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PANDORA Grand Opening Guidelines September 4, 2009

Overview Congratulations on opening a new PANDORA store. This retail environment is the perfect opportunity to showcase the entire universe of PANDORA jewelry to new and existing customers. The Grand Opening Program outlined on the following pages is designed to assist you with planning a successful PANDORA grand opening. It provides guidelines and recommendations for a branded grand opening program that is consistently implemented in all new PANDORA stores throughout the United States and Canada. A successful grand opening can set the stage for your continued success. This grand opening program has been developed with several objectives in mind. First, we need to create awareness of the new PANDORA store within your local market. The program is designed to generate excitement and “buzz” about the store and drive new and existing PANDORA customers to the new location, with the goal of converting this traffic into sales. We also feel that the PANDORA stores will help to raise the overall awareness of the PANDORA brand within the North American market, where PANDORA is still relatively new. PANDORA’s popularity in North America has grown exponentially over the past few years. With each new PANDORA opening even more potential customers are exposed to the brand, leading to increased sales. Throughout this document, you will be introduced to the PANDORA grand opening program theme and will be provided with information designed to assist in your marketing and sales efforts. We believe it is important to use a mix of marketing tactics to raise awareness of the new store. We also understand that each market is different, so many types of marketing are explored in this program, enabling you to pick the elements best suited to your store location and overall market situation. The program includes recommendations about events, advertising, public relations, promotions and partnerships. Each of these sections is intended to help you make your grand opening marketing efforts successful and build traffic in the store. Budget considerations are presented to provide some guidance as you prepare your grand opening marketing approach. Additionally, PANDORA has created special grand opening marketing materials to help ensure brand consistency. Samples of the pre-produced materials are included, which can be customized for your grand opening.

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Grand Opening Theme It is important for PANDORA grand opening communications to present the brand consistently across all markets. However, it is also important to demonstrate that PANDORA is excited to be a part of the community. Our grand opening theme is one way to accomplish this:

“Your City just got a little more charming.�

(Sample print ad) This theme was designed to capitalize on the popularity of the PANDORA charm bracelet, which is the hallmark of the PANDORA brand and the most well-known jewelry collection. Incorporating the name of the city helps to localize the message to make it relevant to potential customers in your market. This theme will be used consistently throughout all the grand opening marketing materials. And through in-store and marketing outreach we will demonstrate that PANDORA is a desirable addition to the community and women’s lives.

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Events While events are an important part of any marketing program, they are even more important when building traffic at a new retail location. This is especially true when opening a new PANDORA store, as it will be your customers’ first opportunity to experience this sleek and sophisticated environment and to view the whole universe of PANDORA jewelry. For a PANDORA store opening, we recommend two events – a sneak peak, soft opening event followed by a grand opening weekend celebration. Sneak Peak, Soft Opening You’ll want to begin generating traffic in your store very quickly. One of the best ways to do that is to tap your existing PANDORA customer base. If you have previously carried PANDORA products in a multi-branded store, you may have already built a PANDORA customer database. These “PANDORA fans” would be eager to learn about the new store and would be excited to see the various PANDORA collections displayed so beautifully. Direct mail outreach to these customers is a cost-effective way to promote the initial store opening. We recommend offering these customers an exclusive “sneak preview” of the new PANDORA store through an evening in-store event. This event can be low key – PANDORA fans will create their own excitement at being the first to experience the new store. You may consider offering light refreshments, such as hors d’oeuvres and sparkling punch or wine and cheese. The event should employ the grand opening theme “Your City just got a little more charming.” Materials such as a direct mail postcard invitation and an email invitation are provided by PANDORA for marketing this event. You might also consider reaching out to select media outlets to help build anticipation of the new store. Reporters may be interested in an exclusive story about your new business venture or an advance tour of the new store. Details about outreach to the media are contained in the media relations section of this document.

