The Beer STore ConSumer markeTing ProgramS

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THE BEER STORE | YOUR AUDIENCE, YOUR OPPORTUNITY

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MEDIA OVERVIEW | OUR ONTARIO

40% of Canada’s population

445+ locations across Ontario

9MMOVERtransactions per month

North America’s

5th largest market

OVER

+100MM TRANSACTIONS

PER YEAR

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MEDIA OVERVIEW | OUR REACH BY REGION

Ontario North East27 LocationsKey Cities: Sudbury, North Bay, Timmins

Peterborough37 LocationsKey Cities: Peterborough, Kingston, Trenton

Oshawa33 LocationsKey Cities: Oshawa, Pickering, Orillia, Kawartha Lakes

Ontario North West24 LocationsKey Cities: Thunder Bay, Sault Ste. Marie, Dryden

Barrie40 LocationsKey Cities: Barrie, Wasaga Beach, Owen Sound, Hanover, Orangeville

London39 LocationsKey Cities: London, Tillsonburg, Brantford

Windsor34 LocationsKey Cities: Windsor, Sarnia, Chatham

GTA

Ottawa37 LocationsKey Cities: Ottawa, Cornwall, Brockville

Kitchener35 LocationsKey Cities: Kitchener, Guelph, Oakville, Brampton

Hamilton – Niagara 39 LocationsKey Cities: Hamilton, Burlington, St. Catharines, Niagara Falls

GTA East32 LocationsKey Cities: Toronto East, Scarborough, Markham

GTA Central34 LocationsKey Cities: Toronto, North York, Richmond Hill

GTA West31 LocationsKey Cities: Brampton, Missisauga, Etobicoke

From cottage country to college towns to big cities,

The Beer Store has penetration in every key region of Ontario. Partners can focus their campaigns in specific

zones or go all-out with Ontario-wide promotions.

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MEDIA OVERVIEW | OUR MEN

Watch / participate in

sportsEnjoy entertainment

enJoY outdoor activities

Above average household income

$88,088

AFFLUENT

PROFESSIONAL

ACTIVE

LIKE ENTERTAINING FrienDS at home

70% of The Beer Store shoppers are men ages 19+

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MEDIA OVERVIEW | THE BEER STORE SHOPPER

The Family Man The Better Half The Bachelor

All demographic information regarding The Beer Store was independently collected and verified by the Print Measurement Bureau (PMB) in 2008.

Owns her own home

Enjoys entertainingfriends at home

Does a pick-up at TBS along with the rest of her errands

35-49

Married with childrenunder 12

Principal grocery shopper

Loves to make home improvements

19-34

Frequency of visits to TBS is the highest of all age groups Single or living with

partner with no kids

Enjoys team sports and staying active

Technology and media savvy

Active in social media

Attends concerts and entertainment events

+

Owns his own home

Loves to make home improvements

35-49

Has travelled both for business and pleasure in the last year

Loves hockey – over index by 90%

Married with childrenunder 12

Enjoys to both watch + participate in sports

+

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A HISTORY OF STRONG PARTNERSHIPS

TM/MD

A number of fantastic brands have seized the opportunity to advertise and engage with customers in The Beer Store. Below are some of these past partners:

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THE BEER STORE | PROMOTIONAL CALENDAR*

2015JANUARY FEBRUARY MARCH

FOOTBALL FRENzY

Held on February 3rd in New Orleans, the Super Bowl is again set to be the event to see. Big food, big TVs, big entertainment: our customers are looking for it all now so they’ll be ready to host the game of the year.

Calendar Themes• Get ready for Super Bowl• NFL Playoffs• Bowl Games• Resolutions• National Non Smoking Week

WINTER ESCAPE

Whether they hit the slopes or hit the beach at an all-inclusive, The Beer Store customers know how to make the winter blues go away. This month, we’ll even be showing people how to make the most of a ‘staycation’ with tips on pairing different beer with gourmet treats.

LUCk OF THE IRISH

The Beer Store is one popular place around St. Patrick’s Day, especially for those who’d rather beat the crowds of bars and prefer the company of just good friends and family. They’ll also learn this month that our stouts and ales aren’t just great for cheering St. Paddy with, they’re also great in a number of recipes!

