BC Liquor Stores In-store Marketing Program

Transcription

IN-STORE MARKETING
PROGRAMS
marketing
marketing
Contents
Objectives4
ISM Marketing Agreement4
BC Liquor Stores Brand
5
Customer Research
6
Social Responsibility
8
Display Promotional Strategy
9
Selection Criteria
12
Display Programs
13
Display Opportunities13
Theme Promotions14
Application Process15
Approval Process16
Criteria for Labels, Packaging and Collateral
17
Collateral Options
19
Guidelines for Collateral19
Beer Corral Signage21
Contests22
Coupons23
New Product Introduction Program 24
Shelf Talker Program
26
Value-Added Program
27
Shelf Labels - Policies
29
Distribution of Collateral
30
In-Store Special Events 34
In-Store Tasting program
38
Advertising Opportunities
43
Taste Magazine43
Product Guide49
Website www.bcliquorstores.com50
Guidelines for In-Store Visits
51
printed August 2011
Appendices53
I In-Store Marketing Agreement
II Display Application
III Shelf Talker Application
IV Value-Added (Prior to Delivery) Application
V Value-Added (Rep Applied) Application
VI Neck Tag Application
VII In-Store Tasting Application
VIII Taste Contract Order Form 2012
IX Insurance Examples
X Packing Slip Example
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OBJECTIVES
The objectives of this document are:
•
To provide suppliers and agents with an understanding of the BC Liquor Stores brand and brand goals
•
To describe our customer research and define Sarah & Steve
•
To provide BC Liquor Stores Display and Promotions strategy
•
To provide an outline of the criteria that BC Liquor Stores applies for promotional activity in its stores and
promotion selection criteria
•
To provide opportunities for product promotion and education
•
To encourage the responsible use of beverage alcohol.
The In-store Marketing Programs manual describes the rules that apply to all beverage alcohol retail promotional
activity in BC Liquor Stores, including displays, value-added programs, contests, coupons, shelf talkers, promotion on
our website, in-store tastings, special events, Taste magazine advertising, thematic programs, etc.
ISM Marketing Agreement
All suppliers and agents participating in any BC Liquor Stores Marketing program must provide a signed and dated ISM
Agreement to the Marketing Department for each calendar year. Please refer to Appendix 1 for an agreement form.
T H E I N - S TO R E M A R K E T I N G P RO G R A M S F O R B C L I Q U O R S TO R E S
4
h t t p s : / / w w w . v e n d o r. b c l i q u o r s t o r e s . c o m
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BC Liquor Stores Brand
BC Liquor Stores have evolved over many years to be
a recognized brand in the retailing of beverage alcohol.
Our stores have a distinct look and décor so that
customers across the province know that they are
shopping in a BC Liquor Store.
BRAND GOALS
• To maximize our opportunities by ensuring we
•
•
•
•
•
BRAND VALUES
Our brand values continue to be that we are a
customer-focused, profitable retailer and wholesaler
of beverage alcohol dedicated to innovation,
exemplary service, helpful product knowledge and
promotion of responsible alcohol consumption.
are targeting consumer needs and shopping habits
To look for ways to attract customers through
convenient access as well as offering products and
services that differentiate BC Liquor Stores in the
marketplace
To capitalize on the “in-store” experience by
delighting our customers
To develop a strategy to differentiate BC Liquor
Stores and Signature Stores
To increase average dollar size of shopping basket
To be the “first” choice in the beverage alcohol
industry
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CUSTOMER RESEARCH
The Marketing Department undertakes a market
research study every two years to keep abreast of
the marketplace and to get a better understanding
of customers as a whole, their needs and what we
can offer to make to their shopping experience
exceptional.
Through our research, our customers are divided
into six (6) key segments. We have identified and
prioritized our “most engaged” consumers as our
primary customer, however, “all” shoppers are
important.
The market segmentation research shows that there
are customers who have high category involvement
and are interested in learning more about products
and are willing to experiment. These customers
include a younger segment of the market (19-25 year
olds) who are becoming very interested in the wine
category. Programs such as our Savvy Sippers, 90
Point Wines, NPIP, Consultant’s Choice monthly display,
Special Product Releases, Best of BC, Rum Release and
Bordeaux all appeal to this group of customers. These
promotions have proven to be extremely successful
and are now a standard part of each month’s
marketing activities. The Portfolio Managers choose
which products are on display for these programs
based on their knowledge of the marketplace and
provides opportunities for many brands each year.
“All” customers are important to BC Liquor Stores.
We are, however, selective on how we market to
them, to ensure we meet their unique needs.
A significant number of the following groups are
perpetual in their shopping habits. As a group they
represent a large portion of the customer base and
we will continue to look to focus on retaining their
loyalty.
This secondary group of customers fall into the
following categories:
• Mainstream, who most often purchase
mainstream products, know what they want to
buy and are in and out quickly.
• Regulars are mature, traditional, not engaged in
the category but make planned purchases for
occasions.
• Bargain hunters are average demographic, price
conscious browsers who look for price-related or
added-value promotions and displays.
• Deal seekers are mostly male, middle aged
to younger, outdoor enthusiasts, not overly
interested in the category with basic product
knowledge who know what they want but can
sometimes be influenced by price or promotion.
• Tasters are slightly older, middle income, open to
learning consumers but not overly knowledgeable.
Staff recommendations, sales/promotions or
tastings can impact what they buy.
This secondary group of customers can be influenced
by pricing and/or promotions, therefore, it is
important that our promotional programs offer
great value, product information, tastings and new
or spontaneous purchase products, such as Try
Something New at checkouts.
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WHO ARE SARAH & STEVE?
It’s actually quite simple: Sarah & Steve are visual
representations of all of our customers to create a
connection to our customers. By giving them a name
as well as a visual icon, it makes it easier for us to
relate to them on a day to day basis.
The icon reminds us that we have a wide variety of
customers who visit our stores, each with unique
purchasing behaviours. Therefore, it’s important to
understand how and why they shop in our stores. It’s
about being customer-centric and to consider how
our decisions will impact their experience with us.
Sarah & Steve are essentially a “visual” reminder
to us that every decision we make can impact our
customers.
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Social Responsibility
A key BC Liquor Stores brand value is the promotion
of the responsible consumption of alcohol. High-visibility
areas within stores are reserved for messages that are
typically alcohol awareness related. The areas reserved
are usually in frames behind or near the customer
service counters, the space above/near checkouts as
well as over product sections, e.g. beer corrals.
Suppliers are encouraged to incorporate a social
responsibility message into all of their promotional
materials.
Suppliers, industry groups, and others who are
interested in working with BC Liquor Stores on social
responsibility projects are encouraged to contact the
Manager of Marketing and Social Responsibility.
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DISPLAY PROMOTIONAL STRATEGY
Since 2009, a number of display locations have been
utilized for our own marketing programs and have
proven to be very successful for BC Liquor Stores. The
end locations listed below will continue to be used by
Marketing for programs developed by us and products
chosen by Purchasing. The specific locations are:
End Group 1 in all stores for seasonally appropriate
marketing initiatives
End Group 3 in all A and B stores for the extremely
successful Savvy Sipper program
End Group 9 in primarily Signature stores for 90+
wines
Checkouts 7 and 8 in 70 stores for impulse buys
Suppliers and agents are encouraged to discuss
participation in these programs with their Portfolio
Manager.
Our continued strategy is to provide promotions
and displays targeted to Sarah & Steve that offer a
variety of price points, value-added programming
and product information. This strategy also includes
promotions priced to encourage trade-up where
possible and provide Sarah & Steve with an exciting,
changing environment that provides an opportunity
for them to learn about our category and be engaged.
As we move forward in developing our brand,
we will continue to evaluate and develop more
targeted programs for our smaller stores and identify
geographic and regional differences in the markets
that we serve.
In order to do that, the following strategies will apply
to both supplier and marketing displays, in-store
tastings, special events and shelf talkers.
Signature and A stores:
Spirits
750 ml spirits that are $1.00 above floor price
($23.75 is currently floor) or greater
• 1.14L spirits that are $.50 above floor price
($36.09 is currently floor) or greater
• 1.75L spirits priced at floor or above ($55.41 is
currently floor)
•
Wine
• 750 ml wines over $12.99
Beer
• beer priced at over $10.00 for a 6 pack
• $11.99 for an 8 pack (special pricing initiatives only)
• $19.00 for a 12 pack
• $23.00 for a 15 or 18 pack (special pricing
initiatives only)
Cider and Coolers
$7.99 for a 4 pack
$9.49 for a 6 pack
•
•
B and C stores:
Wine
• Over $9.49 for 750 ml
Large format wine:
• 1.5 litres priced at $15.99 or more when the
750 ml of the same brand is above $8.99
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•
•
3 litres priced at $30.99 or more and the 750 ml
is above $8.99
4 litres priced at $37.99 or more and the 750 ml is
above $8.99
The strategy for spirits, beer and cider/coolers for
B and C stores is the same as for Signature and A
stores.
Limited time offers for one month
Wines (750 ml) supported by $1.00 LTOs may be
accepted for displays as long as the regular price of the
wine is $12.99 or above.
LTO activity for spirits, beers and cider and coolers
are also accepted as long as the regular price of the
product is as stated above.
See pricing strategy chart for further details.
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Pricing Strategy Chart
Updated August 2011
Spirits
floor price
strategy price
applies to following programs
750 ml
$23.75
$24.75
yes if reg price is
above 25.75
1.14L
$36.09
$36.59
1.75L
$55.41
$55.41
all programs except liquor all
and non-liquor value-adds,
and necktags
and necktags
and necktags
Wine
notes
strategy price
may be approved in
the following stores
LTO’s okay on display
750 ml
$9.49
B and C stores
no
750 ml
$12.99
all programs except liquor
and necktags
and necktags
and necktags
all programs except neck
tags and non-liquor value
adds
all programs except neck
tags and non-liquor value
adds
Sig + and A stores
yes if reg price is
12.99
B and C stores
no
B and C stores
yes
B and C stores
yes
strategy price
may be approved in
$10.00
all programs
all
yes
$11.99
all programs
all
yes
12 pack
$19.00
all programs
all
yes
15 pack
$23.00
all programs
all
yes
strategy price
may be approved in
4 pack
$7.99
all programs
all
6 pack
$9.49
all programs
all
yes if reg price
above 8.49
yes if reg price
above 9.99
1.5L
if 750 ml reg
$15.99
price is over 8.99
3L
if 750 ml reg
$30.99
price is over 8.99
4L
if 750 ml reg
$37.99
price is over 8.99
Beer
notes
6 pack
8 pack
Cider & Coolers
promo pack
notes
may be approved in
yes if reg price is
above 37.09
if above floor,
then LTO is okay
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SELECTION CRITERIA
In order to continue to develop programs and
promotions that appeal to all customers and to offer
a wide range of options for Sarah & Steve to choose
from, the following selection guidelines will apply:
• Variety of products – the promotional programs
selected each month will generally be a balance
of spirits, wine and refreshments (i.e. beer, cider,
coolers) to give Sarah and Steve a variety of
selection as well as giving all suppliers access.
• Shared research from our industry partners has
shown us that contests, in most cases, are not a
significant influence on purchase decisions in our
stores. Contests can be a valid promotional tool
if it is right for the brand and makes sense to the
customer but are not required to ensure approval
of programming. Our suggestion is to re-invest the
funding previously allocated to contests in other
support, such as in–store tasting, advertising in the
Taste magazine, Special Events, on–packs, etc.
• Non-liquor value adds that relate to the product
being promoted and are branded
• Liquid value adds that encourage up-sell, not same
on same or lower priced
• Marketing programs with donations to a cause
that are tied to purchase are programs that are
supported by many Sarah & Steve customers
• Special events at 39th and Cambie and other
Signature Stores
• In-store tastings
• Targeted programs by region or area
• 3rd party coupons
• Seasonality and relevance to customer mindset
• National or regional media support
• External support, such as licensee activity
•
•
•
•
•
Advertising in Taste magazine
Advertising in the Product Guide
Limited time offers (for products priced above
the pricing grid detailed on page 10)
New Products – we will look at promotional
applications to support new products through our
NPIP program (see page 25 for details).
