© GMR Marketing 2010 PowerBar Ironman World Championships Event Recap GMR Marketing // 10.18.10.

© GMR Marketing 2010

PowerBarIronman World Championships Event RecapGMR Marketing // 10.18.10

Overview

2 // © GMR Marketing 2010

2010 Ironman World Championships• Held in Kailua-Kona, HI on Saturday, October 9 th • 1,849 athletes started the race

• 1,844 started the bike• 1,809 started the run• 1,770 finished the race (95.7% finisher rate)

• 1,301 Men (73.5%)• 469 Women (26.5%)

PowerBar had a strong presence at many key locations during race week

• Ali’i Dive Branding• Ali'i Drive Sampling• Bag Check• Tim DeBoom Autograph Signing• Expo

• Nutritional Seminar• LifeSport and 2XU Lounge sponsors• Team Elite Breakfast• Welcome Banquet• Pier Sampling• On Course Branding on Race Day• PowerBar Awards Dinner

Ali’i Drive Sampling Overview


Details Results Key Insights

• Starting Monday, October 4th through Friday, October 8th from 6:00am to 5:00pm, PowerBar offered a refreshment station featuring Perform to athletes training on Ali’i Drive

• Consumers could fill up water bottles or use 8oz cups

• Sampling station featured:• (1) 10x10 Perform Tent• (2) Vertical Perform Banners• (1) 8ft Table• (6) 10 gallon coolers• (2) Garbage Cans• (1) 72 quart ice chest• Perform & Ice

• (1) GMR Temp staff maintained the station and answered questions from athletes

• WTC staff assisted with the set up, daily product / ice runs and tear down

• An estimated 203 cases of Perform was used at the sampling station• Lemon-Lime

• 67.5 cases• Orange Mango

• 67.5 cases• Mixed Berry

• 67.5 cases

•About 5 cases of product was used to fill a 10 gallon cooler

•It was estimated that 3 coolers of each flavor was depleted per day

•5 cases x 3 coolers x 4.5 days (ended at 1pm on Friday) = 67.5 cases per flavor

• Sampling station was very popular and athletes were very grateful

• Continue to utilize WTC staff for daily product / ice runs

• Lower product order for 2011 – used about 50% of total allotment

• Having info sheets available at coolers helped answer athlete questions and proved essential to temp staff

Ali’i Drive Sampling Photos


Bag Check Overview


Details Results Key Insights

• Starting Monday, October 4th through Friday, October 8th from 6:00am to 9:00am, PowerBar offered a bag check for athletes using the practice swim

• Athletes could turn in personal items to the bag check and retrieve them after their swim• (1) Bottle of Perform was handed to

athletes that utilized the bag check• Bottles were given to athletes

cold starting on Tuesday • Sampling station featured:

• (2) 10x10 Perform Tents• Perform Snowfencing• (2) 8ft Tables• Plastic Bags, Sharpies• Garbage Cans (used to ice down

product)• Perform & Ice

• Volunteers maintained the bag check and answered questions from athletes

• WTC staff assisted with the set up, daily product / ice runs and tear down

• An estimated 3,000 athletes used the bag check during race week• Monday: 400• Tuesday & Wednesday: 600• Thursday: 750• Friday: 650

• An estimated 350 cases of Perform was used at the bag check• Monday: 40 cases• Tuesday & Wednesday: 65 cases• Thursday & Friday: 90 cases

• Continue to utilize WTC staff for daily product / ice runs• Need to place some product on ice

the night before – early swimmers received semi chilled product

• Consider offering cold and warm product to athletes• Many athletes put the product in

bags and saved it for later training• Volunteers fielded many questions

surrounding distribution of the product

Bag Check Photos


Expo Overview


Details Results Key Insights • 3.5 day expo featured sampling of:

• Raspberry Gel Blasts• Oatmeal Raisin Energy Bites• Chocolate Peanut Butter

Protein Bites• Pure & Simple (both flavors) • Ironman Perform beverage

• Consumers sampled individual pieces via trays and 3oz beverage samples in 4oz cups

• Consumers were given a chance to win a PowerBar Prize Pack and were offered a sample pack for entry

• 2011 Race Entry• Product/Gear

• Consumers were directed to the Ironman shop at the expo, local retailers or powerbar.com to purchase product

