LR-ADKIT-Napoleon-Branding-Booklet
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the<br />
art<br />
of<br />
fire<br />
BRANDING &<br />
ADVERTISING GUIDE<br />
EFFECTIVE: November 20, 2013
NAPOLEON ®<br />
MISSION STATEMENT<br />
“To have profitable growth through superior customer service, innovation, quality and teamwork”<br />
“<strong>Napoleon</strong> ®<br />
is a first class organization that begins from our associates<br />
on the assembly line right to head office. We all work very hard as a team,<br />
to be the best in everything that we do. We’re a progressive, forward<br />
thinking company, with our customer’s interests always at the center of<br />
our decisions. Our brand <strong>Napoleon</strong> ®<br />
has now become the benchmark for<br />
products in our industry across the globe, and we’re very proud of that.<br />
I have to say that we have come a long way since I built the first wood<br />
stove in my garage.”<br />
- Wolfgang Schroeter<br />
Founder & CEO <strong>Napoleon</strong> ®<br />
Group of Companies<br />
“You learn which companies are innovative, which companies<br />
are well run, which companies have integrity. <strong>Napoleon</strong> ®<br />
clearly<br />
encompasses all of these traits.”<br />
- Jack Goldman<br />
President & CEO Hearth, Patio & Barbecue Association<br />
(HPBA)<br />
2
TABLE OF CONTENTS<br />
Mission Statement.................................................................. 2<br />
Table of Contents.................................................................... 3<br />
Why This Guide - <strong>Napoleon</strong> ® <strong>Branding</strong>....................................... 4<br />
About <strong>Napoleon</strong> ® ..................................................................... 5<br />
The <strong>Napoleon</strong> ® Customer Value Proposition................................ 6<br />
<strong>Napoleon</strong> ® Firsts..................................................................... 7<br />
The <strong>Napoleon</strong> ® Business Philosophy.......................................... 8<br />
Logo Usage..................................................................... 9 - 12<br />
Colour Palette............................................................... 13 - 14<br />
Fonts & Typefaces.......................................................... 15 - 17<br />
<strong>Napoleon</strong> ® Going Digital!........................................................ 18<br />
Online Applications............................................................... 19<br />
Internet Advertising Policy..................................................... 20<br />
IMAP................................................................................... 21<br />
Advertisement Layout............................................................ 22<br />
Image / Logo Release & License Policy................................... 23<br />
Co-op Advertising.......................................................... 24 - 25<br />
Terms and Conditions............................................................ 26<br />
Contact Information.............................................................. 27<br />
Introduction to Advertising............................................. 28 - 29<br />
10 Reasons to Increase Advertising........................................ 30<br />
Copy That Sells.................................................................... 31<br />
How to Plan Sales & Advertising...................................... 32 - 33<br />
How Much to Spend on Advertising / Promotion....................... 34<br />
Budget Worksheet................................................................. 35<br />
3
Why This Guide?<br />
NAPOLEON ®<br />
BRANDING<br />
The purpose of having this <strong>Branding</strong> Guide is to create consistent messaging and public positioning to ensure our<br />
key audiences become familiar with the <strong>Napoleon</strong> ®<br />
brand, our mission and what our company stands for through key<br />
message repetition.<br />
<strong>Branding</strong> is perhaps the most important facet of any business, beyond the products themselves. A company’s brand<br />
is its definition in the world, the name that identifies itself to the global marketplace.<br />
Strong brands claim greater market share, retain loyal customers and can demand higher price premiums. Brands<br />
also lower dealer turnover and attract higher quality associates.<br />
A brand is much more than just a logo, this is just one component. Other components include the overall marketing<br />
strategy, public relations, associate’s identification with the brand and every customer interaction. It’s the manner in<br />
which one answers the phone, how quickly one responds to a customer’s needs, the usability of the website and the<br />
tone of the copywriting. The brand is the total of every experience people have with your company.<br />
Great brands live in the consciousness of the consumer; they trust them and expect great things of them. The brand<br />
expresses the core values of the company which in turn resonates with the customer. This is the basis of a powerful<br />
and successful relationship.<br />
<strong>Napoleon</strong> ®<br />
is a great brand that continues to grow. To our customers, we represent more than just quality produced<br />
Canadian fireplaces, grills, heating and cooling products. We represent a company that is innovative and leading<br />
edge. A company that understands their customer and their needs. A family owned company that recognizes loyalty<br />
as a core value.<br />
Through this branding standards guide, we hope all <strong>Napoleon</strong> ®<br />
dealers and partners will join us in taking pride in<br />
our brand. And by establishing these standards, you are equipped in communicating what sets us apart from other<br />
brands and be the passionate voice of <strong>Napoleon</strong> ® .<br />
As you do so, you will help strengthen the trust and loyalty of our customers and at the same time strengthen the<br />
trust and loyalty that we have with you. The <strong>Napoleon</strong> ®<br />
brand would be nothing if not for the great relationships that<br />
we have built year over year with our dealers and partners.<br />
4
About <strong>Napoleon</strong> ®<br />
WHY NAPOLEON ®<br />
<strong>Napoleon</strong> ® is proud to be committed to total home comfort. Time after time, <strong>Napoleon</strong> ® has led the way with new<br />
and innovative patented technology. We are proud to say that our products continuously surpass industry standards.<br />
More than anything we want our customers to feel confident in choosing <strong>Napoleon</strong> ®<br />
for their home. Our products are<br />
designed to provide that confidence and ensure that every <strong>Napoleon</strong> ®<br />
