December 10, 2012

A DIVISION OF ACCO BRANDSDecember 10, 2012

EVAP - MRD

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MRD Contents

The Product Market Data Channel Strategy Where? When? What?

Naming & Theme Packaging Key Messaging

How Foundation Assets & Tactics Social Media Web Optimization

Campaign Objectives Next Steps

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The Product: EVAP

K39723

Value

Rescue your wet electronics before its too late! Once your item has been sealed in the EVAP bag, simply wait until the humidity indicator signals , I’m ready!

Features

Aluminized Mylar Bag – Allows the least amount of moisture.

In as little as 3 hours and No longer than 2 days (depending on how soaked your device was) it will come out of the bag EVAP’D.

2 - Vacuum Sealed Tyvek Pouches containing 30 Grams of Molecular Sieve – APG Grade 13X (High Grade)

Available Jan ’13

NEW!

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Market Data

5 billion Smartphone users in the world circa 2015

81% of Smartphone users never turn off their device, Lifestyles Group UK

1 billion of us are connected like never before

2 out of 3 people will get their Smartphone’s wet, MSNBC

5 out of 10 Smartphone accidents happen around the home, squaretrade.com

60% of mobile insurance claims are due to water damage, Gartner

$700 is the cost of replacing a Smartphone

Insert EVAP infographic here when available

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Channel Strategy & Road Map

Priority’s Listed w/ respect to strategic

importance

(Q1, 2013)Phase 1

(Q2, 2013)Phase 2

(Q3, 2013)Phase 3

(Q4, 2012)

Phase 4

(Q1, 2014)Phase

5 Priority 1a. (Focus)

Priority 1a. (EVAP+ Kensington)

Telco Tier-2 {Independent Wireless Distributors}Tier 2 & Tier 3BuySell Co-Op

Mobile Insurance Partnerships{SquareTrade, LSG, Protect Cell, Assurian}

Tier -1 Telco (Corporate) At&T, Verizon, Sprint & TMobile

Mass Retail Tier -1 TargetApple Grocerie OutletsCVS/Walgreens RadioShack711Walmart

Continued Mass Deployment.

Geo Expansion

Priority 2 (Focus) Tier Distributors Airport convenianceFiJi H20 Model

Priority 3 (Focus) Leslie’s Pool Supply West Marine

Priority 4 (Focus) Independent Telco Tier-1 (Authorized Verizon Retailers)

Verticals

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Where?

Global launch Europe, America’s, Asia, Australia

Launch type Hero product

Channels Telco, Retail & eTail Kensington.com

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When?

Launch date (web live) US: February 16, 2013 EU: February 16, 2013

In-stock date February 16, 2013

Events CES 2013 , available for customer review

Press Announcement date Broadcast at CES 2012, no additional release

needed

Campaign assets Global asset target delivery date: January 7, 2013

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What? Naming & Theme

Naming Continue EVAP naming convention Create brand awareness & secure additional naming

Rescue Pouch™ ESAC™ Wet Electronics Rescue Kit (pending legal review)

Campaign Identity Leverage “Rescue your wet electronics before it’s too late” tag

line from packaging Create fear based marketing to garner advance sales Offer EVAP as safety net for your precious Smartphone

protection Main focus on Retail, E-Tail and Telco

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What? - Packaging

Packaging Leverage existing packaging from supplier

Modify to smaller structure (reduce by half) Update imagery & reduce copy Add Kensington branding

Shipper Create shipper with same updates as packaging

QR code Links to product video

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What? – Key Messages

Pain points solved: EVAP rescues your wet electronics before its too late Usual Dry time 6-24 hours 10x Faster than rice or other at-home-remedies. Increases your chances of successful recovery up to 700 times Single Use Disposable Aluminumized/Mylar Pouch Neatly packed with 3 vacuum sealed healing kits stuffed with

20 Grams of Molecular Sieve each


Value Prop: Mass

Compelling for Kensington

Phase 3 of “stepped strategy” where volume, brand value & brand recognition have been validated through the earlier phases of the strategy where the customer bases were incrementally smaller.