(Sample direct mail postcard back and front)

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Grand Opening Celebration In addition to an exclusive event for existing PANDORA customers, we want to invite a new audience of potential customers to experience this new PANDORA shopping experience. A weekend-long, grand opening celebration is a great way to introduce the community to the new PANDORA store. While the initial opening is intended to create an “exclusive” feel for your guests, this event is a much larger event that welcomes the general public. This event would again employ the “Your City just got a little more charming” theme, and the entire event would be coordinated around that theme, celebrating the best of your local community. Consider decorating your store with flowers that are associated with your city or state. Or, think about using a local sports team’s signature colors for decoration. If your store is located in a mall, decorate the front of the store to encourage passersby to stop in. Work with a local catering company to provide special “tastes of your city,” whether that is barbecue in the South, lobster rolls in New England, or tortilla wraps in the Southwest. If partnering with a local radio station for the grand opening, ask how they can help with entertainment during the event. Perhaps an on-air radio host can make an appearance at your store and provide music for your event. Or, consider a group of well-known local musicians to play in the store or just outside. Advertising should be used to drive traffic to the store for this event. Consider a mix of media tactics – such as radio promotions or endorsements, billboard and mall advertising, and print publications. This event can also be promoted through direct mail to existing customers or to new customers. Materials that incorporate the “Your City just got a little more charming” theme are available. Working with PANDORA’s online media service, you can create and mail invitations to PANDORA’s key target audience. Email blasts are also perfect for event promotions.

This grand opening event is also the perfect way to begin building a customer database for the new store. As guests enter your store, consider providing them with an information form. Request their names, mailing information and email addresses so that you can be in touch with them about future store events and promotions. Also, ask them to write down a few notes about their favorite items, or have them create a wish list. This can help you further target your future marketing to that customer. Events of any kind must be approved and registered with the PANDORA sales office in advance of the event. (Sample email blast)

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Event Checklist When planning an event, it’s easy to sometimes overlook a detail that may later turn into a headache for you. While not all of these will apply to every event, below is a checklist intended to help make your events run as smoothly as possible. A. Initial Planning __ Research and set date __ Set attendee size and decide how many to invite __ Set details of program, starting and ending time __ Decide upon Gift with Purchase for attendees, determine quantity and place order __ Develop a detailed written budget __ Set up a written planning timeline and areas of responsibility B. Invitations __ How to invite (phone, mail) __ Develop mailing list __ Set mail date __ How to RSVP __ Order postcard invitations through the Online Media Service __ Consider making follow-up phone calls C. Promotion __ Advertising and publicity __ Posters, flyers __ Invite media to cover event if it is unique and newsworthy D. Food and Beverages __ Decide on menu, budget and time(s) for food service __ Arrange for caterer or other method of obtaining, serving food __ If using a caterer, note guarantee date and reconfirm all charges before signing a contract __ Check for table linens, utensils, serving tables, decorations (flowers) __ Clean-up E. Staffing the event __ Make sure a greeter is on duty at least 1/2 hour in advance to greet attendees and collect their contact information __ Calculate how many staff will be needed to assist customers and ring up purchases __ Determine who will manage vendors while setting up and during the event, if appropriate __ Designate a person to restock food and beverages if catering staff is not managing __ Decide if a coat rack is necessary and who will manage that area F. Supplies and printed material __ Order products __ Coat racks __ Inspiration product catalogs from the Online Media Service __ Name tags

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G. Day of Event __ Recheck room setup __ Set up signage or balloons outside of store __ Make sure store is clean, neat __ Check lighting, furniture arrangement __ Confirm food and refreshments are in order __ Recheck all equipment and supplies H. Follow Up __ Follow-up with attendees, thank them for attending

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Promotions and Partnerships Promotions are a great short-term way to attract new and existing customers to your store. Running a promotion can build excitement around the new store and can begin a relationship with customers who will return again and again in the future. For PANDORA store openings, several options for promotional opportunities are available. Local-Themed Bracelet Showcase the regionally-themed bracelet used in your advertising materials during the grand opening weekend. Or, consider creating your own special PANDORA bracelet that is themed with charms tied to area landmarks, things your city or region is known for, or colors that are significant to the area. As guests visit your store, allow them to enter to win the themed bracelet. These sign up sheets can also help you build a customer mailing list for the new store. Gift With Purchase Gift with purchase options are available outside of the regular PANDORA monthly promotions, exclusively for the opening of a new PANDORA store. One option would be to offer a free sterling silver lobster clasp bracelet with the purchase of $100 or more in PANDORA jewelry. A special item – the PANDORA business card holder – is also available only to PANDORA stores during grand opening events. Work with your sales representative to coordinate a promotion with PANDORA. All promotions must be registered with the PANDORA sales office prior to the event. Partnerships Another way to raise awareness of the opening of the new store and encourage attendance at your grand opening event is to partner with a relevant women’s civic or social group, such as the Junior League or a local chapter of Susan G. Komen for the Cure. This is a great way to build relationships within the community. Many times, these groups are willing to provide access to their members and mailing lists in exchange for distributing their materials or making a contribution to the organization. For example, you might donate a portion of the proceeds from the sale of a specific charm to the organization, or you might provide them with a starter bracelet to auction off at a future event. Note that if there is a charitable tie-in, it can be applied to co-op.

