www.TonyTheTigerBalloon.com

Greetings to everyone from Idaho and the Home-Port of the Kellogg hot air balloon promotion. This writing comes to you today to aid in your preparation for the arrival of the Hot Air Balloon Team for your scheduled week of activity.

We know you’re very busy and that time is always a premium. I’d ask you to take a few minutes and review this document. The information it contains will keep everyone on the same promotional page and make planning your Wal*Mart “Balloon Day” a walk in the park for you.

For those that don’t know me, my name is Scott Spencer and I’m the lucky guy that gets to coordinate balloon activity for the various Wal*Mart Sales Teams. (A task I truly enjoy)

We are working hard to enhance the product we provide to you and to that end, we’ve created a program for you this year that will “Take you to new heights” in the areas of customer loyalty and brand equity, while providing a nice sales lift in the process.

The most significant change in this years promotion is the actual hot air balloon. Both Scott & Laurie and Jesse & Johnathon will be traveling with a hot air balloon this year.

Both Teams will travel with a “Character Tony”, so the endless crisis of “who will be Tony” is a game we won’t have to play this year.

The “West Coast “Blue Team” will once again be featuring “Disney” Character Actors as Tony on all they’re visits. Our “Red Team” character is Disney trained as are all our Character “Leads”.

Because the weather is so much more predictable in the west, we’ll continue with the hot air balloon “school visit” program in 2006. So, in keeping with Wal*Mart’s “community involved” mission, Wednesday, Thursday and Friday promotional dates will include a morning visit to the scheduled store’s “partner” elementary school by the balloon team, when it is appropriate to do so.

At the school, our promotion is presented to students and teachers by Wal*Mart, not Kellogg, thereby giving them credit within the community for the activity.

We’ve provided a link below to answer that question for you, the store director and the personnel at the school. Please take a moment and follow that link so that you’ll have a clear understanding of what to expect of our visit to schools, giving yourself that all important “self” knowledge to prepare your scheduled store(s) for the activity :

In addition to our basic Kellogg mission, of putting the balloons in front of children as

a priority, the school visit program, as a promotion, has a long shelf life keeping your Kellogg relationship with each of the specific stores we visit in the spot light for weeks after we leave. Each school visited will get a special personalized web page that details the Balloon Team’s visit to their school. Here is a sample of some of last years visits :

On average, each schools web page received almost 6,000 visits, keeping the Kellogg brand in front of a growing audience. And, those are numbers we expect to grow in 2006 with the addition of our newest Team member, “Nearly Flat David”. Building on last years successful “Flat Stanley” program from the North Carolina schools, “Nearly Flat David” will visit each school with us and have a “School’s Visited” photo page on his web site too.

The Kellogg Ballooning, “Flat Stanley” web page generated over 100,000 visits from kids all over the world during 2003 & 2004. As Nearly Flat David gears up for 2006, we expected those numbers to continue to build. If you’d like a preview, take a look at our “Stanley” pages, on them, you’ll see stories, images and even movies of Stanley in action with the Kellogg Ballooning Team, “Nearly Flat David” will mirror Stanley :

1) Identify the school we are to visit by asking your store director which school,

near the store, he has a relationship with.

the store manager to coordinate the balloon promotion.

us and we’ll handle all the arrangements for you.

4) It is appropriate for at least two (2) Wal*Mart store representatives to join us at

the school during the visit. We want to introduce them to students, teachers and

parents, as well as include them in our presentation. It is after all, a day for them.

After the school visit is complete, a process that takes between three and four hours in schools of 500 kids or more, the team will make their appearance at the store.

(You should have a “Daily Promotion Schedule” in addition to this document.)

Upon arrival, after introductions to the store manager, the Team will make their presence known to store visitors by placing a 25’ tall replica of the “Gr-r-reat TONY Balloon” in front of the Super Center.

Once installed, the Team will move inside the store to build their product display and inflate smaller, indoor versions, of various balloons that they have brought with them. These include a 10’ tall replica of the hot air balloon and a 12’ tall box of Frosted Flakes.

As you can see from the picture, these little inflatable balloons offer a wide potential for use inside a Super Center.

Certainly, as is the case with any promotion, the location the store provides us to work from is the key to success. There is only one way to control location, and that is simple pre-event communication with the employee (key person) assigned to the promotion.

Our biggest challenge to success in some locations last year continued to be store employee’s that were caught off guard when we showed up at their store.

When all else failed, putting our display and team back in the “Dairy Section” (a favorite place to exile people apparently) hurt not just Team visibility inside the store, but the effective result of the promotion as well. It’s a given that “Action Alley” is where everyone wants to be. (and the place we need to be)

3:00 p.m. / 4:30 p.m. In-Store Visit # 3 – “Tony” Visit (20 on – 10 off)

1) Insure that your “In-Store” contact person will actually be at the store the day that the Balloon Team is scheduled to appear. If not, find out who can carry the promotion forward.

2) Try and work out any “in-store” display and display area issues prior to the scheduled appearance date.

4) Be prepared for a busy day with the Team. It is not unusual for us to be busy enough that one of us spends the day running back and forth to the back for more product for the display as quickly as we can get it out of the case.

I hope this information is helpful as you plan your event. One thing is certain, you can always feel free to contact us with any questions you might have as you plan and build your promotional balloon event. We’re here to help and we are as interested in the success of each promotional date as you are.

To learn more about Scott & Laurie, visit :

You should expect a phone call from your assigned team about three (3) weeks prior to your first scheduled balloon date. This will start the process to provide us with the specific information our team members need, relative to your specific promotional needs.

The Kellogg Company and Management of the Balloon Team at Kellogg’s, need to know the impact the promotion creates for your customer. During the promotion, your pilot will likely ask to take a photo of you. Once your promotion is complete, we ask that you provide us with a couple paragraphs describing your impressions of the event and our personnel, that we can add to our own, Kellogg internal reporting system. The photo we take of you, is added to the report.

With that, I’ll thank you again for taking the time to become familiar with the balloon promotion this afternoon. We are all very aware of the fact that you have lots of different options for promotions for your Wal*Mart customer, and we appreciate the opportunity and faith you have placed in us by allowing us to act as your ambassador with them.