Marketing Program 2019

MARKETING PROGRAM Custom 100% FACE TO FACE INTER- Sign Kits Customers who receive the ACTIONS WITH SALES TEAM AND CUSTOMERS. Marketing Advantage Monthly NEW DESIGNS AND EXPANSIONS AT LYONS 2018 has been full of activity for Lyons Specialty. We have seen the con- struction of a new office building, renovation of the original office space, and expanision of our warehouse. Our new office building includes new meeting spaces, a training room, and a state of the art test kitchen.

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 2019 calendar now to re- serve your spot! 3

MAX12 = Maketing Advantage X 12 because the Marketing Advantage Monthly is pub- lished 12 times a year. Retailers sign up to be MAX12 members and they receive special low pricing on select products and exclusive perks throughout the year. Marketing Advantage Monthly 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 Sign Kits are included with every 19” x 13” Window Sign MAX12 Deal! 8” x 10” 5” x 3” Display Sign Shelf Talker 4

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 Our new and improved website offers fea- tured programs, blog posts, and a separate vendor area. We will be tying in social media with exciting video content and demos. We Social Media 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 2019 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! 5

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 2019 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 PacksNew Item Sam- Trying = Buying 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. 6

Special Events No Marketing Program is complete without fun special events Print Marketing, Digital Luckily, we have plenty Marketing, Direct Market- of fun at our special ing: all of these different events! Our special medias are simply pieces of events give you the op- a puzzle cre- portunity ating a com- to speak plete and one on well round- one with ed Market- our cus- ing Plan. tomers in a re- Putting to- laxed at- gether a Sponsor mosphere successful . Our trade show next the photo campaign takes forethought, booth year promises to be the time, and execution, which and get most fun-filled and excit- isn’t necessarily fun. ing show ever! your name here! Events allow us to have fun while we work! 7

Fun For All Vendors make our fabulous events possible Trade Show Mark your calendar for April 18, 2019 for our biggest event of the year! Last year’s show saw a return to Baton Rouge and an outstanding 80’s Prom after the show! 2019’s show is moving again and it will be bigger and better than ever! Pack your bags because this show is moving to the coast - IP Casino in Biloxi, MS! Golf Tournament Always a good time! Relax on the course with our custom- ers and sales team. The 2019 Customer Invitational will take place April 17, 2019 at Shell Landing Golf Resort just outside of Biloxi, MS. Come play some golf before you set up for the show! 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 Ba- ton Rouge! 8

Tyson/Promark Test Kitchen Participate in our monthly Discovery Days Host a demo in our state-of-the-art kitchen or participate in one of our scrumptious theme days: Bistro Day King (Cake) for a Day Mardi Gras Munchies Lenten Menu Backyard BBQ Soup’s On! A big shout out to Tyson/ Promark for sponsoring our Test Kitchen 9

Sponsorship Levels Gold Silver Bronze Top of Mind Top of Mind Top of Mind *Unlimited ads in our Marketing Ad- *Up to 6 full pages in our Marketing *Up to 3 full pages in our Marketing vantage Monthly (including one cover Advantage Monthly Advantage Monthly and one featured product) *One complimentary set of POS kits *One 1/2 price set of POS kits with *Two complimentary set of POS kits with your choice of MAX12 deal our choice of MAX12 deal with your choice MAX12 deal *Product placement on social media *Product placement on social media *Product posted on Social Media in in conjunction with New Item eblasts in conjunction with New Item eblasts conjunction with New Item eblasts. *Participation in new item sample *One complimentary participation in *Opportunity to feature chosen prod- pack program two times. the new item sample pack uct on website. *Opportunity to feature chosen prod- *Opportunity to feature chosen prod- *Participation in New Item Sample uct on website. uct on website. Pack Program four times. *Opportunity to participate in up to 6 *Invitation to attend 1 monthly sales *Calendar Sponsorship ride alongs with sales team. meeting. *Opportunity to participate in up to *Invitation to attend up to 2 monthly Special Events 10 ride alongs with sales team. sales meetings. *Invitation to attend up to 3 monthly *Fee for half booth at the 2019 Trade sales meetings Special Events Show will be waived Special Events *Preferred Vendor Sponsorship in- *Fee for full booth at the 2019 Trade cluded Show will be waived *Fee for full booth at the 2019 Trade *Complimentary quarter page ad in *Preferred Vendor Sponsorship in- Show will be waived Trade Show Planner cluded *Pick your own booth location *Entry for 1 participant in the golf *Complimentary half page ad in *Preferred Vendor Sponsorship in- tournament Trade Show Planner cluded *Sign recognition at golf tournament *Entry for 2 participants in the golf *Cocktail Reception Sponorship in- tournament cluded *Sign recognition at golf tournament Extras *Complimentary full page ad in Trade Show Planner *Unlimited shelf tags *Exclusive distinction at the Trade *Velocity reports available Extras Show *No fee for new item set up *Cocktail & dinner sponsor for Part- *Inclusion in Sales Planning Cal- *Unlimited shelf tags nership Conference included. endar *No fee for velocity reports *Entry for 2 participants in the golf *Inclusion in Lyons Retailer/Mer- *No fee for new item set up tournament chandising Priority Program *Inclusion in Sales Planning Cal- *Hole Sponsorship included endar *Award Banquet sponsorship includ- Fee $5,000 *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- chandising Priority Program Fee $16,000 10