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Advertising Advertising is essential to letting potential customers know about the new PANDORA store and to promote your grand opening events. In this section, you will find information about different types of media and how they can help you have a successful grand opening. Every market will have different media opportunities and some will be more appropriate than others for your marketing efforts, so the following information is presented as a guide in choosing the best media for you.

Radio Radio is a great outlet for promoting a new store opening and the grand opening event. It is a promotionally driven medium that can help build excitement and attendance around events. Radio stations are highly targetable, so consider stations in your area that reach PANDORA’s target audience of women, 25-49. These busy women are often a captive radio audience since they spend so much time in their cars, traveling to and from work, carpooling and shopping. Recommendation: Partner with one top radio station that reaches the target in your market to develop a program that includes on-air personality endorsements from a female host (morning drive time is a great time for reaching the target). These hosts are often viewed as local celebrities and their endorsements can lend credibility and familiarity of PANDORA products to listeners. As part of the program, gift a bracelet to the spokesperson and encourage her to visit your PANDORA store to build her own PANDORA charm bracelet in order to talk about her experience on the air. Some key talking points about the new store and PANDORA products are included in this document. An in-store remote could also be negotiated as part of your package. With an in-store remote, a radio personality broadcasts live from your store on a selected date and time, such as the grand opening weekend celebration. The station also promotes the in-store remote through a series of on-air announcements.

Out of Home Outdoor advertising - such as billboards, mall posters and dioramas - is a high-reaching medium that allows for your message to be seen at or near the place of purchase and with consumers who are already in the shopping mindset. It is also a visual environment that allows for eyecatching creative, which can showcase jewelry very well. Outdoor advertising is relatively cost effective with thousands of consumers passing by daily. Recommendation: Look for billboard locations near or on main travel routes leading to you store. Also consider advertising in the mall in which your store is located. Select mall dioramas or posters that are near entrances or mall maps where people often stop. Also consider highly trafficked areas like food courts. Some malls offer unique placements, such as posters that hang from the ceiling or near stairwells. These can be visually interesting and should also be considered.

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Magazines Magazines are a great medium and allow advertisers to beautifully present their product. There are magazines dedicated to women’s interests and/or shopping, which are ideal for reaching the PANDORA target audience. Print media also affords the space and time with your target to tell a more detailed story, which is a great opportunity to give a bit more information about the opening of the new store, or perhaps to promote an event. Recommendation: Review magazine opportunities in your city or region. Look for an outlet that reaches the target (women, 25-49) and includes relevant content such as shopping, beauty and fashion. Choose glossy, high-quality color publications to best showcase the product visually. Because our theme has a local flair, it’s great if the publication is also themed for the city or region. Examples of magazine that might be appropriate include fashion and regionally-focused publications like LA Confidential, DC Style and Cincinnati Magazine. Customizable ad materials are available from PANDORA in a variety of sizes. Within glossy magazines, consider placing a full-page ad to make the most impact on readers.

Newspapers Newspapers remain a great vehicle for reaching potential shoppers. Newspapers often contain information about new happenings in the community and notifications of sales and promotions at local stores, making them a good place to incorporate news about your opening. Newspapers also have a short lead time, allowing you to place and run your ad within just a few days. Recommendation: Consider local and regional papers in your area. Search out specific sections of the paper that may be of interest to the target audience and are relevant to your product and event. Sections might include style, fashion, weekend, special events, or a community news area. Consider running ads with not only the grand opening message, but also include information about your event and any special promotions you are running. Larger ads are encouraged when possible, as they better demonstrate PANDORA jewelry and tend to attract more notice. If your budget is limited, work with your media representative to get any available discounts. (Tips on negotiating the best rates are available in PANDORA’s Dealer Marketing Toolkit.) Also keep in mind that it’s better to run several ads over a short period of time than it is to space them out over a longer time frame. This increases the chances of your message being seen.

