Brumby’s Bakery Marketing Brief
Mother’s Day Promotion
Thursday 27th April, 2017 – Wednesday 10th May 2017
PromotionPackChecklist
Item
QTY
MarketingBrief
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DisplayMaterials:
A1(x1),
A3(x2),
A4(x2),
1set
SnapFrame(x2)
EntryFormContainerLabel(x1),
EntryFormA4tobecuttosize50x50mm(x10)
Didyoureceive?
□
□
Promotional Spendover$10atanyBrumby’snationwideandenteryourmotherinthedrawtowinGreenAcres/New
Offer
WorldVouchers
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th
Thursday27 April,2017–Wednesday10 Mayat5.00pm
Promotional
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Promotionopens27 Aprilat6.00am(NZST)
Period
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PromotionclosesWednesday10 Mayat5.00pm(NZST)
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PrizeDraw:Friday12 May,10.00am
14DaysofPromotion
•
•
•
Promotional
Objectives
andRational
•
•
Target
Audience
•
•
IncreaseATVthroughpromotionalperiodcomparedto2016.
IncreaseCustomerCountthroughpromotionalperiodcomparedto2016.
Increasesalesthroughdrivingcustomerscountandacquisitionofnewcustomersbyoffering
themagreatprizeincentive
Rewardexistingcustomersfortheirloyalty
Datacollection
Thosewhospendunder$10onaverageinstore–Youaretoup-selltothemwithanyaddon
itemtogetintotheprizedraw
PeoplewantingtotreattheirmumsforMother’sDay
Promotional PromotionalMessage
Details
SIMPLY SPEND $10 FOR A CHANCE TO WIN!
HowdocustomersknowaboutourMother’sDaycompetition?
• ONLINEAdvertising–viapromoted/sponsoredFacebookPosts
• PointofSaleposters
• Website
• Staffinteractionwithcustomers
1
PromoMechanics
1.
Forachancetowin,customersmustpurchase$10ormoreinonetransactiontoreceivean
entryformintothecompetition.
2.
Thecustomerthenfillsouttheentryform.
3.
Proofofpurchaseisattached/stapled.
4.
Acustomercanentermultipletimes,giventhe$10minimumsingletransaction.
5.
ORgivenahighertransactionvalueinbracketsof$10willgiveanadditionalentryform/s.
6.
Eg.$20spend=2entryforms,$30spend=3entryforms
7.
Entryformwith‘stapled’proofofpurchasewillbeplacedinthestores’designated“drawcake
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box/jar/vase/bowl”beforecloseofbusinesson10 May,Wednesday5pm.
8.
Attheendofbusinessdayon10 May–thestoremanager/ownermustdraw1xentrytobe
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includedinthenationalprizedrawthatwillbedoneatCCBSonFriday,12 May2017at10am.
9.
Pleasesendthe1xentryformthatyouwilldrawforthemainprizebytakingaphotoand
[email protected]
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10. Possibletotal7entriesfromBrumby’sStores.
Point-ofSale
YouwillbesuppliedwiththebelowPOStodisplayinyourstore.Ifyourequireadditionalpostersorneed
tochangestorerequirementsforfuturepromotions,pleasecontactGaryorMarketingtodiscuss.
•
Point-of-Sale(POS)
A4
A3
SnapFrame
2
A1
•
Entry‘Box’andformswillbelabelledwithapromotionalheaderprovidedintheMother’sDay
POSPack.
3
•
Online
Advertising
/Social
Media/
Google
Adwords
If you require more entry forms, please contact [email protected]. Alternatively – save a
blankA4entryformtophotocopy.
FacebookpromotedPostfrom1weekpriorthecampaignperiod.
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19 April7.00am(NZST)–10 May5.00pm(NZST)
WehighlyrecommendusingNeighbourly(https://www.neighbourly.co.nz/)wherebyyoucancreatean
accountforfreeandpushoutupdates/newstocommunitypeople.
LocalArea
Marketing
Mother’s Day is one of the biggest opportunities your business will face through the year to increase
food sales. Take advantage of Mother’s Day on Sunday 14 May 2017 and give people are reason to
chooseyourstore!
Somesuggestions:
SignuptoNeighbourlyandpromotetheofferthroughyourcafé’saccount.
(https://www.neighbourly.co.nz/)
•
Findalocalfloristtoteamupwithandgiveoutrosestoallthemothersthatcomethroughyour
storeonMother’sDay.
Internal
WeencourageallstafftosendanyphotosthroughtheMother’sDaypromotionto
Store
marinella@ccbs.co.nz.AllentrieswillbesharedthroughFacebookandintheMaynewsletter.
Incentive/
Competition
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Date:
PeoplePresent:
Purpose:
Item
1
2
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Store:
• • • • • • Mother’sDayPromotion
MeetingAgenda
Information/Actions
Thepromotionhasthreekeyobjectives:
• IncreaseATVby5%throughpromotionalperiod.
