Marketing Program 2020

MARKETING PROGRAM Custom 100% FACE TO FACE INTER- Sign Kits ACTIONS WITH SALES Customers who receive the TEAM AND CUSTOMERS. Marketing Advantage Monthly NEW DESIGNS AND EXPANSIONS AT LYONS We have settled into our new digs and utilizing all parts of our new spaces. We now have some great meeting spaces to discuss new lines and the room to house those new lines. Our training center allows you to be in front of our sales team and our test kitchen is available for customer demos!

Marketing Partners = WIN! We strive to ADD VALUE and GROW REVENUE for our Marketing Partners and the customers we serve Marketing Advantage Monthly Our newly introduced Market- ing Advantage Monthly has been getting rave reviews from cus- tomers and vendors. Incorporat- ing new items, special deals, and prebooks, into a monthly book has given our customers visuals to go along with product names and the ability to order items directly from the book. Fill out your 2020 calendar now to reserve your spot! 2

MAX12 = Retailers sign up to be MAX12 members and they receive special low pricing on select products and exclusive perks throughout the year. Becoming a MAX12 member MAXimizes our retailers’ potential for growth every day, 12 months out the year. This logo denotes MAX deal There is no cost to retailers to be- come a member. The one require- ment to membership is that they agree to take two shippers from our featured MAX deals each month. Through generous vendor partners, we are able to offer rock bottom pricing to our members. Through this program, retailers are required to pass along low retail prices to their customers. We provide them with promotional sign kits used to market these deals encourag- ing foot traffic into their stores and gaining them a competitive edge in the market. Sample Sign Kit 8” x 10” Sign Kits Display Sign are included with every 5” x 3” MAX12 Deal! Shelf Talker 3

Digital Marketing Eblasts Eblasts are still going strong in digital Marketing. We continue to use our email marketing to empha- size new products, deals, special events, and news. New items and deals offer a click thru to a flyer detailing the product and may have a barcode that can be used to order directly from the email on the ordering device whether reading on a mobile phone or on a desktop! Website Social Media Our new and improved website offers featured programs, blog posts, and a separate vendor area. We will be tying in social media with exciting video content and demos. We even have a separate area just for you, our valued vendors! Visit us at www.lyons-aav.com. No Marketing Plan or presence is complete without a social media representation. Lyons covers the social media spectrum by posting on Facebook, Twitter, and Instagram. It’s a fun way to interact with our customers and gives us the op- portunity to expand our reach to an ever increasing audience. This means your products and services are connecting with our customers and their friends across channels. As the expansion concludes, we will introduce new and exciting content on our social media channels including video content and live streaming demos! facebook.com/Lyons.aav twitter.com/lyonsspecialty instagram.com/lyonsspecialtyco Annual Calendar Another incredible way to be seen by our customers every- day is to sponsor our calendar! It’s a large wall calendar that our customers and their employees see on a daily basis. Unbelieveable bang for your buck! 4

Direct Marketing In Person Sales Experience Our sales team will get you in front of the decision maker! Take advantage of the opportu- nity to ride along with one of our friendly Account Managers and get personal introductions to our customers, garner interest in your entire product line, and answer questions or concerns di- rectly from the customer. Incred- ible experience to put a face on your brand! MVP Marketing Vendor Program Do you have your 2020 rebate programs and contracts ready for distribution? Let us help you put your contracts together then leave the signing up to us! We manage contract compliance in-house. New Item Sample Trying = Buying PacksNew Item Sam- Literally put your products in the hands of our MAX12 members. Every month, featured products from the Marketing Advantage Monthly are put into sample bags and delivered to our members with their current Marketing Advantage Monthly. MAX12 members will sample your products and then order directly from their Marketing Advantage Monthly. Sales Meetings If you don’t have time for a full day of ride alongs, schedule some time to attend one of our monthly Sales meetings. 5

Special Events No Marketing Program is complete without fun special events Print Marketing, Digital Marketing, Direct Marketing: all of these different medias are simply pieces of a puzzle creating a complete and well rounded marketing plan. Within direct marketing, we have our special thbSeopooptnhhsootro events, where you have the opportunity to speak yohauenrrdnega! emte one on one with our customers in a relaxed atmosphere. Most can say we definitely know how to have a good time! Events allow us to have fun while we work! 6

Fun For All Vendors make our fabulous events possible Trade Show Mark your calendar for February 12, 2020, we are headed back to the beautiful MS Gulf Coast for our biggest event of the year! Our 2020 Trade Show will return to the IP Casino in Biloxi, MS for even more fun. Invitations have been sent out, please register NOW before it's too late! Golf Tournament Always a good time! Relax on the course with our customers and sales team. The 2020 Customer Invitational details will be released at a later date. Stay tuned for an invite with all the information, it promises to be a good time! Partnership Conference Meet one on one with our customers for a 10 minute sales pitch introducing your new items and signing them up for your rebate contracts. Customers love the opportunity to ask you questions and get your feedback. Next fall we’ll be returning to L’auberge Baton Rouge! 7

Tyson/Promark Test Kitchen Participate in our monthly Discovery Days Host a demo in our state-of-the-art kitchen! Spots are filling up FAST! Test Kitchen sponsor Tyson/Promark team 8

