Disclaimer: Pooki’s Mahi’s “Guide: Using Oscar Gift Bags For Your Product Launch” provides insight to Pooki’s Mahi new product introduction and go-to-market launch frameworks, product value of the custom Kona coffee pods for the event and the “day of red carpet event” planning. Pooki’s Mahi guide does not cover:
Les Magsalay-Zeller is the Founder/CEO of Pooki’s Mahi. Pooki’s Mahi’s Founder/CEO expertise is in new product launches. Pooki’s Mahi has a detailed strategy and product launch plan for new product launches. Pooki’s Mahi™, The PMO Practice™, and Matcha Matcha Man™ are trademarks of Pooki’s Mahi. New Product Launch introductions, Go To Market Planning and supply chain frameworks are protected under VA 1-294-170. Pooki’s Mahi has a zero tolerance policy for individuals or firms engaged in cyber-bullying, slander or cyber-criminal activities.
Summary: The purpose of our “Using Oscar Gift Bags For Your Product Launch” is a guide for new entrepreneurs looking to launch new products and their brand using award shows like Oscar, Emmys, MTV Movie Awards, etc Pooki’s Mahi’s guide is suited for entrepreneurs whose businesses are steadily growing, does not have a “go to market” or new product launch framework widely understood by the company’s top executives but understand digital marketing.
This guide is not the “secret sauce” and may not work for all products.
Background & Litmus Test:
Pooki’s Mahi follows a patented framework to launch new products to market that involves roadmap planning, digital marketing, and timelines. The new product launch framework includes cross functional agreements from product development (ecommerce), digital marketing (marcom events, product story) and operations (supply chain management). Pooki’s Mahi launches new products Q1 and Q2 of each year. Pilot launches or limited releases occur in Q3. No launches in Q4. - it is suicidal to launch in Q4 because the focus should be on selling through existing inventory built from a master demand schedule.
Marketing is always tied to many metrics. The main metric are sales and inventory turns. Companies are ready to use Oscars Gift Bags for product launches if entrepreneurs can answer the following:
Pooki’s Mahi received the first red carpet event invite in 2012. At that time Pooki’s Mahi Kona coffee pods, award-winning tea pods and truffle salts were not ready. The company was also not ready. The Silicon Valley startup was in the middle of a lengthy pilot test to figure out which product line (Kona coffee pods, teas, white truffle salt) to launch and building out an ecommerce platform. In 2013 Pooki’s Mahi received and participated several invites to include 100% Kona coffee, single serve tea pods in popular award show gift bags for celebrities. The ecommerce site launched in 2013. Pooki’s Mahi hasn’t looked back.
Beware - invitations to award show gift bags
There are a lot of firms who will provide an opportunity to “place” your product in the hands of today’s leading trend-setters like celebrities, athletes, Hollywood Producers, etc. Many companies will claim “known for acquiring top quality products, high profile celebrities and sought-after national press that attend every celebrity gifting suite.” In addition the same firms will claim to “make loads of money” for placing products on a “well known TV network” and grow your revenue and market share.
Really?! How? Beware.
Pooki’s Mahi approved a small list of vetted firms offering product placement, celebrity gift bags or events services to expand product awareness. Refer to a separate detailed guide on how to vet vendors. At minimum refer to Pooki’s Mahi Apply to Become A Vendor or Supplier.
Our Advice - Do not get glamoured by empty promises from untested vendors. Complete a due diligence on the vendor and require 3+ reference checks. Companies that produce (manufacture) high value products will always receive an invite to present products at events attended by celebrities, athletes and brand influencers like Hollywood producers.
Pooki’s Mahi hosts or participates in 24 events per year. This is about 2 events per month. Pooki’s Mahi events are hosted by Hollywood producers for Oscar gift bags, (approved) private label platform for private label distributors and by Pooki’s Mahi Founder/CEO for new private label products roadshows. Pooki’s Mahi is a frugal company; the budget for marcom events is very small compared to the budget allocated for digital marketing.
Most Oscar gift bags or any award show gift bag will require a product valued $100 - $500 USD. This means one (1) box is sold as a retail unit at $100 - $500 and customers are buying it at this price. The $100 - $500 is not the MSRP; it is the selling price. The product is flying off the shelves; your company is “scrambling” to manufacture the SKU to meet demand.
If your product isn’t priced at $100 - $500 then bundle similar products to create 1 SKU priced between $250-$500.
Perspective: Product Value of Gift Bag
Pooki’s Mahi’s approved vendors (hosts) hosting celebrity events want high value products with proof that it is selling at the price point (not the MSRP). Celebrities, athletes and Hollywood producers don’t want their photos next to a “cheap” product or a new product that doesn’t solve a common problem. Pooki’s Mahi is focused on the luxury coffee pods, private label tea pods or white truffle salts. US based customers will pay between $48.00 - $64.99 for 1 (one) box of 100% Kona coffee pods depending on the grade.
Outside the US Pooki’s Mahi's 100% Kona coffee pods are sold $125.00 - $1300.00 depending on size Kona coffee grade.