• IncreaseCustomerCountby2%overlastyear
throughpromotionalperiod.
• Increasesalesthroughdrivingcustomerscount
andacquisitionofnewcustomersbyoffering
themagreatprizeincentive
• Rewardexistingcustomersfortheirloyalty
Training:
• Setuptrainingtogothroughpromotional
informationwithyourstaffaweekbeforelaunch
ofthepromotion
RetailSalesDetails:
•
•
•
Who
Time
Priortothepromotionperiod,staffshould:
•
Tell all customers of the upcoming Mother’s Day
competition.
Duringthepromotionalperiod,staffshould:
•
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Merchandising:(showitems)
•
•
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Posters–discussposterlocationanddisplayin
prominentpositions.
RemoveallclutterandoldPOS,ensurethefocusison
thepromotionaloffer.
SettingSalesTargets:
•
•
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Place the POS in prominent position. Tell
customers about the Mother’s Day promotion if
theyspendover$10.
SetATVtargets,andincludeincentiveswherepossible.
Trackresultsandrewardstaffwherepossible.
CheckKnowledge:
Check your team’s knowledge by asking some questions
aboutthepromotion:
•
•
•
•
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Howmuchshouldacustomerspendtobeeligiblefor
thecompetition?
Whenwillthecompetitioncommence?
Whenwillthecompetitionconclude?
Whatdoweneedtoremembertodowhenthewinner
picksuptheirprize?
Ensureallteammemberssignfortheirattendanceandfile
inyourrecordsmanual.
NextMeetingDate&Time:
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NewZealandBrumby’sBakeryMother’sDay–(2017)(“Promotion”)
TermsandConditions
ByenteringtheNewZealandBrumby’sBakeryMother’sDay–(2017)(“Promotion”),youagreetothe
followingTermsandConditions:
1.
2.
3.
4.
5.
6.
7.
8.
9.
Definitions:
i.
‘LocalEntryDraw’meansthedrawofanentryintotheNationalPrizeDraw.
ii.
‘NationalPrizeDraw’meansthedrawfortheNationalPrize.
iii.
‘Local Prize Draw’ means the draw for a winner, if a Prize is offered by the Local Store
owner/operator,thisisdeemedaLocalPrize.
InformationonhowtoenterandprizesformpartoftheseTermsandConditions.ParticipationintothePromotion
isdeemedacceptanceoftheseconditionsofentry.
Entry is open to (a) all New Zealand residents; (b) whofulfil alltheentryrequirementssetoutherein(“Eligible
Entrant”). Employees, including all staff of the Promoter and their immediate families, all the Promoter’s staff,
printers,suppliers,providersandagenciesassociatedwiththisPromotionareineligibletoenter.
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The Promotion commences at 6.00am on Thursday 27 April 2017 (local time) and concludes at 5.00pm on
Wednesday10May2017(localtime)(“PromotionPeriod”).TheNationalPrizeDrawwilltakeplaceat10.00am
(localtime)onFriday12thMay2017atCaféCoffee&BakerySystemsHeadOfficeforsevenBrumby’slocations
(refer to appendix one). The first (1) Eligible Entrant from each prize draw will win the Prize as outlined in
Condition10.Thereisatotaloffive(5)prizesfortheNationalDrawandtheWinnerswillbenotifiedbytelephone
andemail.AllreasonablestepstonotifyWinner(s)oftheresultsofthedrawwillbetakenbythePromoter.The
Promoter’sdecisionisfinalandnocorrespondencewillbeentered.
Tobeeligibleforentry,anEligibleEntrantmustspendover$10atanyparticipatingBrumby’saslistedinAppendix
1 (“Qualifying Purchase”) and as advertised in each participating Brumby’s Stores. Customers who make a
Qualifying Purchase will receive an entry form which they will be required to complete and place in the entry
‘Box/jar/vase/bowl’providedbythestorewheretheQualifyingPurchasewasmade.Allentriesmustbereceived
duringthePromotionPeriod.
Entrants are required to take full responsibility for the content of their entry and for ensuring that their entry
complieswiththeseTermsandConditions.Incompleteandillegibleentrieswillbedeemedinvalid.Entriesthat
breachtheseTermsandConditionswillalsobeinvalid.Ifanentryisinvalidorifanentrantisunableorrefusesto
take part in any element of this Promotion, the Promoter reserves the right to discard that entrant’s entry and
proceedasifthatentranthadnotenteredthePromotion.
Entrantsmustenteranominatedperson’sname.ThePromoterreservestherighttorequestproofofresidency
(tothePromoter’ssatisfactioninitsdiscretion).