Sponsorship Levels Gold Silver Bronze Top of Mind Top of Mind Top of Mind *Unlimited ads in our Marketing *Up to 6 full pages in our *Up to 3 full pages in our Advantage Monthly Marketing Advantage Monthly Marketing Advantage Monthly *One 1/2 price set of POS kits with *Two complimentary set of POS kits *One complimentary set of POS kits our choice of MAX12 deal *Product placement on social media with your choice MAX12 deal with your choice of MAX12 deal in conjunction with New Item eblasts *One complimentary participation in *Product posted on Social Media in *Product placement on social media the new item sample pack program conjunction with New Item eblasts. in conjunction with New Item eblasts *Opportunity to feature chosen prod- *Opportunity to feature chosen prod- uct on website uct on website *Participation in New Item *Invitation to attend 1 monthly sales Sample Pack Program two times. meeting *Participation in New Item Sample *Opportunity to feature chosen prod- Pack Program four times. uct on website Special Events *Calendar Sponsorship *Opportunity to participate in up to 6 *Fee for half booth at the 2020 Trade *Opportunity to participate in up to ride alongs with sales team Show will be waived 10 ride alongs with sales team *Invitation to attend up to 2 monthly *Complimentary quarter page ad in Trade Show Planner *Invitation to attend up to 3 monthly sales meetings *Entry for 1 participant in the golf sales meetings tournament *Sign recognition at golf tournament Special Events Extras Special Events *Unlimited shelf tags *Fee for full booth at the 2020 Trade *Velocity reports available *No fee for new item set up *Fee for full booth at the 2020 Trade Show will be waived *Inclusion in Sales Planning Cal- Show will be waived *Preferred Vendor Sponsorship endar *Preferred Vendor Sponsorship included *Inclusion in Lyons Retailer/Mer- included chandising Priority Program *Complimentary half page ad in *Cocktail Reception Sponsorship Trade Show Planner Fee $5,000 included *Complimentary full page ad in Trade *Entry for 2 participants in the golf tournament *Sign recognition at golf tournament Show Planner *Exclusive distinction at the Trade Extras Show *Cocktail & dinner sponsor for Part- *Unlimited shelf tags nership Conference included. *No fee for velocity reports *Entry for 2 participants in the golf *No fee for new item set up tournament *Inclusion in Sales Planning Cal- *Hole Sponsorship included endar *Award Banquet sponsorship includ- *Inclusion in Lyons Retailer/Mer- ed chandising Priority Program Extras Fee $9,000 *Complimentary Annual Void/Gap Report *Unlimited shelf tags *No fee for velocity reports *No fee for new item set up *Inclusion in Sales Planning Calen- dar *Inclusion in Lyons Retailer/Mer- Fee $16,000chandising Priority Program 9

Sponsorship Levels (cont.) Foodservice Top of Mind Special Events Extras *Opportunity to host up to 4 demos in *Fee for half booth at the 2020 Trade *Velocity reports available the Tyson/Promark Test Kitchen Show will be waived *No fee for new item set up *Up to 5 full pages in our Marketing *Entry for 2 participant in the golf *Inclusion in Sales Planning Cal- Advantage Monthly tournament endar *Product placement on social media *Sign recognition at golf tournament in conjunction with featured eblasts *Opportunity to feature chosen prod- Fee $4,000 uct on website. *Invitation to attend up to 4 monthly sales meeting. Qualifier Top of Mind Special Events Extras *Up to 2 half page ad in our Mar- *Entry for 1 participant in the golf *Velocity reports available keting Advantage Monthly *No fee for new item set up *One 1/2 price set of POS kits tournament with our choice of MAX12 deal *Sign recognition at golf tourna- *Product placement on social me- dia in conjunction with New Item ment eblasts *Opportunity to feature chosen Fee 5% of purchases product on website. 10

Add Ons Marketing Advantage Monthly Ads: Cover - $425 Full Page - $325 Half Page - $175 Quarter Page - $100 MAX12 POS Kits (only available with purchase of ad space) Kit - $5 per customer Display Sign 8” x 10” Shelf Talker 5” x 3” Kit Add On Signs Hose Talkers - $1.65 Wobblers 2.5” x 4” - $1.50 Decal Signs 8” x 10” - $4.50 Window Sign 13” x 19” - $2.75 New Item Sample Pack - $400 *Includes ad in corresponding Marketing Advantage Monthly Calendar - $500 Golf Tournament Contest Holes - $900 (first come basis, only one sponsor per hole, includes 2 players) Golf Player only - $200 per person Trade Show Reception Sponsor - $3,000 Includes full booth and sign recognition at dinner. Trade Show Booth Only Full booth - $2,000 Half both - $1,000 Trade Show Additional Sponsorships: Band - $3,000 (includes sign, recognition from the band) Bar - $800 (includes sign, koozies, napkins or coasters, signature drink) Photo Booth - $800 (logo printed on every picture) Hotel Hospitality - $200 + samples (sample bags for customers) Show Shirts - $2,000 (logo embroidered on Lyons staff shirt) Show Bags - $1,200 (logo printed on bags given to customers) Show Lanyards - $1,000 (logo printed on badge holders) Partnership Conference Sponsor - $2,500 Includes booth and sign recognition throughout event Partnership Conference Booth Only - $1,500 Monthly Sales Meeting - $300 Host a Demo in our new Tyson/Promark Test Kitchen - $500 11

From Hugh... It’s been a great year at Lyons Specialty Company! We have fully transitioned into the new and renovated office spaces and our warehouse operations and systems are close to 100% as well. With our recent restructuring of our sales team we are expanding our service area and are well positioned for growth in 2020. We continue to move forward with our Maximizing Your Potential strategy. Many of our customers have embraced the Max12 Membership Program, and they now look forward to the revenue opportunities presented in The Marketing Advantage Monthly brochures. Many thanks to you for your continued support and participation in the programs we are able to offer our customers. We are looking forward to continued growth and revenue opportunities for everyone in 2020.