[MLM] Brand A mbassador P rogram

1. [MLM] Brand Ambassador Program

2. [MLM]Brand Ambassador Program Program structure, functionality and promotional execution decisions were made in accordance to current marketing best practices and draw from the latest research in 21st century sales psychology. This program serves as the primary driver behind our marketing initiatives for 2013 and embodies who we are as an industry supported brand: tactical, strategic, thoughtfully designed and elegantly executed.

3. Presentation Contents • Section One:Program Overview • Program Structure • [MLM] PRO: Internal & External definition • Key Objectives • [MLM] Operatives: Internal & External definition • Key Objectives • Program Development • Section Two: Market Research • Keys to Success in the Modern Marketplace • Defining our “Ideal Customer” • Building a Strong Brand • Munitio Brand Definition & Analysis • Understanding & Acknowledging the Modern Purchase Process • Application & Strategy Analysis • Section Three: Success Metrics • Strategic Approach • Program Structure • Projected Effect on the Market

4. SECTION ONE: PROGRAM OVERVIEW

5. [MLM] Brand Ambassador Program Structure • There are two basic segments in the [MLM] Brand Ambassador Program: [MLM] PRO and [MLM]. [MLM] PRO

6. [MLM] PRO: at a glance • External Definition: A community of industry professionals who are able to experience and obtain Munitio products ahead of the general public at an “industry rate.” • The program also serves as a forum for members to express the dynamic needs of their profession and showcase their work. • Acceptance into the program is subject to application approval. • Internal Definition: A community of musicians, artists, athletes, celebrities and professionals working in the music and entertainment industry selected to generate deliverables used to influence our target audience to purchase Munitio products.

7. [MLM]PRO Tiers: a closer look • ACE and Operatives: Ambassadors at this level have are extremely influential, have a substantial social network and are regarded as experts in their field. • Our target audience will identify with professionals in these tiers as versions of their “ideal self” because of their lifestyle, accomplishments and financial success. • Agents: Ambassadors at this level are “pro-sumers”: influential/ established and acknowledged by their local network as a working professional in their field. • Our target audience will identify with this group because their success bridges the gap more tangible/attainable than Ace & Operatives. Purpose: Provide raw content for marketing assets (video, blog, music, promo, photo), testimonials/endorsements and feedback to be used as touch points to create demand and encourage engagement/social sharing.

8. [MLM] PRO: Key Objectives

9. [MLM]: at a glance • External Definition: A highly-engaged subscriber-based community who’s values and interests align with the Munitio brand. Membership benefits include access to exclusive content (created from [MLM]PRO), contests,sales and promotional events. • Internal Definition: A highly-engaged subscriber-based community of our target audience who are interested in the Munitio brand. • All marketing assets, events and campaigns are touch points for engagement/social sharing to motivate this group to make a buying decision.

10. [MLM]: Key Objectives

11. Program Development From April to December 2013 the [MLM]PRO program will become increasingly more valuable by growing in size and providing additional content to engage our target audience.

12. section two: market research

13. Keys for Success in the Modern Marketplace • Business analysts and marketing strategists across every industry agree that paradigms for consumer behavior and purchase process are obsolete in today’s digital marketplace. • Google makes information easily obtainable. Social Media gives consumers a provides a platform to share experiences and opinions. Mobile blurs the separation between “online” and “offline.” • Consumer behavior and the steps they take before making a purchase will continue to increase in complexity the more consumers integrate online platforms and services into every day life.

14. So how can a new brand compete? • Have a crystal clear picture of your “ideal customer” • Build a strong brand • Understand and accommodate the new paradigms for consumer behavior and steps in the purchase process

15. Step one: defining our “ideal customer”

16. Defining the Ideal Munitio Customer “A distinguished, successful male who believes that the brands and products they buy make a statement about who they are. Therefore they only purchase from brands that align with their values and live up to their high expectations.” Socioeconomic Status: Income: at least $60,000 per year Education: College degree or equivalent experience Occupation: Established professional, primarily in music, entertainment, digital or creative industries. Possibly a business owner or management/executive level. • Lifestyle Traits & Values: • Travels frequently for business and pleasure • Technically savvy, owns multiple digital devices • Regularly attends concerts, festivals and shows • Listens to a wide variety of music, predominantly on their mobile phone • Has a wide social network and considers himself to be influential within that group • Quietly confident and masculine, but not flashy • Finds beauty/style/design just as important as superior quality/functionality

17. Step two: build a strong brand

18. A Strong Brand is what separates products that stay on the shelves to the ones that SELL. • Building a vivid, expressive, attractive story that resonates with their target on ALL of these levels. This is the only way to successfully capture the attention of your target audience to begin the PURCHASE PROCESS.

19. Which Brands does our Ideal Customer Trust & Respect? These brands are: Acknowledged and respected by others in their peer group Progressive and cutting-edge, Meet their expectations of quality Superior to other brands within their respective industries Given a choice between 2 similar products, our target audience will choose to purchase from the brand who’s values are the closest to their own, regardless of price.