Product is beyond compare.<br />
It all began in 1976 when a small steel fabrication business launched by Wolfgang Schroeter started manufacturing<br />
steel railings in Barrie, Ontario, Canada. At that time, no one could imagine the incredible future that lay ahead for<br />
Wolf Steel Ltd.<br />
Since the first wood stove rolled off the production line over 30 years ago, Wolf Steel’s commitment was to be<br />
distinctive and successful in everything they do. The original stove featured a solid cast iron two-door design and was<br />
produced in a one thousand square foot manufacturing facility. By 1981, the name “<strong>Napoleon</strong> ® ” was born and with<br />
it, the first single glass door with Pyroceram high temperature ceramic glass—a first in the industry. This was the first<br />
of many milestones for Wolf Steel and over the next few years, the demand for <strong>Napoleon</strong> ®<br />
wood stoves grew beyond<br />
Ontario’s borders to the rest of Canada, the United States and Europe.<br />
<strong>Napoleon</strong> ®<br />
works with its customers designing and implementing features sought after by discriminating consumers<br />
around the world. Time after time <strong>Napoleon</strong> ®<br />
has led the way with new and innovative patented technology: luxurious<br />
Gourmet Gas Grills, exclusive Infra-red grilling experience and some of North America’s most advanced state-of-theart<br />
technology. Innovative engineering and design, advanced manufacturing techniques, dedicated customer service,<br />
outstanding product quality and superior warranties distinguish <strong>Napoleon</strong> ®<br />
from its competitors.<br />
<strong>Napoleon</strong> ®<br />
is an ISO9001 – 2008 registered company and operates with 1,200,000+ square feet of manufacturing<br />
space and over 1000 employees. We are North America’s largest privately owned manufacturer of quality wood and<br />
gas fireplaces (inserts and stoves), gourmet gas and charcoal grills, outdoor living products and heating & cooling<br />
products. The only gas furnaces made in Canada.<br />
<strong>Napoleon</strong>’s commitment to producing quality products combined with honest, reliable service has proven to be a<br />
successful framework to ensure the continued rapid growth of the company.<br />
5
About <strong>Napoleon</strong> ®<br />
THE NAPOLEON ®<br />
CUSTOMER VALUE PROPOSITION<br />
• <strong>Napoleon</strong> ®<br />
products are high quality and long lasting<br />
• <strong>Napoleon</strong> ®<br />
is a family owned and privately operated Company<br />
• <strong>Napoleon</strong> ®<br />
is Canadian, with manufacturing facilities in Canada, US and China<br />
• <strong>Napoleon</strong> ®<br />
ownership and senior management are accessible<br />
• <strong>Napoleon</strong>’s customers are loyal<br />
• <strong>Napoleon</strong> ®<br />
cares about their customers<br />
• <strong>Napoleon</strong> ®<br />
has a strong brand image<br />
• <strong>Napoleon</strong> ®<br />
has an extensive line of products<br />
• <strong>Napoleon</strong> ®<br />
is their sector’s innovator (see firsts)<br />
• <strong>Napoleon</strong> ®<br />
is dedicated to their industries<br />
• <strong>Napoleon</strong> ®<br />
builds strong long lasting relationships<br />
• <strong>Napoleon</strong> ®<br />
stands behind products by its industry leading warranties<br />
• <strong>Napoleon</strong> ®<br />
believes in a quality of lifestyle<br />
• <strong>Napoleon</strong> ®<br />
listens to their customers<br />
• <strong>Napoleon</strong> ®<br />
is proud of their service experts<br />
• <strong>Napoleon</strong>’s loyal associates care about what they do<br />
• <strong>Napoleon</strong> ®<br />
is growing year over year<br />
• <strong>Napoleon</strong> ®<br />
is diverse and not afraid of change<br />
• <strong>Napoleon</strong> ®<br />
is active in being part of the wider community<br />
6
About <strong>Napoleon</strong> ®<br />
LEADING THE WAY<br />
<strong>Napoleon</strong> ®<br />
Firsts Include:<br />
• Single cast iron door with Pyroceram ceramic glass – an industry standard today<br />
• Wood stove air-wash system with a side air intake<br />
• Direct vent fireplace with venting at 40 feet horizontal and vertical<br />
• Combination direct vent and b-vent adaptor<br />
• Down-draft combustion system in wood stoves<br />
• Direct vent fireplace with a 45 degree angle for take-off for venting<br />
• Porcelainized sheet metal system that acts as a triple mirror to enhance flame appearance<br />
• Night lights for fireplaces<br />
• Combination of gas and electric fireplace<br />
• Hinged door for direct vent fireplaces<br />
• “The Dream” – the largest gas fireplace on the market at the time of its launch<br />
• Double-lid barbecues<br />
• Multi-colour LED system in gas fireplaces<br />
7
About <strong>Napoleon</strong> ®<br />
THE NAPOLEON ®<br />
BUSINESS PHILOSOPHY<br />
• Be creative and innovative and do not shy away from trying new things in<br />
pursuit of the goal to provide quality products at competitive prices that<br />
suit the ever-changing needs of the consumer.<br />
• Once you have developed an idea, implement it and make it work.<br />
• When realizing that something does not work or that there is a better way<br />
of doing business, do not be afraid of changing it.<br />
• Cultivate a working relationship with associates that is conducive to<br />
maintaining high standards of quality and production in an atmosphere<br />
that is appreciated by associates and allows them to take ownership, be<br />
innovative and excel.<br />
• Recognize the importance of your dealers and distributors in the overall<br />
success of the company; maintain open lines of communication and<br />
honour that relationship at all times.<br />
• Work as a team to complement and maximize your strengths.<br />
• Grow strategically without taking on huge debt loads.<br />
• Money and profit is not the only goal, but the by-product of successful<br />
entrepreneurship.<br />
• Be hands-on, approachable and lead by example.<br />
• Delegate and trust in others’ ability to do the job right.<br />
• Do not judge a book by its cover.<br />
• Be ethical and fair in all business dealings.<br />
8
Brand Logo<br />
LOGO USAGE<br />
A strong brand logo has the ability to achieve instant recognition and inspire a sense of loyalty. It is a common bond<br />
for our customers that choose <strong>Napoleon</strong> ® over another brand. The <strong>Napoleon</strong> ® brand logo symbolizes our heritage and<br />
strength and embodies the promise of quality. It is our public persona, the face of the company, always use good<br />
judgment with its use and respect it. The brand logo is the one visual constant in every communication involving the<br />
