: Verpackung (Germany) 4.089,- $5,559
PRINT: Molkrei (Germany) 2.516,00 $3,420.50
Total $26,000
2014 PRINT: Verpackung (Germany) Total = $9000
1/2 page 2,680.00 $3643.46
packaging international 1/2 page 3,810. $5179.70
PRINT: Molkrei (Germany) Total = $8,000
Recommended Dates Feb., and March 1/2 page 2,000 $2719
Prices for ads in our market place (in the rear of each issue):
1/2 page 1,200 $1631.40
Verpackungsrundschau (Germany) Total = $8,000
VR 6/14 Packaging machinery 05. May 2014
Plus Logo and Communicationdata with Telephone + Fax, email
+ Website, Link to Website + email-window (published in print
and 1 year online) 210,-- Euro $285.50
Web: Superbanner Format: 728 x 90 Pixel Price: 1.750,00
$2,379.13
Newsletter: Banner Size: 156 x 60 Pixel Price: 820,--Euro $
1,114.79
Online Newsletter: Packaging announcement sponsor
Head Skyscraper, far right, next to text. Please note: Variable
position
Link to: Packaging topic start page, logo with link to Customers
homepage 160 x 60 Pixel 4 consecutive issues & 1 year on HP
1.600,-- EUR $2,175.20
Recommended Months: March, July and November
52
2014
VR Knowledge - Packaging machinery for secondary
packaging (published with VR 3/2014 for interpack) Ad closing date
is 27. 01. 2014 Format 1/2 page 4c 1.150, EUR $1563.43
Recommended Issue 3
Der Lebensmittelbrief - Ernhrung aktuell (Germany) Total = $9000
Europe - Italy
2013 Italy Telesales and PRINT: Italia Imbalagio (Italy) Total = $19,000
2014 Italian Marketing Plan Total = $13,000
#1 Italia Imballaggio (till 2013 we have got a contract with them for 4 articles in a year. This year we stopped the activity)
http://dativoweb.net/it/italiaimballaggio-magazine
Recommended Dates and Cost:
7-8 July/August (Tradeshows: METEF 2014 and EXRS Conference) Manchette Header $814.98, Focus on $1086.64 and Direct personalized Email
Marketing $1629.96 SPECIAL FOOD&BEVERAGE 2014
October 10 News - $407.49
Total: $3,939.07
#2 Italian Machines, FOOD Processing, Rassegna Aliemntare on Line http://www.itfoodonline.com/it/catalog/packaging/
Recommended Dates and Cost:
September Food & Beverage technologies Plants for food packaging insert Total = $1629.96
#3 Industria alimentare http://www.chiriottieditori.it/it/industrie-alimentari
Recommended Dates:
05 May Interpack Online - TOP BANNER Logo for 3 months: $406.82
The editorial staff publishes our news on our web channel
Box for 1 month: $339.02
Logo 1 newsletter with link to our website $203.41
Repeating the transmission 6 times is the way to increase visibility without stressing anyone, with the same frequency as the magazine. Total: $949.25
#4 Rassegna Dellimballaggio http://www.bema.it/Rassegna_Imballaggio.php
Online Recommended Dates:
- Company profile in our data base with logo linked to our web site, free of charge for an year
- 5 advertorial per year ( text + 3 photos) in home page for 15 days total $1627.30 net
11 / 11 December 2014 Pharmaceutical products packaging 50wk -D.E.M. Direct Mail Marketing that it will be send to our Email qualified contact, $1356.08
each Total: $2,983.38
#5 Mainly Pharma: Notiziario Chimico Farmaceutico - http://www.notiziariochimicofarmaceutico.it/ Recommended Dates: One DEM Direct Email Marketing
Total:$3395.75
Total: 12,897.41
53
China
2013
Google AdWords China - $5,000
China Web Advertising - $5,000
www.baidu.com China - $6,000
Total = $16,000
54
2014
www.baidu.com China - $7,200
China Web Advertising - $7,500
Total = $14,700
Referral Program
2014 - In the B2B marketing world, asking for a referral is kind of like the equivalent of a marriage proposal between us and our
customer. Its a pretty serious arrangement and, if us jump into it at the wrong time, things can go south pretty quickly.
On the other hand, if us never ask for any referrals, well end up doing the professional equivalent of sitting at home, alone, eating a tub
of ice cream and hoping that Mr. or Ms. Right magically appears in our living room. Sorry to break it to us, but its never going to happen.
Steps to creating out Referral Program:
1. Identify our audience
2. Know precisely why they chose our product
Make sure internal perceptions align with external reality by going to customers directly, through surveys and interviews, to identify the
top three to five reasons why they buy from us. Never assume us already know.
3. Identify when theyre most excited about working with us
The best time to ask for a referral is when customers are happiest and most engaged with our company
4. Know what motivates our audience and know their regulations
Identify more than 400 brand advocates by offering:
A contribution to a favorite nonprofit in their name
Discounts on services
A free pass to an annual industry conference
5. Make it personal by using our sales people
Call it an Ambassador or VIP Program as opposed to just a Referral Program can make it more appealing and personally rewarding.
Make the prospect feel special through a personal, face-to-face invitation by their account representative
Design a mobile app so that its easy for our sales professionals to enroll people anytime, anywhere.
6. Remember referral sources arent just customers
Employees and third-party affiliates can recommend us to as many people as our customers sometimes more
7. Promote our program across all marketing channels
Place our referral program on banner ads, in newsletters, on the front of our website anywhere were touching our customer,
employee and partner audiences
8. Have reasonable expectations
Total = $2,000
55
Additional Opportunities
If additional funds are available one led
generation placement would be worth the
spend.
56
Packaging Machinery Technology

