the BTB Brand Story (v4)

1Thursday, November 17, 2011

BRAND POSITIONING:

• It takes the idea of BBQ sauce beyond the imagination and the food creation / cooking experience;

• A high quality, healthy, all natural sauce

• The Ultimate Food Adventure: where are we going to show up next: coming up with something new every time

MISSION: We’ve got sauce covered

Don’t just give customers flavor and quality, give them that unique sauce experience beyond the barbecue


•“Intrigue Your Taste Buds”

• “The Sauce Revolution”

• “Evolve Your Palette”

• We’ve Got Saucy Stories•“The Sauce of Innovation”

• “Living the Journey of Flavor”

• “The Sauce of Distinction”


“The BBQ Sauce That Started on a Napkin”

• 25 years in the making: The Tastemaker - Kevin created an amazing sauce, originally wrote the recipe on a bar napkin

• Christmas 2007: a gift of sauce to Erica inspires the eureka reaction and business creation

• 2008: Erica & Kevin started working on the GSI / BTB brand, refining the original sauce to make it healthier and creating two new flavors

• The GSI Reach:

•GSI - corporate•BTB - brand/product, “Beyond the Barbecue”•RealKidz - brand/product, “Nourish Your Imagination”

EXECUTIVE SUMMARY: THE BACK STORY


BBQ & GRILL LINE: It All Starts Here

•Custom Blends, All natural, Fat Free, Gluten Free, Low Sugar

DIPS & TAPENADES: Just Because It’s Not a BBQ Doesn’t Mean It’s Not a Party

•Herb & Nut based, Dairy Free, Gluten Free

RUBS & SPICES: Rub One On

•Homemade spice medleys

FUTURE PRODUCTS IN DEVELOPMENT: The TasteMaker’s Healthy Effect

•Pistachios.com

•Prickly Pear / Hemp (?)- juice, chips, candy

The fruit of the prickly pear cactus is rich in magnesium, an essential mineralthat contributes to the activities of enzymes, promotes healthy heart and kidneyfunction and helps your body produce energy. Prickly pear also contains vitaminC, which boosts immunity and provides antioxidant protection against chronicdiseases.

THE COMPANY: THE PRODUCTS


•BBQ & GRILL LINE: FLAVOR EXPRESSIONS the poetry of sauce

•CLASSIC_Smooth. Where our story begins. The perfect fusion of tradition •and innovation. So REFINED, we dare you to want anything else again.•



•SMOKE_Smolder. The Blossom of artful smoking. With it's sweet flavor HINTING •of chocolate, The Chipotle Chile dates back to the ancient Aztecs. Simply SPIRITUAL, •simply perfect.•



•FIRE_Risqué. Because there are those of us who like hot! Delicately INFUSED with one •of the most intensely spicy flavors in all the world. Ours, a flame that SMOLDERS with unmistakable delight

•


•DEMOGRAPHIC: 25 to 64 male & female

•LADDER CLIMBERS: People who pay for superior product

•ADVENTURERS: Live life to the fullest, risk takers, expanded palettes

•The Health/dietary conscious

•Top Shelf, High Quality, Distinctive

OUR MARKET: THE TARGET


THE MARKET PLACE: RETAIL & FOOD SERVICECONFIRMED OR DESIRED RETAIL OUTLETS: Saucy Hot Spots

•Bill the Butcher (already ordered)•Whole Foods (shown interest)•Union Market•Eataly•Dean and Deluca•Gourmet Garage•Fairway•Gristedes•Kings•Gourmet Shops •Publix•Food Lion •AJ’s Gourmet •Whole Foods •Bristol Farms•Gelsons•Uncle Giuseppe’s Marketplace

Food Service: Servicing The Servers•Hotels in Major Cities (Las Vegas, New York, Chicago, Los Angeles, Miami etc.)•Hard Rock Hotel, Mandelay Bay•Multi-Start Restaurants across the country•Airlines•Cruise Lines


MARKETING MEDIA: TOUCH POINTS We Love Our Saucy Audience

SOCIAL MEDIA: Food Journalism (print, blogs, social media stories / highlight, video & photography)