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Email Email invitations are another way to reach out to the target audience. You may have an existing list of customers who would be interested in learning about your new PANDORA store. It is also possible to purchase email lists or space and participate in a local publication or online media outlet’s periodic email that they send to readers. Email images and copy to promote your grand opening event are available from PANDORA. Recommendation: Seek out a regional or local outlet that targets women with news about fashion or community events. Use the email to promote your grand opening event, and consider including information about any special offers or promotions during the grand opening.

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Marketing Materials One benefit of being an authorized PANDORA dealer is having access to PANDORA’s marketing materials for use in your local market. PANDORA has developed materials only available for the opening of PANDORA stores. These materials employ a standard theme, but allow for local customization. It is important that grand opening materials remain consistent across markets to help establish and maintain the PANDORA brand. Print Advertising The following print-ready ads are available for use in publications and can be customized with your store information.

Billboards The following billboard ads are available and can be customized with your store information.

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Mall Dioramas The following materials are available for use for in-mall marketing. They can be customized with your location. In addition, the dioramas can incorporate custom callouts relevant to your city or region.

Radio Endorsements Radio copy points have been developed as a guideline for use within your local market. These copy points are not a script per se, but rather are some facts and ideas that should be included in any on-air discussion or promotion of PANDORA. Your selected spokesperson will want to customize these points to fit their on-air style. Direct Mail Direct mail can be a highly effective marketing tool for announcing your new store, promoting events and encouraging customers to visit your store. PANDORA dealers have access to purchase high-quality direct-mail products through the Online Media Service. In addition to direct-mail products, mailing lists are also available for purchase at approximately $.10 per name and address for one-time use. These lists already contain the appropriate demographic information; only the geographic area needs to be determined. Because of the high volume of pieces ordered, the Online Media Service is able to offer exclusive printing services at competitive prices to PANDORA dealers. In addition, their directmail templates are formatted to preserve PANDORA brand standards, making it easy to produce an appropriate piece.

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(Sample direct mail postcard back and front)

(Sample grand opening direct mail piece)

If you have any questions about the marketing materials or customization of advertising pieces please contact the PANDORA Marketing Department. Any questions regarding direct-mail services should be directed to the Online Media Service at (888) 677-5770.

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Media Relations To help announce your PANDORA store opening and build awareness about your grand opening event, consider employing a few public relations tactics. Media relations, which is part of the larger practice of public relations, is a key component in reaching consumers. Media relations, as the name implies, is all about developing relationships with key reporters e.g., editors or producers for traditional print outlets (newspapers, newsletters and magazines), broadcast media (radio and television stations) and online sources (websites, blogs and social media). A great benefit of media relations is its ability to produce “earned media,” also thought of as “free advertising.” Media relations can help support your overall marketing program by communicating the same messages and bringing them down to a more personal level. You can generate immediate buzz and create ongoing interest for your store and PANDORA jewelry by building relationships with local media. Before reaching out to the media, you should know that several helpful resources already exist. At www.PANDORA-JEWELRY.com in the “About Us” section, you’ll find an online press kit in the “Press Room.” This will provide you and the media with a wealth of information about PANDORA. The press kit includes the history and facts about the company and its designers, showcases the latest jewelry collections and provides answers to frequently asked questions. You may also refer to the dealer toolkit for additional information on media relations outreach. Below are templates for a press release announcing a PANDORA store opening, and a media advisory promoting a grand opening event. Feel free to customize these templates with your store’s specific information and send them to the local media in your region. We’ve also included best practices and tips for contacting and communicating with the media.

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Sample Press Materials Template: Grand Opening News Release

