2014 Marketing Plan

Contents

• 2014 Brand Focus • Point of Sale Items • 2014 Events • Influencer Activations• Social Media

2014 Eternal Brand Focus

Healthy Active LifestyleFemalesCultureSales

25%

40%

15%

20%

2014 Eternal Brand Focus• Healthy Active Lifestyle

– Support of events in key markets to develop brand awareness – Develop sales programming where these consumers live, work, and play– Drive social media campaigns to support key demo

• Females– Support events in key markets to develop brand awareness– Develop sales programming where these consumers live, work, and play– Drive social media campaigns to support key demo

• Culture– Support marquee events that will develop brand image and expand our demo– Support events with sales programming at key accounts in developing markets

• Sales– Aligning Marketing and Sales teams on goals to reach success– Provide POS and sales tools in the trade to drive sales– Assist in the execution of Trade Shows and Events to drive brand awareness and sales– Assist in the execution of Retail Demos and Sales blitzes to drive brand awareness

and sales

Eternal Point of Sale• Wishlist

– Case cards– Exterior/Interior window decals– Cooler Statics– Coupons– Dealer Loaders

• 2014 POS Items– Wire Racks with Interchangable Case Cards

• Wire Racks will be available late Q2• Racks will come with a generic Eternal Case Card• Custom Case Cards will be available as necessary based on programming

– Eternal Railstrips• Will be available mid Q1

– Eternal Danglers• Will be available mid Q1

– Exterior/Interior Window decals• Case by case scenarios • Allow 6 weeks for development and delivery

– Cooler Statics• 3D Clings are AVAILABLE NOW

– Coupons• (INSERT HERE)

– Dealer Loaders• (INSERT HERE)

Eternal Point of Sale

• Keith please put images of the following– Rail strip with measurements– Cooler rack with measurements (I’ll provide)– 3D Cling with measurements– Eternal Polo shirt– Eternal Dangler

2014 Eternal Events• National

– Ironman (Pending)– Irongirl (Pending)

• Regional– Mermaid Series– Camp Pendleton Event Series– Southern Arizona Roadrunners

• Key Market Events– Phoenix Marathon (pending)– Lake Placid Marathon– Miami Marathon (Pending)– McDowell Mountain Music Festival (Pending)– Skirtchaser– Scottsdale Culinary Arts Festival– And much more…..

Ironman Series

• ( Keith, I want to pull slide 3from the presentation ironman sent me)

Irongirl

• (Keith I want to pull the slides 4 from the ironman presentation)

Ironman/Irongirl Activations

• (Pull slides 6,7, and 9 from the ironman deck)

Ironman Sales Programming• Eternal/Ironman POS

– Available late Q1- March• Case Cards• Cooler Clings• Enter to Win POS• Custom Ironman window clings

– Large activations only– 6 weeks lead time for production

• Enter to Win Eternal Specialized Bike– (1) Specialized Bike– (10) Eternal Cycling Jerseys

• Distributor Incentives– Athlete Experience – VIP Access to Ironman Event

• VIP Pre-Race Dinner• VIP Breakfast during the Swim• VIP access to Bike Course• VIP access to Post Race Party

Keith on this slide I need:

Mock ups of the Eternal/Ironman POS

We need to look up a Specialized brand bike and then design the eternal wrap for it

Champion system branded cycle jersey

Ironman 360 Activation

• Keith I want to design a circular plan illustrating what I sales can activate with along with marketing functions. We can design together

Irongirl Sales Programming• Eternal/Irongirl POS

– Available Q2- April• Case Cards• Cooler Clings• Enter to Win POS (adjustments to Ironman

POS with Irongirl logo)

• Enter to Win Eternal Specialized Bike– (1) Specialized Bike– (10) Eternal Cycling Jerseys– (30) Entries into Irongirl Events throughout

the country• Distributor Incentives

– Entries to Irongirl Events throughout the country• Provide branded apparel to wear at race

Keith on this slide I need:

Mock ups of the Eternal/Irongirl POS

We need to look up a Specialized brand bike and then design the eternal wrap for it

Champion system branded cycle jersey

Irongirl 360 Activation

• Keith I want to design a circular plan illustrating what I sales can activate with along with marketing functions. We can design together

Event Activations

• Keith I would like a map of the US and be able to put IM logos where the Ironman events are and Irongirl logo where the Irongirl events are.