Refrigerated & Frozen Foods
Meatingplace
Beverage World
Beverage Industry
Food Logistics
Associations and Memberships

2014
Focus:
Snacks had the most new product introductions, followed by Meat, Poultry and Egg Products.
Association and Institute Recommendations:
Snacks: Snack Food Association - http://www.sfa.org/
Specialty Food: Specialty Food Association: http://www.specialtyfood.com
Meat:
AMERICAN ASSOCIATION OF MEAT PROCESSORS (AAMP) - American Association of Meat Processors to advance and improve
the meat and related food industry. American Association of Meat Processors P.O. Box 269 Elizabethtown, PA 17022, 717-367-1168, www.aamp.com
The American Meat Institute Foundation (AMIF) - American Meat Institute Foundation 1150 Connecticut Ave NW, Suite 1200, Washington, DC
20036 202-587-4200 http://www.amif.org / American Meat Institute 202-587-4223 www.meatami.com
The International Dairy-Deli-Bakery Association (IDDBA) IDDBA PO Box 5528 Madison, WI 53705-0528 Phone: 608.310.5000
Web: www.iddba.org
North American Meat Association - NAMA or learn more, contact: Jim Goldberg, Director of Membership & Association Development at
+1703.758.1900 ext. 104 or jim@meatassociation.com or Rosemary Mucklow, NMA Director Emeritus at +1 510.763.1533 or
rosemary@meatassociation.com
Dairy:
American Dairy Science Association 2441 Village Green Pl. Champaign, IL 61822 217-356-5146 www.adsa.org
All Star Dairy Association P.O. Box 911050 Lexington, KY 40591-1050 859-255-3644 www.allstardairy.com
Food Manufacturing:
Food Processing Suppliers Association FPSA | 1451 Dolley Madison Boulevard Suite 101 McLean, Virginia 22101-3850 | Phone: (703) 761-2600 |
Fax: (703) 761-4334
57
Associations and Memberships