<strong>Napoleon</strong> ®<br />
brand.<br />
Brand Logotype<br />
Our goal is to secure an easily comprehensive and accessible appearance<br />
for our activities, optimizing our visual expression and strengthening our<br />
core brand, <strong>Napoleon</strong> ® .<br />
With the vast array of products and product categories including; fireplaces,<br />
inserts, stoves, grills, outdoor products and a complete heating and cooling<br />
product line, it is vitally important to keep the focus on the <strong>Napoleon</strong> ®<br />
brand. The trademarked flame at the top of the logo will be consistent on<br />
all product categories.<br />
To preserve the unique nature of the brand and ensure absolute consistency<br />
throughout all its applications, the <strong>Napoleon</strong> ®<br />
proprietary logotype should<br />
be used and no attempt should be made to reset it in type.<br />
Logo Usage<br />
In regards to co-op, it is important that all advertising (use of logos) by<br />
dealers must be identical to <strong>Napoleon</strong>’s, thus showing continuity and<br />
unification between the manufacturer and the dealer. As a <strong>Napoleon</strong> ® dealer,<br />
you are required to ensure any usage of the <strong>Napoleon</strong> ®<br />
logo is current, as<br />
using unapproved and outdated logos affect your future co-op claims. In<br />
addition, using older graphics may suggest to customers that you offer<br />
outdated products. It is a well-known retail phenomenon that refreshing a<br />
store’s graphics increases sales.<br />
9
Brand Logo<br />
LOGO COLOUR BREAKDOWN<br />
The colour breakdown applies to all of the <strong>Napoleon</strong> ®<br />
logos and should be provided to your marketing / printing<br />
contact. All logos are available in two colour or black and white, with white type or black type and in JPEG, TIFF,<br />
PNG, PDF or EPS format.<br />
Log on to nacdealers.com or napoleondealers.com to download the updated <strong>Napoleon</strong> ®<br />
logo files. Go to the<br />
‘Marketing & Advertising’ section and click on logos to see the different options available.<br />
1-Colour Logo<br />
NAP_FP_BLK_1_col.eps<br />
Black<br />
100% Black<br />
Grayscale Logo<br />
NAP_FP_BLK_BW.eps<br />
Gray<br />
30% Black<br />
Black<br />
100% Black<br />
4-Colour (CMYK)<br />
NAP_FP_BLK_CMYK.eps<br />
<strong>Napoleon</strong> ® Red<br />
CMYK: 0 / 100 / 100 / 4<br />
Black<br />
CMYK: 20 / 20 / 20 / 100<br />
2-Colour (Spot Colour)<br />
NAP_FP_BLK.eps<br />
<strong>Napoleon</strong> ® Red<br />
Pantone: PMS186c<br />
Black<br />
Pantone: Black 6c<br />
1-COLOUR LOGO<br />
These logos are used for 1-colour<br />
printing processes like silk<br />
screening or watermarking.<br />
GRAYSCALE LOGO<br />
These logos are used in grayscale<br />
colour printing environments<br />
such as newsprint applications.<br />
4-COLOUR LOGO<br />
These logos are built to be used<br />
in typical printing (CMYK) and<br />
Online applications<br />
2-COLOUR LOGO<br />
These logos are built to be used<br />
in when exact print colour match<br />
is required.<br />
10
Brand Logo<br />
LOGO CONSTRUCTION<br />
¼ inch<br />
5 mm<br />
Protective Space<br />
When using the logotype in combination with other logos, brand names, etc.,<br />
protective space of ¼" or 5mm needs to be ensured.<br />
For customer integration: The logotype must never appear closer to any other<br />
element as shown in picture.<br />
Minimum Logo Size<br />
The <strong>Napoleon</strong> ® logotype must never be set less than 19mm or ¾" in a horizontal<br />
measure for print and 100px for online usage. This is to ensure legibility and<br />
proper brand recognition.<br />
Any attempt to set the mark smaller would compromise this goal and therefore<br />
negate the purpose of branding.<br />
¾ inch<br />
19 mm<br />
100 pixels<br />
(Actual Minimum Logo Size)<br />
11
Brand Logo<br />
UNAPPROVED USAGE<br />
Flame from logo<br />
Not current logo<br />
Stretched<br />
Condensed<br />
Avoid Signature Mistakes<br />
• Do not change the font or alter the spacing between letters.<br />
• Do not reproduce the signature using any colours other then the<br />
Corporate <strong>Napoleon</strong> ®<br />
logo colours.<br />
• For the internet, do not make any of the logo’s elements threedimensional.<br />
• Do not attempt to stretch or condense the logo to fit<br />
• Do not use the flame on its own. It should only appear in the logo.<br />
12
Colour Palette<br />
PRIMARY COLOUR PALETTE<br />
Colour is the most important element for expression. Therefore, it is an essential way for <strong>Napoleon</strong> ®<br />
to distinguish<br />
itself. By using our colours properly, you can create the sense of quality and strength. The <strong>Napoleon</strong> ® colour palette is<br />
unique to our brand. Use these colors consistently whether it is in your advertising, store, communications and web<br />
presence to build awareness for <strong>Napoleon</strong> ® .<br />
<strong>Napoleon</strong> ®<br />
Red<br />
Pantone ® : PMS186c<br />
CMYK: 0 / 100 / 100 / 4<br />
RGB: 195 / 33 / 39<br />
LAB: 49 / 72 / 52<br />
Hex: #c32127<br />
Rich Black<br />
Pantone ® : Black 6c<br />
CMYK: 20 / 20 / 20 / 100<br />
RGB: 24 / 20 / 21<br />
LAB: 4 / 3 / 0<br />
Hex: #181415<br />
<strong>Napoleon</strong> ®<br />
Grey<br />
Pantone ® : N/A<br />
CMYK: 0 / 0 / 0 / 50<br />
RGB: 146 / 148 / 150<br />
LAB: 62 / 0 / -2<br />
Hex: #929496<br />
100%<br />
90%<br />
50%<br />
30%<br />
15%<br />
Tints can be used with the<br />
“<strong>Napoleon</strong> ® Grey”.<br />
Recommended tint values: 90%,<br />
50%, 30% and 15%.<br />
Note:<br />
Do not calculate colour breakdowns from Pantone ®<br />
colours in a program<br />
such as Adobe Photoshop or Adobe Illustrator. Use colour breakdowns<br />
supplied in this guide instead.<br />
Appearance of colours will vary depending on monitor calibration and<br />
printer used. If specific colour match is required, please use Pantone ®<br />
colour palette.<br />
13
Colour Palette<br />
SECONDARY COLOUR PALETTE<br />
Light Blue<br />
Pantone ® : PMS3005c<br />
CMYK: 100 / 43 / 3 / 0<br />
RGB: 28 / 121 / 185<br />
LAB: 46 / -20 / -47<br />
Hex: #ic79b9<br />
Use of this colour is limited to<br />
<strong>Napoleon</strong> ® Grills only.<br />
<strong>Napoleon</strong> ®<br />
Silver<br />
Pantone ® : PMS877c<br />
Typical use of this colour is in spot<br />
colour printing to introduce a metallic<br />
sheen to corporate communications.<br />
TERTIARY COLOUR PALETTE<br />
Dark Blue<br />
CMYK: 100 / 57 / 0 / 2<br />
RGB: 34 / 103 / 173<br />
LAB: 41 /-9 / -49<br />
Hex: #2267ad<br />
Use of this colour is limited to the<br />
<strong>Napoleon</strong> ® Heating & Cooling Division only.<br />
Yellow<br />
CMYK: 0 / 27 / 100 / 8<br />