Pooki’s Mahi Template - Award Show Gift Bag
Pooki’s Mahi has a template for all roadshows for new product launches. A standard gift bag will have $450.00 of 100% Kona coffee pods, creatives (like a new product catalogue with a price list or gift cards), Hawaiian flowers or a high tech gadget, custom designed recyclable and insulated fabric bag (that can be used as a grocery or picnic bag).
Overall product value of each Pooki’s Mahi Celebrity Gift Bags:
Why Pooki’s Mahi is Selective:
Athletes, celebrities and Hollywood producers have helped Pooki’s Mahi brand grow. Pooki’s is very generous and is extremely selective. Pooki’s Mahi approved vendors consistently deliver the athletes and celebrities of select shows to the events. The target product value is for each attendee. If you’re giving away $2300+ (product value) and 100 celebrities attend, then plan on giving away (losing) $230K in products. $230K = $2300 (product value) x 100 celebrity attendees.
A new product launch budget of $50,000 means you have $500 per attendee (100 attendees).
When Pooki’s Mahi commits to attending (in person) a celebrity attended gift event, then there is a “Day of Event” template. The template includes the type of customers and additional networking opportunities. Do not commit attending (in person) or hosting a celebrity gift event until your company clearly understands the customer personas and (repeat) customers’ journey.
Types of Celebrities:
A new product launch success is dependent on connecting with celebrities, athletes and brand influencers who would would help expand the brand. The company or Founder/CEO is ultimately responsible for sales - not an event. A red carpet event helps obtain brand recognition; however Facebook has a better higher conversion rate reaching target customers and Google drives conversion rates.
There are free and paid technology tools to identify customer personas and/or journey. If the process to select a vendor (for customer journey/persona) is too overwhelming then start with the basic questions:
Pooki’s Mahi executives regularly reaches out to repeat customers to reconfirm Pooki’s Mahi brand influencer profile. Pooki’s Mahi brand influencer profile is extremely deep and covers age range, education level, buying habits, zip code, eating habits, technology, buying habits, number of automobiles in the house, automobile type (SUV, crossover, sports car, truck), etc.
Customers will find Pooki’s Mahi products at Emmys®, Oscars®, movie or TV premiers, American Music Awards®, BET®, Pebble Beach® Concours d'Elegance and other athletic events like NFL®, NBA®, MLB®, or golf, etc.
Day of Event: Goals
Pooki’s Mahi does not “wing it” at any event. All events regardless if it is an award show gift bag or sporting event should be planned. Award shows where gift bags are given to celebrities are not tradeshows. How the “Day of Event” is planned is dependent on the following questions:
Pooki’s Mahi uses between 1-7 people to effectively “man” (service) the booth.
Day of Event: Beware of using volunteers
Do not use “volunteers” as photographer, videographer and maybe setting up the booth. “Volunteers” are either colleagues, friends (from the network) who are glamoured by the attendees and will exude negativity. Example - “volunteers” will point out everything wrong about the booth (lighting, photographer, videographer, final gift bag, etc.) and never find a solution.
Day of Event: Agenda
Plan on spending 12-14 hours to set up the area, prep products for the celebrity gift bag, hand out luxury gift bags to celebrities and to clean up the booth area. Pooki’s Mahi uses the following schedule for award show events:
6:00am Getting ready, prep
8:00am Set up
9:00am Dry Run - walk through, video sound check, photo lighting check
10:00am Celebrities, athletes arrive
3:00pm Cleanup and begin breaking down the booth / area
4:30pm “After Event Pisser” hosted by Pooki’s Mahi - event recap
6:00pm “Event Dinner” hosted by Pooki’s Mahi - special invite only
Summary & Key Lessons:
Private Label Resources:
Visit the resource links to find out more information on private labelling Pooki’s Mahi Kona coffee pods or custom tea pods. Customers can start designing private label coffee, private label Kona coffee pods, or custom Kona coffee pods for the next launch event. Private label single serve custom tea blends will be available to order in 2017.
Pooki’s Mahi will continue to update the “How To Private Label” Guide to assist new customers.
Pooki’s Mahi™, The PMO Practice™, and Matcha Matcha Man™ are trademarks of Pooki’s Mahi. New Product Launch introductions, Go To Market Planning and supply chain frameworks are protected under VA 1-294-170.
The Academy Awards® is a registered trademark of the Academy of Motion Picture Arts and Sciences®. The Gift Suites where Pooki’s Mahi’s products are show cased are not authorized by and is not associated with the Academy of Motion Picture Arts and Sciences®, The Academy Awards®, or any of its official partners or vendors.
About Pooki’s Mahi:
Pooki’s Mahi™ is a Silicon Valley-based private label coffee pods and custom products manufacturer offering Hawaiian 100 Kona coffee and award-winning private label teas in sustainable pods. Private label brands partner with Pooki’s Mahi for the efficient supply chain, go to market launch and new product introduction expertise. Pooki’s Mahi’s mission is to revolutionize the supply chain ecosystem to make it efficient by using technology in bringing the highest quality Kona coffees into market in sustainable pods with competitive pods pricing.
Follow Pooki’s Mahi on Instagram, Facebook, or Twitter to keep up with news insights to launching custom promotional products. Pooki’s Mahi has a zero tolerance for firms engaged in cyber-bullying, cyber-criminal, slander, negative reviews, or cultural discrimination.