jb fy15 bridal shows post mortem
TRANSCRIPT
Jelly Belly
2014 – 2015 Wedding Shows
Post-Mortem
This%document%is%intended%only%for%the%individual(s)%or%entity%to%whom%or%to%which%it%is%addressed%to%and%contains%conceptual%and/or%intellectual%property%and%information%that%is%privileged,%confidential,%and%subject%to%copyright.%The%right%to%use%this%information%in%whole%or%part%thereof%in%any%form%is,%and%shall%remain%
the%exclusive%right%of%OptiCom%Marketing%Group%Ltd.%Any%unauthorized%use,%copying,%review%or%disclosure%is%strictly%prohibited.%%
• Drive&awareness&of&Jelly&Belly&Candy&Bar&Wedding&opportuni8es&
• Drive&par8cipa8on&in&the&Jelly&Belly&“Ul8mate&Wedding&Bar”&Contest&
via&Jelly&Belly&Canada&Facebook&page&
• Effec8vely&engaging&and&interac8ng&with&consumers&in&sharing&
product&informa8on&and&showing&how&Jelly&Belly&can&add&flavour&to&
any&wedding&party&
• Drive&awareness&and&trial&of&Jelly&Belly&jelly&beans,&and&social&media&
engagement&&
Our Deliverables
Brand Objectives
• Key&Objec8ve:&TRIAL&and&EDUCATION&on&the&candy&bar&display&opportuni8es&and&having&Jelly&Belly&be&a&part&of&their&special&wedding&
day&
• Communicate&the&various&choices&and&varie8es&of&Jelly&Belly&jelly&beans&
• Communicate&Jelly&Belly&social&media&channels&for&product&
informa8on,&product&use&and&special&occasion&opportuni8es…&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&
&
Activation Components
Jelly Belly Ambassadors &
• Outgoing&
• Engaging&
• Dynamic&&
• Knowledgeable&
&
• Passionate&
Candy Bar Menus & Contest Handouts
Facebook Eng. & Fr. Contest
Toronto Bridal Show
Fall$Na&onal$Bridal$Show$$Interna&onal$Centre$4$6900$Airport$Road,$Mississauga,$ON,$$L4V$1E8$$
Sept/05/2014$4:00PM$4$$9:00PM$
Sept/06/2014$10:00AM47:00PM$
Sept/07/2014$10:00AM46:30PM$
$
Average&Age&of&Couple& 25&O&34& 25&O&34& 25&O&34&
Avg.&Number&of&Quality&
Consumer&Interac8ons&500& 1,000& 750&
Avg.&Number&of&Impression&&&&
(foot&traffic)&1,500& 2,500& 1,200&
Total&Number&of&Samples&
Distributed&&600& 1,200& 900&
Total&Number&of&Wedding&Cards&&600& 1,000& 900&
Number&of&Consumers&Aware&of&
Jelly&Belly&“Ul8mate&Wedding&
Candy&Bar”&Contest&
50%& 50%& 20%&
Toronto Staff Feedback
“Brides&loved&the&autumn&display”&
“Many&brides&were&taking&
pictures&of&the&booth&in&effort&to&
replicate&the&displays.&&
“Great&ac8va8on&and&enthusiasm&for&&
Jelly&Belly&Facebook&page”&
“Brides&were&drawn&to&the&
simplicity&and&mul8tude&of&
colours&that&Jelly&Belly&can&
beau8fully&assemble&and&
display.&Brides&were&taking&
pictures&and&loved&the&candy&
corn&bouquet.”&
“Overall&a&“hit”&and&it&made&
brides&smile.&Everyone&
wanted&to&replicate&this&
premium&candy&display&.”&
“There&was&a&buzz&above&the&room&
at&the&front&door&of&the&Jelly&Belly&
booth.&It&was&the&most&fun&and&
well®arded&booth.&Brides&loved&
that&ar8s8c&display.”&
Facebook Contest – National ex. Quebec
• Toronto&Bridal&Show&Sept.&3&–&5,&2014&
• Facebook&Ticket&giveOaOway&
• English&Canada&Wedding&Contest:&&
&&&&&&Sept.&3&–&Oct.&3,&2014&