RGB: 219 / 175 / 46<br />
LAB: 76 / 13 / 76<br />
Hex: #dbaf2e<br />
Use of this colour is limited to<br />
“Art of Fire” ad campaign only.<br />
Note:<br />
Do not calculate colour breakdowns from Pantone ®<br />
colours in a program such as Adobe Photoshop or<br />
Adobe Illustrator. Use colour breakdowns supplied in<br />
this guide instead.<br />
Appearance of colours will vary depending on monitor<br />
calibration and printer used. If specific colour match<br />
is required, please use Pantone ®<br />
colour palette.<br />
14
Fonts & Typefaces<br />
PRIMARY TYPEFACE<br />
The <strong>Napoleon</strong> ® family of fonts is as distinctive and as powerful as the <strong>Napoleon</strong> ® logo itself. The clean, contemporary<br />
lines of our fonts create a look of quality and strengthen the spirit of the <strong>Napoleon</strong> ®<br />
brand.<br />
Trade Gothic<br />
The Trade Gothic font family is used by<br />
<strong>Napoleon</strong> ®<br />
for it’s spacious counters,<br />
ease of legibility and it’s sturdiness.<br />
It is a dependable font with little<br />
flourish or fuss and is very versatile in<br />
it’s integration with other typefaces.<br />
The almost hand worked appearance<br />
and no nonsense personality mimic<br />
the <strong>Napoleon</strong> ®<br />
core values well.<br />
TRADE GOTHIC LT STD -CONDENSED NO. 18<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789<br />
TRADE GOTHIC LT STD - BOLD CONDENSED NO.20<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789<br />
TRADE GOTHIC LT STD - REGULAR<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789<br />
TRADE GOTHIC LT STD - BOLD<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789<br />
15
Fonts & Typefaces<br />
SECONDARY TYPEFACES<br />
Futura STD<br />
For use as marketing headline<br />
titles in all divisions.<br />
FUTURA STD - LIGHT<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789<br />
FUTURA STD - MEDIUM<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789<br />
FUTURA STD - HEAVY<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789<br />
FUTURA STD - BOLD<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789<br />
16
Fonts & Typefaces<br />
SECONDARY TYPEFACES<br />
Myriad Pro<br />
Online use only.<br />
MYRIAD PRO - REGULAR<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789<br />
MYRIAD PRO - BOLD<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789<br />
Verdana<br />
For use as an alternative<br />
to Trade Gothic font.<br />
VERDANA - REGULAR<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789<br />
VERDANA - BOLD<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
0123456789<br />
17
Online Applications<br />
NAPOLEON ®<br />
GOING DIGITAL!<br />
Today the world around us has gone digital. Our customers are all online; they do their product research online and<br />
ask their friends for their opinions through social networking sites such as Facebook and read reviews online.<br />
<strong>Napoleon</strong> ®<br />
is embracing this change in the consumer decision making process and making it easier for them to find<br />
our products, educate them about our products and direct them to a licensed dealer to make the purchase. <strong>Napoleon</strong> ®<br />
has developed a full digital marketing plan, which addresses our web properties, how we interact socially and adapt<br />
to the new consumer buying cycle.<br />
Why?<br />
ü To Increase Qualified Leads<br />
ü Convert Leads Into Sales<br />
ü To Enhance & Control the Brand<br />
<strong>Napoleon</strong> ®<br />
online brand standards leverages the existing offline presence in a meaningful way that adds value and<br />
reinforces the overall <strong>Napoleon</strong> ®<br />
brand. Online branding should resonate with customers as a logical extension of the<br />
<strong>Napoleon</strong> ®<br />
offline brand while adding value in ways unique to the online medium.<br />
On each page of your web properties (includes website, Facebook, Twitter, LinkedIn, Pinterest, blog posts, email<br />
marketing, and paid advertising) that features <strong>Napoleon</strong> ® products, one <strong>Napoleon</strong> ® logo must be clearly associated<br />
with the product. The logo must conform to the colour, size, clear space and other graphic standards in this manual.<br />
18
Online Applications<br />
Online<br />
Here are points to watch for when using the <strong>Napoleon</strong> ®<br />
logo on the web:<br />
Do not place the logo on a visually<br />
cluttered or patterned background*<br />
Logo must be at 100% opacity*<br />
Do not rotate the logo*<br />
Do not animate the logo*<br />
Maintain appropriate clear<br />
space around the logo*<br />
Your customers rely on you to provide them with the most current information about <strong>Napoleon</strong> ®<br />
products. The<br />
pages on your web properties that are dedicated to <strong>Napoleon</strong> ®<br />
products must be continually updated with the latest<br />
information from <strong>Napoleon</strong> ® .<br />
On your web properties, use only current product photos and screenshots provided. New or revised <strong>Napoleon</strong> ® product<br />
photos should be added to the product section of your site as soon as possible after a product launch when they<br />
become available on the dealer websites.<br />
* If you have any questions regarding the use of the logo, please contact<br />
the Marketing department at advertising@napoleonproducts.com<br />
19
Online<br />
INTERNET ADVERTISING POLICY<br />
<strong>Napoleon</strong> ®<br />
owns and controls all brands, trademarks and copyrighted materials. Only Authorized Resellers of<br />
<strong>Napoleon</strong> ®<br />
who have received written or verbal approval to advertise their products on the Internet are permitted to<br />
use any Intellectual Property on their sites.<br />
<strong>Napoleon</strong> ®<br />
will permit their Authorized Resellers the use of their copyrighted materials such as images, copy and<br />
advertising aids for the use of promoting the <strong>Napoleon</strong> ®<br />
brand. This permission only pertains to the Internet use<br />
of such materials. These materials will be provided by either their sales representative, advertising department or<br />
downloaded from the dealer website. If the Reseller does not use such material in it’s copyrighted form <strong>Napoleon</strong> ®<br />
reserves the right to refuse any future business.<br />
All Authorized Reseller’s advertisements must comply with <strong>Napoleon</strong> ®<br />
guidelines. Should such advertisements be<br />
posted without authorization, the Reseller may forfeit any participating rebates or promotional discounts as well as<br />
the termination of the Authorized Resellers account.<br />