FOR IMMEDIATE RELEASE [Your Name, Your Number] [Your Email] [Your City] Just Got a Little More Charming PANDORA to Celebrate Grand Opening on [Date] [Your City, Your State (Month Day, Year)] — PANDORA, an international fine jewelry company, today announced the grand opening of a new retail store in [Your City, Your State]. The Denmark-based company is known for its customizable charm bracelets, with a selection of more than 800 handcrafted silver and 14k gold charms, as well as other fine jewelry collections. PANDORA’s newest store will be located at [Name of Shopping Center Site] and will serve the visitors and communities of the [Metropolitan Area or County Name]. The [XXX]-square-foot [Your City] location will exclusively carry the entire line of PANDORA jewelry, featuring a product line that ranges from $25 for sterling silver charms to more than $1,600 for 18k pave rings in PANDORA’s LovePods collection. The store’s opening will make one of the most popular and requested jewelry brands on the market even more accessible to [Metropolitan Area] area shoppers. PANDORA will celebrate its grand opening with a special event that will take place on-site on [Weekday, Date] from [Starting time] to [Ending time]. Open to the public, the event will introduce shoppers to the PANDORA experience, offer refreshments and entertainment, and provide an opportunity to win a specially designed PANDORA bracelet — a $XXXX value. “[Start of Quote ] says [Your Name], owner, of the PANDORA store at [site name]. “[End of Quote].” About PANDORA PANDORA, a global Danish brand, has been making its mark on international jewelry fashion for more than 25 years and has become known for its high standards, craftsmanship, quality and design. PANDORA’s collections are designed to allow for a woman’s self-expression, which is reflected in its customizable charm bracelets, and lines of rings, earrings and necklaces made from silver and gold of the highest quality. All pieces are handcrafted, many embedded with diamonds or precious gemstones such as topaz, sapphire or amethyst at a range of entry price points. To view the PANDORA collection and build a bracelet online, visit www.PANDORA-JEWELRY.com.

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Example: Grand Opening News Release

FOR IMMEDIATE RELEASE Jane Doe, (555) 555-5555 JaneDoe@yahoo.com Honolulu Just Got a Little More Charming PANDORA to Celebrate Grand Opening at Ala Moana Center Honolulu, HI (October 15, 2009) — PANDORA, an international fine jewelry company, today announced the grand opening of a new retail store in Honolulu, HI The Denmark-based company is known for its customizable charm bracelets, with a selection of more than 800 handcrafted silver and 14K gold charms, as well as other fine jewelry collections. PANDORA’s newest store will be located at the Ala Moana Center and will serve the visitors and communities of the Honolulu metropolitan area. The 4,000-square-foot Honolulu location will exclusively carry the entire line of PANDORA jewelry, featuring a product line that ranges from $25 for sterling silver charms to more than $1,600 for 18k pave rings in PANDORA’s LovePods collection. The store’s opening will make one of the most popular and requested jewelry brands on the market even more accessible to Honolulu-area shoppers. PANDORA will celebrate its grand opening with a special event that will take place on-site on Saturday, October 26, and Sunday, October 27. Open to the public, the event will introduce shoppers to the PANDORA experience, offer refreshments and entertainment, and provide an opportunity to win a specially designed PANDORA bracelet — a $2,000.00 value. Honolulu First Lady Gail Mukaihata Hannemann will also be present to build her own bracelet. “We’ve had great success with the PANDORA line for several years and we are excited to open a branded store,” says Jane Doe, owner of the PANDORA store at the Ala Moana Center, who also owns the popular jewelry boutique, Tiger Lilly. “This new PANDORA store offers us a unique opportunity to showcase all of PANDORA’s jewelry collection in a new store environment.” About PANDORA PANDORA, a global Danish brand, has been making its mark on international jewelry fashion for more than 25 years and has become known for its high standards, craftsmanship, quality and design. PANDORA’s collections are designed to allow for a woman’s self-expression, which is reflected in its customizable charm bracelets, and lines of rings, earrings and necklaces made from silver and gold of the highest quality. All pieces are handcrafted, many embedded with diamonds or precious gemstones such as topaz, sapphire or amethyst at a range of entry price points. To view the PANDORA collection and build a bracelet online, visit www.PANDORA-JEWELRY.com.

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Template: Grand Opening Event Advisory

Event Advisory

Celebrate the Grand Opening of PANDORA in [Your City] What:

Grand opening event for [your city]-area shoppers, including jewelry demonstrations, entertainment, refreshments and giveaways, celebrating the new PANDORA store at [site name] in [your city name].

When:

[Weekday], [Month] [Day], [Year] at [Start Time] – [End Time]

Where:

PANDORA [Shopping Center Name] [Address]

Highlights:

Get a first look at the new PANDORA store in [your city], offering the entire full line of PANDORA fine jewelry, known for its customizable charm bracelets, with a selection of more than 800 handcrafted silver and 14K gold charms, as well as other fine jewelry collections. The event will feature refreshments and entertainment, as well as the opportunity to win a specially-designed PANDORA bracelet — a $[XXXX] dollar value. [Local Celebrity] will also be present to build her own bracelet.