• 4&weeks&contest&=&11,266&entries&
• Social&Media&Reach:&31,816&–&no&BoostPost&
• Ac8ons:&280&
Visit us at booth #422
for wedding favours and candy
bar ideas
or online at JellyBelly.ca
Vancouver Wedding Fair
Weston$Bayshore$Hotel:$Wedding$Fair$1601$Bayshore$Drive,$Vancouver$BC.$V6G$2V4$
Jan/10/2015$10:00AM45:00PM$
Jan/11/2015$10:00AM45:00PM$
Average&Age&of&Couple& 26O32& 26O32&
Avg.&Number&of&Quality&Consumer&Interac8ons& 1,600& 1,200&
Avg.&Number&of&Impression&(foot&traffic)& 3,000& 2,000&
Total&Number&of&Samples&Distributed&&&&&&&&&&&& 1,950& 1,950&
Total&Number&of&Bridal&Show&Cards&&&&&&&&&&&&& 600& 500&
Number&of&Consumers&Aware&of&Jelly&Belly&
“Ul8mate&Wedding&Candy&Bar”&Contest& 20%& 20%&
“People&loved&the&idea&of&using&Jelly&
Belly&at&their&wedding&and&loved&the&
candy&bar&display...”&
Staff & Consumer Feedback
“The&Jelly&Belly&calculator&was&a&
fantas8c&idea&and&brides&
commented&on&the&prac8cality&
and&cleverness&of&the&app.&
Many&brides&to&be,&had&mental&
images&of&being&buried&in&Jelly&
Belly.&Thought&it&was&fantas8c!”&
“Brides&loved&the&varie8es&of&colours/candies&
available–&many&commented&that&Jelly&Belly&could&
fit&into&any&colour&theme.”&
“The&event&went&really&well,&
everyone&had&to&come&by&
our&booth&on&their&way&to&
the&fashion&shows.&Almost&
all&of&them&stopped&to&look,&
take&a&sample,&and&ask&us&
ques8ons.”&
Wedding Show Contest WEDDING$SHOW$GRAND$PRIZE$WINNERS:&• Dream&Wedding&Winner:&Jana&Vranova&and&Marek&Sisolak&
• 1st&Runner&up:&Andrea&Vanderveiden&and&Brady&Carpenter&
• 2nd&Runner&up:&Nikita&Delorme&and&Arman&Mirsunaye&
• 3rd&Runner&up:&Sandra&Ireland&and&Jason&Wolfe&
• 4th&Runner&up:&Bremna&Cabling&and&Kevin&Wong&
• 5th&Runner&up:&Nyree&Gu8errez&and&Theo&Hipol&
Jelly$Belly$BOOTH$PRIZE$WINNERS:&• Dinah&MacArthur&&
• Kathleen&Noble&&
• Kristen&Mayfield&
• Julia&Clissold&&
• Samatha&Greene&&
• Jess&Lee&&
Facebook Contest – National ex. Quebec • Vancouver&Wedding&Fair&Jan.&10&–&11,&2015&
• English&Canada&Wedding&Contest:&Jan.&9&–&23,&2015&O&desk&&&mobile&apps.&&
• 2&weeks&contest&=&4,566&entries&
• Social&Media&Reach:&103,752&O&BoostPosts&
• Ac8ons:&1,792&&
Montreal's Le Salon de la Mariee
Palais$$Des$Congress$De$Montreal$$163,$Rue$Saint4Antoine$West$$Montreal$QC$H2Z$1H2$
Jan/312015$10:00AM45:00PM$
Feb/1/$2015$10:00AM45:00PM$
Average&Age&of&Aqendees& 23O40& 23O40&
Avg.&Number&of&Quality&Consumer&Interac8ons& 950& 1,100&
Avg.&Number&of&Impression&(foot&traffic)& 1,600& 1,750&
Total&Number&of&Samples&Distributed&&&&&&&&&&&&&& 1,250& 1,050&
Total&Number&of&Bridal&Show&Cards&&&&&&&&&&&&&&& 1,010& 875&
Number&of&Consumers&Aware&of&Jelly&Belly&
“Ul8mate&Wedding&Candy&Bar”&Contest& 25%& 25%&
Staff/Consumer Feedback
“A&Jelly&Belly&candy&bar&
seemed&to&be&one&of&the&
highlights,&and&an&essen8al&
component&of&the&wedding&
planning&process&for&most&of&
the&brides&and&grooms&at&the&
Montreal&Wedding&Show”&
“The&idea&of&having&all&of&their&
wedding&recep8on&candy&
needs&fulfilled&by&the&
“Ul8mate&Wedding&Candy&Bar&
Contest”&was&a&major&plus.&
