The 411

The Schedule
Based on whatever bang-up creative path you choose, we’ll route a sampling experience around your 3 designated markets to places like:

• key retailers
• chain accounts
• skate parks
• schools / schoolyards
• parks and recreational areas
• business districts
• munchie magnet mavens
• nightlife areas
• AVP tour events
• and anything else you want to try… anything is fair game

It all depends on what creative path we travel and the flexibility of the vehicle size and/or experience. Either way, we see Switch as heading up the development of the sampling schedule for the entire 27-week experience. We can work hand-in-hand with a popchips local market manager to leverage existing events and/or retailer visits – or we can tackle the development of the sampling schedule entirely on our own. And either way, we’ll make it work.

We’ll work hard to get as many bags into peoples’ mouths as we can. And we’ll keep track of our success.

The Measurement
So you say you want a groundswell in ’09? Not a problem... but we also want to insure you get the biggest bang for your buck. If the goal is 1mm bags to mouth, we can make it happen -- both effectively and efficiently.

So how do we track that success:
1. by % redemption of coupons on sampling bags (specially coded on .4 oz bags just for program)
2. sales lift post-event at local area retailers
3. number of displays generated at retailers
4. # bags ultimately distributed
5. use of switchmobileprojects.com (an on-line event reporting tool we use to recap events, post data and show photos)
6. anything else popchips’ heart desires

Let’s build in a component for measurement up front, at the start of sampling, so we have a snapshot of what doing a bang-up job looks like…hey, that makes sense to us too.

The Costs
We know you asked for a cost estimate that covers strategic planning, staff time and program operating expenses. In thinking ahead, this should probably cover the cost of the actual vehicle(s) too.

You asked, we shall deliver. Let’s just pick a conceptual direction first, then we’ll get after it. There’s a lot of ways to skin a cat, and we'll scale a concept to fit your budget range. We just thought we’d use our first three days together as partners to knock your socks off creatively. Previously, we spoke of collaboration... here's where it most applies. Guide us a little, give us some feedback and we'll circle back to provide you exactly what you need in order to move forward. We've already started the process. Once we hone in on specific concept(s) and element(s) that resonate with your team, we can clearly define:

• program oversight
• # of event days per week
• # of samples/through-put required at each event
• crew size required to implement sampling
• crew roles and responsibilities
• vehicle size required to effectively execute concept
• storage space and proximity to city
• vehicle/product storage
• brand messaging
• crew hiring and training
• DOT/liability/insurance


Oh, let’s not forget about our brew buddies
Beer and chips go great together! We know that. We also know a few people who might be interested in talking it over a cold Budweiser. We can set that up… if, of course, you’re interested. Let’s get drinkability to meet snackability.