TRANSMEDIA: 360 Media Brand Storytelling

VIDEO: TV, Web & Events

WEB: Social, Mobile, Blogs, SEO, Portals, Branded Experiences & Corporate Site

PR (offline & online): •Trade Shows, Events •Food Trucks •Tailgating •Competitions•Markets or venues for Specialty Foods •Street Fair/festivals

•Print Marketing•Press Releases•Newsletters•GSI Press Kit•Radio•Product Placement


PR: MATERIALS / MERCHANDISING BTB’s Saucy Shwag!

COLLATERAL:

•Brand collaterals including website•Condiment packets for PR•T-shirts/ hats and water bottles •Food baskets•Post cards•In-store signage•Display unit

•

VERTICAL:

•Gear and Tools•Grill•Integrate our sauce brand in to Willem - Sonoma, •(co-branded holiday baskets)•Food trucks for holidays•BBQ accessory products•Eco friendly plates & utensils


MARKETING MEDIA: EVENT BASED INITIATIVES

FOOD TRUCKS: The Sauce Revolution On The Streets

•By offering delicious barbecue using our signature sauces, we will tap into the hottest food trend for middle to upper •class urban dwellers. Once they discover they can take our product home, it will be love at first bite.

Survey found that 82% of people who frequent food trucks in NYC follow them on social media platforms

TAILGATING: The Kick Isn’t Just For An Extra Point

•Another food related community event comprised greatly of our demographic, tailgating is where the competition gets hot. By showing off our stuff right next to established local and famous tailgaters, we will win the hearts and minds of people know to be die hard fans. Like they say, defense wins games but star sauces put fans in the stands.

•BTB Possible Tailgating Campaigns: You Saucy Dog, You!

•• Create tours across country for the seasons, target 12 of the largest games.•• We can sponsor tailgating events focused on our food truck by publicly displaying games in a venue where we can also barbecue. E.G. Public Parks.

•• Using Foursquare, we can set the tailgate as a moving target, or change the position based on our location for the day, giving discounts and advantages to those that check in.

TRADE SHOWS: Show Them What They Are Missing

Using Trade shows will give our brand exposure to retailers, consumers, and professionals in the culinary field, e.g. chef’s, critics, and bloggers. Combined with giveaways and prizes, these can open up new regions based on the location of the trade show.


MARKETING MEDIA: TOP ONLINE MEDIA OUTLETS

•Sauce Appealing Deals For The Discerning Palette

•GiltFood.com: Coupons, Discounts, Write up, PR, Rewards

•Eater.com/ Eater Nation: The National Restaurant, Bar and Nightlife Blog: •TV Show, Viral Video, Ads, Write Ups, Press Release

•Edible.com & Print: Ads, Write Up, Press Release

•Thrillist.com: Coupons, PR, Rewards

•Foursquare.com: Coupons, Discounts, Games, Rewards

•Amazon.com: Coupons, Discounts, Food Baskets For Holidays, Rewards


http://eater.com

http://eater.com

MARKETING MEDIA: WEB & INTERACTIVE PLAN

Website: Base Camp For The Saucy Foodies• - Useful content contained in a smart brand story and UX/UI. • - Hip/edgy, accessible look & feel, include history in the making, the Mission/Vision beyond standard approach, clean

product over view, the social experience, traditional media/PR and technically well planned from a metadata and search criteria approach.

Blogs: Sauce It Up With The Best Of Them!•- Recipes: playing with your food, the experience of it and how to use it including submission, contest•- Food lover’s mixology - the blending of food and flavors with drinks •- Video Blog Articles with DIY participation of fans, food critics, showcasing guest chefs & host, •- Overview / reporting of total brand experience and events (journalism, news, campaigns & audience responses)

SAUCE TV: Get Saucy On The Couch!•- Classy & high quality. •- Tie in with brand strategy, viral, blog, and online video network initiatives and video content production plan •- Must be targeted for all online entry points•- Reference transmedia, video plans & concepts•- Desired impact: Create a channel that has the power to bring in audience numbers and ad budgets - Online and TV potential

•- Any video content created for or submitted to BTB can be shown on Sauce TV

Social Networking: Sauce Connections & Musings•- PR and New Media Journalism (including photography) and reviews building on the writer’s connection to the people, the brand/product and knowing how to express it “consistently” to your audience with integrity.