Other new products or line extensions may
be considered for display support based on
seasonality or for occassion-based products e.g.
liqueurs for Mother’s Day or sparkling wine or
Champagne for weddings.
Each application will be judged on its own merit and
decisions made based on number of stores, input from
the Purchasing Department and potential for sales.
Criteria for Checkout Display
Products
Products approved for checkout locations will be
priced for impulse buys and/or seasonally appropriate
products.
Checkout products that we are looking for from
suppliers are:
{{
priced for impulse purchase
{{
eye-catching product or label
{{
interesting on-pack or promotional offer
(i.e. 3rd party coupons, etc.)
{{
small “treat” or luxury items
{{
reminder or occasion items
{{
pre-mixed drinks or single serves
(i.e. mojitos, sangria, coolers)
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DISPLAY OPPORTUNITIES
The number of display locations in each grouping of
stores for ends, checkouts or freestanding displays
changes on a monthly basis. This is to accommodate
Super Thematics as well as to ensure that we are
providing Sarah & Steve displays and products that are
relevant to the marketplace.
END DISPLAYS
End displays are displays of product (generally multiple
cases as per directions given to stores) in high profile,
high traffic areas of the stores. The maximum number
of SKUs for an end display is three or four SKUs
depending on product type and store grouping.
CHECKOUT DISPLAYS
Checkout displays are cut cases placed immediately in
front of the cash desks, either on mini-pallets or on
the end of a checkout merchandiser fixture. Some
checkouts displays on merchandiser fixtures will have
product placed on shelving. Checkout displays have four
to 16 cases of product and a maximum of two or three
SKUs depending on product type and store grouping.
FREESTANDING DISPLAYS
Freestanding displays are cut case displays of six
to 16 cases of product, or they may be displays on
uncommitted end units. The number of SKUs for a
freestanding display is determined according to the
promotion, product type and store grouping.
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THEME PROMOTIONS
Super thematics or Industry Displays
Theme Promotions can feature countries, categories,
regions, or types of products and are applied for by
trade/industry groups or consulates on a yearly basis.
The request for proposals for Super thematics and/or
Industry displays is issued to Trade organizations and
consulates in September of each year.
The intent of the SUPER THEMATICS program is
to create a significant impact and overall theme in
the stores and to measure the results through sales
of the categories involved. Super Thematic programs
include multiple displays in each of the stores selected
for participation in the promotion. Super Thematic
promotions also include tastings of the products in
participating stores as well as special events at 39th
and Cambie and other Signature Stores along with
support of advertising and possible editorial content in
the Taste magazine.
INDUSTRY DISPLAYS are applied for by Trade
or industry groups or consulates, similar to Super
Thematics, however smaller in scope. These include
a display in selected stores with collateral, brochures
and tastings. The number of participating products is
limited due to space available.
MARKETING CALENDAR
A Marketing calendar including customer mindset,
super thematic promotions and industry programs
is posted on the vendor website each year to assist
agents and suppliers in determining the right products
to apply for at the right time.
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APPLICATION PROCESS
ELIGIBILITY OF PRODUCT
Brands of product are not eligible for promotion
of any kind two months in a row. This includes shelf
talkers and value-added programs as well as displays. It
does not include pricing initiatives or In-Store Tastings.
A brand is defined as all sizes or varietals of the same
product. (Examples of brands are: Sandhill, Mission
Hill Five Vineyards, Molson Canadian, Crown Royal,
and Robert Mondavi Woodbridge, etc.) Exceptions
may be made at the discretion of BC Liquor Stores for
national programs with extensive media coverage.
for display activity
Design roughs are not required at time of application,
however, if you have creative already developed it is
appreciated if you submit it with the application.
APPROVED OR denied
APPLICATIONS
The supplier/agent will be notified by e-mail of
approved or denied programs. Modifications to your
application may be required or details requested, such
as amount or size of display material, etc.
Application deadlines
Application deadlines and timing for design roughs
and delivery of material are available on the vendor
website or by emailing [email protected].
Application Forms
For your convenience, application forms are attached
in the appendices of this manual as a guide to what
programs are available. PDF documents are available
online on the vendor website for downloading.
Handwritten application forms are not accepted. All
fully completed applications and information must
be emailed to [email protected] as the
electronic form and details become our permanent
record. Please ensure that you include the month
and program applied for in the subject box of the
email, i.e. Sept. 2013 shelf talkers or Oct. 2014 display
application, etc.
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APPROVAL PROCESS
Approval of products and programs is in part
dependent on the applicant mix for a given month,
how many times the brand has been promoted in the
past, price points, category mix, revenue potential and
program offer. Consequently, a program that is denied
one month may be approved in another month.
All applications submitted for a particular month
are evaluated based on the criteria listed above and
the products providing the best programming and
support for BC Liquor Stores while keeping in mind
the mix of products, seasonality, theme promotions
previously approved for a given month and frequency
of approval.
The Marketing Manager’s decision to approve or
deny an application is final and is not subject to
appeal. Marketing will cancel any program or part of
a program for non-compliance with BC Liquor Stores
policies or requirements, including pricing activity
down to floor price.
In-Store Marketing programs with insufficient
inventory for the promotional period will be cancelled
or recalled by Marketing. Suppliers or agents with
significant, ongoing inventory issues for promotional
product may have approvals declined based on past
performance.
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Criteria
for labels and packaging and in-store
marketing of beverage alcohol
INTRODUCTION
The following criteria will be used to review labels,
packaging and promotional advertising for beverage
alcohol in BC Liquor Stores. These criteria have been
developed to ensure, as far as possible, that beverage
alcohol products are not presented to Sarah & Steve
in any manner deemed to be irresponsible or in
conflict with BC Liquor Stores brand values.
CRITERIA
Please note that the Canadian Food Inspection
Agency—Guide to Food Labelling and Advertising,
Chapter 10—Guide to the Labelling of Alcoholic
Beverages (http://www.inspection.gc.ca) provides
information on labelling requirements specifically for
alcoholic beverages.
These guidelines apply to product names as well as
to labels, packages and promotional activity and any
other media intended for use in BC Liquor Stores.
Labels, packaging, brand names, descriptors and
promotional items must ensure that:
1 There are no direct or indirect claims that:
{{
the product has healthful, nutritive, curative,
stimulative, sedative or medicinal qualities or
properties
{{
suggest sexual success or prowess
2 They do not use imperative language to urge
people to over consume.
3 They are not targeted to appeal to underage
persons (under 19 years of age) by the use of
techniques or images such as:
{{
designs or promotional techniques based on
or resembling existing characters that are
popular with underage persons
{{
any imagery that is established in the
underage culture
{{
portraying product in context of or in relation
to an activity primarily attractive to underage
persons
{{
portraying persons under the legal drinking age
4 They do not attempt to establish the product
as having attributes that may assist in the
achievement of a desired objective, such as: social
status (or product portrayal as a status symbol);
personal or business success; a necessity for the
enjoyment of life or any activity; appropriate for
every occasion; an escape from life’s problems; or
attempt to establish that consumption of product
should take precedence over other activities or
that any activity would be incomplete without the
presence or consumption of alcohol.
5 They do not use language or graphics that in
any way suggest product misuse, for example:
immoderate, illegal or irresponsible consumption,
product dependency, compulsive behaviors,
urgency of need or urgency of use.
6 They do not portray product in association with
(either before or during) any activity requiring
skill, care, mental alertness or an element of
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danger, such as: operation of a vehicle, machinery,
or other conveyance (i.e. sports or other physical
activity). It is acceptable, however, to portray
product after the activity depicted has clearly
been completed for the day.
7 There is no suggestion of any of the following:
{{
product is being or has been consumed
{{
the feeling or effect caused by consumption
of alcohol
{{
the impression that the people depicted are
under the influence of alcohol
{{
persons with product in situations in which
the consumption of alcohol is prohibited
{{
an amount of product is portrayed that
exceeds or appears to exceed the number
of standard servings for the number of
individuals shown
8 They do not include representations of behavior
that is defined as unacceptable in relation to
beverage alcohol, such as: violent, aggressive,
dangerous, anti-social or illicit acts or activities.
9 They avoid the inappropriate use of sexuality.
10 They do not degrade or depict in an undignified
way the image or status of any individual or group
in society.
11 They can be considered to meet the community
standards of public decency and good taste and
are not offensive to generally accepted social
values.
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collateral GuidelineS
for point-of-purchase collateral
In addition to the criteria noted on the previous pages,
all collateral must provide accurate details to support
any assertions or attributes, for example:
• use of quotations from wine writers or
publications should indicate the name of the
writer and/or publication and date of issue
• quotations and medal accolades must be within
two years of the current date
• claims of winning medals should state where and
when the medals were won
• if a review/rating is about a particular vintage,
then the vintage date should be repeated on the
collateral
• the vintage of the product featured in the
collateral should be the same as the vintage of the
product on the shelf
• comparisons or comments about competitive
products are not permitted
APPROVAL OF COLLATERAL
Supplier collateral must to be professionally printed on
matte stock.
Proposed artwork for all printed material must be
submitted electronically by the rough deadline to the
Marketing Manager ([email protected])
for approval prior to delivery of any material to the
warehouse.
COLLATERAL OPTIONS
Types and sizes of acceptable collateral materials are
as follows:
Double Backer Cards
Double backer cards (double-sided) are used with end
and Freestanding displays. The size is 24 inches wide
x 12 inches high plus 6 inch perforated feet (frame
visible area is 23 ½” wide x 9 ½” high).
Single Backer Cards
Single backer cards (double-sided) are used at
checkouts where cut case stacks are displayed
(without checkout merchandising fixtures) or for
freestanding displays. The size is 12 inches wide x 15
inches high plus 6 inch feet.
Checkout Merchandiser Signs (COM sign)
Checkout merchandiser signs (double-sided) are used
at checkout displays in locations that have checkout
merchandisers. The size is 16 inches wide x 9 inches
high. These signs fit into the plastic sign holders
attached to each fixture and are printed on heavy
paper stock, not card stock.
Pole Toppers
Pole toppers are 24 inches wide x 12 inches high,
double sided, with a pole and wire feet. Pole toppers
are appropriate for packaged goods, i.e. beer, cider,
etc., for freestanding displays. Pole toppers are not
suitable for end or checkout displays.
Beer Corral Signage
Beer corral signage are 16 inches wide x 7.938 inches
high and or 11 inches wide x 7.938 inches high, single
sided, on heavy card stock. Beer corral signage will
only be placed on the beer corral headers above the
beer product.
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Contest Entry Forms/Coupons/Recipes
This type of collateral should be designed to be
promoted, supported and executed through the
program collateral, neck tag, website, text message
and or other environmentally friendly formats. Pads of
entry forms or coupons are not encouraged.
Neck Tags
The maximum outside dimensions of neck tags are
3 inches wide x 6 inches high including the neck hole.
The overall hanging portion of the neck tag is not to
exceed 5 inches. The number of SKUs approved for
neck tags will be limited by brand and category, as
determined by Marketing. Necktags may not be used
to advertise price discounts.
Shelf Talkers
The maximum size of a shelf talker is 3 inches wide
x 5 inches high on card stock. Shelf talkers will be
attached to the regular shelf location with cut case
clips (adhesive, double-sided tape in renovated or
Signature stores) or in clear plastic shelf talker holders
supplied to each store by Marketing. Shelf talkers may
not be used to advertise price discounts.
Product Information (Sell Sheets)
Product information is a welcome tool for store
managers and staff. If you have sell sheets (8 1/2 x 11
single page - may be double sided) for new products
or information regarding new vintages of wine, etc.
you are welcome to send a proof copy to marketing@
bcliquorstores.com for approval. Once you receive
approval for the content, we require 200 printed
copies to be sent to Marketing at 2625 Rupert Street,
Vancouver, BC V5M 3T5. We will send it to stores
through our internal mail system. You may not send
product information, tasting notices or any other
items via email directly to stores. The store email
system is reserved for our own internal use and may
not be used as a tool for agents or suppliers.
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Beer Corral Signage
Beer corral signs are placed in the beer corral header
above the products placed in this section of the
store. The products to be displayed in the beer corral
section vary by store and are tailored to the store’s
market. Beer corral signs are a maximum of 16" x
7.938" or 11" x 7.938". Beer corral signs may not be
delivered directly to stores by agents or suppliers.