The condition of the <strong>Napoleon</strong> ® product must be clearly stated on advertisements should it be damaged or refurbished.<br />
Marketplace sites such as eBay and Amazon must be approved by <strong>Napoleon</strong> ® before advertising <strong>Napoleon</strong> ® products.<br />
The IMAP policy applies in these cases as well. The Authorized Reseller is responsible for any and all business<br />
conducted on their websites and will take responsibility for violations of advertising, security and privacy of inaccurate<br />
and inappropriate material.<br />
<strong>Napoleon</strong> ®<br />
has the right to terminate the authorization of a Reseller at any time. Should a written termination notice<br />
be given to an Authorized Reseller, the Reseller must remove all intellectual property from it’s website immediately.<br />
Termination will be given should an Authorized Reseller distribute <strong>Napoleon</strong> ®<br />
products to any dealer that is unknown<br />
to <strong>Napoleon</strong> ® .<br />
Did you know that “94% of consumers who research hearth product on<br />
the Internet end up making their purchase at a brick and mortar.”<br />
Quote from Build.com<br />
20
Online<br />
IMAP (INTERNET MINIMUM ADVERTISED PRICE) POLICY<br />
November 1, 2011, the <strong>Napoleon</strong> ® IMAP Policy will be effective to all Internet resellers of <strong>Napoleon</strong> ® Products.<br />
Resellers who advertise any or all of <strong>Napoleon</strong> ® products must comply with this IMAP Policy. This policy is independent<br />
from any other agreements or contracts with <strong>Napoleon</strong> ® . <strong>Napoleon</strong> ®<br />
reserves the right to discontinue doing business<br />
with any reseller without liability in the event of violations of the IMAP Policy. There will be no communication<br />
between <strong>Napoleon</strong> ® and a reseller about any other Reseller’s advertised price and <strong>Napoleon</strong> ® will strictly enforce this<br />
policy should there be violations.<br />
The Reseller is solely responsible for their compliance to the IMAP Policy. There will be no such warnings or<br />
negotiation between <strong>Napoleon</strong> ® and the Reseller on this matter. Any website that features <strong>Napoleon</strong> ® products with<br />
advertised pricing must not be advertised below the IMAP list price as stated on the <strong>Napoleon</strong> ®<br />
Price List. These<br />
prices include areas such as the “shopping cart” and hyperlinks that take the consumer to another website.<br />
<strong>Napoleon</strong> ® will monitor Reseller’s pricing on the Internet. Should there be a violation of the IMAP Policy; <strong>Napoleon</strong> ®<br />
will give either a verbal or written notice to a representative of the Reseller. There is no response needed to this<br />
notice. If the advertised pricing has not been corrected in 48 hours of notification the Reseller will forfeit any rebates<br />
(thus being co op, damage allowance for volume rebates) earned during the period of violation and will not be eligible<br />
for any specials or promotional discounting.<br />
Violations of the IMAP Policy include and are not limited to internet advertisements; emails, banner ads, third party<br />
sites either sponsored or paid by the Reseller, unauthorized couponing and hyperlinks to any other shopping carts.<br />
<strong>Napoleon</strong> ® must be excluded from any and all coupons and discounts unless authorized and promoted by <strong>Napoleon</strong> ® .<br />
Should the Reseller have 2 or more violations exceeding this 48 hour period, <strong>Napoleon</strong> ® reserves the right to no longer<br />
ship product to the Reseller and may terminate the partnership without any liability to <strong>Napoleon</strong> ® .<br />
The IMAP Policy is confidential and <strong>Napoleon</strong> ®<br />
requests that no Reseller disclose the terms and conditions of this<br />
policy. Should you have any concerns or need clarification about IMAP please contact IMAP@napoleonproducts.com.<br />
Be advised that you will not be notified regarding a matter reported.<br />
21
Advertising<br />
ADVERTISEMENT LAYOUT<br />
When a page layout on an advertisement or product catalogue showcase <strong>Napoleon</strong> ® product the <strong>Napoleon</strong> ® logo must<br />
be prominently identifying the product. The following advertisement shows several products in a sample editorial<br />
page spread, showcasing one or more products made by <strong>Napoleon</strong> ®<br />
with the required branding rules applied.<br />
Providing home comfort for over 35 years.<br />
Memories made<br />
with a <strong>Napoleon</strong> ®<br />
STYLE | PERFORMANCE | QUALITY<br />
FIREPLACES<br />
STOVES<br />
AIR CONDITIONING<br />
FURNACES<br />
HYBRID WOOD FURNACES<br />
GOURMET GRILLS<br />
WATERFALLS<br />
PROUDLY MADE IN CANADA<br />
napoleongrills.com<br />
22
Release & License Policy<br />
IMAGE / LOGO RELEASE & LICENSE POLICY<br />
<strong>Napoleon</strong> ®<br />
Appliance Corporation and Wolf Steel Ltd. hereby grant permission to use, distribute, display, advertise<br />
and promote any <strong>Napoleon</strong> ®<br />
image by incorporating it or them into publications, catalogues, brochures, magazines,<br />
motion picture films, video tapes and/or other media or commercial, informational, educational, advertising or<br />
promoting materials relating thereto.<br />
Current <strong>Napoleon</strong> ®<br />
logos for all divisions including: Heating & Cooling, Gourmet Grills, Quality Fireplaces and<br />
Fireplaces & Grills may be used unaltered in advertising/promoting <strong>Napoleon</strong> ®<br />
products.<br />
You must be an authorized <strong>Napoleon</strong> ® distributor, dealer or customer (builder/ architect) to display <strong>Napoleon</strong> ® product<br />
images and logos on websites or printed materials. Understand and agree that <strong>Napoleon</strong> ® is and shall be the exclusive<br />
owner of all right, title, and interest, including copyright.<br />
The images must not be used in an unlawful manner, including use which defames another person or public entity,<br />
or in any obscene manner that tarnishes the reputation and integrity of <strong>Napoleon</strong> ® , its various trademarks or its<br />
products.<br />
23
Co-op Advertising<br />
CO-OP PROGRAM REQUIREMENTS<br />
Fireplaces & Heating and Cooling<br />
Wolf Steel Ltd., Wolf Steel USA Inc. will credit your account with up to 50% of your net cost of all qualifying<br />
advertising. Co-op is accrued each month based on your net purchases. It is not based on a calendar year, each<br />
month accrued remains in your co-op fund for a 12 month period (ex: July purchases would remain as an eligible<br />
co-op allowance until July of the following year at which time it would no longer be available).<br />
