Lead Marketing Conference

1. Lead Marketing Conference Location, Location, Location J.P. Beauchamp & Willis Duran

2. Colossal Collapse In Chicago

3. The Friday Morning Leader Board

4. Some Numbers to Consider 1.7% to 1.3% Revised GDP for Q2 2012 70% New Jobs Created 2010 A55+ 63.5 Labor Force Participation Commerce Dept, Challenger Gray & Christmas

5. Good News Bad News Economic Snapshot 2008-2012E Source: Moody’s, BLS

6. We Adapt and Overcome

7. The Most Important Slide • Downtrodden • Size: 17.8% • Median Age: 48 • Median Income: $41K • Bleak outlook • Skew to Walmart, Dollar, C-Store &Supercenter • Collect coupons from newspapers and online • Like loyalty card discounts, store signs, displays • Use store Kiosks, Touch Screen Digital Signs • Buy most private labels for EDLP • Visit manufacturers’ web for info and deals • Try new brands for low price • Look for products that last longer • Prefer products that serve multi-usages. • Prefer package types that allow family share • Cautious& Worried • Size: 24.8% • Median Age: 55 • Median Income: $47K • Bleak outlook • Skew to Walmart, Dollar, C-Store & Club • Don’t actively collect coupons • Don’t pay much attention to In-Store circulars, signs or displays. • Price sensitive. • Try new brands for low price • Look for products that last longer • Start-Ups • Size: 10.6% • Median Age: 36 • Median Income: $47K • Hurt but see bright future • Skew to Grocery, Drug and Mass stores • Search info and purchase online • Collect coupons from newspapers and online • Like loyalty card discounts, store signs, displays • Use store Kiosks, Touch Screen Digital Signs • Visit manufacturers’ web for info and deals • Try new brands. Like products that last longer • Prefer package types that allow family share • Reachable by social network, TV and Ratio ads and iPhone. • Optimistics • Size: 14.3% • Median Age: 40 • Median Income: $64K • Financially hurt a bit • Skew to Walmart & Supercenter • Search info and download coupons online • Like loyalty card discounts, store signs, displays • Price sensitive. Buy private labels for EDLP. • Visit manufacturers’ web for info and deals • Prefer package types that allow family share • Reachable by TV and Radio ads and iPhone • Carefree • Size: 18.6% • Median Age: 53 • Median Income: $67K • Financially Stable • Skew to Club store • Not engaged in collecting coupons • Least price sensitive • Buy on trust of brands • Most brand loyal • Savvy Shoppers • Size: 13.8% • Median Age: 51 • Median Income: $76K • Financial improved • Skew to Grocery, Drug and Mass stores • Enjoy shopping and quest for value. • Use a lot of coupons and store circulars • Like loyalty card discounts, store signs, displays • Buy on trust of brands • Read product labels • Research products on blogs

8. While consumers are a little pessimistic about the economy, they are making adjustments and returning to “little luxuries” Downturn Driven Ritual Changes % of Shoppers- Top 2 Box Source: SymphonyIRI MarketPulse Survey, Q32011.

9. Slight changes in consumer optimism are reflected in how they are strategizing their store trips Trip Strategies % of Shoppers- Top 2 Box Source: SymphonyIRI MarketPulse Survey, Q32011, Q2 2012

10. Scope & Scale Almost half of US Adults own a Smartphone One-third of Americans view online videos a day Facebook delivers one out of every four ads >100 advertisers = 1 Billion IMPs Q4 ‘11 Source:Pew Research Center's Internet & American Life Project. 3/12 comScore US Digital Future in Focus 2/12

11. Key Steps in the Shopper Marketing Activation Process

12. How Can you Better Leverage Digital Content Shopper Experience Communication “One Size Fits All “Messaging “Push” messaging Confusion at the Shelf Greater convenience In Store or Online Tailored Communications One-on-One Dialogue

13. Everything is in Play…Data & Platform Agnostic Lifestyle / Shopper Segmentation Buying Behavior Media Consumption Is she a traditionalist? Is she an expert who likes to share her recipes and skills with others? Will she only buy your product on a deal? …or is she a health conscious consumer? … or does she reach out to cooking experts because she needs as much help as possible? … or does she stick to one brand?

14. + + CONTENT DATA TECHNOLOGY

15. Data ShopperMarket ShopperScan Other Data Audience Data 3rd Party Data Media Data POS data representing 95% of items sold at the UPC level All outlet SIG scan panel purchase data and AOL proprietary data Behavioral | Demographic Psychographics | Technographic Daypart | Weather

16. Content Audiences can be targeted and scaled with uniquely cross-platform digital approaches.

17. Technology

18. EXPOSED CONTROL Insights Digital Audience Insights Offline Sales Impact ROI: $2.52 360 Multi-Dimensional Views Advanced Measurement Page 18

19. Digital Campaigns - Benchmarks • The Average ROE for all targeted campaigns is $1.74 vs. $1.54 without a Purchase Based Target Campaign Size (Impressions) % Impact $ Impact /HH MAX ROE 545MM $3.82 $0.16 68% Targeted $1.74 Targeted $0.09 Targeted 111MM Average 98MM Average $1.67 Targeted 19% Average $0.08 No Target 70MM No Target $1.57 No Target $0.07 Average 16% No Target 12% 17MM $0.48 $0.02 1.2% MIN Updated 9/12

20. Holistic Data Approach Identify your best consumer by their shopping behavior. Identify where to find your best consumer Develop laser-focused consumer target.

21. Thank You