Hosted by:

PANDORA, a global Danish brand, has been making its mark on international jewelry fashion for more than 25 years and has become known for its high standards, craftsmanship, quality and design. PANDORA’s collections are designed to allow for a woman’s self-expression, which is reflected in its customizable charm bracelets, and lines of rings, earrings and necklaces made from silver and gold of the highest quality. All pieces are handcrafted, many embedded with diamonds or precious gemstones such as topaz, sapphire or amethyst at a range of entry price points. To view the PANDORA collection and build a bracelet online, visit www.PANDORA-JEWELRY.com.

Contact:

[Your Name], [Your Phone], [Your Email]

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Example: Grand Opening Event Advisory

Event Advisory

Celebrate the Grand Opening of PANDORA in Honolulu What:

Grand opening event for Honolulu-area shoppers, including jewelry demonstrations, entertainment, refreshments and giveaways, celebrating the new PANDORA store at the Ala Moana Center in Honolulu.

When:

Sunday, October 27, 2009 at 4:00 p.m. – 8:00 p.m.

Where:

PANDORA Ala Moana Center 1450 Ala Moana Boulevard Honolulu, HI 96814

Highlights:

Get a first look at the new PANDORA store in Honolulu, offering the entire full line of PANDORA fine jewelry, known for its customizable charm bracelets, with a selection of more than 800 handcrafted silver and 14K gold charms, as well as other fine jewelry collections. The event will feature refreshments and entertainment, as well as the opportunity to win a specially-designed PANDORA bracelet — a $2,000.00 dollar value. Honolulu First Lady Gail Mukaihata Hannemann will also be present to build her own bracelet.

Hosted by:

PANDORA, a global Danish brand, has been making its mark on international jewelry fashion for more than 25 years and has become known for its high standards, craftsmanship, quality and design. PANDORA’s collections are designed to allow for a woman’s self-expression, which is reflected in its customizable charm bracelets, and lines of rings, earrings and necklaces made from silver and gold of the highest quality. All pieces are handcrafted, many embedded with diamonds or precious gemstones such as topaz, sapphire or amethyst at a range of entry price points. To view the PANDORA collection and build a bracelet online, visit www.PANDORA-JEWELRY.com.

Contact:

Jane Doe, (555) 555 - 5555, JaneDoe@yahoo.com

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Media Relations Best Practices Picking the Right Contact It is important to keep in mind that different kinds of reporters define “news” in different ways. When thinking about the news of your store opening and event, make sure you consider the reporters’ point of view and the audiences they are trying to reach. For instance: • • • •

Business reporters cover business-oriented stories and will want to learn about your store opening. Community affairs reporters will be interested in your grand opening events. Local style reporters and columnists want to know more about PANDORA’s jewelry collections, jewelry trends and who’s buying what. Local television news programs will be more interested in visual stories including your opening event and prominent people attending it.

Finding Local Press Finding journalists who may be interested in hearing from you is not as difficult as you may think. That���s because nearly everyone is on the Internet these days, including the media. Start by doing a general search on Google or Yahoo to identify local media, such as, regional magazines, community newspapers and radio and television stations in your area. From there, you may be able to search individual media websites to determine which journalists are most likely to cover your story and how to contact them. Also, don’t forget the power of the phonebook and making calls to newspapers, magazines, radio and even television stations. Before reaching out to media, you will want to do an online search or make a few calls to learn the specific names and contact information for the journalists you want to target. To find this information, look for one of the universal titles for journalists. These include: •

For newspapers: o For a news or business story, look for the name and contact information for the business editor or business writer. o For a community story, look for the name and contact information of a feature editor or community editor.

For magazines: o For a feature story, look for name and contact information of the editor or editorin-chief, or fashion or lifestyle editor, if specifically listed. o For an events notice, look for the name and contact information of the calendar of events editor.

For television stations: o Ask for the contact information for the assignment desk or for the name and contact information of the news director.

For radio stations: o Ask for name and contact information of the producer.