20. Defining the Munitio Brand • Relevant Emotional Associations, “How does our target feel when they buy a similar product?” • Differentiation, “How does our brand story set us apart from the competition?” • Psychographic Characteristics & Brand Positioning, “Do the needs, values, habits, lifestyle & preferences of our target align with the essence of our brand?” • A Form of Self-Expression, “Does our brand reinforce our target’s individuality?”

21. Defining the Munitio Brand • Targeted Communication, “Does all our marketing accurately articulate our brand?” • Consistency, “Is our brand story in alignment with channel advertising and signage?” • Value, “Do we make a high quality product?” • Relevant Share in the Minds of the Consumer, “Is our brand story unique, current and does it invite consumer’s to be a part of it?”

22. Munitio Brand Statement:

23. step three: understanding & acknowledging the modern purchase process

24. The 5 Stages of the Modern Purchase Process: • Stage 1: Openness, Open to the idea of options available in the market: • Customer’s Mindset: Interested in the product group because it solves a problem/makes life more convenient/aligns with “ideal lifestyle.” • Stage 2: Realized Want/Need, Changing from passive interest to active desire to purchase: • Customer’s Mindset: Wants to move forward in the purchase process but not confident that the knowledge they have now about product options is enough to make the right choice. • Stage 3: Learning & Education, Researching online to learn about product and narrowing the number of choices to the ones that best suit their needs/lifestyle: • Customer Mindset: Looks for customer/expert reviews, comparison charts and validating content about products. When considering information, more influence/credibility is given to info not on the brand’s website.

25. The 5 Stages of the Modern Purchase Process: • Stage 4: Seeking Ideas/Inspiration, Assessing brand stories & looking for personally relevant opinions/endorsement for each option: • Customer Mindset: Considers comprehensive brand story for each option by engaging with content (social proof) associated with each brand and product. Decides which option best fits their immediate need and aligns with their “ideal self.” • Stage 5: Research & Vetting, Consulting with social network & looking for the best deal before buying: • Customer Mindset: Double checks with social network to see if they respect & agree with their decision before researching the most convenient place to purchase at the lowest price.

26. Modern Purchase Process Visualized Despite where the consumer begins the purchase process, they always conduct RESEARCH in their SOCIAL NETWORK to determine if their peers will respect/approve their choice. Leading marketers call this metric “INFLUENCE.” Consumers engage their online and offline social networks to learn more about products/brands they trust and approve.

27. Influence Moves the Needle in the 21st Century INFLUENCE FORMULA Trusts Brand Story Aligned Values Fits “Ideal Lifestyle” Social Proof + Peer Approval ______________________ INFLUENCE Eyeballs: Target Audience Contributors: “Ideal peer group,” celebrities, actors. athletes, musicians, etc.

28. Munitio Strategy Analysis: Are We Addressing Every Step the Purchase Process?

29. section three: success metrics

30. 4 Key Metrics for Measuring Success Key Performance Indicators: Online Sales Program Participation Level of Brand Awareness/Market Presence Level of Engagement & Influence in Subscriber base

31. Online Sales Metric: A Closer Look This program will represent motivated segment of our target audience. As such they will be drive the most revenue. Key Tactics for Driving Sales $500,000 comprehensive .com sales

32. Key Tactics for Driving Sales The list below draws from the comprehensive 2013 Munitio Marketing Plan

33. Program Participation Metric: A Closer Look Breakdown of enrollment targets by tier and predominant channel driving enrollment. Promotion from Lower Tier Direct Outreach Targeted Marketing Social Engagement, .com Sign Up, Post-Purchase, Targeted Marketing

34. Key Tactics for Driving Program Participation The list below draws from the comprehensive 2013 Munitio Marketing Plan

35. Brand Strength/Awareness Metric: A Closer Look • This metric examines visitor traffic to the various Munitio digital properties and their subsidiaries. • It also considers visitor demographic/socioeconomic information to determine whether or not our target is reacting to our marketing. • Website Tracking Analytics: • Traffic Sources • Visitor Demographics • % Organic Search Traffic (and terms) • % Direct Traffic • New vs Returning Visitors • SEO/SEM performance • Social Tracking Analytics: • Facebook Insights • Likes, Talking About Us, Reach • Facebook Ad Performance

36. Engagement & Influence Metric: A Closer Look MUNITIO HQ ENGAGEMENT [MLM]PRO CONENT INFLUENCE ENGAGEMENT • [MLM] PRO • CONENT • COLLABS • CROSS PROMOS • ETC • [MLM] OPERATIVES • SOCIAL SHARING • PAGE VIES • SITE VISITS • EMAIL OPENS/CLICKS • PROMO PARTICIPATION • ETC INFLUENCE The diagram above shows how the mechanisms for engagement & influence differ between PRO & OPERATIVE levels.

37. Engagement & Influence ROI [MLM] Program spend is focused on increasing engagement & influence in both PRO & OPERATIVE levels to drive channel and online sales. • $100,000 content: • creation • development • promotion • engagement $50,000 direct $50,000 indirect • $90,000 • 300 PRO40s • 600 NINES $15,000 start up channel & online sales