If a supplier wishes to change a current visual and
provide new beer corrals to BC Liquor Stores, the
change must be sent via email to visual.presentation@
bcliquorstores.com and approved. These requests will
be evaluated once a month only.
The new corral signs are to be shipped directly to the
Visual Presentation Specialist at 2625 Rupert Street,
Vancouver, BC V5M 3T5 or as directed. Any new
signs approved will be shipped out once a month and
suppliers will be charged a shipping and handling fee.
Contact 604-252-3268 if you require clarification.
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Contests
Suppliers and agents may offer contests as part of their
promotion in BC Liquor Stores. Contest prizes may
be anything that is typical for a national or provincial
contest, such as trips, cars or cash, but may not include
beverage alcohol products. If contests include prizes
in conjunction with a liquor licensee in the province,
you may require a “buy and sell” agreement with that
establishment. Please ensure that all Liquor Control and
Licensing Branch policies are adhered to.
The general rules and regulations regarding promotional
contests are stated in section 74.06 of the Competitions
Act related to Promotional Contests and Section 206 (f)
of the Criminal Code of Canada. For your information,
the areas covered include:
• Adequate and fair disclosure of the number and
approximate value of prizes and odds of winning
(by regional allocation, if applicable)
• Disclosure is to be made in a reasonably
conspicuous manner prior to the potential entrant
being inconvenienced in some way or committed
to the contest
• A skill testing question requirement
• The contest closing date
Section 206 (f) of the Criminal Code of Canada states:
Every one is guilty of an indictable offence and liable to
imprisonment for a term not exceeding two years who
(f) disposes of any goods, wares or merchandise by any
game of chance or any game of mixed chance and skill in
which the contestant or competitor pays money or other
valuable consideration;
This is the basis for the “no purchase necessary”
requirement. In order to comply with this requirement,
contest entry forms or details that are on-packed
(attached to the selling unit) or in-case (inside the selling
unit) must also be made available through mail-in, a
website, text or QR code, or a 1 800 phone number.
We also recommend the use of web/text-based contests
instead of mail-in to eliminate paper entry forms. No
entry forms are accepted at store level.
Instant-win or scratch-and-win contests or
coupons are in violation of the skill testing question
requirement. Scratch coupons that establish eligibility
to win are acceptable.
BC Liquor Stores’ participation in contests is limited to
approval of contests as part of a promotion executed
in stores, therefore approval is required prior to
cancellation of contests.
Contests sponsored by beverage alcohol companies
must state: “Must be of legal drinking age to participate”
in the contest rules and must also provide the method
of entry for “No Purchase” entry option. In the case
of packaged goods, this option must be clearly legible
on the package and in close proximity to the “Win”
messaging. Method of entry into contests should be
clearly stated in a legible font size on collateral as welll.
The following statements must also appear in the
contest rules:
“The provincial liquor agencies are not connected
with this contest in any manner whatsoever, and are
not liable in any way whatsoever in regard to any
matter which relates to the contest.”
“Employees and contractors of the provincial liquor
agencies, liquor licensees, their employees and
members of their immediate families are not eligible.”
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marketing
Coupons
Third party coupons may be distributed in BC Liquor
Stores as part of a supplier or agent’s promotion.
BC Liquor Stores will in no way be involved in the
redemption of coupons. Coupons may not be offered
for a rebate or reduction on the purchase price of a
liquor product, for a free liquor product of any kind,
or for cash.
The purpose of coupons must be to assist in the
promotion of a liquor company or its products,
not solely to promote the third party. Coupons are
redeemable only by individuals of legal drinking age.
THIRD PARTY COUPONS OF
SIGNIFICANT VALUE
These items are considered for any liquor-related or
liquor-branded item. Significant value coupons cannot
require a purchase.
MINIMAL VALUE—DEFINITION
For on-packs, in-packs and third party coupons,
minimal value is defined as no more than 20 per cent
of the retail price of the product.
Coupons with two-for-one offers are considered as
minimal value coupons because of the requirement to
pay for the initial item in order to receive the second
item “free.” The coupon itself has no value. This type
of activity is not considered to have a value of more
than 20 per cent of the retail value of the product,
is not an instant-win or a contest, and is therefore
considered to be an acceptable promotional tool.
THIRD PARTY COUPONS OF
MINIMAL VALUE
Third Party Coupons of minimal value may be
attached to a selling unit by a neck tag, back label or
in-packed, in the case of packaged goods. A definition
of minimal value follows.
23
marketing
NEW PRODUCT INTRODUCTION
PROGRAM
The New Product Introduction Program has proven
to continue to be successful for both store sales and
agents and currently includes 70 stores. The program
is implemented every two months (Jan-Feb, Mar-Apr,
May-Jun, Jul-Aug, Sep – Oct).
GOAL
The goal of the program is to introduce innovative
dynamic new products that offer discovery and overdeliver on quality and price to the retail customer at
BC Liquor Stores. The placement of these products
in primary locations in class A and Signature stores
provides optimum opportunity for sales and trial. Suppliers/agents MUST:
1 Meet delivery deadlines – product to be available
as an active sku one month before program starts
2 Support the program with requested information
and tastings
Product reviews, bottle shots and information must
be sent to [email protected]. Shelf talkers
and signage will be provided and distributed through
the Marketing Department. Success evaluation:
•
Criteria for product inclusion:
•
•
•
•
•
•
•
•
•
Discussion at time of listing application with
Portfolio Manager regarding possible inclusion in
program
Product can be import or domestic
Maximum 4 products per introduction
Maximum 1 product per supplier
Products priced from $12.95 - $19.99 (primarily
$12.99 to $15.99)
Must be a new listing
No one time buys
Product selection is at the discretion of the
Purchasing Department
Suppliers/agents will be required to support
products selected by offering tastings, product
information and shelf talkers
•
•
Products selected must sell at least $600 in each
participating store during the 2 month period to
be retained as a listing in that store
Product will then be moved to the regular shelf
location or delisted from that store
Products included in the program must sell
$75,000 in 6 months or will be delisted by the
branch.
Where:
•
•
NPI stores as listed on following page
Placement of product will be near the front
of the stores in the traffic flow or cut-cased as
determined by the store.
Initial shipment:
•
Each product included in the introduction will
have 4 cases shipped directly to the stores
involved for implementation.
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marketing
PARTICIPATING STORES: 5
Campbell River
6Semiahmoo
10Courtenay
25Ladner
31 New Westminster
32Nelson
34Qualicum
38Marpole
42Parksville
48 Salmon Arm
50Sidney
70Cloverdale
76 Richmond Brighouse
77Northgate
79 Kamloops Columbia Pl
80Gibsons
89 Nicola Station
90 Jericho Village
97 Royal Square
98Tsawwassen
102Dunbar
107Westview
110 Ocean Park
111 Commercial Drive
112Cardero
113 Collingwood Kingsway
120 Richmond Ironwood
123 Kingsgate Mall
125Westshore
129 Thurlow & Alberni
130 Penticton Plaza
133 Dollarton Village
135Vernon
136Arbutus
143 Kelowna Westbank
145 Scottsdale Mall
148 Kelowna Mission Park
149Abbotsford
152 Capilano Mall
153 Como Lake
158Langley
160 39th & Cambie
163 Westwood Centre
165Meadowtown
167 Kelowna Orchard Park
170Sardis
172 Kings Cross
174 Pr. George Pine Centre
175Caulfeild
177 8th & Cambie
179 Whistler Market Place
181 Broadmead Village
182Fleetwood
183 Peninsula Village
186 Walnut Grove
188 Nanaimo Longwood Stn
189 Abbotsford Village
205 Port Moody
208Squamish
217 North Burnaby
218 Fort Street
220 Highgate Village
228 Park Royal
230Sechelt
233 Robson Street
241 Nordel Crossing
243 Nanaimo Terminal Park
244 Richmond Seafair
247 Lynn Valley
300 Broadway & Lillooet
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marketing
SHELF TALKERS
Shelf talkers are one of the most successful marketing
tools in the beverage alcohol category.
Applications for shelf talkers (for use at the regular shelf
location) must be received by the 15th of the month,
two and a half months prior to implementation and
delivered to the Marketing Distribution warehouse by
the specified delivery deadline.
Product information shelf talkers should contain
details relevant in this market presented in a concise
and professional manner. Information such as Wine
Spectator point ratings, Robert Parker ratings or
reference to food and wine/beverage pairings is
encouraged. All shelf talkers should include the SKU
printed horizontally on the bottom of the each shelf
talker to ensure appropriate placement at store level.
The shelf talker bottle/label should match the vintage
mentioned in the shelf talker text.
Shelf talkers or neck tags for the promotion of price
discounts will not be considered.
Urgent/Short Lead-time Exceptions
If there is a compelling reason for approval of a
specific shelf talker outside of the timeline, (i.e.
the product received a 97 point score by Robert
Parker or Best Buy by Wine Spectator) approvals
and distribution will be arranged as required. Please
contact the Marketing Coordinator or Manager
directly in this case.
Shelf talkers are restricted by the Marketing
Department at it discretion as follows:
{{
four shelf talkers per brand per month
{{
approximately 33 per cent or 1/3 of the total
number of listings per category per month.
(Examples of categories are: Australian red
wine, New Zealand white wine, vodka, and
Scotch whiskey, etc.)
{{
preference is given to shelf talkers for higher
priced products within a category
Shelf talkers will not be accepted by stores from
individual agents and suppliers. All collateral must
be delivered through the Marketing Distribution
warehouse.
Shelf Talker Implementation
All stores will implement all shelf talkers received
from Marketing if they carry the product. There is no
maximum per shelf or section per store, however, as
noted above, the Marketing Department reserves the
right to restrict or deny the number of shelf talkers
per category or price point at its discretion. Please
note that shelf talkers which are referencing a vintage
other than the one available on the store shelf will not
be displayed.
Suppliers and agents are reminded to consider product
distribution when applying and selecting a distribution
option as stores are not obliged to order in products
that are not usually carried at that location. For
example, if a product is listed in only 25 stores, there
is no point in applying to ship to all stores.
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marketing
VALUE-ADDED PROGRAMS
Value-added activity includes on-pack and in-case
promotional items that are provided by the liquor
supplier as an added value to the customer who
purchases a particular brand of liquor.
•
The objectives of our value-added programs are as
follows:
{{
encourage trade up to bigger size or higher
price
{{
promote a new category or brand
{{
increase revenue
{{
drive traffic – satisfy the needs of Sarah &
Steve
{{
be competitive in the marketplace
{{
surprise and delight by offering added value
•
Value-added items may not exceed 20 per cent of
the retail price of the liquor item being promoted.
Collectible value-added items for the same brand or
promotional period are now permitted. There are
two types of value-added items, liquor and non-liquor.
LIQUOR PRODUCT
• Liquor value-added products must be attached to
•
•
•
the base product that is being promoted prior to
shipment to BC Liquor Stores
Liquor on-pack programs are limited to four times
per fiscal year per brand
On-pack product must not be the same brand as
the host product
On-pack product that is not a listed product
available in BC Liquor Stores will not be approved
for BC Liquor Stores
•
•
Single on-packs up to 50 ml spirits are permitted
on 750 ml, 1.14 L or 1.75 L spirits
Single on-packs of 50 ml spirits are permitted on
750 ml (must be priced over $9.49) or 1.5L wine
products priced over $15.99
Single on-packs of 50 ml spirits are permitted on
6 packs of beer, cider or coolers
On-packs that require a change to the case size,
number of bottles per case or pallet configuration
will require a new UPC and SCC and are
therefore considered as a new listing
NON-LIQUOR VALUE-ADDED ITEMS
Non-liquor value-added items may not exceed 20
per cent of the retail price of the liquor item being
promoted and must be beverage-alcohol-related or
branded and be relevant to the promotion and time
of year. The purpose of an on-pack is to encourage
trade-up in size or price and not to promote the onpack item. Marketing reserves the right to deny any
value-added items that are deemed inappropriate or
that do not comply with BC Liquor Stores values or
standards.