•- The Experts: integration with other markets •- Twitter, FB, foursquare: continuous integrated campaigns on all levels: tag lined concepts, well positioned and packages: •- User / Customer participation


MARKETING MEDIA: MOBILE APPLICATIONS

Food Mobile/PDA apps: Sauce On The Go In Your Pocket And In Your Picnic Basket•The Tailgating experience: season and schedule

•The Food Truck experience: locations and menu

•- Community updates and access•- Branded games•- Social, relevant and useful•- Coupons, Rebates, Contests•- Interactive e-cookbooks pushing audience to brands, outlet’s, recipe's, collateral, co-branding

•


MARKETING MEDIA: CELEB ENDORSEMENT BIG TASTE, BIG NAMES

•Dale Earnhardt jr.

•Phyllis George

•Giada De Laurentiis

•Dennis Haysbert

•Mylie & Billy Ray Cyrus

•Maryann Rogers

•Joyce Atkinson

•Martin Scorsese

•Richard Hart

•The V TV Network- Las Vegas


MARKETING INITIATIVES: POSSIBLE CAMPAIGNSBTB Possible campaign: “Beyond the Barbecue – The Journey of Distinction”

o Build it out into other food experience’so Adventure and/or extreme sportso Live life to the fullest, risk takers, expanded paletteo The power to the person with BTB in their hands to make the ultimate food adventure/experience/

journey

BTB Possible campaign: “The Taste Makers” / “The Mix It Up Tasting Tour!”

oClassic Cool combining a Classic Butcher with Rum Experts & Seasonal Mixologists - different styles of meats with rum casting techniques - flavors, sauces, marinades and Mixology.

oExpert Hosts: o - Celebrity chefs host/guest (Jamie Oliver/Gordon Ramsey, Mario Batali, etc)o - Dyvia Gugnani: the face & creator of “Behind the Burner”, o - Ed Hamilton: (a real adventurer), Rum Critique & expert

BTB TV Show: BTB Taste Maker’s Show

A “Iconoclast” style show for the Food Lover’s experience Viral Video/TV Ad, Video Submissions, Social Networking, Journalism/PR, Events, Mobile Create this amazing meal for under $10 Classy Cool chef & Celebrity Guest or Famous Person Get the footage for the original BTB concept for presentation (from Kevin?)

•


MARKETING INITIATIVES: POSSIBLE CAMPAIGNS

BTB Possible Event: The Classy black car black tie tailgating series

NASCAR, KY Derby or Polo events: (car companies that would be edgy enough) BMW, Tesla, Maserati - like the black car series or would it be more like the late night series - gourmet food for the elite. Think brand celebrity sponsorships and endorsements,

•- Showcase classy or hip music or performers, celebrities, red carpet experience, car show, fund raisers or co-branded concert series

BTB Possible campaign: “BTB Tailgating Football America” – See Event Based Initiatives

BTB Possible campaign: “Reinvent The Barbecue”

o Solicit community participationo How are “you” reinventing your barbecue experience? o Being unique Beyond The Barbecue & sharing your individuality with your friends and the worldo Use our sauce to do it

BTB Possible campaign: “BTB Food Lover’s Flavor Hunt”

oFoursquare & FaceBook content integrated into guerrilla marketing/ transmedia plan•


STRATEGIC PARTNERS: PHILANTHROPY AND BUSINESS

Philanthropy: Because Success Is More Than Just Profit Margins

•Kristie’s Place•Kiva•Feed America

Strategic Partners: Our Saucy Lovin Friends

•Champagne Sauces•Coyote Kitchen•Bill The Butcher


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the BTB Brand Story (v4)

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