2014
Food service & Packaging Institute - please contact Lynn Dyer by email or phone at (703) 538-3551 for more information on FPI membership, to
sign up for a FREE trial membership or for a membership application.
International Association for Food Protection (IAFP) To join, complete and mail or fax to: 6200 Aurora Ave., Suite 200W, Des Moines, Iowa 503222864, or fax it to +1 515-276-8655.
Food Marketing:
Food Marketing Institute - Through programs in public affairs, food safety, research, education and industry relations, - See more at:
http://www.fmi.org/about-us#sthash.mTY1WFt3.dpuf
Produce Marketing Association - http://www.pma.com/memberbenefits
Conferences:
Global Food Safety Conference 2014 - One World One Safe Food Supply
The 2014 Global Food Safety Conference will take place in Anaheim, California, USA from 26-28th February 2014. More details to come shortly on our
official conference website.
58
Philanthropy
2014 - Start an annual giving campaign Merits of philanthropy There are many external benefits for businesses engaged in
social good. From getting our name out in the community to bringing in new customers, us get to experience increased
purchasing behavior and greater customer satisfaction as well as higher employee retention. It all starts with listening to what is
happening in our customers' lives and defining ways that us can provide assistance when possible. Here are some salient
benefits.
1. Decrease our tax liability.
2. Boost our reputation.
3. Improved client base and motivated employees.
4. Gain unique advantage.
5. Boosts morale.
In general, a business can be part of community service in small ways that can bring about significant changes. Help should be
seen not only in monetary terms, but also in the assistance that can be given to those who may not be capable of performing
their activities well. When our business gets into the habit of assisting the community, it becomes recognizable by more
customers. Customers may want to refer others to our products and services because of the worthy causes us support.
Radio Sponsor a Food Safety Public Service Announcement
KARE 11 news. Annual food fight in 2013 they held this campaign between 4 anchors to see who could raise the most
food/money. It was a huge success.
We can team up to make a $2,000 cash and product donation to the a Emergency Food Shelf. Partnership with food shelves helps
ensure the food shelf will be able to serve complete meals to area residents in need, and that Minnesotans wont be forced to
choose between heating their homes or paying other bills and putting food on the table.
Feed My Starving Children - us might lose a day of productivity, but coordinating a day or two each year when employees can
volunteercan be more cost-effective than writing a check. Bonus: Group activities outside the office often boost morale and
camaraderie.
Donated hundreds of toiletries and some food items as well to the YWCA this December.
Tweets or likes on social media One of the simplest ways of supporting a worthy cause is by posting an image on social
networks and dedicating a certain amount of money for each like and retweet. Urge our audience to share the image.
Depending on how active our audience, who are ideally our customers, becomes, us should be able to come up with a
reasonable amount to donate.
59
Additional Marketing Tools

2014
Bit.ly - Branded URLs - Insert our name front & center and carries our brand across the web. Because our content (whether it's our own
content or curated content) is verified, audiences are more likely to trust and click - in fact, our customers see up to a 5X increase in CTR.
Branded Organic Sharing - Turn our audience into Brand Ambassadors. Any time they distribute content through our .com share buttons or
organically through Bitly, the URLs will carry our brand name.
Custom Keywords - Provide more context to what our audience is clicking on. Customize the back half of our branded URL i.e. xray/findit,
metal/findit, and weigh/findit
Team Management - Enforce and track all our team's publishing to make sure they are branding all content being shared on behalf of the Thermo
Fisher Scientific brands.
Reporting/Analytics - Amplify the real-time intelligence behind our links. Track what content receives the most clicks and where/how. Monitors
keywords & triggers notifications for content important to our brand.
Customer Success Manager - Serves as our direct point of contact to facilitate fast & easy on boarding, answer any support questions, and
share best practices to ensure us are getting the most value from Bitly Brand Tools.
API Access - Streamline workflow via integrations with third-party tools and through custom reporting.
Regarding pricing, our model is very straightforward:
Bitly Brand Tools annual subscription

o
$1,995/month, $1,000/month for each additional domain/brand = $23,940 a yr
o
Includes 1 custom short domain and 4 user seats (master admin + 3 user seats)
o
Complimentary access to Audience Insights for 90 days
ISSUU - Essential Features