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Also keep your eyes open for local publications that are available at your library or the supermarket that would be good to target, like the Little Black Book for Every Busy Woman. Some may even come free in the mail. Another idea is to ask a local business organization that you may belong to, such as the Chamber of Commerce, if they can provide you with a list of press contacts. Once you have this information, compile it all in an easy-to-use format like a Word or Excel document. In addition to the regular contact information, you may want to add other helpful information about reporters, such as the best times to reach them. Just make sure to get individual email addresses, since most of your outreach will be made this way.

Contacting Reporters For your PANDORA store opening, the most effective communication tools will be the press release announcing the store opening and the media advisory detailing your grand opening event. It is standard practice to paste your press release or media advisory into the body of the email, while attaching any photos, if applicable. If the reporter doesn’t have email, try faxing your information. If that doesn’t work, send it by regular mail. After a day or two, contact the reporter by phone to discuss your news. In addition to a news release and media advisory, you may also want to consider a few creative tactics to capture the media’s attention. •

Media Drops: A media drop is a physical gift, package or “teaser” that is sent to members of the media in order to pique their interest in your store opening. Media drops are a creative way of getting the media’s attention, and can include anything from product samples to creative artwork and invitations to special events. For instance, you could send cupcakes specially-decorated with the PANDORA logo or different charms, starter bracelets with a few select charms that are representative of the city, or a starter bracelet with on the lock and key charm.

Local Celebrities: Invite local celebrities (a well-known musician, hometown hero, or the city’s “First Lady”) to be the first to build their own PANDORA bracelet. Alert the media and encourage them to come and photograph the experience.

Talking to the Media After all of your efforts, a reporter is interested in talking to you about your new PANDORA store. Now what? Keep in mind that to successfully get your story told, you need to be prepared. Take the time to think through a few essential steps: Messaging: • Be sure to review the PANDORA press kit to familiarize yourself with the company’s history, locations and other essential facts. • Write out your key messages. For instance, think through your answers to questions such as: o Why are you excited to open a PANDORA store? o Why this location, why this city?

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o o o

What should people know about PANDORA? How long have you been associated with PANDORA? Can you tell us about some of PANDORA’s newest collections?

A Basic Checklist: BEFORE YOU ACCEPT THE INTERVIEW, CONSIDER: o Who is the audience? o What is the topic of the interview? o What one or two things do you want them to learn from the interview? o Who will be the interviewer? PRIOR TO THE INTERVIEW: o Practice questions and answers. o Be familiar with current items in the news. Some may trigger a question. o Last-minute details:  Check dress, grooming.  Have product samples available to show media, perhaps selectively gift a well-known press woman. DURING THE INTERVIEW: o Be confident. o Be calm. o Listen carefully. o Look at the questioner when answering.

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Timing The first few months that your new PANDORA store is open will be the most critical for bringing potential customers into your store and building relationships. Allowing a few weeks just after opening for store associates to become comfortable with their roles, familiar with the store and its technology, and knowledgeable about the products is always a good idea. Next it is time to announce your new store to your existing customers, through an event and direct mail. Later, you’ll want to introduce the store to as many potential customers as possible through a grand opening event. The following is a sample timeline that shows examples of marketing activities for the first four months of operation. Each store’s program will be slightly different, but this provides some guidelines on when and where to consider marketing.

Grand Opening Program 1

Month 1 2 3 4

Month 2 Month 3 1 2 3 4 1 2 3 4

Month 4 1 2 3 4

Store Opens Direct Mail - Sneak Preview Sneak Preview Event Direct Mail - Grand Opening Grand Opening Weekend Email Blasts Mall Advertising Newspaper Advertising Radio Magazine Advertising Outdoor Billboard

Budget Consider setting a percentage range of planned sales to determine the appropriate grand opening spending level, such as 2-3%. For example, if a store’s first year’s sales are projected at $1 million, an appropriate grand opening plan would range from $20,000 - $30,000. Gaining awareness of the brand and store in the first months is crucial to long-term success.

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PANDORA Store Grand Opening Program

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More To Come We hope that you have found this guide helpful and that it has given you inspiration and ideas for new marketing efforts. As new stores open and more marketing materials are created we will be making updates and additions to this guide. In the meantime, please keep in touch with us. We wish you great luck and continued success with your new PANDORA store! PANDORA Marketing Department 8681 Robert Fulton Drive, Suite C Columbia, MD 21046 (410) 309-0200 marketing@pandora-jewelry.com

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Grand Opening Program