Background of 2003 ASI Marketing Strategy Branding ASI

Background of 2003 ASI Marketing Strategy Branding ASI & Restaurant Manager

Branding Session • The purpose of the branding session, moderated by consultant Tony Mikes, was to take an introspective look at our company and our products to determine our USPs (Unique Selling Propositions) • ASI management and four top resellers (Gus Carrera of Ecua. Tex; Mike Tanney of Action Computers; Mel Welch of Bi-State; and Johnny Sprouse of Cutting Edge Systems) spent two days uncovering these truths

USPs • ASI is a long-term innovator – Been around for 15 years, understands the industry and is committed to innovation • Restaurant Manager is the ideal solution for independent restaurants and regional franchisees • Restaurant Manager has the lowest cost of ownership and is the most economical POS system over the years • ASI is a company made up of honest, real, accessible people • Restaurant Manager and the Write-On Handheld are simpler and easier systems to install and operate than competitive products

Turning USPs Into a Brand • A USPs is a basic truth about a company and its products. A brand is the delivery of a set of promises that company makes to its customers, in this case ASI’s channel and subsequent end users. The communication of these promises is called branding. • ASI hired The Cyphers Agency, a professional marketing and branding agency from Annapolis, MD, to assist in creating and implementing tools to communicate this brand.

ASI • Brand Statement – ASI is the choice of resellers who seek to offer innovative, customizable POS software solutions to independent restaurants and regional franchises. The honest, accessible people at ASI offer Restaurant Manager, the simplest comprehensive POS system to install train and use. • Advertising Positioning Statement – For resellers that offer a variety of hardware and software solutions, including retail POS systems and electronic cash registers, ASI’s Restaurant Manager is THE hospitality POS software solution to sell, because it is such an easy and innovative (Write-On Handheld technology) to install and maintain.

Restaurant Manager • Brand Statement – Restaurant Manager is the choice of restaurant owners and managers who seek to build their business and take charge of their lives. As the simplest comprehensive POS system to install, train and use, Restaurant Manager takes the work out of work to make life more manageable, through advanced technology and a reseller network that is reliable, knowledgeable and close-by. • Advertising Positioning Statement – For independent and regional franchise table service, delivery, quick service and bars & nightclub establishments, Restaurant Manager is the simplest, most intuitive hospitality POS software solution because the system is built based customer feedback

Branding Elements • Clouds

Branding Elements • Feather

Branding Elements • ASI logo

Branding Elements • Corporate tagline

Branding Elements • Restaurant Manager logo

Branding Elements • Write-On Handheld logo

Branding Elements • Product tagline

Presentation of 2003 Marketing Materials Giving You The Tools You Need To Sell More Systems!

Generating The Lead • Printed & Electronic Direct Mail – Table Service #1

Generating The Lead • Printed & Electronic Direct Mail – Table Service #2

Generating The Lead • Printed & Electronic Direct Mail – Table Service #3 (The Write-On Handheld)

Generating The Lead • Printed & Electronic Direct Mail – Pizza and Delivery

Generating The Lead • Printed & Electronic Direct Mail – Bars and Nightclubs

Generating The Lead • Trade Advertising – To be placed in regional and state trade association publications – Intended for all foodservice audiences – Write-On Handheld ad to follow

Generating The Lead • Trade Show Exhibition – State and regional foodservice shows – Brand new 10’ x 10’ Skyline portable booth

Generating The Lead • Tri-Fold Brochure – Mini-version of full brochure – Perfect literature for non-qualified leads at a trade show – Fits in a #10 envelope

Generating The Lead • Poster – Framed in 2 x 3 frame for lobby/office/training room or to take to a trade show and display on an easel

Generating The Lead • New ASI Website – Consistent look and feel to printed collateral – Complete with video testimonial clips – Will go live before the end of the month

Making The Presentation • Product Brochure – Pocket folder to house 14 inserts or sell sheets, a business card & the end user testimonial video

Making The Presentation • Product Brochure Inserts – Customize as per prospect or give them the whole package

Making The Presentation • Testimonial Video – Start every demo by showing the prospect the video – A copy is contained in the product brochure for them to watch again, show their partner, etc.

Making The Presentation • Write-On Handheld Video Demonstration – Being updated with newly shot footage

Presenting The Proposal • Proposal Binder – Cover and spine – Proposal paper – Sample proposal content

Presenting The Proposal • Letters of reference binder – Three to five of ASI reseller’s BEST letters of reference compiled into one large binder that every reseller will get a copy of – Not a leave behind, but an impressive book to have in your back pocket

Additional Brand Building • Mouse pad

Additional Brand Building • Monitor and tether decals

Additional Brand Building • Server ID cards – Hi-Co cards

Additional Brand Building • Restaurant Manager shirts

ASI’s Cooperative Marketing Policies Explanation of the ASI / VAR Marketing Relationship

Printed Direct Mail • Direct mail is the only marketing requirement of an ASI reseller. • Each VAR is required to participate in three direct mailing efforts annually. • ASI will design audience-specific direct mail pieces targeting segments of the foodservice industry including table service, pizza delivery and nightclubs & bars. • Each direct mail piece will be customized with individual VAR’s contact information, as well as pertinent messaging, such as an upcoming trade show or special offer.