Many&commented&that&they&
would&be&par8cipa8ng&in&the&
contest,&as&25,000&jelly&beans&
was&literally&an&unbelievable&
and&temp8ng&prize.”&&
“They&really&enjoyed&the&candy&displays&and&said&that&it&
gave&them&really&good&ideas&as&to&what&they&could&do&
for&their&wedding.“&
Facebook Contest – Quebec Only
• Montreal&Wedding&Show&Jan.&31,&O&Feb.&1,&2015&
• Quebec&Only&Wedding&contest&&Jan.&30&O&Feb.&13,&2015&O&desk&&&mobile&
• 2&weeks&contest&=&2,143&entries&
• Desk&&&Mobile&Contest&&
• Social&Media&Reach:&
&&&&&desk&&&mobile:&200,050&O&BoostPosts&
• Ac8ons:&265&&
&&&&&&
Facebook Contest – Quebec Only
Overall Results $$$$$Ontario&Ac8va8on:&
– 2,700&Brides/Couples&Sampled&
– 2,500&Wedding&Cards&Distributed&
– 5,200&Impressions&
&&&&Vancouver&Ac8va8on:&
– 3,900&Brides/Couples&Sampled&
– 1,100&Wedding&Cards&Distributed&
– 5,000&Impressions&
&&&Montreal&Ac8va8on:&
– 2,300&Brides/Couples&Sampled&
– 1,885&Wedding&Cards&Distributed&
– 3,350&Impressions&
&&&Contest&&&Facebook&Impressions:&
– 17,975&Entries&
– 335,&618&Social&Media&Reach&
– 2,337&Ac8ons&
&
&
Consumers “Other” Choices • Other&“candy&op8ons”&consumers&men8oned&
&&
• Chocolate&
• Gummy&candies&
• Gum&balls&
• M&M’s&
• Coqon&Candy&
• Personaliza8on&
• That&being&said,&an&overwhelmingly&high&
propor8on&of&consumers&already&envisioned&
Jelly&Belly&jelly&beans&as&the&candy&choice&for&
their&wedding&
• Consumers&reacted&favourably&with&the&idea&of&using&Jelly&Belly&jelly&
beans&in&associa8on&with&their&wedding,&and&in&fact&loved&the&
“Candy&Bar”&displays&
• Couples&were&thrilled&with&the&presenta8on&and&setOup&of&the&booth&
e.g.&the&elegance&of&being&at&a&wedding,&yet&offers&fun&and&crea8vity&
with&the&flavours&
• Brides&were&delighted&to&see&the&variety&of&colours&that&were&on&
display&in&having&the&ability&to&incorporate&the&colour&of&Jelly&Belly&
jelly&beans&with&their&own&colour&theme&
Core Competencies
• Engage&only&in&large&wedding&shows&in&Montreal,&Toronto&&&Vancouver,&and&book&
early&to&ensure&best&possible&booth&loca8on&
• Offer&“wedding&favours”&and/or&“wedding&bar”&products&in&a&small&plas8c&Jelly&
Belly&“wedding”&branded&bags&
• Streamline&wedding&props&(glass,&flowers&etc.)&&&featured&“candy&bars”&with&other&
products&
• Inves8gate&more&efficient&&&effec8ve&logis8cs&&&storage&for&wedding&props&
• “Our&booth&was&in&an&op8mal&posi8on&as&all&couples/consumers&had&passed&
through&on&their&way&to&the&fashion&show”&
• “On&average,&most&brides&were&thrilled&with&the&presenta8on&and&elegance&that&
the&Jelly&Belly&booth&offered”&
• “Everyone&who&stopped&at&our&booth,&sampled&and&interacted&with&us,&loved&the&
flavour&quality&of&the&Jelly&Belly&jelly&beans”&
• “There&were&a&handful&of&consumers&that&were&ecsta8c&to&hear&that&Jelly&Belly&jelly&
beans&can&be&mixed&and&matched&in&crea8ng&a&well&known&food&flavours…”&
&
Recommendations/Staff Feedback
OPTICOM&MARKETING&GROUP<D.&
115&George&Street,&Suite&709&&
Oakville,&Ontario&Canada&L6J&0A2&&
T:&+1&(905)&845O9606&&
W:&hqp://Op8ComOMarke8ng.com&