Using this “step strategy” to conquer our next phase, Global Expansion.

Compelling for Mass

Consumers demand Hot ticket items. Thus Category Captains are highly coveted by mass-retailers.

Margin % increase. Not selling the wrong product, just the wrong brand. At $ 20.00 I can guarantee a 60% margin increase.


Value Prop: Telco & Co-opCompelling for Kensington Using the install base of Buy-Sell Co-Op, secure next level placement &

volume while uncovering new revenue streams and brand awareness amongst Tier – 2 Telco.

Gain traction for phase 2, Tier-1 Telco launch A) Leveraging the Tier-2 Telco and wireless BuySell Co-Op experiences to

move up to the next install base in our “stepped strategy” penetrating Tier-1 Telco.

B) By working with Tier 2 Telco to provide the highest level of customer service and high-end wireless accessories.

Compelling for T-2 Telco & Co-ops Adds value to the in-store customer experience and overall level of

customer service. Gets their customers back online cheaper and easier than ever before. Customer data interruption is minimal and inexpensive compared to todays

alternatives Increased profits & margins Backed 100% by a trusted brand and valued partner in Kensington. Pure profit, EVAP does not replace the sale of any other P.O.P accessory

sales. Best Electronic Rescue Kit available today. Reduce ARPU (Average Return Per Unit Sold)

EVAP is a product that yields very low returns due to its nature.


Value Prop: Insurance

Compelling for Kensington 1-1 Hardware/Accessory attachment at P.O.S. Distribution Brand Recognition

Compelling for Insurance Providers Want EVAP because it solves the pain point of customer

claims for damaged phones of which 60% are due to water damage

Drive Demand and interest for their product or bundle. Bundled as part of customer reward or follow-up program Instant $20.00 value add on that Insurance companies use to

incentivize their customers to renew service or lure new customers


How? – Foundation Assets

PUBLIC RELATIONS STATUS

Press Announcement N/A official announcement

CES 2012COPY & MESSAGING

Category messaging, & subject lines √

Catalog copy, F&Bs √

Web Optimized Content TBD

Infographic In-the-works

PHOTOGRAPHY

Key Visual (horizontal & vertical) Use image from front of pkging

Environment photography Shot list complete

Product photography shot list complete

VIDEOS STATUS

Lifestyle/viral video Amy provided brief to team

COLLATERAL

Sales deck James

Tech Spec Amy

Sales Kits (includes sample, sales deck, tech spec, infographic, pricing)

In queue for CES

WEB

Social Media Anne

Landing page Bjorn

Home page banner Amy & Kate

MERCHANDISING

Category plan-o-gram TBD

In-store Merchandising Concepts TBDLast updated: Dec. 17, 2012


Social Media

E-Team to provide content Copy goes here


Web Optimization & Planning

Kensington.com Add EVAP to Smartphone category Create product page

KeyWords Wet electronics, wet smartphone, wet iPhone,

SEO Copy goes here

SEM Copy goes here


Campaign Objectives

To launch EVAP as rescue kit/safety net for wet electronics to create fear and drive sales of product before it’s too late

Create a 360˚ protection story To support Sales Teams/Partners & Customers with

assets, marketing materials and a sales deck to drive revenue and capture market share early

To communicate that Kensington is aligned with market trends and addressing the needs of the end consumer


Next Steps

Action Responsibility Comment

Packaging James & BV Complete

Catalog copy, F&B’s James & BV With BV for review

Photography James & Amy

Infographic James & Amy In design

Naming – Wet Electronics Rescue Kit

James & Barbara With legal for review

Video James & Amy

Key Visual James & Amy

WOC James & Amy

Build Sales Deck James With James for development

December 10, 2012

Documents

Transcript of December 10, 2012