*Themes are subject to change.

Calendar Themes• Invest in RRSP• Valentine’s Day• Heart Month• Family Day• Plan your March Break

Calendar Themes• St Patrick’s Day• March Madness NCAA• Red Cross Month• National Nutrition Month

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THE BEER STORE | PROMOTIONAL CALENDAR*

2015

BATTER UP

Our customers love playing and watching baseball, so who better to help kick off this sporty season than The Beer Store? When the guys and girls are getting together for a quick game in the neighbourhood or to watch their favourite team on TV, make yourself a part of the fun by joining us as a promotional partner.

Calendar Themes• Baseball season • Daffodil Month

(Cancer Society)• Earth Month• Lawn and Garden

Care Kick-off

• Home Reno • University year end• Golf Season Intro

SPRING HAS SPRUNG

It’s time to get outside to tend the garden, tackle a bit of landscaping, and fire up the BBQ once more! And once the work is done, The Beer Store customers like to relax with patios, pale ales, and pals. Outdoor living and entertainment is definitely in season this month.

Calendar Themes

CHEERS TO DAD

Father’s Day is on June 16th (not that anyone needed a reminder!) and it’s a great excuse to treat dads and family men right with thoughtful gifts, special night outs or in, or even a boy’s trip. Promotional partners who sell what men want have a great opportunity with The Beer Store.

Calendar Themes

*Themes are subject to change.

APRIL MAY JUNE

• Pool Opening• Cottage Opening• Camping season• Sun Protection

• Outdoor entertaining• Mothers’ Day• Safe Boating Week• May “24” Weekend

• Fathers’ Day• Summer Entertaining• BBQ season• Road trips• US Open Golf

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THE BEER STORE | PROMOTIONAL CALENDAR*

2015

OH CANADA!

Long weekends, vacations, road trips, BBQs, and pool parties – it’s a month to really enjoy this great nation of ours and all the outdoor fun it hosts in July. The Beer Store is the first destination thirsty Ontarians go to before kicking off their big plans – so why not join them and become our promotional partner this month?

Calendar Themes

HAPPY CAMPERS

There’s no better time to enjoy Ontario parks and lakes than August. Our customers are hitting our stores before they take to the road and the wilderness, and along with our products, they’re loading up on everything and anything that will make the summer more enjoyable and keep them safe and entertained away from home.

Calendar Themes

BACk TO BUSY

The kids are back in school, university students are hitting the campus again, and professionals are recovering from their summer vacations. Our customers are loading up on organizational products, new clothes and just about anything that makes this time of the year easier – lend them a hand with your promotion.

Calendar Themes

*Themes are subject to change.

JULY AUGUST SEPTEMBER

• Camping• Cottage Life• Back to school• Student safety

• Mobile Phones• PGA Championship• CNE

• Summer entertaining• Canada Day• Road trips

• BBQ’s• Cottage Life

• Labour day• Back to college• Terry Fox Run

• Fall hunting and fishing

• Hockey

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THE BEER STORE | PROMOTIONAL CALENDAR*

2015

THE BEER LEAGUES

Our unofficial national sport is ramping up again, and not a moment too soon. Hockey is on our brains and in our blood, and The Beer Store is celebrating it with a full-blown salute to hockey and the fans who love it.We’re also coming together to celebrate Thanksgiving - and that means lots of great food, drink and company!

Calendar Themes

THE BIG CHILL

The weather is getting cooler but that doesn’t mean the fun stops for our customers. In fact, with the holidays coming up, we’re hoping to give them more ideas for entertaining, pairings for comfort foods, seasonal decorating, gift giving, and keeping the home cozy.

Calendar Themes

TIS THE SEASON

The holidays are here, and with them come the hustle and bustle of travelling, out-of-town guests, gift buying, parties, good food, good drink and the celebratory wrap-up of a good year.

Calendar Themes

*Themes are subject to change.