At the time of the application submission, packaging
for on-packs must be submitted along with samples.
Alternatively, an electronic PDF file of the value-added
item attached to the product may be acceptable.
On-packs must fit securely into the overall shelf space
allocated for a particular product.
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marketing
Non-liquor, value-added items may be presented in
the following ways:
{{
Minimal-value on-packs are attached to the
selling unit prior to shipment to BC Liquor
Stores or, with approval, may be applied by
sales representatives to shelf and display
stock.
{{
An in-case value-added item is placed within
the packaging prior to the product being
shipped to BC Liquor Stores. Rep applied
approvals for packaged goods are not
permitted.
VALUE-ADDED APPLICATIONS
For your convenience, value-added application forms
are included in the appendices of this document,
providing space for the inclusion of the appropriate
SCC number. The SCC number is not required for
rep-applied value-added applications.
Suppliers/agents are encouraged to apply for valueadded items as early as possible; however, applications
will be accepted no later than the 15th of the month
two and a half months prior to implementation at
store level.
The supplier must absorb the cost of added duties,
freight and excise taxes, so that the regular price of
a brand is maintained during a value-added program.
The Marketing Manager will determine the quantity
of inventory to be purchased based on the supplier’s
request and previous sales of the product. You are
reminded that the duration of a value-added program
is one display period.
Value-added inventory orders are processed on
separate purchase orders. On-pack inventory may
not be shipped directly to stores and may not be
removed from product at store level by staff or sales
representatives.
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marketing
Shelf Labels—Policies
labels for NEW PRODUCT
CLEARANCE / SUPER BUY LABELS
This label is generated for new products entering
the store system (or products re-introduced after a
period of time). This label remains on display for three
months.
These labels are produced for products that are status
3.0, 3.1 and 3.2 only (pending de-list or de-listed). This
label follows the 5 per cent discount or greater or
$1.00 rule and remains on display until the product is
sold out.
A product is considered “new” if its status changes to
2.0 within the most recent three months and it meets
the following conditions:
{{
its status changes from null to 1 to 2 (for
products new to BC Liquor Stores)
{{
its status changes from 4 to 1 to 2 (for reactivated products)
{{
its status changes from restricted (X_) to
non-restricted (C, G, N, SH, SK, SM, SR,
SRBO, ST, SU)
WAS/NOW/SAVE (LTO) LABELS
Theme /seasonal/TASTE LABELS
Theme programs /As seen in Taste labels will be
produced for seasonal marketing activities for predetermined SKUs that are part of a specific program,
i.e. the products selected for a feature on rosé wines
will receive a label along with their price label for
the month of display. Some products featured in the
current Taste magazine will receive an As Seen in
Taste label.
LTOs will be accepted two times per year per
product, once in each of two time periods: BCLDB
financial periods 1 to 6, inclusive; and BCLDB financial
periods 7 to 12, inclusive. LTOs are not permitted in 2
consecutive months. All LTOs price reductions will be
charged to the Agent/Supplier.
Products that have an LTO of 5% or greater or $1.00
will receive a WAS/NOW/SAVE shelf label for the
month of the LTO.
LTO labels are not printed for products that have had
a price change submitted (as opposed to an LTO).
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marketing
DISTRIBUTION
All supplier-provided collateral, including backer cards,
shelf talkers, beer corral signs, etc., must be shipped
through the BC Liquor Stores Marketing Distribution
process. No collateral may be delivered or shipped
directly to stores by suppliers or agents. The only
exception to this rule is pre-approved, rep-applied,
non-liquor on-packs or neck tags. The costs and
packaging requirements for shipping collateral to
stores are outlined below.
OF COLLATERAL TO BC LIQUOR STORES
SHIPPING AND PACKAGING
All costs of shipping display material to the following
address will be borne by the supplier or agent:
LIQUOR DISTRIBUTION BRANCH RECEIVING
(DOOR # 11)
MARKETING ASSEMBLY OFFICE
3200 EAST BROADWAY
VANCOUVER, BC V5M 1Z6
Collateral and shelf talkers that arrive late; have
shipped non-approved creative design; shipped
incorrect quantities, size or packaging will not be
shipped to the stores.
If your collateral materials are delivered to another
location other than the above address, we cannot
be responsible for any misplaced material.
Suppliers and agents cannot ship “extra” display
materials to class C stores. This includes material
approved for End, Checkout or Freestanding displays.
Only those C stores that are designated as part of
you’re approved display location will receive that
collateral.
To ensure appropriate allocation of materials,
shipments should include a packing slip (attached
to one of the packages) bearing the following
information: approved display location, month of
display, supplier name, product name, size, quantities
and exact description of display material. A packing slip
example is contained in the appendices.
If you receive an approval email and wish to ship to
other stores (A and or B stores) in addition to the
approved display position list of stores, you must
contact the Marketing Coordinator to request
additional stores to ship to. The decision to allow
Suppliers and Agents to ship to additional stores will
be made after evaluation of the overall distribution
of the brand involved and potential for additional
revenue in those stores requested.
The hours of operation for Receiving are Monday to
Friday, 7:00 a.m. to 2:00 p.m.
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marketing
PACKAGING CONSIDERATIONS
Suppliers and agents are reminded that display
materials are shipped from the warehouse to
stores along with regular liquor loads and that they
should package materials for shipment accordingly,
to minimize the potential for damage. Please
note, materials that are received in damaged or
inappropriate packaging will be returned to the
supplier at the supplier’s expense.
Collateral that contains more than one piece of
material must be combined into kits, one kit package
per store in the approved distribution group;
otherwise extra charges will be applied.
Shelf talkers approved for a specific period are
recommended to be combined into one envelope
per store in the approved distribution group to avoid
additional costs per talker. Each envelope should be
labelled with the month, company and distribution. A
maximum of 12 pieces per envelope is recommended.
Each package of envelopes must include a packing slip.
HANDLING CHARGES FOR
SHIPMENT OF DISPLAY MATERIAL
SMALL KIT:
no larger than 8 ½" x 14" x 2" and under 1" in width $5.00 per store
BEER CORRAL SIGNAGE ONLY:
$2.50 per store (Maximum of 6 signs per package per
store)
SHELF TALKERS ONLY:
packaged in an envelope that is no longer than 8 1/2" x
11" x 2" - $2.50 per store
Display Material Shipping Options
Suppliers or agents may provide enough collateral
for the specified number of stores that they have an
approval for (plus 5 per cent to allow for damage
and changes in store groupings), or they may choose
to ship to Class A & B store grouping option below.
There is no guarantee that stores beyond those
that were approved will implement the program or
display. Stores continue to have the option to display
some manager’s choice programs once their display
commitment in the ISM is fulfilled. Stores also have the
opportunity to display their own Staff Picks, etc. if they
so choose with space that is not allocated. This space
is not open to solicitation by sales representatives.
The Liquor Distribution Branch (LDB) charges a
shipping and handling fee for delivery of display
materials to the stores as detailed below. Suppliers will
be invoiced monthly for shipments and the amount
will be deducted from the next payment from the
LDB to the supplier. The charges are as follows:
OVERSIZE
over 39" x 31" and/or over 1" width - $20.00 per store
LARGE KIT:
up to 39" x 31" and over 1" in width - $12.00 per store
MEDIUM KIT:
up to 39" x 31" and under 1" in width - $7.50 per store
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marketing
Distribution Options
Display collateral may be distributed by {{
approved display location store group
{{
Class A & B stores (145) - in addition to
approved display specified stores group
Shelf talkers may be distributed as follows:
By Classification of Stores
{{
all stores (200)
{{
Class A and Signature Stores (80)
{{
Class A & B Stores (145)
{{
Class B & C Stores (125)
{{
Class B Stores (70)
{{
Class C Stores (60)
By Geographic Region
{{
Lower Mainland (80)
{{
Vancouver Island (45)
{{
Northern BC (35)
{{
Okanagan Valley & Kootenays (55)
Suppliers and agents should indicate requested level
of distribution on their application.
As noted above, there is a minimum charge of $2.50
per envelope per store for shelf talkers and $5.00
per small kit or any other material not considered a
medium or large kit. If you anticipate late shipments
or unusual handling requirements, please contact our
Marketing Distribution Coordinator at 604 252 3481.
Additional charges for late or special handling may
apply, depending on the circumstances. Failure to
provide collateral in timely manner could result in
cancellation of your program.
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marketing
IN-STORE SPECIAL EVENTS
Special Events offer customers a heightened shopping
experience. The experience includes beverage alcohol
and food sampling, as well as product education and
information sharing and provides added value to
regular in-store tastings. The Special Events Program
promotes listed beverage alcohol that is new or
premium in a socially responsible manner. Featured
products are in the premium or luxury categories
to drive sales toward higher-quality brands and
encourage product appreciation. Wines must be
priced at $12.99 (750 ml) or higher at the time of the
event.
The objectives of the Special Events Program are to:
• Introduce and increase sales of featured products
and related extensions
• Integrate events with ongoing promotional
themes and programs
• Create a dynamic and exciting shopping
environment for customers
• Engage customers in a discovery of the evolving
world of beverage alcohol
• Up-sell customers to more premium products
• Educate customers on different uses for beverage
alcohol (e.g. cooking)
• Increase the length of time customers spend in
stores
• Attract new customers and encourage repeat
store visits
In line with LDB commitment to social responsibility,
all events will have food served along with product
sampling. An appropriate food match will pair
products with a chef, restaurant or caterer. Peanuts,
pretzels and chips are not considered appropriate
food matches. Presenting an element of tasteful
entertainment will improve the overall attraction and
success of the event.
Special event formats at Signature Stores may include:
{{
Formal, structured tasting closed to the
general public, with tickets sold, or invited
guests only
{{
Informal tasting and sampling of food with a
restaurant partner or caterer.
{{
Product and/or cooking demonstrations open
to all customers for prescheduled time frames
The primary venue for BC Liquor Stores Special
Events is the 39th & Cambie Signature Store Tasting
Room. Other Signature Stores and key urban
locations sometime serve as event venues where the
product(s) featured is an appropriate fit for the local
market. An example of these types of events would
include celebrity guest appearances, a Stanley Cup
tour or live entertainment.
34
marketing
Event times
Special Events are scheduled when customer traffic
levels are at their peak. The most suitable times are in
the late afternoon and early evening on weekdays and
early afternoon on weekends.
Procedure and Promotion
To book a Special Event, agents and/or suppliers
must submit a fully completed application form to
the Product Release & Special Events Coordinator
within the deadline dates. Booking preference is given
to products approved for Marketing campaigns and/
or premium products. Event applications must be
submitted at least eight weeks prior to the event
month, to allow for production and timely distribution
of promotional material. Applications outside of the
scheduled approvals may be accommodated if there is
an opening in the event space.
A flat fee of $200 per event will be invoiced to
your company after the event to cover the costs of
promotional materials. Trade groups or consulates
sponsoring events connected with a Super Thematic
may be given a discount for multiple events provided
the event is executed in the same store.
All events will receive mention in the following
support materials:
a) An event dangler near each entrance/exit of the
store, listing the events for the current week and
the following week.
b) Special event shelf talker within the product
category 1- 3 weeks prior. (Timing will be
dependent upon the number of tasting events
within the category.) c) Monthly special event calendar displayed in-store
and in 12 BC Liquor Stores close to 39th & Cambie.
Special Event listings also receive promotion in the
following ways, provided content and applications are
filled out in a timely manner:
a) TASTE magazine Special Event section
b) monthly ISM (In-Store Marketing package) to
stores
c) BC Liquor Stores’ website Special Event section
d) email newsletter
For Special Events outside of the Cambie Tasting
Room, creative and promotion will be determined
that best meets both supplier and BC Liquor Store
objectives. If creative is needed, low-resolution files or
design roughs for all event-related materials must be
submitted to Special Events Manager for review and
approval prior to any material being shipped, delivered
or displayed in BC Liquor Stores.
On Site Remote Broadcasts
Any agent or trade group wishing to include an on-site
radio broadcast at a special event at any BC Liquor
Store must have pre-approval from Marketing.