Grills<br />
<strong>Napoleon</strong> ® Appliance Corporation will credit your account with up to 50% of your net cost of all qualifying advertising.<br />
All claims must be submitted within 90 days of the date on the advertising invoice. Co-op is accrued based on<br />
previous calendar year sales as laid out in the NAC Alliance program.<br />
FIREPLACE AND GRILL REQUIREMENTS: Only <strong>Napoleon</strong> ®<br />
stoves, fireplaces and inserts (gas, wood burning, oil and<br />
electric), <strong>Napoleon</strong> ® Prestige ® Series, Timberwolf , Ultra Chef ® and Mirage brand gas grills, <strong>Napoleon</strong> ® outdoor<br />
products (Patioflame ® , gas fireplaces, patio heaters, waterfalls), <strong>Napoleon</strong> ®<br />
air conditioners and furnaces are eligible.<br />
In order to receive a full 50% credit in print ads <strong>Napoleon</strong> ®<br />
product images MUST BE FEATURED fully; other<br />
products featured that are not <strong>Napoleon</strong> ® will effect the co-op credit given. The proper <strong>Napoleon</strong> ® logo MUST BE<br />
FEATURED prominently (approved logos are available from the Advertising Department or on the dealer website).<br />
Radio/TV commercials must feature <strong>Napoleon</strong> ®<br />
product exclusively and make at least two references to the name<br />
NAPOLEON ® (four references in 60 second spots). Approved <strong>Napoleon</strong> ® product images must be included in print and<br />
TV ads. If other products are featured with advertising, you will receive a credit on a prorated basis.<br />
24
Co-op Advertising<br />
CO-OP PROGRAM REQUIREMENTS<br />
Qualifying Media For All Divisions<br />
• Display advertising, direct mail, flyers and inserts or supplements in all daily or weekly<br />
newspapers and magazines<br />
• All commercials on radio and TV stations<br />
• Consumer shows, mall exhibits and fairs must be pre-approved by your <strong>Napoleon</strong> ®<br />
Sales<br />
Rep (<strong>Napoleon</strong> ®<br />
signage must be used)<br />
• Yellow page advertising, provided print advertising requirements are met<br />
• Signage (including billboards) and truck lettering/artwork require prior approval<br />
• Web Advertising co-ops must be pre-approved by the Marketing Department<br />
• Web development (only for sections of website with <strong>Napoleon</strong> ®<br />
content must be preapproved<br />
by Markting departement)<br />
Claiming Your Co-Op Credit For All Divisions<br />
Remit the Co-op Claim form with required proof of advertising to the Marketing department at<br />
<strong>Napoleon</strong> Appliance Corporation. For prompt processing please be sure this form is filled out<br />
completely and include for each of the following:<br />
• Print ads: tear sheet of each ad and invoice of publisher<br />
• TV and radio: affidavit of broadcasting, invoice, script and mp3 must be submitted<br />
• Shows: photos of entire room and invoice showing date, size of booth and cost<br />
* TAXES NOT ELIGIBLE<br />
* DO NOT DEDUCT FROM PAYMENT<br />
Claim form is available on the dealer website or directly from the Marketing department.<br />
25
<strong>Branding</strong> Guidelines<br />
TERMS AND CONDITIONS<br />
The <strong>Napoleon</strong> ®<br />
brand is a valuable asset of WOLF STEEL LTD. Your use of the trademarks, trade names, service<br />
marks, logos or images of WOLF STEEL LTD (collectively the “WOLF STEEL LTD Marks”) contained in the <strong>Napoleon</strong> ®<br />
<strong>Branding</strong> Guidelines is limited to the use licensed in the agreement you signed with WOLF STEEL LTD.<br />
If a trademark license is not included in your agreement with WOLF STEEL LTD, you are prohibited from using the<br />
WOLF STEEL LTD Marks without the express written permission of an authorized representative of WOLF STEEL LTD.<br />
As a partner, you are required to comply with these <strong>Napoleon</strong> ®<br />
<strong>Branding</strong> Guidelines. It is essential that you ensure<br />
that all personnel responsible for producing ads, direct mail pieces and other promotional materials review them,<br />
understand them and implement them properly and consistently.<br />
Adherence to these <strong>Napoleon</strong> ®<br />
<strong>Branding</strong> Guidelines does not guarantee that WOLF STEEL LTD will provide cooperative<br />
advertising funds (“Co-op”). However, when requesting Co-op reimbursement, adherence to these <strong>Napoleon</strong> ®<br />
<strong>Branding</strong> Guidelines will help to expedite processing, approval and reimbursement.<br />
These <strong>Napoleon</strong> ®<br />
<strong>Branding</strong> Guidelines define consistent guidelines and standards for using the names, logos and<br />
imagery ascribed to the <strong>Napoleon</strong> ®<br />
products and services and applies to all advertising and promotional materials,<br />
regardless of their source of funding.<br />
26
Resources<br />
CONTACT / RESOURCE INFORMATION<br />
Wolf Steel Ltd.<br />
<strong>Napoleon</strong> ® Fireplaces & <strong>Napoleon</strong> ® Heating and Cooling<br />
24 <strong>Napoleon</strong> Road<br />
Barrie, ON, L4M 0G8 Canada<br />
705-721-1212<br />
<strong>Napoleon</strong> Appliance Corporation (NAC)<br />
<strong>Napoleon</strong> ®<br />
Grills<br />
214 Bayview Drive<br />
Barrie, ON, L4N 4Y8 Canada<br />
705-726-4278<br />
Advertising Department<br />
Advertising Assistant<br />
705-726-4278 ext. 118<br />
advertising@napoleonproducts.com<br />
Sales Department<br />
Fireplaces:<br />
sales@napoleonproducts.com or 1-800-461-5581 ext. 315<br />
Grills:<br />
sales@nac.on.ca or 1-877-588-2220<br />
Heating and Cooling:<br />
sales@napoleonproducts.com or 1-800-461-5581 ext. 315<br />
To receive a usable copy of<br />
the co-op claim form, image/logo<br />
release & license policy or any<br />
other forms, please contact<br />
the Advertising Assistant at<br />
advertising@napoleonproducts.com.<br />
Dealer Website<br />
For dealer website access please contact:<br />
Fireplaces:<br />
sales@napoleonproducts.com or 1-800-461-5581 ext. 315<br />
Grills:<br />
sales@nac.on.ca or 1-877-588-2220<br />
Heating and Cooling:<br />
sales@napoleonproducts.com or 1-800-461-5581 ext. 315<br />
27
Advertising Kit<br />
PUBLICATIONS<br />
<strong>Napoleon</strong> ®<br />
advertises and is featured in a variety of publications across North America on a corporate level. On a dealer<br />
level we encourage you to advertise locally to draw consumers to your store. With <strong>Napoleon</strong> ® advertising on a national level<br />
and our dealer advertising on a local level we are working together to promote the name <strong>Napoleon</strong> ®<br />
in the marketplace.<br />