OCTOBER NOVEMBER DECEMBER

• Thanksgiving• Halloween• Fire prevention week• Fall automotive

• Fall renovation• Cold/Flu prevention• Oktoberfest

• Winter’s coming• Grey Cup• Movember• Remembrance Day• Holiday prep

• Holiday entertaining• World Juniors

Hockey• Gift ideas

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PROGRAM DETAILS | IN-STORE PROMO PROGRAM

ONTARIO-WIDE COVERAGE WITH 445+ LOCATIONS AND 100 MILLION TRANSACTIONS ANNUALLY.

REACH FOR A BEER STORE CUSTOMER!

Beer Store marketing programs offer a value packed media mix with a low CPM range of $2.00 to $7.50. Programs include signage, counter sampling, parking lot activation, regional splits, digital advertising and mobile/web contests. All programs include signage production, store distribution, set up and performance tracking.

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PROGRAM DETAILS | POSTERS

POSTERS

Large posters, placed in prominent window or wall positions, capture the eye of Beer Store shoppers. A poster buy makes up the core of our most popular media buy packages.

Posters DuoSize: 24” x 36” 890 total, two (2) per storeRate: $50,000 per 4 week period

Posters Size: 24” x 36” 445 total, one (1) per store Rate: $35,000 per 4 week period

Volume and Frequency Discounts AvailableMultiple signage buys and multi period buys can earn discounts of up to 20% off published rates. Contact your Account Manager for details.

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PROGRAM DETAILS | COUNTER TAkEOVER

COUNTER EASEL

Counter easels, placed at the main cash or returns counter, are used in conjunction with posters to increase in-store campaign awareness through multiple touchpoints.

Counter easels can be easily integrated with take one distribution and sampling programs.

Counter Cards Size: 8 1/2” x 11” 445 total, one (1) per store Rate: $15,000 per 4 week period

Volume and Frequency Discounts AvailableMultiple signage buys and multi period buys can earn discounts of up to 20% off published rates. Contact your Account Manager for details.

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Your branded merchandiser inviting consumers to take a sample-sized product can be placed on or near the cash counter.

Competitive sampling pricing ranges from .20/unit (50,000 total quantity) to a low of .07/unit (500,000 total quantity).

Select from our over 445+ store list to match your desired geographic and demographic profiles. Choose as few as 50 stores or the entire chain. Sampling merchandiser to be replenished by a Beer Store employee as required.

Counter sampling is only available with the purchase of at least one (1) In-Store Signage product. Detailed by store depletion reports provided at program end. Merchandiser production and distribution costs extra.

PROGRAM DETAILS | COUNTER TAkEOVER | SAMPLING

COUNTER SAMPLING

There are three types of sampling available at The Beer Store.1. Counter Sampling 2. Take one Distribution 3. experiential SamplingAsk about our sampling case studies.

Volume and Frequency Discounts Available- Multiple signage buys and multi period buys can earn discounts of up to 20% off published rates.-Contact your Account Manager for details.

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PROGRAM DETAILS | COUNTER TAkEOVER | SAMPLING

TAkE ONE DISTRIBUTION

Distribute your flyer, pamphlets or coupons from a branded dispenser available at or near cash counters or Mix and Match merchandiser. Select an exact location that best suits your custom program.

Competitive distribution rates range from .15/unit (50,000 quantity) to a low of .0525/unit (500,000 quantity).

Take One Distribution is only available with the purchase of at least one (1) In-Store Signage product.

Printed materials to be provided or quoted separately.

Volume and Frequency Discounts Available- Multiple signage buys and multi period buys can earn discounts of up to 20% off published rates.-Contact your Account Manager for details.

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PROGRAM DETAILS | COUNTER TAkEOVER | SAMPLING

ExPERIENTIAL SAMPLING

Our Experiential Sampling program is available in 96 stores. Available in a variety of product pairings e.g. chips and salsa, with or without the optional addition of beer tasting/pairing.

Your custom package includes:

• Profiled Brand Ambassador

• Smart Serve/Food Safety Certified

• Staff Training/Scheduling/Management

• Branded Uniform

• Consumables (cups, napkins, etc)

• TBS Table

• Point of Sale Signage

• Tent cards

• Incremental POS/Contesting/Coupons/Recipes/Data Capture available

Volume and Frequency Discounts Available- Multiple signage buys and multi period buys can earn discounts of up to 20% off published rates.-Contact your Account Manager for details.