• Nutritional Seminar held on Tuesday, October 5th from 6pm – 6:30pm

• Featured Chris Lieto, Julie Dibens, Tim DeBoom, Sam McGlone, Luke McKenzie, Asker Jukendrup

• Raspberry Gel Blasts • 43 /50 cases (86% sampled)

• 2,580 sample packets or 7,740 pieces (3 pieces in each sample pack)

• Oatmeal Raisin Energy Bites • 6 full cases (100% sampled)

• 288 pouches or 2,304 pieces (8 pieces in each pouch)

• Chocolate Peanut Butter Protein Bites• 7 / 58 full cases (12% sampled)

• 336 pouches or 2,688 pieces (8 pieces in each pouch)

•Pure & Simple• Roasted Peanut Butter

• 8/10 full cases (80% sampled)• 960 bars or 2,880 pieces

• Cranberry Oatmeal Cookie• 7/10 full cases (70% samples)

• 840 bars or 2,520 pieces• Ironman Perform**

• Lemon-Lime• 38 cases (100% sampled)

• 456 bottles or 3,040 (3oz) samples• Orange Mango

• 37 cases (100% sampled)• 444 bottles or 2,960 (3oz) samples

• Mixed Berry• 37 cases (100% sampled)

• 444 bottles or 2,960 (3oz) samples• 477 sweepstakes entries received

• 235 opted-in (49% opt-in rate)

** During the last hour of expo, full bottles of Perform were distributed to athletes

• Expo was extremely busy on Tuesday night after parade• Consider adding extra staff to help

cover sampling stations• Continue to host the first seminar of the

expo• Timing provided a large, targeted

audience• Athletes continue to be pleased with

Perform as far as the product is concerned

• Common IM Perform inquiries:• Where is this available for purchase?

(Staff received a large amount of distribution questions)

• Is IM Perform just the RTD version of PowerBar Endurance?

• Will all flavors of IM Perform come in a powder version?

• What flavors will be on course?

Expo Photos


Nutritional Seminar Photos


Additional Race Week Activation


Autograph Signing• Tim DeBoom : Tuesday, October 5th at 4:30pm at Hawaiian Pedals (Ali’i Drive)

• GMR created signing cards as a takeaway for consumers• GMR created flyers and posted in high traffic locations to drive athletes to signing

Team Elite Breakfast• Thursday, October 8th at 9:00am at the King Kam Hotel• Estimated 250 athletes and guests attended the event• Product, schwag and personal branding available for the athletes

• Gels, Gel Blasts, Energy Bites, Performance Bars, Perform• Water bottles, hats, patches, stickers, tattoos

Gel Sampling• Friday, October 8th staff sampled gel along Ali’i Drive and the swim practice area to help athletes fuel their final practice• A total of 12 boxes were distributed to athletes throughout the one hour of sampling

LifeSport & 2XU Lounges• PowerBar provided product to LifeSport and 2XU Lounges

• LifeSport• 30 cases of Perform (10 of each flavor) – came in multiple deliveries• 2 cases of Pure & Simple• 2 cases of Protein Bites• 5 cases of Gel Blasts (sample packs)

• 2XU• 6 cases of Perform (2 of each flavor)

Additional Race Week Activation


Pedestrian Bridge• The PowerBar pedestrian bridge began construction on Monday, October 4th and was fully branded by Friday, October 8th

• The bridge was used as a cross walk on race day and provided a great view for spectators

Team Elite Breakfast Photos


Gel Sampling Photos


Additional Branding Photos


Other Sponsor Activations Race Week


Details

Infinit • Sampling beverage through cooler backpacks near swim start and along Ali’i Drive

GU • Hosted the GU Energy House on Ali’i Drive (at 4.5 mile marker near marathon turnaround)• Offered a free schwag bag which included a t-shirt, Roctane, Chomps, water bottles and

coupon

Clif Bar • Hung sign outside house on Ali’i Drive• Unaware of activation at house

Other Sponsor Activations Race Week


Details

Muscle Milk • 10x10’ Rejuvenation Station on Ali’i Drive during race week• Sampling beverage on sidewalk outside of ABC Stores during race week• Race day sampling on Ali’i Drive