Industry leading as a baseline.
Detailed stats and analytics
Timed launch/postponed publishing date
Share to Facebook, twitter and all major social sites
All major document formats supported
Publications stored in their original form
Up to 500 pages per publication
Audio supported. Strike the right tone
60
Robust SEO
Industry leading Kbyte footprint
Support and help center. Real-human support
Embed widget, use our publication on our own site
JavaScript API and Search API for advanced site integration
Issuu Reader
Tailored to enhance the timeless elegance of a quality publication.
Displayed in a beautiful 150 dpi resolution size
Intuitive dock navigation
Additional Marketing Tools

ISSUU - http://issuu.com/pricing
Issuu Reader
In document search
Social site integration
Link to shop from our publication
Single or twopage laust option. Great for reading or browsing
Enrich our publications with interactive buttons
Storage & Privacy
Unlimited public storage with support for our personal space.
Unlimited public publications
Secure and reliable hosting
Unlimited public traffic
Distributed data CDN
Keep publications unlisted or Allow readers to download publication
Site Integration Plus Premium

No Issuu header on our standalone reader
Use on our website or blog
Embedable on our own site
Customization Premium
Customize the reading experience to match our brand.
Add our logo to the standalone reader
Change the background, colors, and much more
Manage share functions
Custom Flash design integration, buttons, links, animation, etc.
Control social features
Show our back catalogue below the reader
$36 per Month =$432
Distribution network Plus Premium

Digital distribution is all about matching the readers' interests with the
right content.
A part of the Issuu network with 70+ million readers a month
Targeted distribution and Organize with stacks
Subscription/follower option
Site Integration Plus Premium
our publication outside of Issuu, without related publications.
Get a standalone reader with its own web address
No related publications
61
Contact Information
Updating listing globally with all search engines and relavenant
online list
Conclusion
62
Conclusion
2013
63
2014
Tracking of ad placements both online and print separately to
get better matrix information and to allow for better planning
in 2015
Form relationships with industry publications to submit press
release and other documents
Join appropriate industry associations and organizations to
engage a different and diverse B2B target
Introduce a new campaign around giving to national and local
food banks.. We protect our food and provide food to the
needy

Marketing Opportunities 2013

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Marketing Opportunities 2013

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Marketing Opportunities 2013

What do customers actually say?

Cost can be outweighed by

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How can we support the sales teams?

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Sales Trends for 2012

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What Did Marketing Do In 2013

Has focused on customer responsiveness ???

Proprietary & Confidential

Big changes for 2013 continue in 2014

Proprietary & Confidential

MarCom 2014 - Our Future

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What is the relevance to customers?

Faster. Better. Together.

Proprietary & Confidential

Print advertising January through April

High-level value proposition build first of each month

Integration of key messages to website

Proprietary & Confidential

Campaign rollout Value proposition build

February Expect exceptional solutions

March - Consider our expertise ours

EXPOs our partner in product inspection

Proprietary & Confidential

Print Marketing Review 2013

Proprietary & Confidential

Lead Generation Volkart May

Proprietary & Confidential

Cold call list:

Proprietary & Confidential

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Tradeshow / Promo Items

Exhibit at 16 shows, but minimize costs

Proprietary & Confidential

Tradeshow Review 2013

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2013 Marketing Materials

Proprietary & Confidential

2014 Marketing Materials

Proprietary & Confidential

What is the relevance to customers?

Faster. Better. Together.

Proprietary & Confidential

2014 Marketing Materials

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Print advertising April through June and October through December

High-level value proposition build first of each month

Integration of key messages to website

Proprietary & Confidential

Campaign rollout Value proposition build

May Expect exceptional solutions

September - Consider our expertise ours

EXPOs our partner in product inspection

Proprietary & Confidential

Proprietary & Confidential

Potential Initial SEM Strategy Outline

Create truly custom ad copy And test, test, test

Build & grow non-brand customer acquisition campaigns

Direct online products sales represents a tremendous opportunity in SEM

Sustained SEM Program

Proprietary & Confidential

Proprietary & Confidential