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PROGRAM DETAILS | CARTS

BEER CARTS

Beer Cart Posters are a great way to increase in store facings for a campaign. Stores have up to 6 or 12 carts available depending on store volume. All cart placements are double-sided. That means a full cart buy offers up to 24 facings in larger stores.

Beer Carts Full BuySize: 19 7/8” x 25 7/8” (double-sided)2,500 total, six (6) to twelve (12) per store, based on store size Rate: $50,000 per 4 week period

Beer Carts half BuySize: 19 7/8” x 25 7/8” (double-sided)1,250 total, three (3) to six (6) per store, based on store sizeRate: $35,000 per 4 week period

Volume and Frequency Discounts AvailableMultiple signage buys and multi period buys can earn discounts of up to 20% off published rates. Contact your Account Manager for details.

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PROGRAM DETAILS | IN STORE SIGNAGE ADD-ONS (Only available with purchase of at least one other In Store Signage product.)

WOBBLERS

Wobblers complete a media buy with outstanding shopper intercept capability. Strategic eye-level placement at the cash counter or at single can self serve coolers make them an affordable and effective add-on to any campaign.

Wobblers DuoSize: 4” x 6”890 total, two (2) per store, located at counterRate: $12,500 per 4 week period

WobblersSize: 4” x 6”445 total, one (1) per store, located at counterRate: $10,000 per 4 week period

Volume and Frequency Discounts AvailableMultiple signage buys and multi period buys can earn discounts of up to 20% off published rates. Contact your Account Manager for details.

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THE BEER STORE | CO-BRANDED PROMOTIONS

There iS inCreaSing ConSumer inTereST

in PurChaSing Beer in Single CanS anD

Taking Them home in an 8-PaCk SingleS

Carrier. Your BranD anD ProDuCT

meSSage Can Be Co-BranDeD WiTh our

mix‘n maTCh Program anD ProminenTlY

DiSPlaYeD in The high TraFFiC area near

The Carrier merChanDiSer anD SingleS

Can CoolerS.

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THE BEER STORE | MIx‘N MATCH SINGLES CANS CO-BRANDED SIGNAGE

BASIC PROGRAM ELEMENTS AVAILABLE OPTIONS

Front Poster insertOne (1) per storeSize: 15 13/16” x 35 5/8”Printed 4/c on 24pt cardCreative is co-branded with TBS Mix‘n Match logo

header Poster insertOne (1) per storeSize: 15 11/16” x 15 11/16” Printed 4/c on 24pt cardCreative is co-branded with TBS Mix‘n Match logo

WobblersTwo (2) per storeLocated at returns counter and on singles can coolerSize: 4” x 6”Creative is co-branded with TBS Mix‘n Match logo

Co-branded Basket SignPrinted 4/cSize: 15” x 6” (to be confirmed)Take one sampling from basket attached to side of merchandiserStandard sampling rates apply

Tear away Pad option Printed 4/1Attached to custom branded backer card below headerSize: 6” x 14” (to be confirmed)Pads replenished when depleted by Beer Store staff

Mix and Match Basic Program rate is $45,000 per 4 week period. Available options as shown are extra. Contact your Account Manager for details.

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YOUR MARkETING PARTNERS

Working with The Beer Store has never been easier thanks to the dedicated and experienced marketing professionals in charge of sales, programming, creative, and execution at 3SP Media.

Contact 3SP Media and get started with The Beer Store today.

Email: sales@3spmedia.com Call: 416.518.4281 www.3spmedia.com

3SP Media focuses on the development and sales of media and marketing programs at The Beer Store. With 445+ locations across Ontario, The Beer Store offers a selection of regionally targeted in-store, near-store, mobile and digital opportunities to enhance your marketing plans.

The team at 3SP Media has major consumer product and brand experience that we utilize to provide innovative solutions for media planners, buyers and marketing professionals. Our goal is to understand your business and brand needs, then develop programs that surpass them.

Once your media buy is confirmed we work with your agency or marketing department to design creative according to your brand guidelines. After creative approvals we’ll handle all production, logistics and post analysis reporting of your in-store, experiential, and digital campaigns.

We strive to be proactive and flexible in creating programs that fit your budget, timing, and objectives – and we do this with attention to detail and a dedication to client service.