A few things to note are:
• The remote can only take place in store, not
outside the store
• No DJ or loud music is permitted
• In store give-aways of minimal value are
encouraged
• In store give-aways of significant value must
comply with the rules for any contests at BC
Liquor Stores, i.e. a mixture of skill and chance
• No purchase or taste can be required for any
give-aways
• Minors are not eligible to receive any give-away
or to enter contests in BC Liquor Stores
• Celebrity guest appearances are permitted if
pre-approved by Marketing
35
marketing
Participation Guidelines and
Product Tasting
Responsible consumption of beverage alcohol should
be promoted and exercised at all special events.
Attention must be made to appropriate sample
sizes for beverage alcohol, and excessive service is
forbidden.
The following quantities are the allowable maximum
to be served to customers for tastings:
Product Type
Total Serving Size
(Single or multiple products – maximum 3 products)
Spirits/Liqueurs
total of 20 ml
Wines
total of 30 ml
Beer/Cider/Cooler
total of 45 ml
For special tasting formats and events, these quantities
may be increased slightly depending on the number
of products and type of event. The Special Events
Manager must be contacted for further details. For
thematic and trade associations with multiple suppliers
the maximum number of products to be poured is 6.
Insurance Requirements
Agents/suppliers or trade associations hosting the
Special Event must hold valid general liability insurance.
Participants in the Special Events Program must obtain
general liability insurance. Such insurance must be
against claims for bodily injury (including death) and
property loss or damage arising from operations and
products. Such liability must be in an amount no less
than $5,000,000 (or such other amounts as may be
reasonably required by the Province from time to time)
for occurrences that may arise from the tasting event.
The insurance policy must not be affected or
invalidated by any act, omission or negligence of
any third party that is not within the knowledge or
control of the insured. The required insurance limit of
liability may be provided in part by an umbrella policy,
provided such coverage is not more restrictive than
the underlying General Liability policy.
Applications
To book a Special Event, applicants must mail, fax or
email a completed Special Events Program application
form to:
Liquor Distribution Branch Special Events
Marketing Department
2625 Rupert Street
Vancouver, BC, V5M 3T5
Fax: 604-252-3099
Email: [email protected]
A Special Event (including tasting) is not guaranteed
until the application is received and officially approved.
A sample copy of the Special Events Program
application form follows in the appendices of this
document.
Approved or Unaccepted Applications
The supplier/agent will be notified of approval/
rejection of a special events program by telephone,
fax or e-mail. Modifications to the application may be
requested or details required. Suppliers wishing to
discuss their applications are invited to contact the
Special Events Manager.
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marketing
Responsibilities
Marketing Department
• approve/refuse Special Events applications
• assist signature store staff in the administration of
Special Events
• assist in the management of Special Events
Suppliers/agents
• assign Serving It Right-certified and trained staff to
serve liquor
• ensure appropriate food match for the estimated
number of guests
• confirm product listings and availability at each of
the signature store locations applied for
• furnish satisfactory evidence of compliance with
the required insurance specifications prior to any
scheduled event
• coordinate with Marketing in a timely manner and
supply all required documentation
• abide by LDB Social Responsibility
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marketing
In-Store Tasting Program
OBJECTIVES OF IN-STORE TASTINGS
1 To provide customers with an opportunity to
taste products before making a purchase decision.
and ask the taster to pay for the opened product
sampled to that point and request that they leave
the store. PLEASE NOTE: the taster MUST have a
server’s Serving It Right certificate.
2 To provide suppliers with an opportunity to
provide taste samples to potential customers.
PRODUCT SELECTION PROCESS
3 To provide an increased opportunity for potential
customers to sample products congruent with
current in-store promotional programs.
Products for the In-Store Tasting Program in BC
Liquor Stores are chosen in the following manner:
•
Wines that are priced below $12.99 will not be
sampled in Signature and A stores
•
Wines that are priced above $9.49 for a 750 ml or
above 15.99 for 1.5L may be approved for Tastings
in B and C stores
QUANTITIES OF PRODUCT OFFERED
•
Products supporting an approved thematic
program or In-Store Display program
The following quantities are the allowable maximum
to be offered to customers:
•
Seasonal products, e.g. refreshment beverages/
beer in summer, spiced rum in winter
•
New or unique products
4 To provide Sarah & Steve with an opportunity to
sample products they may not otherwise try and
encourage trade up.
PRODUCT
TYPE
SINGLE
PRODUCT
QUANTITY
MULTIPLE
PRODUCTS
(maximum of 3
products at any tasting)
Spirits/
Liqueurs
10 ml OR 1/3 oz
Total of 20 ml
Wines
20 ml OR 2/3 oz
Total of 30 ml
Beer/Cider/
Cooler
30 ml OR 1 oz
Total of 45 ml
Strict adherence is required to the quantities listed
above. The store manager or designate must ensure
that the quantities poured comply with these
regulations. If not, the manager must stop the tasting
CENTRAL BOOKINGS
The Marketing Department must receive applications
for the BC Liquor Stores In-Store Tasting Program
by the 10th of each month, falling approximately
seven weeks prior to the desired tasting month, i.e.
applications for any days in April must be applied for
by February 10. An application form is attached in the
appendices, for your convenience, and is also available
online at: https://www.vendor.bcliquorstores.com.
The vendor website requires a secure login; if you
have not yet applied for a secure login and password,
38
marketing
please contact the Purchasing Department at 604
252 3215. Application must be made electronically to
[email protected] by the deadline date.
NOTIFICATION
Suppliers will be notified by the first of the month
prior to the tasting month which stores and dates they
have been allocated. Store managers will be notified
of scheduled tastings no later than the 10th of the
month prior to the tasting month, i.e. September 10
for October tastings.
AD HOC BOOKINGS
Suppliers may contact stores directly to book ad
hoc tastings after the 10th of the month prior to
the month in which they would like to schedule a
tasting. In the unfortunate event that there is a double
booking at a store, the tasting event that was booked
through head office will take precedence.
NUMBER OF TASTINGS
Signature BC Liquor Stores may have two tastings
occur at the same time. They are:
077 Northgate
079 Kamloops Columbia Pl
089 Nicola Station
120 Richmond Ironwood
125 Westshore
129 Alberni & Bute
130 Penticton Plaza
135 Vernon
148 Kelowna Mission Park
149 Abbotsford
158 Langley
160 39th & Cambie
163 Westwood Centre
165 Meadowtown
167 Kelowna Orchard Pk
174 Prince George Pine Ctr
182 Fleetwood
218 Fort Street
220 Highgate Village
228 Park Royal
241 Nordel Crossing
All other stores may have only one tasting at a time,
except for de-alcoholized product.
HOURS OF TASTINGS
The duration of a tasting is usually four hours and
the preferred hours of tastings are when there is
the most traffic flow in a particular store. Hours
of tastings for a specific store will be determined
between the supplier/agent and the store manager.
All tasting sessions must be completed one half hour
before store closing.
PLACEMENT OF TASTINGS IN STORES
Where possible, store managers will place the tasting
towards the back of the store, not immediately at
the front of the store. This will encourage customers
to enter areas of the store in which they may not
frequently shop. Tasting tables cannot be set up
in direct or partial obstruction of any category or
promotional display (including end displays).
SUPPLEMENTARY PROGRAMS
Supplementary items such as the following are
permitted however, no give-away can be conditional
on a purchase or taste. For example: video or slide
presentations; mini lectures on product knowledge;
food items complementary to the product being
sampled; give-aways such as brochures, pamphlets,
recipes, buttons, pins, calendars, coasters, key chains,
bottle openers, or anything of a similar nature that is
liquor orientated or branded, and of minimal value. All
contests, coupons, give-aways, etc. must be submitted
to and have prior approval of the Marketing Manager.
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marketing
THIRD PARTY PRODUCTS
METHOD OF PAYMENT
Third party products such as coffee or ginger ale may
be used as mixers and may be identified on signage,
but may not be given away or sold in any BC Liquor
Store. Pre-approved promotional on-packs may be
used in conjunction with tastings.
Credit card not present transactions are
not an acceptable method of payment
for tasting product. Credit card payment
by phone is not an acceptable method of
payment for tasting product. (This is only for
Wholesale Customers)
NO SHOWS
Once a tasting is confirmed with a supplier, either
through the Marketing Department or ad hoc
through the store manager, there is an expectation
that the supplier’s representative or designated tasting
company attend at the appropriate time and conduct
the tasting. If a supplier or designate does not show
up to conduct the tasting, it will be reported to the
Marketing Department as a no show. In cases where
a supplier or agent (including tasting company) does
not show on two occasions, the supplier/agent will be
excluded from participation in the In-Store Tasting
Program for six months. Stores are reminded to call
604 252 3199, email [email protected]
or fax 604 252 3099 with any problems or concerns
about tastings or tasters and particularly with no shows.
METHOD OF Payment for tastings
The product used for the tasting must be purchased
by the supplier/agent from the store at which the
tasting will take place. Sampling product may be
purchased at a 30 per cent discount off retail in BC
Liquor Stores.
Options for Payment:
The agent or taster that is conducting the
Tasting MUST either pay for the product that is being
tasted as it is removed from store inventory for a
tasting (cash, debit, BC Liquor Stores’ Gift Card or
personal credit card - with the credit card holder
present to sign for it) or must pay a deposit in the
amount that is anticipated to be tasted prior to the
commencement of the Tasting.* The deposit may be in the form of a company cheque
payable to the LDB and must be filled out fully to an
amount agreed to by the supplier and the store and
signed. The deposit may not be cash as stores cannot
accept sums of cash for ongoing retention as a deposit. The deposit cheque will be kept in the safe until the
end of the tasting and either repaid to the agent/
taster upon receipt of payment for the product
actually used at the end of the Tasting (typically
on Saturday evening) or deposited and any excess
returned to the taster. * if there is no deposit or payment, the tasting will not
occur.
40
marketing
Acceptable Methods of Payment for Tasting
Products
• Supplier/agent company cheque (must be filled in
and signed - not blank)
• Sales representative (not tasting company
employee) personal cheque (rep must be in the
store to sign the cheque)
• Tasting company cheque (not a personal cheque)
fully filled in payable to the LDB and signed by
someone authorized to do so
• Visa, American Express, MasterCard – credit card
holder must be present to sign for the transaction
• Debit card or cash • BC Liquor Stores’ gift cards are acceptable tender
for payment of tasting
CONDUCT AND RESPONSIBILITIES
1 Personnel conducting the tasting are reminded
that minors and inebriated persons are not to
be served. If anyone appears to be under 25
years of age, the taster must ask for 2 pieces of
identification.
2 Opened liquor may not be left unattended at
any time.
3 Anyone serving liquor in BC Liquor Stores must
have a server’s Serving It Right certificate, to help
ensure that alcohol is served both professionally
and responsibly. The person conducting the
tasting must have their Serving It Right certificate
on their person at all times when serving liquor
in any BC Liquor Store. Store managers will ask
tasting staff to present their certificate before
conducting a tasting. If the certificate is not
available, the taster will not conduct the tasting in
BC Liquor Stores.
4 Opened product must remain in the store at the
end of a tasting session and must be paid for by
the supplier/agent. The product will be disposed
of (dumped) in the store.
5 Supplier personnel or store staff may not sample
any of the products being served while on duty.
6 The supplier/agent is responsible for ensuring that
all tasters, either representatives or contractors,
know the rules and responsibilities regarding the
In-Store Tasting Program in BC Liquor Stores.
7 The store manager has the authority to ensure
that a tasting event in the store is conducted
in a professional and responsible manner. If a
representative or contractor is not behaving
in a business like or responsible manner, the
store manager or designate may close down the
tasting booth IMMEDIATELY and ask that the
representative or contractor leave the store
(after paying for any product sampled or opened).
8 The supplier must provide the required tasting
equipment, such as: a table (if needed), paper
napkins, disposable tasting glasses, spit buckets,
etc.
9 The supplier’s representative is responsible for
contacting the Marketing Department and the
store manager in the event of a cancellation.
10 The supplier’s representative is responsible for
contacting store managers to confirm one week
in advance of the tasting.
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marketing
DRESS CODE FOR TASTERS
The supplier or agent applying for the tasting is
instructed to ensure that the tasters hired to present
their products in BC Liquor Stores are dressed in
a professional and business-like manner. Tasters
should be knowledgeable about the product they
are sampling and exhibit a professional and customer
focused attitude.