Printed Direct Mail • ASI will cover the entire cost of design and printing, including customized printing (inkjet), as well as fulfillment (download mailing list, CASS certify, presort file, sort, stamp) of the mailings. • ASI will also take the responsibility of negotiating and contracting the purchase of a “multi-use for one-year” mailing list (a one-time investment annually that the VAR will then own), coordinating the fulfillment for each mailing (labeling, sorting, etc. ) and acquiring the necessary postage. VARs are responsible for the cost of the list and postage and will be invoiced by ASI appropriately. • VARs who own and maintain an audience-segmented mailing list and would prefer sending to that list, reserve the right to do so and can email the list to ASI in a comma-delimited (. txt) format. VAR’s who choose to mail on their own will not receive reimbursement for fulfillment.

Printed Direct Mail To recap: ASI * Design and Printing * Printing w/ custom info * Mailing fulfillment VAR * Mailing list (one time annually) * Postage

Printed Direct Mail Example • Gary Stant, Retail Touch, Inc. • Independent Table Service Restaurants (list can also include Bars & Nightclubs and Pizza) • 25 -mile radius of Cincinnati, OH • Total List = 681 Restaurants

Printed Direct Mail Example ASI’s Investment Design, Copywriting (5 versions, 3 audiences) $12, 675. 00 $0. 04 per Printing (5/5, 100# Cover, 300, 000 total) $12, 328. 00 $0. 04 per Custom Printing, Fulfillment (681) (Inkjet, download mailing list, CASS certify, presort file, sort, stamp) $340. 00 $0. 50 per Total $0. 58 per

Printed Direct Mail Example VAR’s Investment Foodservice Marketplace List Purchase (A one time expense in 2003) First Class Postage Total $0. 25 per $0. 33 per $0. 58 per Total cost of first mailing 681 pieces x $0. 58 each Each mailing thereafter 681 pieces x $0. 33 each $394. 98 $224. 73

Trade Shows • ASI offers its brand new 10 x 10 portable trade show booth free of charge on a first-to-reserve basis to any reseller exhibiting at an ASIapproved regional restaurant or foodservice trade show. • ASI will ship the booth via standard ground shipping to the VAR prior to the show. • ASI will also provide VARs with a customized 2’ x 3’ poster complete with its information for display on an easel in the ASI booth during the show, identifying the VAR as an official authorized Restaurant Manager reseller. Also with the booth, ASI will ship a quantity of 500 tri-fold brochures for the VARs to give out on the show floor.

Trade Shows • Additionally, ASI will split the cost of the trade show booth space equally with all resellers involved. For example, if one reseller exhibits at a given trade show, ASI will pay for one-half of the booth space (not including additional rentals such as electric, fixtures, carpet, etc. ). If two resellers in a region decide to partner to exhibit at a trade show, ASI will pay for one-third, etc. The VARs are responsible for contracting the booth space and submitting an invoice to ASI for appropriate reimbursement. ASI will issue a check covering its portion. • In order to qualify for booth space reimbursement, however, VAR’s must (1) use the ASI booth and (2) do a pre-show mailing. The same policies for this direct mailing apply as articulated earlier. • The cost of shipping the booth back to ASI, or onto the next dealer, is the responsibility of the VAR.

Trade Shows To recap: ASI *Provide trade show booth * Ground shipping of booth to VAR * One equal portion of booth space * Design, print, fulfill mailing * 500 tri-fold product brochures ASI * Custom poster VAR * Reserve booth with ASI * Contract for 10 x 10 booth space * One equal portion of booth space * Mailing expenses (list, postage) * Shipping of booth back to

Trade Advertising • ASI will design trade ads in various sizes with various points of emphasis for placement in state and/or regional trade association publications. ASI will negotiate the cost of the space, coordinate the insertions to correspond with appropriate editorial coverage and split the cost of the ad space equally with all resellers involved. • Like trade show booth space, if one reseller decides to have its information in an ad, ASI will pay for one-half of the ad space. If two resellers in a region partner on an ad, ASI will pay for one-third, etc. In states or regions with multiple VARs, each will be listed in the ad as the contact for its immediate geographical region. Geographical regions will not be duplicated in an ad and will be awarded on a firstcome, first-served basis and at the final discretion of ASI.

Trade Advertising To recap: ASI * Design of trade ad * Negotiate ad space with pub * Coordinate insertions * One even portion of ad space VAR * One even portion of ad space

Yellow Pages & Newspaper Ads • ASI will reimburse up to 25% of the cost of yellow pages or newspaper advertising based on the prominence of the Restaurant Manager logo in the ad. • If a VAR sells only Restaurant Manager and its yellow pages ad features only their name and logo along with the Restaurant Manager logo, the ad will qualify for a full 25%. • If, however, there are multiple logos in the ad (other hardware or software, etc. ), the ad will qualify for less. Each ad will be individually assessed and reimbursement will be awarded at the discretion of ASI.

All Other Marketing & Promotions • ASI will provide its VARs the Restaurant Manager and Write-On Handheld logos with guidelines for usage (Graphic Standards Manual) for all other promotional and marketing initiatives. From coffee cups to shirts to business cards, ASI encourages its VARs to leverage the Restaurant Manager brand promote themselves as a VAR, however, ASI does not offer reimbursement for these initiatives.

Any Questions? • Questions regarding any of ASI’s Cooperative Marketing Policies may be directed to ASI’s Director of Marketing, Christopher Wright, via wright@actionsystems. com or 301 -445 -6100 x 109.