Below are some of the magazines which <strong>Napoleon</strong> ®<br />
is seen in by millions of consumers within our target market.<br />
28
Advertising Kit<br />
INTRODUCTION TO ADVERTISING<br />
Advertising in your community is an investment<br />
which will yield a positive return. It is needed in order<br />
to generate interest in your store, and ultimately<br />
grow your business. Creating awareness is extremely<br />
important! You must select which audience you wish<br />
to communicate your products to (target market)<br />
and then select which media vehicles will best reach<br />
that audience.<br />
These advertising choices should all be evaluated<br />
for their potential returns and re-evaluated after<br />
a program has finished. Certain factors must be<br />
considered when deciding which forms of media you<br />
wish to pursue:<br />
• Advertising reach<br />
SALES & ADVERTISING<br />
Advertising that is well-timed will generate the most<br />
traffic into your store when business opportunities are<br />
best and the relationship between your monthly sales<br />
pattern and advertising schedule will generally look...<br />
Not DOLLARS like this... SALES ADVERTISING<br />
DOLLARS<br />
SALES ADVERTISING<br />
MONTHS<br />
MONTHS<br />
• Advertising budget<br />
• Frequency of advertising<br />
• Geography<br />
• Seasonality<br />
But like this...<br />
When deciding on your advertising program, always<br />
remember estimated return should outweigh the<br />
DOLLARS<br />
SALES<br />
ADVERTISING<br />
advertising investment in the long run. Advertising<br />
and sales have a direct correlation... as one increases,<br />
so does the other.<br />
DOLLARS<br />
SALES<br />
ADVERTISING<br />
MONTHS<br />
PROFIT<br />
MONTHS<br />
PROFIT<br />
29
Advertising Kit<br />
10 REASONS TO INCREASE ADVERTISING<br />
1. Regardless of whether business is good or slow,<br />
you have to get your share of whatever business<br />
is around. Cutting back your advertising puts you<br />
at a disadvantage at the very moment when you<br />
need an edge. Increasing your advertising gives<br />
you that edge.<br />
6. Remember how long it took you to get started? Once<br />
you build up a business you can keep it going with<br />
a consistent advertising program. But if you cut<br />
your advertising and lose your hold on the public’s<br />
awareness, you’ll find it’s much harder to build it up<br />
again. It’s sort of like starting all over again.<br />
2. In times of uncertainty, consumers are very careful<br />
and a little reluctant to spend. They want information.<br />
One of the main ways they get information about<br />
products, services, prices and values is from<br />
advertising. Either yours - or your competitors.<br />
3. Maybe you figure other retailers in your line are<br />
going to cut back their advertising, so it’s safe for<br />
you too. Right? Wrong. You’re in competition for the<br />
consumers dollar with every other retailer in town,<br />
no matter what he sells. People have only so many<br />
dollars to spend and if they don’t spend them for<br />
what you sell, they’ll spend them for something else.<br />
4. “Slow” times ahead? Perhaps, but there are more<br />
people working now than ever before. People will<br />
need and want goods and services and will spend<br />
for them. There is plenty of business out there.<br />
Your competitors will be bidding for their share -<br />
and yours.<br />
5. There are some factors you can’t control in<br />
the marketplace … rent, labor costs, price of<br />
merchandise and what the competition will do. But<br />
one thing you do control is your own promotion.<br />
Remember that advertising is not just a cost of doing<br />
business. It’s a proven sales tool that returns many<br />
times your investment in store traffic and sales.<br />
7. Your advertising is part of your sales force. Ads help<br />
pre-sell to the customer and help you close the sale<br />
faster. What saves you time saves you money.<br />
8. You say your customers know you, and for a while<br />
at least they’ll keep coming in even if you don’t<br />
promote. That’s partly true, but shortsighted.<br />
Remember families are moving in and out of town<br />
every month. So there’s a steady flow of customers<br />
out of your market, and a corresponding influx of<br />
new folks who don’t know you at all. Tell them<br />
about yourself.<br />
9. Here’s a hard fact to contemplate. Over any given<br />
period, a company that advertises below the industry<br />
average has sales that are below the industry average.<br />
10. Advertising is “news” - about products and services.<br />
Most shoppers look for this kind of news in the pages<br />
of the newspaper. In plush times, retailers often add<br />
radio and flyers to these media mix ... but when the<br />
going gets tough they concentrate their efforts in the<br />
newspaper because it provides an immediate payoff<br />
at the cash register.<br />
30
Advertising Kit<br />
COPY THAT SELLS<br />
Your ads must create desire!<br />
To successfully sell your ads, you must get your readers to mentally picture themselves enjoying the benefits of your<br />
offer. You create desire for your offer when you relate facts to the basic human urges of your readers … and prove<br />
what these facts can do for them. Experts have found that there are certain emotions that can influence a decision<br />
to buy a product or service.<br />
• Love: People want to love and be loved. Your ads should tie the purchase in with the affection or well being of<br />
family or friends. When purchasing a service or product, a reader is attracted to symbols of success. If it brings<br />
prestige or increasing respect from one’s peers, it satisfies the desire of “belonging”.<br />
• Life: We all wish to prolong our lives. By appealing to the desire of safety, security and health, you strike a<br />
responsive “life” chord.<br />
• Comfort: Everyone wants comfort and they want to justify their purchases in terms of comfort. Suggest ways that<br />
can increase a reader’s sense of relaxation, convenience, etc.<br />
Also, by using the five basic human senses in your ads, you will increase sales:<br />
• Sight - use words that create pictures in the minds<br />
• Hearing - suggest pleasant sounds or, perhaps, no sounds at all<br />
• Smell - use words to conjure up pleasant scents<br />
• Taste - bring to mind delicious tastes that might be associated with your product<br />
• Touch - describe the feel of items such as ‘luxurious’, ‘soft as feathers’, etc.<br />
Your ads must get readers to act!<br />
A good salesperson, when they’ve shown the benefits of their offer, will ask the prospect to buy NOW. Your ads should<br />
try to close the sale as well. You have spent time and energy if you have composed your ad correctly. Don’t waste it<br />