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TECHNICAL SPECIFICATIONS – IN-STORE SIGNAGE

Required file formats:High resolution PDF and Adobe inDesign, Adobe Photoshop or Adobe Illustrator with all links and fonts converted to outlines.

File Specs:• All image files must be a resolution of 300 dpi• All files must use CMYK colours• Pantone and spot colours must be converted to CMYK process.

Delivery Options:Use a file sharing service such as Hightail.com. Send files to orest@3spmedia.com

CART SIGN

Finished size:w 19 7/8” x h 25 7/8”

Viewing area:w 17 ½” x h 23”

Bleed: ¼” bleed all around the finished size.

USE THISSPACEFOR A SPECIALMESSAGE ORPRODUCTMENTION

23 in

23 in

25 7

/8 in

17.5 in

19 7/8 in

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TECHNICAL SPECIFICATIONS – IN-STORE SIGNAGE

Required file formats:High resolution PDF and Adobe inDesign, Adobe Photoshop or Adobe Illustrator with all links and fonts converted to outlines.

File Specs:• All image files must be a resolution of 300 dpi• All files must use CMYK colours• Pantone and spot colours must be converted to CMYK process.

Delivery Options:Use a file sharing service such as Hightail.com. Send files to orest@3spmedia.com

POSTER

Finished size:w 24” x h 36”

Viewing area:w 23” x h 35”

Bleed: ¼” bleed all around the finished size.

23 in

24 in

36 in

35 in

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TECHNICAL SPECIFICATIONS – IN-STORE SIGNAGE

Required file formats:High resolution PDF and Adobe inDesign, Adobe Photoshop or Adobe Illustrator with all links and fonts converted to outlines.

File Specs:• All image files must be a resolution of 300 dpi• All files must use CMYK colours• Pantone and spot colours must be converted to CMYK process.

Delivery Options:Use a file sharing service such as Hightail.com. Send files to orest@3spmedia.com

COUNTER SIGN

Finished size:w 8.5” x h 11”

Viewing area:w 7.5” x h 10”

Bleed: ¼” bleed all around the finished size.

8.5 in

11 in

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TECHNICAL SPECIFICATIONS – IN-STORE SIGNAGE

Required file formats:High resolution PDF and Adobe inDesign, Adobe Photoshop or Adobe Illustrator with all links and fonts converted to outlines.

File Specs:• All image files must be a resolution of 300 dpi• All files must use CMYK colours• Pantone and spot colours must be converted to CMYK process.

Delivery Options:Use a file sharing service such as Hightail.com. Send files to orest@3spmedia.com

WOBBLER

Finished size:w 4” x h 6”

Bleed: ¼” bleed all around the finished size.

4 in

6 in

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TECHNICAL SPECIFICATIONS – MIx’N MATCH CO-BRANDED SIGNAGE

Required fi le formats:High resolution PDF and Adobe inDesign, Adobe Photoshop or Adobe Illustrator with all links and fonts converted to outlines.

File Specs:• All image fi les must be a resolution of 300 dpi• All fi les must use CMYK colours• Pantone and spot colours must be converted to CMYK process.

Delivery Options:Use a fi le sharing service such as Hightail.com. Send fi les to orest@3spmedia.com

HEADER POSTER INSERT

Finished size:w 15 11/16” x h 15 11/16”

Bleed: ¼” bleed all around the fi nished size.

15 11

/ 16

in

15 11/16 in

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TECHNICAL SPECIFICATIONS – MIx’N MATCH CO-BRANDED SIGNAGE

Required fi le formats:High resolution PDF and Adobe inDesign, Adobe Photoshop or Adobe Illustrator with all links and fonts converted to outlines.

File Specs:• All image fi les must be a resolution of 300 dpi• All fi les must use CMYK colours• Pantone and spot colours must be converted to CMYK process.

Delivery Options:Use a fi le sharing service such as Hightail.com. Send fi les to orest@3spmedia.com

FRONT POSTER INSERT

Finished size:w 15 13/16” x h 35 5/8”

Bleed: ¼” bleed all around the fi nished size.

15 13/16 in

35 5 / 8

in