BC Liquor Store managers may close a tasting booth
and ask the taster to pay for product opened and
leave the store is there are any issues or concerns
with the conduct or appearance of tasters.
INSURANCE REQUIREMENTS FOR
SUPPLIERS AND AGENTS
The participant in the Tasting Program in BC Liquor
Stores must take out and pay for General Liability
insurance. Before conducting any tastings in BC
Liquor Stores, the company must ensure that a
copy of the Liability Insurance Certificate and the
In-Store Marketing Program Agreement, signed
for the calendar year, are on file in the Marketing
Department. Such insurance must be against claims
for bodily injury (including death) and property
loss or damage arising from premises, operations,
products and completed operations, contractual
liability, personal or advertising injury, independent
contractors and non-owned automobile liability in
an amount no less than $5,000,000 (or such other
amounts as may be reasonably required by the
province from time to time) for occurrences that may
arise from the tasting.
interest arising from this event, and the policy
extended to include a severability of interests (cross
liability) provision so that the province will be treated
as if a separate policy were in existence, without
increasing the policy limits of liability.
The policy of insurance will not be affected or
invalidated by any act, omission or negligence of
any third party that is not within the knowledge or
control of the insured. The required insurance limit of
liability may be provided in part by an umbrella policy,
provided such coverage is not more restrictive than
the underlying General Liability policy.
The participant must furnish satisfactory evidence of
compliance with the required insurance specifications
in an approved Certificate of Insurance format prior
to any scheduled event. Please see Appendix IX for
a sample of the approved format. Certificates of
Insurance are renewable annually.
Her Majesty the Queen in Right of the Province of
British Columbia, as represented by the General
Manager of the Liquor Distribution Branch of the
Ministry of Public Safety and Solicitor General, shall be
an additional insured, to the extent of her vicarious
42
marketing
ADVERTISING opportunities
TASTE MAGAZINE
All About Taste
•
•
•
•
•
•
TASTE is a quarterly consumer magazine featuring
editorial content and advertising from the worlds
of food, drink and entertaining.
TASTE is distributed at all BC Liquor Stores across
British Columbia and is available online at http://
www.bcliquorstores.com/taste/home.
TASTE readers mirror demographic
characteristics of BC Liquor Stores customers
and the province of British Columbia. On average,
more than 750,000 customers visit BC Liquor
Stores every week.
TASTE production values and reach (per capita)
are similar to those of the SAQ’s Cellier or the
LCBO’s Food & Drink.
TASTE is created and published in-house by BC
Liquor Stores.
TASTE advertising sales are managed in-house by
BC Liquor Stores.
Print Specifications
• Size: 9" x 10.625"
• Matte, heavy cover (80 gsm)
• 144+ pages
• Perfect bound
• Print run 130,000
• Printed on 30% recycled paper using 100%
vegetable inks
43
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TASTE Editorial
44
marketing
TASTE prominently SUPPORTED in BC liquor stores
TASTE magazine is prominently displayed on checkout counters and in popular sections of all 195 BC Liquor Stores. It
is supported throughout each store by eye-catching 18" x 36" posters in frames, “as seen in TASTE” shelf label talkers
within sections and product pairing tent cards on circle tabletops.
Recipe-pairing tent cards on circle tabletops with product.
18" x 36" posters in frames located in prominent areas.
Shelf label talkers with featured products in sections.
TASTE on display throughout the store: in popular sections, in checkout merchandisers, on checkout counters.
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marketing
TASTE ADVERTISING RATESREVISED SEPTEMBER 2010
Taste is a quarterly lifestyle magazine featuring products sold
in BC Liquor Stores. The magazine features relevant editorial
content, product information and advertising.
Half page, full page or double page advertisements are available.
Ads will be placed at the discretion of Marketing. Marketing
reserves the right to select ads for placement or approval,
according to seasonality, product mix, visual suitability, etc.
Ad Size (full colour only)
Our print run is currently 130,000 copies for each issue, with
distribution throughout the province in 195 BC Liquor Stores.
Copies of TASTE are distributed across British Columbia’s Lower
Mainland, Vancouver Island and the Gulf Islands and throughout
the rest of British Columbia.
NOTE: If your ad mentions a contest, start and end dates of the
contest must be included in the ad. Contest websites must be
functional at time of printing.
COST
Double Page Spread (centre not available)
$11,000
net*
Inside Front or Outside Back Full Page
$8,000
net*
Full Page
$7,000
net*
Half Page, Vertical
$4,500
net*
Half Page, Horizontal
$4,500
net*
Issue Contract Deadline Artwork Deadline Publication Date
Spring 2012
December 19, 2011
January 9, 2012
March 5, 2012
Summer 2012
March 5, 2012
April 10, 2012
June 4, 2012
Fall 2012
June 7, 2012
July 9, 2012
September 10, 2012
Winter 2012
September 10, 2012
October 9, 2012
December 3, 2012
To place an ad, fill in the 2012 Taste Magazine Contract Order Form by the deadline date, and return to
[email protected]. You may also fax it to 604-252-3099. If you do not have a Contract Order Form,
you may request one by emailing [email protected] or by calling Susanne Knight at 604-252-3364.
PLEASE NOTE: It is your responsibility to meet both the contract and artwork deadlines.
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marketing
TASTE ADVERTISEMENT SIZES
Size size with Bleed FINAL (Trim) SIZE Live Area Gutter
Double page spread 18¼" x 10 ⅞" 18" x 10 5/8" 17½" x 101/8" ¼"
(18.25" x 10.875")
(18" x 10.625")
(17.5" x 10.125")
(0.25")
Single page
9¼" x 10 ⅞" (9.25" x 10.875")
9" x 10 5/8” 8½" x 101/8"
Half page horizontal 9¼" x 5½" 9" x 5¼"
(9.25" x 5.5")
(9" x 5.25")
(8.5" x 4.75")
Half page vertical 4 5/8" x 11⅞" 4⅜" x 10 5/8" 4" x 101/8"
(4.625" x 10.875")
(4.375" x 10.625")
(3.875" x 10.125”)
(9" x 10.625")
(8.5" x 10.125")
8½" x 4¾"
Half Page Vertical
Double Page Spread
Bleed Area
Trim Area
Live Area
Gutter
Single Page
Half Page Horizontal
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TASTE PRODUCTION NOTES
FORMAT
Our preference is Adobe Acrobat PDF (PDF/X-1a:2001 setting) or eps files with fonts embedded or outlined. Do not
embed ICC profiles. DO NOT INCLUDE CROP MARKS. Otherwise we can accept your artwork in the following:
Adobe InDesign CS or later
Adobe Illustrator CS or later
Adobe Photoshop CS or later
Adobe Acrobat 6.0 or later
ARTWORK
If you are sending native files and not a PDF, you must either embed all linked images or send them to us. All images must have a
final resolution of at least 300 dpi. All images must be CMYK or greyscale and contain NO SPOT OR PANTONE COLOURS.
FONTS
Supply all fonts if artwork typefaces are not in outlines.
LINE SCREEN
210 LPI
SOFT PROOFS
PDF/JPEG/TIFF
FTP
IMPORTANT NOTE: Please use a designated FTP client software, e.g., FETCH, FTP WIZARD, SMART FTP, CYBERDUCK or
similar. YOU WILL NOT BE ABLE TO CONNECT with browser-based software such as: Internet Explorer, Safari, Netscape or
Firefox. For assistance with uploading, please contact Diane Smallwood at 604-252-2904.
Connect using the following settings:
Hostname:
Username:
Password:
Path:
Connect using:
Port:
ftp.bcliquor.com
ldbmrkt
efin007y
incoming
SFTP (you must select the Secure FTP option on your FTP client)
22
Send an uncompressed low resolution PDF to [email protected] informing us that the ad has been
uploaded. Include the name of the uploaded file with contact name and phone number. Please note that we cannot
accept compressed (zip or sit) files over email under any circumstances.
ALTERNATIVES TO FTP
Files less than 12 megabites can be emailed directly to [email protected]. Please note that we cannot
accept compressed (zip or sit) files over email under any circumstances. If you have files larger than 12
megabites and have difficulty connecting via Secure FTP, you may use an internet-based file transfer site such as yousendit.com or
dropsend.com, although we cannot confirm the reliability of these external sites.
48
marketing
PRODUCT GUIDE
The Product Guide is a monthly listing of all products sold
in BC Liquor Stores distributed free to customers in
all BC Liquor Stores. A variety of ad sizes are available.
For more information about advertising opportunities
in the Product Guide, please email publications@
bcliquorstores.com, or call 604 252 3093.
PRODUCT GUIDE
www.bcliquorstores.com
PRICES IN EFFECT FROM MAY 29 TO JUNE 25, 2011
PGCover_JUNE.indd 2
11-05-18 10:44 AM
49
marketing
WWW.BCLIQUORSTORES.COM
Marketing your products on
BC Liquor Stores website
BC Liquor Stores website provides customers with
information about products available in stores.
Information about products includes the brand name,
price, size, country of origin and where to buy (i.e. BC
Liquor Stores locations that have product in stock).
With the exception of the product image/visual (e.g.
bottle shot) and tasting notes, all product information
is downloaded from the master product database.
Generally, wherever a product is referenced, on our
site, the image of the product as well as brand name,
price, size and country of origin are displayed. The
product image/visual allows customers to identify
the product. In regards to tasting notes, Marketing
provides tasting notes for some of the products
that are featured in the current month’s in-store
promotions.
Agents and suppliers are welcome to submit
appropriate product images/visuals for displaying on
our website in the product catalogue. Guidelines
for appropriate and acceptable product images are
provided below.
Please send images to Lynelle Lam via email to lynelle.
[email protected] with the subject of the
email as “product photos for website.” In the body of
your email, please include a list of the SKUs to which
your images should be applied. If you have many
images to submit at once, you may send them on a
CD to Lynelle Lam, Marketing at 2625 Rupert Street,
Vancouver, BC, V5M 3T5.
Marketing reserves the right exclude any submitted
product images. Any photos submitted for use on our
website may also be used for other merchandising or
marketing purposes.
For more information about BCLiquorStores.
com, please contact Lynelle Lam in the Marketing
Department at 604-252-3208 or email lynelle.lam@
bcliquorstores.com.
Product image requirements:
1 product must be listed in BC Liquor Stores
6 must have transparent or white background only
2 file must be in .jpg file format
7 minimum 150 dpi resolution
3 must not include on-packs or accessories/props
8 minimum 400 pixels per inch (px) in height
4 must show current label/packaging
9 file must be named with the SKU, e.g. 123456.jpg
5 must not depict product in use i.e. open bottle or
half empty
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GUIDELINES FOR IN-STORE VISITS
These general guidelines are to be used by BC Liquor
Store managers and industry sales representatives
in the interests of continuing to develop professional
partnerships and working together on shared
initiatives, with the common goal of superior
customer service.
Industry sales representatives are welcome to drop
in to a liquor store at any time but if they wish to be
assured of time with the store manager they should
make an appointment for Monday to Thursday only,
in advance. If they want to talk about a specific issue,
they should advise the store manager in advance,
so the manager can be adequately prepared. Sales
representatives should not bother or engage
store staff during peak selling times under general
circumstances.
Display building in BC Liquor Stores is the job of LDB
employees. The amount of other product support
activity performed by the representative varies
from store to store, depending on the individual
circumstances of each outlet. The representative
should communicate with each store manager prior
to performing any activity, including applying repapplied on-packs or neck tags.
It is the manager’s final decision as to which products
will be displayed in the Manager’s Choice space, as
selected from the approved lists, using such criteria as:
needs of local customers, product availability, volume,
display mix in the store and profit potential of the
products.
Display space in stores is not available for solicitation
by sales representatives who do not have preapproval from Marketing. Store Managers will
discourage this activity.
The store manager may share a coffee break with
industry representatives for the purposes of a
business discussion. This is a normal business practice
and requires no prior notice to Store Operations
management. On rare occasions, lunch with an
industry representative may be appropriate; in such
cases, the Area Manager’s office must be contacted
for prior approval, to avoid any misunderstandings.