Multipleentrieswillbeaccepted;however,eachentrymustfullycomplywiththeentryrequirementsapplicable
forthePromotion.ThePromoter’sdecisionisfinalandnocorrespondencewilltakeplace.Thenationalprizewill
onlybeawardedfollowinganyWinnervalidationandverificationthatthePromoterrequires.Ifforanyreasonthe
PromoterbecomesawareafteranentranthaswontheprizethattheentranthasnotcompliedwiththeseTerms
andConditionsorthattheirentryisotherwiseinvalid,thatentrantwillhavenoentitlementtothePrize,evenif
theentranthasbeenannouncedastheWinner.Inthisevent,theentrantwillberequired,atthediscretionofthe
Promoter,toreturn,refundorotherwisemakerestitutionoftheprize.
LocalEntryDraw:Therewillbeone(1)entrydrawnfromeachparticipatingstorewhichwilltakeplaceattheend
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of business day on 10 May 2017. These entries will be sent to the Head Office for the National Prize draw on
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Friday12 May2017at10am.
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10. National Prize Draw. First Prize is a Voucher for Green Acres valued up to $500 (INCL GST) for Services. Second
PrizeisaVoucherforGreenAcresvaluedupto$300(INCLGST)forServices.ThirdPrizeisaVoucherforGreen
Acresvaluedupto$200(INCLGST).FourthPrizeisaVoucherforNewWorldvaluedupto$150(INCLGST).Fifth
PrizeisaVoucherforNewWorldvaluedupto$100(INCLGST).Foreachnationalprizedraw,eachentrywillbe
chosen at random. Prizes are not transferrable or exchangeable for cash and are not transferable to another
personwithouttheapprovalofEsquiresHeadOffice.
11. IftheNationalwinner(s)isineligibletoreceivetheprize,orcannotbecontactedby1.00pm(localtime)onFriday
12th May 2017, then the Promotor may conduct such further draws as are necessary to determine a new
winner(s)andtoallocatetheprizeat3.00pm(localtime)onFriday12thMay2017.
12. ThenationalprizeawardedmaynotbeexactlyasillustratedindisplaysormarketingforthePromotion.
13. There is an optional Local Prize Draw, if the Local Store is offering a Prize. Local Store Operators/owners may
determineattheirdiscretionwhethertheywillbeofferingaLocalPrize.AnycostsassociatedtotheLocalPrize
DrawandLocalPrizewillbethesoleresponsibilityofthelocaloperator/owner.TheLocalPrizeDrawwillbedrawn
at the end of the business day on 10th May 2017. The Local Prize winner will be drawn after the Entry for the
NationalPrizeDraw,andisnoteligibletobeenteredthenationalprizedraw.TheLocalPrizeDrawwinnerwillbe
notifiedbytelephoneandemail.AllreasonablestepstonotifythewinneroftheresultoftheLocalPrizeDrawwill
betakenbythelocaloperator/owner.Thelocalowner/operatordecisionisfinalandnocorrespondencewillbe
entered.
14. The Promoter accepts no responsibility for any tax implications that may arise from the prize winnings.
Independentfinancialadviceshouldbesought.ThePromoteracceptsnoresponsibilityforanyvariationinprize
value.
15. IfforanyreasonanyelementofaprizebecomesunavailableforanyreasonbeyondthePromoter’scontrolthena
similarprizeelementofequalorgreatervaluewillbeawardedtotheWinnerinlieu.However,despitethisclause,
thePromoterwillnotbeliableforthereplacementoftheprizewheretheprizebecomesunavailableduetothe
recipient’snegligentact,omissionordefault(forexample,wheretherecipientfailstoredeemtheprizepriorto
theexpirationperiodstatedonthevoucher).Redemptionoftheprizeissubjecttoanytermsandconditionsof
theissuer,includingtermsandconditionseitherexpressorimpliedandwhetherornotlistedonthevouchers.
16. The Promoter and its associated agencies and companies shall not be liable for any loss (including, without
limitation, indirect or consequential loss), damage, personal injury or death which is suffered or sustained
(includingbutnotlimitedtothatarisingfromanyperson'snegligence)inconnectionwithusinganyprize,except
any liability that cannot be excluded by law (in which case that liability is limited to the minimum allowable by
law).ThePromoteranditsagentsassociatedwiththisPromotiontakenoresponsibilityfortheprizeifdamagedor
lostintransit.
17. ThePromoterreservestherighttoverifythevalidityofentriesandreservestherighttodisqualifyanyentrantfor
tampering with the entry process or for submitting an entry which is not in accordance with these Terms and
Conditions,oriftheentrantisengagedinanyunlawfulorotherimpropermisconductcalculatedtojeopardisethe
fairandproperconductofthePromotion.ThePromoter’slegalrightstorecoverdamagesorothercompensation
fromsuchanoffenderarereserved.IfthePromotersufferslossorincursanycostsinconnectionwithanybreach
oftheseTermsandConditionsofentryoranyotherlegalobligationbyanentrant,theentrantagreestoindemnify
thePromoterforthoselosses,damagesandcosts.