Sponsorship Levels (cont.) Foodservice Top of Mind Special Events Extras *Opportunity to host up to 4 demos in *Fee for half booth at the 2019 Trade the Tyson/Promark Test Kitchen Show will be waived *Participation in up to 10 Marketing *Entry for 2 participant in the golf *Velocity reports available Advantage Monthly books tournament *No fee for new item set up *Product placement on social media *Sign recognition at golf tournament *Inclusion in Sales Planning Cal- in conjunction with featured eblasts endar *Opportunity to feature chosen prod- *Invitation to attend up to 4 monthly Fee $4,000 uct on website. 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 keting Advantage Monthly tournament *Velocity reports available *Product placement on social me- *Sign recognition at golf tourna- *No fee for new item set up dia in conjunction with New Item ment *One 1/2 price MAX sign kit only eblasts *Opportunity to feature chosen product on website. Fee 5% of purchases 11

Add Ons Marketing Advantage Monthly Ads: Cover - $425 Full Page - $325 Meeting Room Sponsorship- $600 Half Page - $175 Quarter Page - $100 *Exclusive naming rights, included brand- ing of meeting room, for two years from MAX12 POS Kits (only available with purchase of ad space) start of agreement date Kit - $5 per customer *First right of refusal at the end of the Display Sign 8” x 10” agreement term Shelf Talker 5” x 3” *Meeting room for up to 6 individuals to Kit Add On Signs meet privately Hose Talkers - $1.65 *Located on second floor of the new office Wobblers 2.5” x 4” - $1.50 building Decal Signs 8” x 10” - $4.50 *Only one meeting space available Window Sign 13” x 19” - $2.75 Current meeting space listing: New Item Sample Pack - $400 Tyson/Promark Test Kitchen *Includes ad in corresponding Marketing Advantage Monthly Jack Links Board Room Swedish Match Meeting Room Calendar - $500 Venture Sales Meeting Room [Your Name Here] Meeting Room Golf Tournament Contest Holes - $900 (first come basis, only one sponsor per hole, incudes 2 players) Golf Player only - $200 per person Trade Show Reception Sponsor - $3,000 Includes full booth and sign recognition at dinner. Trade Show Additional Sponsorships: Band - TBD not to exceed $5,000 (includes sign) Bar - $800 (includes sign at entrance and your logo on koozie, coaster, or napkin) Photo booth sponsor - $525 (includes sign at booth and your logo on every picture!) Hospitality sponsor - $650 (logo’d water bottle in every hotel room) Trade Show Booth Only Full booth - $2,000 Half both - $1,000 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 That’s a wrap! 12

From Hugh... What a year it has been here at Lyons Specialty Company! As you can imagine, maintaining “business as usual” through all phases of the renovation and expansion of our facilities was quite challenging. We are now closing in on the completion of the project and are planning for a hugely successful 2019. In 2018, we also kicked-off a bold new marketing strategy, Maximizing Your Potential, focused on Our Unique Pro- cess to add value and grow revenue for our customers and you, our marketing partners. The Marketing Advantage Monthly and Max12 Membership Program, launched earlier this year, have gained traction and are getting a lot of attention. Approximately 60% of our customers have signed up as MAX12 Members to date. The Marketing Advan- tage Monthly is now available electronically with scannable barcodes for ordering. I thank you for your support and participation in our marketing programs and look forward to working with you as we continue to develop new programs and aggressive pricing strategies to grow your product lines in the coming year.