Store managers and sales representatives understand
that stockouts mean lost sales and inadequate
customer service. Whatever steps are necessary to
resolve stockouts at the earliest opportunity will be
taken.
Sales representatives and store managers should work
together in harmony to serve the best interests of
the customer. When disputes arise, they will attempt
to resolve differences between themselves. If matters
cannot be resolved at store level, the representative
or the store manager should ask the Area Manager
for assistance.
Representatives may offer off-site tastings or seminars
to store employees, however, these must be cleared
through the Visual Presentation and Special Events
Manager at 604 252 3076 or fax 604 252 3099. These
events must be business-related or educational, and
not social events. Attendance at such events will be on
the employees’ own time.
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Appendices
I
In-Store Marketing Program Agreement
IIDisplay Application
III
Shelf Talker Application
IVValue-Added (Prior to Delivery) Application
VValue-Added (Rep Applied) Application
VI
Neck Tag Application
VII
In-Store Tasting Application
VIII
Special Events Program Application
IX
Taste Magazine Contract Order Form
X
Insurance Examples
XIPacking Slip Example
53
Updated April 2011
ISM PROGRAM AGREEMENT
This Agreement is made
(Date) between
(Company Name)
(Company Address)
(which will be referred to as the “Participant”) and Her Majesty the Queen in right of the Province of British Columbia as
represented by the Ministry of Public Safety and Solicitor General, BC Liquor Distribution Branch (the “LDB”).
In consideration for the LDB allowing the Participant to participate in the Marketing Programs, the parties agree as follows:
1. This Agreement applies to the Participant’s participation in any one or more of the Marketing Programs as referred to in the
Marketing Manual entitled the “In-Store Marketing Program for BC Liquor Stores” manual as amended from time to time.
2. The Participant must seek such approvals as required and abide by all the Marketing Programs rules, guidelines and policies,
and all relevant laws, rules, guidelines and policies applicable to the Marketing Programs.
3. The Participant is responsible for all costs associated with any Marketing Programs including any required insurance. Any
product used in Marketing Programs must be drawn from and paid for at the store in which the Marketing Program is being
conducted.
4. The LDB provides no guarantee of implementation of any Marketing Programs for the Participant’s products, and the LDB
has no liability of any kind whatsoever due to the implementation, delay in implementation or the failure to implement or to
implement fully the Marketing Programs including any displays or associated support or activities however caused including,
directly or indirectly, any act, omission or negligence of the LDB and its employees, agents and contractors.
5. The LDB has the right to cancel at any time all or any part of a Marketing Program.
6. 6. The Participant has no recourse against any of the LDB and its employees, agents or contractors in connection, directly or
indirectly with the Marketing Programs or the cancellation of such program.
7. The Participant must indemnify and save harmless the LDB and its employees, agents and contractors from any costs,
expenses, damages of any kind whatsoever resulting directly or indirectly from the Marketing Programs, notwithstanding any
act, omission or negligence on the part of the LDB and its employees, agents and contractors; and
8. This agreement governs the Participant’s participation in the LDB Marketing Programs.
9. This Agreement applies to any Marketing Program in which the Participant participates during the period of August 17, 2011
to December 31, 2012.
Dated at
, British Columbia, this
day of
year
IN WITNESS WHEREOF the parties have duly executed this Agreement.
EXECUTED on behalf of the BC Liquor Distribution Branch.
Witness for Authorized Signatory
Authorized Signatory for the BC Liquor Distribution Branch
EXECUTED by the authorized representative of
the Participant in the presence of
Witness for the Participant
Signature
Print Name and Title
End
Freestanding
Yes
No
Yes
Yes
Size
Submit separate Tasting Application
Tasting Program
and fill out on-pack column below
Text Messaging Contest
No
LTO
(N/Y)
No
Yes
On-Pack
(What is it?)
$
$
$
$
Current
Price
Charity Donation (details):
TASTE Magazine Ads
No
No
Country
of Origin
Yes
Send application to Marketing Special Events
Cambie Kitchen Event
Must be LDB Delivered only.
Website Contest
If Yes, submit a Value-Added Application form
Value-added
3” w x 5” h
Display Shelf Talkers
Updated April 2011
PLEASE NOTE: Wholesale products (formerly restricted or speculative) are not eligible for participation in any promotional activity in BC Liquor Stores.
Product Description
No
16” w x 9” h
Checkout Merch Sign
*If Yes, describe contest here and prize dollar value
(Maximum 4 SKUs)
SKU
filled in
Are you proposing a contest?
If Yes, fill out details below
*These boxes and
details MUST be
Limited Time Pricing?
Support:
Yes
12” w x 15” h
24” w x 12” h
Other (Please specify)
Single Backer Card
Double Backer Card
YEAR
Date of Submission:
Display Material: Check which materials will be provided. Please attach artwork along with dimensions of each item.
Checkout
E-mail:
Display Requested:
Contact:
Fax #:
PERIOD NO.
Telephone #:
Company Name:
MONTH
Address:
Agent/Supplier #:
CONFIDENTIAL
[email protected]
DISPLAY APPLICATION
E-mail:
Date of Submission:
YEAR
Size
Current Status
Store Dist.
Northern BC (32)
$
$
$
$
$
$
Current Price
Country of Origin
Okanagan/Kootenay (52)
Updated April 2011
Product Description
(Maximum 6 SKUs)
SKU
Vancouver Island (42)
Signature Stores Only (23)
Class B and Class C stores (125)
Must be LDB Delivered only.
Class A, B includes Signature stores (145)
Class C stores (60)
Lower Mainland (77)
Class B stores (70)
Class A includes Signature Stores (80)
OR by REGION
CLASS
(3” w x 5” h only, please send extras)
All Stores (200)
Shelf Talkers
Distribution Request
Type of material requested to be displayed at shelf location only:
A sample of the shelf talker(s) must be attached to application (or a .pdf) or will be returned and not processed.
Contact:
Fax #:
PERIOD NO.
Telephone #:
Company Name:
MONTH
Address:
Agent/Supplier #:
CONFIDENTIAL
[email protected]
(at shelf location only)
SHELF TALKER APPLICATION
SCC#
SKU
Product Name
cases.
Cases per pallet:
Size
On-Pack
Value
$
Retail
Price
$
Updated April 2011
Value-Added Item Description
Only full pallet or half pallets will be approved.
List SKUs in numeric order
Please indicate quantity of cases requested.
Bottles per case: _______
If yes, which Period?
3.
No
Does this application support a Display program?
2.
Yes
Please provide a sample or picture of the on-pack and method of attachment to product (sample of liquor on-packs not required).
IN-CASE
Date of Submission:
YEAR
1.
ON-PACK
E-mail:
Fax #:
Telephone #:
PERIOD NO.
Contact:
Company Name:
MONTH
Address:
Agent/Supplier #:
CONFIDENTIAL
[email protected]
(This may be Liquor or Non-liquor value-added or Prior to Delivery necktag)
VALUE-ADDED APPLICATION
PRIOR TO DELIVERY
Product Name
(Maximum 6 SKUs)
SKU
Size
On-Pack
Value
$
$
$
$
$
$
Retail
Price
$
$
$
$
$
$
Updated April 2011
cases.
Value-Added Item Description
3.
No
2.
Yes
E-mail:
Date of Submission:
YEAR
1.
Contact:
Fax #:
PERIOD NO.
Telephone #:
Company Name:
MONTH
Address:
Agent/Supplier #:
CONFIDENTIAL
[email protected]
(Non-liquor only)
REP APPLIED
Product Name
(Maximum 6 SKUs)
SKU
Size
$
$
$
$
$
$
Retail
Price
Necktag Description
Updated April 2011
cases.
3.
No
2.
Yes
REP APPIED
Date of Submission:
Y EAR
1.
PRIOR TO DELIVERY
E-mail:
Fax #:
Telephone #:
PERIOD NO.
Contact:
Company Name:
M ONTH
(Non-liquor only)
Address:
Agent/Supplier #:
CONFIDENTIAL
[email protected]
NECKTAG (REP-APPLIED)
YEAR
No
No
Size
Yes
$
$
Updated April 2011
$
$
STORES REQUESTED (List store only once)
No
Current Price
$
Store Dist.
Yes
No
$
Annual $ Sales
Is the product part of a Superthematic?
Is the product part of NPIP?
Date of Submission:
DATES REQUESTED FRIDAYS & SATURDAYS
Product Description
Yes
Are you willing to ACCEPT ANY WEEKEND during the month?
SKU (Maximum 3)
Yes
Is the product an APPROVED display during proposed tasting?
Maximum one application per brand per month. Maximum 2 applications per Agent/Supplier per month.
E-mail:
Telephone #:
Fax #:
Contact:
Company Name:
MONTH
Address:
Agent/Supplier #:
CONFIDENTIAL
[email protected]
TASTING APPLICATION
SPECIAL EVENT APPLICATION
Page 1 of 2
PLEASE COMPLETE & RETURN VIA E-MAIL TO [email protected]
ATTN.: PRODUCT RELEASE & SPECIAL EVENTS COORDINATOR
Event Title
Date(s)
Time (Two hrs. min.)
Location(s)
SKUs
• 3 suggested
• Wines to be chilled
• price
Food Pairing (mandatory)
Event Description
• Format
• Entertainment
• Special Guests
*Please provide full details
Event Communication
• Required for in
house media and
signage
• 2 sentences of what
is making this event
special
Marketing Support
• Check any/all
promotions also
taking place during
the month of your
event
Amenities Required
• Check any/all
equipment needed
(Cambie kitchen
only)
Approved display End Checkout Freestanding
Shelf Talkers
Contest Mail-in Web Text Messaging
LTO
TASTE Magazine advertisement
Charity Donation (explain: _____________________)
Plasma screen TVs (2)
Gas range (6-top)
Steam convection ovens (2)
ELMO camera (can project live action from kitchen onto plasmas)
Chairs (number: __________)
Tables (number: _______)
SPECIAL EVENT APPLICATION
Page 2 of 2
On Site Radio
•
•
The remote can only
take place in store not
outside the store
No DJ or loud music
is permitted
In Store Contests and/or
Give-aways
•
•
•
•
In store give-aways of
minimal value are
encouraged
In store give-aways of
significant value must
comply with the rules
for any contests at BC
Liquor Stores, i.e. a
mixture of skill and
chance
No purchase or taste
can be required for
any give-aways
Minors are not eligible
to receive any giveaway or to enter
contests in BC Liquor
Stores
Celebrity Appearance
• Celebrity guest appearances
are permitted if preapproved by Marketing
Contact Information
Radio Station (Name:
)
Further Details:
In-Store giveaways: (What:
(Value:
)
)
Contest: (What:
(Value:
)
)
Contest Rules:
Further Details:
Celebrity Appearance: (Who:
Further Details:
)
Name:
Company:
Telephone:
Email:
NOTE:
Starting April 1, 2011, BCLDB will be creating all events-related collateral (events calendar, shelf-talkers and event
poster) for all events at the 39th and Cambie store. If your event is NOT at this location, you will be responsible
for creating your event poster. Please contact LDB Special Events Coordinator for a template and print
specifications.
This is a fillable PDF. Please fill in electronically, then send by
email to [email protected] OR print and fax to: 604-252-3099.
TASTE Contract Order Form 2012
REVISED JUNE 2011
TASTE is a quarterly lifestyle magazine featuring products sold in BC Liquor Stores. The magazine contains relevant editorial content,
product information and advertising. Full colour half page, full page or double page advertisements are available. Ads are placed at the
discretion of LDB Marketing. LDB Marketing reserves the right to select ads for placement or approval, according to seasonality, product
mix, visual suitability, etc. We do not offer preferred placement. Our print run is currently 130,000 copies for each issue, with distribution
throughout the province in 197 BC Liquor Stores. Copies of TASTE are distributed across British Columbia's Lower Mainland, Vancouver
Island and the Gulf Islands and throughout the rest of British Columbia.