18. ThePromoterwillnotberesponsibleforanyincorrect,inaccurateorincompleteinformationcommunicatedinthe
courseof,orinconnectionwith,thisPromotionifthedeficiencyisoccasionedbyanycauseoutsidethereasonable
controlofthePromoter.
19. In the case of the intervention of any outside agent or event which naturally changes the result or prevents or
hindersitsdetermination,includingbutnotlimitedtovandalism,powerfailures,tempests,naturaldisasters,acts
ofGod,civilunrest,strikes,War;thePromotermayinitsabsolutediscretioncanceltheeventandrecommenceit
fromthestartonthesameconditionssubjecttoanyrelevantlaworregulation.
20. EntrantsconsenttothePromoterusingtheentrant'sname,likeness,imageand/orvoiceintheeventtheyarethe
Winner(s)(includingphotograph,filmand/orrecordingofthesame)inanymediaforanunlimitedperiod-of-time
without remuneration or compensation for the purpose of promoting, publicising or marketing this Promotion
(includinganyoutcome),andpromotinganyproductsmanufactured,distributedand/orsuppliedbythePromoter.
TheWinneragreestoparticipateinallreasonablepromotedactivitiesinrelationtothePromotionasrequestedby
thePromoteranditsagents.
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21. If this competition is interfered with in any way or is not capable of being conducted as reasonably anticipated
due to any reason beyond the reasonable control of the Promoter, including but not limited to technical
difficulties, unauthorised intervention or fraud, the Promoter reserves its right, at its sole discretion and to the
fullestextentpermittedbylawto:(a)disqualifyanyEntrant;or(b)tomodify,suspend,extend,terminateorcancel
theCompetition,asitdeemsappropriate.
22. Nothing in these Terms and Conditions limits, excludes or modifies or purports to limit, exclude or modify the
statutoryconsumer guarantees as provided under theConsumer Guarantees Act, as well as any other implied
warrantiesundersimilarconsumerprotectionlawsinNewZealand(‘Non-ExcludableGuarantees’).Exceptforany
liability that cannot by law be excluded, including the Non-Excludable Guarantees, the Promoter (includingits
respectiveofficers,employeesandagents)excludesallliability(includingnegligence),foranypersonalinjury;or
anylossordamage(includinglossofopportunity);whetherdirect,indirect,specialorconsequential,arisinginany
wayoutofthecompetition.
23. Except for any liability that cannot be excluded by law, including the Non-Excludable Guarantees, the Promoter
(including its officers, employees, agents and related bodies corporate) is not responsible for and excludes all
liability (including negligence), for any personal injury; or any loss or damage (including loss of opportunity);
whether direct, indirect, special or consequential, arising in any way out of the following: (a) any technical
difficultiesorequipmentmalfunction(whetherornotunderthePromoter’scontrol);(b)anytheft,unauthorised
access or third party interference; (c) any entry or prize claim that is late, lost, altered, damaged or misdirected
(whether or not after their receipt by the Promoter) due to any reason beyond the reasonable control of the
Promoter;(d)anytaxliabilityincurredbyaWinnerorEntrant;or(e)takingofandredemptionofaPrize.
24. All entries and any copyright subsisting in the entries become and remain the property of the Promoter. The
Promoter collects personal information about entrants to include entrants in the Promotion and where
appropriateawardaprize.Ifthepersonalinformationrequestedisnotprovided,theentrantmaynotparticipate
in the Promotion. By participating in the Promotion, each entrant also acknowledges that a further primary
purpose for collection of entrants’ personal information by the Promoter is to enable the Promoter to use the
information to assist the Promoter in improving goods and services and to contact entrants in the future with
information on special offers or provide entrants with marketing materials via any medium including mail,
telephone and commercial electronic messages. The Promoter may share information with its international
relatedcompaniesorpromotionalpartnerswhomaycontactentrantswithspecialoffersinthisway.Byentering
thePromotion,eachentrantagreesthatthePromotermayuseentrants’personalinformationinthismanner.
25. AllpersonalinformationwillbestoredattheofficeofthePromoteroritsagents.AcopyofthePromoter’sPrivacy
PolicyinrelationtothetreatmentofpersonalinformationcollectedmaybeobtainedbycontactingthePromoter.
26. EachentrantalsoagreesthatthePromotermaypublishorcausetobepublishedtheWinner’sname,andlocality
inanymedia.
27. ThelawsofNewZealandapplytothiscompetition.Entrantssubmittotheexclusivejurisdictionofthecourtsof
NewZealand.
28. The Promoter is Café Coffee and Bakery Systems Company number 5861954 of 10F Morningside Drive,
Morningside,Auckland,NewZealand,telephone:+64093777615.
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AppendixOne
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