by not asking your readers to buy. Give good reasons for the reader to buy. Visualize your prospect and direct your<br />
close at that customer. Simply ask the reader to take the action you want.<br />
Put these ideas to work for all of your ads. You’ll find they build the kind of “Sales Talks” that assist you in getting<br />
more business and more profits from your investment in advertising. (eg: Buy Now & save!)<br />
31
Advertising Kit<br />
HOW TO PLAN SALES & ADVERTISING<br />
Radio<br />
Like television, radio stations must subscribe to a ratings service to find out how big their audiences are. Radio stations<br />
receive reports that detail the size of their audiences for specific demographic breaks. Radio advertising has a big<br />
advantage in that it has a high frequency of messages. Radio ads cover a large area quickly at a relatively low cost.<br />
By selecting when the ads will be played, you can determine who will be listening to them. Choose a time in which<br />
your target audience will be listening. Also, different radio stations appeal to different market segments, choose the<br />
appropriate one. Combining your ads with radio programs, on air contests and promotions, you can better attract the<br />
attention of your consumer. Radio ads aren’t easily avoided by radio listeners, making your message unavoidably heard.<br />
Negative features of radio ads are costs per ad, especially if the target consumer is not reached.<br />
Television<br />
TV ads hit the largest number of people of all the media vehicles. Visuals are the strong point of television, products can<br />
be in action. Television, like radio, can be targeted towards the target market by selecting the correct channel and show<br />
time. Certain programs on television may even revolve around your product, meaning the audience is already interested<br />
in the product. Television also has it’s drawbacks. An example is the high price tag per showing, as well, the possible<br />
inaccuracy of reaching your target market. Television stations know the size of their audience by the Nielsen ratings.<br />
Nielsen ratings is a television research giant who has attached the famous black boxes to a random sample of TV sets<br />
in the 30 largest markets, giving stations a fix on the size of the TV audience 365 days a year. You will hear TV ad sales<br />
representatives talk about ratings, shares, HUTs, and PUTs. All those terms can be translated into simple numbers like<br />
newspaper circulation figures.<br />
Newspaper<br />
Advertising in the local newspaper is the traditional way of communicating to potential consumers. The basic measure<br />
of a newspaper’s power as an ad medium is its circulation. It’s the easiest number to track (number of papers printed<br />
less returns); most papers certify their circulation figures. Newspapers are great for reporting on community events and<br />
tend to be shopping guides for local people. Local newspapers are easy to advertise in and tend to be less expensive<br />
than other media vehicles. Newspaper can pre-sell an item if advertised properly. Prices of newspaper ads can be<br />
controlled by the size of ad you chose to use and the frequency of insertions.<br />
32
Advertising Kit<br />
HOW TO PLAN SALES & ADVERTISING<br />
Billboards<br />
Billboards, in the right location, will be looked at by thousands of people per day. A simple message should be placed to<br />
get your message across quickly. New billboards can change the look of a city and stand out as something new to look<br />
at. Since the billboards are seen by the entire population, you are not concentrating exclusively on your target audience.<br />
Also billboards are very expensive to create and maintain month-to-month depending on location.<br />
Online Advertising<br />
The Internet is not new anymore and has become the best place for information. Every store should have a webpage with<br />
e-mail to communicate to consumers. The web-page can pre-sell items simply by pictures and descriptions. The Internet<br />
is probably the cheapest media vehicle for the most exposure to consumers. The dealer locator on the <strong>Napoleon</strong> ®<br />
web<br />
site links directly to each of our dealer websites. All the information the consumer needs is on the <strong>Napoleon</strong> ®<br />
web site,<br />
and the locator directs the consumer where to purchase and gain more product information. Websites can be updated<br />
in an instant. Web site advertising is extremely popular. The Internet is becoming the first resource for consumers when<br />
they are looking for information on the products they wish to have.<br />
33
Advertising Kit<br />
HOW MUCH SHOULD YOU SPEND ON ADVERTISING / PROMOTION?<br />
Check one of the three boxes for each of the four following questions. Then add the points together to get the total and<br />
compare your total to the guideline to determine your percentage of sales to advertising budget.<br />
1. I am in a location that has<br />
¨ High traffic<br />
¨ Average traffic<br />
¨ Poor Traffic<br />
(1 point)<br />
(2 points)<br />
(3 points)<br />
2. My store awareness in the marketplace is<br />
¨ High awareness (1 point)<br />
¨ Average awareness (2 points)<br />
¨ Low awareness (3 points)<br />
3. Amount of competition<br />
¨ Few competitors<br />
¨ Average Competitors<br />
¨ Many Competitors<br />
(1 point)<br />
(2 points)<br />
(3 points)<br />
TOTAL POINTS:<br />
4. My store has emphasis on price<br />
¨ Little emphasis (1 point)<br />
¨ Average emphasis (2 points)<br />
¨ High emphasis (3 points)<br />
GUIDELINE:<br />
4 points - approx. 3% to 4% of sales<br />
8 points - approx. 4% to 5% of sales<br />
12 points - approx. 5% to 7% of sales<br />
34
Budget Worksheet:<br />
MONTH: <br />
DATE AD SIZE MEDIA USED LOCATION OF AD AD COST AMOUNT SOLD<br />
FIRST DAY<br />
AMOUNT SOLD<br />
SECOND DAY<br />
Use this worksheet to determine important information to assist you in developing your advertising budget.<br />
Photocopy for each month to assist in planning your advertising.<br />
AMOUNT SOLD<br />
THIRD DAY<br />
TOTAL SALES<br />
$<br />
35
Other <strong>Napoleon</strong><br />
®<br />
Products<br />
Fireplace Inserts • Charcoal Grills • Gas Fireplaces • Gas Grills • Wood Stoves<br />
Hybrid Furnaces • Electric Fireplaces • Gas Furnaces • BBQ Accessories<br />
24 <strong>Napoleon</strong> Road, Barrie, Ontario, Canada L4M 0G8<br />
214 Bayview Drive, Barrie, Ontario, Canada L4N 4Y8<br />
103 Miller Drive, Crittenden, Kentucky, USA 41030<br />
7200 Trans Canada Highway, Montreal, Quebec H4T 1A3<br />
Fireplaces call: 705.721.1212 • Grills call: 705.726.4278<br />
napoleonfireplaces.com • napoleongrills.com<br />
Printed in Canada<br />
<strong>ADKIT</strong> 11/2013