Ad Size (full colour only)
COST
Double Page Spread (centre not available)
$11,000
net*
Inside Front/Inside Back/Outside Back, Full Page
$8,000
net*
Full Page
$7,000
net*
Half Page, Vertical
$4,500
net*
Half Page, Horizontal
$4,500
net*
* taxes are not included in quoted prices
Issue
Application Deadline
Artwork Deadline
Publication Date
Spring 2012
December 19, 2011
January 9, 2012
March 5, 2012
Summer 2012
March 5, 2012
April 10, 2012
June 4, 2012
Fall 2012
June 4, 2012
July 9, 2012
September 10, 2012
Winter 2012
September 10, 2012
October 9, 2012
December 3, 2012
INSERTION ORDER
Product Name
AD SIZE
SKU #
select one:
Supplier / Agent
ISSUE select one:
Contact Name
Mailing Address
Phone
Email Address
Signature
Date
YYYY-MM-DD
BY SIGNING, I AGREE TO ABIDE BY THE COPY AND CONTRACT REQUIREMENTS.
PLEASE NOTE: FROM POINT 8 OF COPY AND CONTRACT TERMS:
If the advertiser does not supply advertising copy before the relevant printing date, then the Branch may use advertising copy used for
previously published advertising or, where such material is unavailable or inadequate, may publish a public service message chosen by the
Branch, and the advertiser will pay for the advertising space.
ADVERTISING CONTACT: SUSANNE KNIGHT PH: 604.252.3364 FAX: 604.252.3099 EMAIL: [email protected]
Copy ANd CoNTrACT TErMS
1.
2.
3.
4.
5.
6.
7.
8.
The Liquor Distribution Branch (represented by its general Manager or other
official designated for the purpose) (the “Branch”) retains the right to approve
or disapprove for publication in the Taste all or part of any advertising
copy, text, display or illustration to which any insertion order or request for
publication relates and to accept or not to accept any insertion order or
request for publication, in whole or in part.
The Branch may, without liability, reject, omit or exclude any advertising for
any reason at any time, with or without prior notice to the advertisers or its
advertising agency and whether or not the advertising was previously accepted
or published.
The Branch reserves the right to refuse advertisements for products or
services which are deemed by the Branch, in its sole discretion, to be contrary
to the interests of the Branch or the Crown.
The advertiser will be fully responsible and liable for the contents of all
advertising copy submitted for or printed or published in the Taste including
compliance with all applicable laws, statutes and regulations. When
advertisements contain the name, picture or testimonial of a person, then the
insertion order or request for publication will be deemed to include a
representation by the advertiser that they have obtained full and proper
written consent to the publication from that person and that the publication
of the advertisement is lawful.
The advertiser warrants and represents that advertising copy does not and
will not violate any patent, copyright, trademark, industrial design or other
proprietary right or right of privacy.
All advertisements must be clearly identified by the trademark or signature of the
advertiser. Advertisements which, in the sole and absolute opinion of the Branch,
might be interpreted as something other than advertising, may be marked
“Advertisement” by the Branch.
Advertising copy must be camera ready or negative ready and meet the reasonable
requirements of the Branch. Additional artwork and artists services can be arranged.
Costs for these services may be invoiced directly from the art team and not involve
the Branch. Rates quoted by the Branch are for space and colour only. The Branch
may change or lighten type or change cuts and borders to meet its publishing
requirements without the request or approval of the advertiser and the advertiser
will pay these costs.
If the advertiser does not supply advertising copy before the relevant printing date,
then the Branch may use advertising copy used for previously published advertising
or, where such material is unavailable or inadequate, may publish a public service
message chosen by the Branch, and the advertiser will pay for the advertising space.
9. The advertiser will not terminate an insertion order or a contract to publish
advertising more than 10 days after the relevant closing date (advertising deadline).
Cancellation of an ad more than 10 days after the deadline date will result in the
advertiser being liable for the full amount.
10. The Branch may destroy all advertising copy which has not been claimed by the
advertiser within 12 months of its submission to the Branch or its publication.
11. The advertiser will be invoiced on publication for the space used in the relevant
edition of the Taste and other charges (if any). The invoiced amount will be
conclusively deemed to be correct unless either party notifies the other within 15
days of the date of the invoice that the invoice is incorrect and points out the error
in it.
12. If the advertiser does not pay the Branch for the publication of advertising in
accordance with the relevant invoice, then the Branch may, at any time and without
prior notice to the advertiser or the agency, change the terms of payment for
further advertising or terminate an insertion order or a contract to publish
advertising, although the advertiser will remain liable to pay for advertising
already published in accordance with terms of the relevant invoice.
13. The advertiser will be liable for the performance of and payment under any insertion
order accepted by the Branch to contract to publish advertising.
14. The advertiser agrees to indemnify and save the Crown and the Branch harmless
from any and all loss, damages, fines, prosecutions, actions, judgements, settlements,
costs and expenses (including legal costs and expenses), injury or liability arising
(directly or indirectly) from the content, submission, printing or publication of any
advertising copy.
15. The liability of the Branch for any errors or omissions for which it may be held
legally responsible will not exceed the cost of the space ordered or occupied by the
advertisement, whichever is less. The Branch will not be liable for loss of income or
profits, economic loss or consequential damages.
16. No person will be liable for a delay in compliance or failure to comply with an
obligation caused by an event of force majeure (including a strike, lockout or work
slow down).
17. These copy and contract requirements are effective from the Spring 2007 issue, until
they are cancelled or amended by the Branch. Advertisements must ensure that
they have the current copy and contract requirements at the time that any insertion
order or request for publication is submitted.
18. Insertion orders or contracts to publish advertising will be interpreted in accordance
with the laws of the Province of British Columbia.
19. No oral representations or agreements will bind the Branch. Insertion orders or
contracts to publish advertising will be amended only with the written consent of
both parties, except as specified herein.
20. An insertion order or contract to publish advertising will be construed to be
an unqualified acceptance of the current rates and copy and contract requirements
and other reasonable requirements and policies of the Branch pursuant to which
advertising space is sold.
21. Specifications on insertion orders for the use of any page or position in the Taste or
relating the kind of content of any editorial or other advertising on any page will be
construed as requests only.
22. The Branch will not be bound by any terms or conditions, express or implied,
containedin any contract, insertion order or copy instructions of any advertiser or
advertising agency which conflict with the policies or requirements of the Branch.
23. The Branch may change the rates for advertising space from time to time during the
terms of an insertion order or a contract to publish advertising in more than one
edition of the Taste on 60 days’ notice and the advertiser may then terminate the
contract in writing within the 60 day period (subject to paragraph 9) as long as it
concurrently pays in full all of its obligations then due or accruing due under the
contract. If the advertiser does not terminate the contract, then it will be deemed to
have accepted the change in rates on and from the relevant effective date.
24. A waiver, overlooking or condoning of any default or breach of any terms of an
insertion order or a contract to publish advertising will not be construed as a waiver
of any subsequent or continuing default or breach.
25. The copy and contract requirements will be read with any change in number or
gender required by the context.
26. Accounts are payable in Canadian funds.
27. The Branch will not accept insertion orders or contracts to publish advertising for a
term of longer than one year.
AdvErTISING CoNTACT: SuSANNE kNIghT Ph: 604.252.3364 FAX: 604.252.3099 EMAIL: [email protected]
11
marketing
Example 1
CERTIFICATE OF INSURANCE
This is to certify that the following policies of insurance have been issued to the Insured(s)
named below and arc in full force and effect
(First) Named Insured
:
Address:
ABC Enterprises Ltd.
1234 Saville Row, Richmond. B.C. V7E 5Dl
A.
Type of Insurance
Insurer –Primary
Insurer –Excess
Policy Effective Date
Policy Expiry Date
:
:
:
:
:
General Liability—“Occurrence” form.
Protection Insurance Company Ltd.
12.01 am P.S.T.
12.01 am P.S.T.
March 25, 2011
March 24, 2012
Limit of Liability
:
$ 5, 000, 000
any one “occurrence” and in the annual aggregate
for “Products.”
Scope of Cover :
Insurance against claims for bodily injury (including death) and property
loss or damage arising from premises, operations, products and completed
operations, contractual liability, personal and advertising injury, independent
contractors, and non-owned automobiles for “occurrences” that may arise
from the Named Insured’s business.
B. Type of Insurance
Insurer
Policy Expiry Date
Limit of Liability
:
“Umbrella” Liability—Excess Liability following General Liability form.
:
:
12.01 am P.S.T.
:
12.01 am P.S.T.
:
any one “occurrence” and in the annual aggregate
for “Products.”
Additional Named Insured
:
Her Majesty the Queen in Right of the Province of British Columbia as
Represented by the General Manager of the Liquor Distribution Branch.
Included Clauses
Specific Limitations
(if any)
:
:
Severability of interests (Cross Liability)
Declaration:
1. These policies comply with the insurance requirements of the governing contract to perform work for
the Liquor Distribution Branch or to operate under license from the Branch.
2. It is understood and agreed that thirty (30) days written notice of intent to cancel or not to renew or to
require a material diminution of coverage will be given to the General Manager of the Liquor Distribution
Branch.
Insurer’s Authorized Representative : _____________________________________________________
Date of Issue : _____________________________________________________
marketing
Example 2
This is to certify that the following policies of insurance have been issued to the Insured(s)
named below and are in full force and effect
Address
:
:
1234 Saville Row, Richmond, B.C. V7E 5D1
A. Type of Insurance
Insurer—Primary
Insurer—Excess
Policy Expiry Date
Limit of Liability
:
:
:
:
:
:
Protection Insurance Company Ltd.
Scope of Cover
12.01 am P.S.T.
12.01 am P.S.T.
$ 1,000,000 March 25, 2011
March 24, 2012
any one “occurrence” and in the annual aggregate for
“Products.”
:
:
:
:
:
:
“Umbrella” Liability—Excess Liability following General Liability form.
Granada Insurance Co. Ltd.
12.01 am P.S.T. March 25, 2005
12.01 am P.S.T. March 25, 2006
$ 4, 000,000
“Products.”
:
Included Clauses
Specific Limitations
(if any)
:
:
Severability of interests (Cross Liability).
B.
Type of Insurance
Insurer
Policy Expiry Date
Limit of Liability
Declaration:
2. It is understood and agreed that thirty (30 days written notice of intent to cancel or not to renew or to
Branch.
Date of Issue : _____________________________________________________
marketing
Example 3
This is to cer1ify that the following policies of insurance have been issued to the Insured(s)
named below and are in full force and effect
Address
:
:
1234 Saville Row, Richmond, B.C. V7E 5D1
A.Type of Insurance
Insurer—Primary
Insurer—Excess
Policy Expiry Date
Limit of Liability
:
:
:
:
:
:
Protection Insurance Company Ltd.—$2,000,000
Canadian Excess Insurance Ltd.—$3,000,000
12.01 am P.S.T.
March 25, 2011
12.01 am P.S.T.
March 24, 2012
$ 5,000,000
“Products.”
:
Scope of Cover
B. Type of Insurance
Insurer
Policy Expiry Date
Limit of Liability
:
“Umbrella” liability—Excess Liability following General Liability form
:
:
12.01 am P.S.T.
:
12.01 am P.S.T.
:
“Products.”
:
Included Clauses
Specific limitations
(if any)
:
:
Severability of interests (Cross Liability)
Declaration:
2 It is understood and agreed that thirty (30) days written notice of intent to cancel or not to renew or to
Branch.
Date of Issue : _____________________________________________________
marketing
PACKING SLIP EXAMPLE
LIQUOR DISTRIBUTION BRANCH
3200 EAST BROADWAY
VANCOUVER, BC V5M 1Z6
(RECEIVING DOORS OPEN 7:00 AM – 2:00PM)
PACKING SLIP
ATTENTION: ED SPENCE
SHIPPING INFORMATION
Please Print
SUPPLIER NAME:
PRODUCT NAME:
MONTH OR PERIOD:
DESCRIPTION: (dangler, display, shelf talkers, etc.)
1.
2.
3.
4.
5.
OTHER COMMENTS:
DISPLAY LOCATION:
QUANTITY:
marketing
BC Liquor Distribution Branch 2625 Rupert Street, Vancouver, BC V5M 3T5
t 604 252 3095 f 604 252 3099 e [email protected] w www.bcliquorstores.com
08/2011

BC Liquor Stores In-store Marketing Program

Transcription

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