Other Sponsor Activations


Details

Wheaties Fuel • King Kam Branding• (1) Wheaties box Inflatable

• Expo Presence• Arch leading into expo• Product Sampling• Photo on Wheaties Box

• Race Day • Product Sampling• On-Course

• Zone located on Ali’i Drive leading to Finish Line (before Ford)• Large banner / trussing w/ spotlight for nighttime viewing• Vertical Banners• A-frame banners• Motivational signs and logos applied to the street

Ironman Merchandise Store


Details Results • Product was on sale onsite within (2) retail shops

• Main store: located inside King Kam• Expo store: located inside Hale Halawai

• Display racks and shelves offered the following products:• Gels• Gel Blasts• Energy Bites• Protein Bites• Performance Bars• IM Perform (RTD and Lemon Lime Mix)• Endurance Beverage

• Friday, October 8th marked the start of the GWP ($20 PowerBar purchase = PowerBar Hat)

• 30 hats provided to WTC

• $5,588.50 of PowerBar product was sold at the IM World Championships

• See pages 14-20 of recap for detailed sales figures

• Retail areas were much smaller than 2009• Display racks were utilized and product looked

organized• Product offering was smaller than Lake Placid and

Wisconsin events• Merchandise reps struggled to get IM Perform on ice at

Hale Halawai• GMR assisted team with ice

Retail Sales


Item Qty Sold(Individual) Individual Cost Sales Tax Total Sales

GelVanilla 343 $1.29 $379.89 $15.20 $395.09

GelStrawberry Banana 228 $1.29 $286.71 $11.47 $298.18

GelChocolate 195 $1.29 $213.15 $8.53 $221.68

GelTangerine 156 $1.29 $195.69 $7.83 $203.52

GelDouble Latte 154 $1.29 $191.64 $7.67 $199.31

GelGreen Apple 104 $1.29 $133.20 $5.33 $138.53

Gel BlastsStrawberry Banana

157 $1.99 $286.13 $11.45 $297.58

Gel BlastsCola

107 $1.99 $197.14 $7.89 $205.03

Gel BlastsLemon 62 $1.99 $110.18 $4.41 $114.59

Main Merchandise Store (inside King Kam Hotel)

Retail Sales



Protein BitesChocolate Peanut Butter 55 $2.99 $152.15 $6.09 $158.24

Protein BitesFudge Brownie 45 $2.99 $127.65 $5.11 $132.76

PerformanceCookies & Cream 102 $1.49 $135.78 $5.43 $141.21

PerformanceMilk Chocolate Brownie 101 $1.49 $133.84 $5.35 $139.19

PerformanceChocolate 88 $1.49 $116.75 $4.67 $121.42

PerformancePeanut Butter 83 $1.49 $108.82 $4.35 $113.17

PerformanceChocolate Peanut Butter 64 $1.49 $86.81 $3.47 $90.28

PerformanceVanilla Crisp 63 $1.49 $89.82 $3.59 $93.41

PerformanceOatmeal Raisin 61 $1.49 $86.08 $3.44 $89.52

Energy BitesOatmeal Raisin

43 $2.99 $118.37 $4.73 $123.10

Energy BitesChocolate

31 $2.99 $89.09 $3.56 $92.65


Retail Sales


ItemQty Sold

(Individual)Individual

CostSales Tax Total Sales

Perform CanisterLemon Lime

7 $19.99 $133.93 $5.36 $139.29

Restore CanisterOrange

2 $24.99 $49.98 $2.00 $51.98

PerformLemon Lime 115 $1.49 $140.34 $5.61 $145.95

PerformMixed Berry 60 $1.49 $83.74 $3.35 $87.09

PerformOrange Mango 49 $1.49 $70.31 $2.81 $73.12


Qty Sold(Individual)

Sales TaxTotal Sales

Grand Total(For Main Store) 2,475 $3,717.19 $148.69 $3,865.88

Retail Sales



GelTangerine 146 $1.29 $188.34 $7.53 $195.87

GelGreen Apple 103 $1.29 $132.87 $5.31 $138.18

GelVanilla 93 $1.29 $119.97 $4.80 $124.77

GelDouble Latte 88 $1.29 $113.52 $4.54 $118.06

GelChocolate 48 $1.29 $61.92 $2.48 $64.40

GelStrawberry Banana 14 $1.29 $18.06 $0.72 $18.78

Gel BlastsCola

45 $1.99 $89.55 $3.58 $93.13

Gel BlastsLemon

27 $1.99 $53.73 $2.15 $55.88

Gel BlastsStrawberry Banana 24 $1.99 $47.76 $1.91 $49.67

Expo Store (inside Hale Halawai)