Mermaid Series• Mermaid Series is a welcoming community that inspires women

from various backgrounds to reach their full potential by providing Triathlons, Duathlons, and Endurance running events to reach their goals

• Eternal Water is the “Official Hydration Sponsor” for the 2014 Season– $3K and 10,000 bottles

• Mermaid Series has 6 Events in 2014– Mermaid Series San Diego, February 8th, 2014

• Half Marathon, 10K, 5K

– Mermaid Series Arizona, February 23rd, 2014• Half Marathon, 10K, 5K

– Mermaid Series East Bay, May 10th, 2014• 18 Mile, Half Marathon, 10K, 5K

– Mermaid Series Alameda, June 8th, 2014• Sprint Triathlon and Duathlon

– Mermaid Series Capitola, October 10th, 2014• Spring Triathlon and Duathlon

– Mermaid Series San Francisco, November 9th 2014• 10 Mile, 10K, 5K

Keith on this slide I need:

State of California and Arizona with Mermaid Series logo on each location for the event

Mermaid Series 360 Activation

• Keith I want to design a circular plan illustrating what I sales can activate with along with marketing functions. We can design together

Camp Pendleton Event Series• The Camp Pendleton Event Series is offered to the public as well as the

38,000 military family members occupy housing aboard base, and with a daytime population of 70,000 military and civilian personnel, Marines, Sailors and their families rely on the surrounding communities for retail goods and services not available on base.

• Eternal Water will be the “Official Water Sponsor” for the 6 events in this series – In kind donation only

• Events this Series include:– Hell Fire Fat Tire Mountain Bike Race, March 22nd

– Heartbreak Ridge Half Marathon, 10K, 5K, 1K Kids, April 12th

– World Famous Mud Run Pendleton, May 31, June 1st, 7th, & 8th – Semper Tri & Devil Duathlon, August 2nd

– Tour De Camp Pendleton, October 4th

– Water Warrior Beach Festival, October 25th

Pendleton Base 360 Activation

• Keith I want to design a circular plan illustrating what I sales can activate with along with marketing functions. We can design together

Southern Arizona Roadrunners

• The Southern Arizona Roadrunners is a not-for-profit organization dedicated to promoting health and fitness in Tucson and Southern Arizona through running and walking.

• Eternal Water is the “Official Water Sponsor” for 4 events and “Presenting Sponsor” of the BE TUCSON Women’s 5K

• SAR Events include:– Sunrise in Old Tucson Trail Run, January 26th

– BE TUCSON Women’s 5K, February 23rd – Meet Me Downtown 5K, May 31st – Saguaro Labor Day 8K, September 1st

– Get Moving Tucson Half Marathon & 5K, October 19th

BE TUCSON 5K 360 Activation

• Keith I want to design a circular plan illustrating what I sales can activate with along with marketing functions. We can design together

Culture Events• McDowell Mountain Music Festival – AZ

– (100) :30 commericials with MMM radio sponsor “The Peak” driving sales back to retail – (3) Radio remotes at retail locations– Presence in programs, banners and handouts– On site vendor for Water at the Festival– Water in all VIP area’s – Perfect Retail Partner – Circle K

• Scottsdale Culinary Festival - – Official Water Vendor of the Festival– (100) :30 commericials with MMM radio sponsor “The Peak” driving sales back to retail – (3) Radio remotes at retail locations– Presence in programs, banners and handouts– Perfect Retail Partner – AJ’s

Social Media

• (Elise to provide current facebook data….gender age demo numbers)

Social Media

• Campaign plans• Contests• Twitter/Instagram mentions

Influencer Activations

• Jason Terry is an Eternal Athlete for 2014– (2) Twitter posts per week (eight per month) about Eternal Water.– (1) Facebook post per month about Eternal Water.– (2) Instagram posts per month about Eternal Water.– (3) of Jason Terry’s basketball jerseys autographed by Jason Terry.– (2) basketballs autographed by Jason Terry.– Reasonable promotion of Eternal Water in NBA settings.– “Practice with the Player” Day to exceed no more than 2 hours– Photo shoot to exceed no more than 4 hours– 3 sets of (2) tickets to any in season Brooklyn Nets game

Epic Records• Eternal Water will be the official water for the Epic Records office in

New York– Eternal Water will be providing Epic Records with 600ml and/or 1L

bottles in pallet form to be delivered to the New York office – Eternal Water will provide refurb kits for 2 refrigerators to brand areas of

the Epic Records office• Epic records will provide Eternal Water with:

– 2 twitter posts– 1 Facebook post a month with photos either of an artist drinking the

water or social gathering at the office of some sort where water is featured

– Epic records will provide some pictures to Eternal Water of the water in office (i.e. Coolers, people drinking it, etc) for internal/social use

– Concert tickets and artist meet and greets are still under negoiation

The End