Retail Sales



Protein BitesFudge Brownie

18 $2.99 $53.82 $2.15 $55.97

Protein BitesChocolate Peanut Butter

10 $2.99 $29.00 $1.16 $30.16

PerformanceChocolate 48 $1.49 $71.52 $2.86 $74.38

PerformanceMilk Chocolate Brownie

38 $1.49 $56.62 $2.26 $58.88

PerformanceCookies & Cream 31 $1.49 $46.19 $1.85 $48.04

PerformanceChocolate Peanut Butter

24 $1.49 $35.76 $1.43 $37.19

PerformancePeanut Butter 22 $1.49 $32.78 $1.31 $34.09

PerformanceOatmeal Raisin 20 $1.49 $29.80 $1.19 $30.99

PerformanceVanilla Crisp 9 $1.49 $13.41 $0.54 $13.95

Energy BitesOatmeal Raisin

29 $2.99 $86.71 $3.47 $90.18


Retail Sales


ItemQty Sold

(Individual)Individual

CostSales Tax Total Sales

Perform CanisterLemon Lime

2 $19.99 $39.98 $1.60 $41.58

Restore CanisterOrange

1 $24.99 $24.99 $1.00 $25.99

PerformOrange Mango 73 $1.49 $108.32 $4.33 $112.65

PerformMixed Berry 70 $1.49 $104.30 $4.17 $108.47

PerformLemon Lime 67 $1.49 $97.45 $3.90 $101.35




Grand Total(For Expo Store) 1,050 $1,656.37 $66.25 $1,722.62

Retail Sales


Grand Totals



Grand Total(For Expo Store) 1,050 $1,656.37 $66.25 $1,722.62



Grand Total(For Main Store) 2,475 $3,717.19 $148.69 $3,865.88


Sales Tax Total Sales

OVERALL GRAND TOTAL 3,525 $5,373.56 $214.94 $5,588.50

Merchandise Photos


Race Day Branding Overview


WTC provided sponsor branding on race day• Swim Start Area

• (2) Perform Inflatables – at pier & finish line• 3x10 banners in various locations around the pier and on top of buildings• 3x10 banner on railing leading into / out of water (highly televised and photographed location)

• Transition Area• (12) IM Perform Shark fin banners surrounding transition• PowerBar & Perform snowfencing

• King Kam Branding• 20x30ft banner• (1) Perform inflatable• Pedestrian Bridge• (4) Perform shark fin banners (not produced by GMR)

• PowerBar Zone (Located on Palani Rd.)• (9) Banner flags• Blue PowerBar snow fencing• Inflatable (Double Latte flavor)

• IM Perform Zone• (12) Banner Flags• White IM Perform Snowfencing

• Finish Line • (1) Perform Inflatable• PowerBar banners and IM Perform banners in finish line chute• Logos on finish line arch

Race Day Branding Overview


Additional Branding• Aid Stations

• IM Perform & PowerBar branded identification signs• IM Perform branded 8oz cups

• Finish Line• WTC made several announcements recognizing PowerBar’s sponsorship• PowerBar “Power Hour” shown on the IronmanLIVE broadcast on video board• IM Perform was handed out to Top 3 Men and Women finishers

Race Day Photos – Swim Start & Transition (at a glance)


King Kam Banner

Swim Start / Exit Banner

3x10 PowerBar Banners

3x10 PowerBar Banners

Perform Inflatable

(12) Perform Sharkfin Banners placed around transition

PowerBarSnowfencing

Race Day Photos – Swim Start / Finish & Bike Out


Beginning of course out of transition

Swim Start – Age Groupers

Bike OutSwim Finish

Swim Start Swim Start

Race Day Photos – PowerBar Zone (Palani Hill)


PowerBar Zone - Run

PowerBar Zone - Bike

PowerBar Zone - RunPowerBar Zone - Run

PowerBar Zone - Bike PowerBar Zone - Bike

Race Day Photos – Perform Zone (Ali’i Drive)


Perform Zone

Perform Zone

Perform ZonePerform Zone

Perform Zone Perform Zone

Race Day Photos – Aid Station (Ali’i Drive)


Race Day Photos – Finish Line (Pros)


Andy Potts Julie Dibbens

Chris McCormack Mirinda CarfraeAndreas Raelert

Top 3 Women Hugging

Race Day Photos – Finish Line (Age Groupers)


Lew celebrating with Mirinda Scott Johnson(Last Man To Finish)

Steve Chapin (TE) Lew Hollander (80 yrs old) Age Grouper Celebrating

Kathryn Curl(Last Women to Finish)

Race Day Results


Top 10 Men1. Chris McCormack AUS (8:10:37)2. Andreas Raelert GER (8:12:17)3. Marino Vanhoenacker BEL (8:13:14)4. Craig Alexander AUS (8:16:53)5. Raynard Tissink ZAF (8:20:11)6. Timo Bracht GER (8:21:00)7. Eneko Llanos ESP (8:22:02)8. Dirk Bockel LUX (8:22:59)9. Pete Jacobs AUS (8:23:26)10. Faris Al-Sultan ARE GER (8:24:04)

Top 10 Women1. Mirinda Carfrae AUS (8:58:36)2. Caroline Steffen AUS SWI (9:06:00)3. Julie Dibens USA GBR (9:10:04)4. Virginia Berasategui ESP (9:16:47)5. Rachel Joyce GBR (9:18:48)6. Karin Thuerig SWI (9:22:48)7. Yvonne Van Vlerken AUT NLD (9:23:33)8. Caitlin Snow USA (9:26:42)9. Heleen Bij De Vaate NLD (9:27:02)10. Leanda Cave USA GBR (9:27:42)

Key Insights & Recommendations


Overall• As we finish out 2010, use the IM World Championships as a baseline for all upcoming Ironman events

• Continue to host status calls leading into events and ensure PowerBar is receiving sponsor entitlements• The level of support from WTC in Kona was improved and overall communication between all teams

helped to create a successful event• WTC provided a PowerBar banner crew that assisted with Bag Check, Ali’i Drive sampling, race day zones

and overall branding plans• Continue to push for WTC to place PowerBar branding in key locations keeping in mind title sponsor

entitlements

Product• Recommend shipping all non-course related product (i.e. expo, bag check, Ali’i Drive sampling) directly to Cantor

Brothers to store in warehouse• IM Warehouse had a difficult time receiving PowerBar product because of quantities and DC errors• Continue to work with Nestle DC to make sure all shipments are labeled and team is notified in a timely

manner if product is shorted or substitutes are made

Bag Check• Produce larger bags with cotton drawstrings for future bag check events

Expo• Consider hiring an additional temp staff for Tuesday night expo

• Due to the Parade of Nations leading right into the start of the expo, the first night of expo has extremely high traffic and PowerBar has several elements activating around the same time (i.e. autograph signings, nutritional seminar)

• Continue to host the nutritional seminar on Tuesday night at 6pm to capture large audience

Key Insights & Recommendations


Team Elite Breakfast• Provide athletes with gift bags instead of offering unlimited product

• Allow athletes to customize their gift bag for the breakfast – provide them with the giveaways and products and let them request the quantities and flavors

• Saves on shipping large amount of product to event and diminishes the chaotic feeling of the product giveaway

• Replace name tags with wristbands to identify Team Elite members from regular hotel guests• Require all guests wear a Team Elite clothing item to the breakfast to maximize branding

• Have a professional group photo taken at breakfast and post virally for additional exposure• Test the speaker system prior to the start of the breakfast to ensure the speakers are positioned correctly and the

volume is correct

Race Day• Ensure WTC has staff / volunteers watching PowerBar inflatables to make sure they stay intact throughout the

event, especially the swim start• Perform inflatable located on pier was unplugged by a volunteer in between pro swim start and age groupers

• WTC was able to get it back up in time for the age grouper swim start • Secure a generator for Palani Hill inflatable

• WTC forgot to pick up generator before Saturday • Team was able to use shore power from local gas station and ran extension cord to get inflatable up in time

for the run course

© GMR Marketing 2010 PowerBar Ironman World Championships Event Recap GMR Marketing // 10.18.10.

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Transcript of © GMR Marketing 2010 PowerBar Ironman World Championships Event Recap GMR Marketing // 10.18.10.