Marketing strategy: Product sampling

 

Mark Joy, joint MD of sales promotion agency, Gasoline, sees 'brand activation' as bringing the brand experience to life in an enjoyable, relevant and engaging way. He describes the factors driving 'B ...

Hugh Robertson, founder and managing partner of experiential marketing agency, RPM, debates the development of brand experience marketing from a tactical add-on to a key element of brand strategy. He ...

Drew Neisser, president and CEO of Renegade Marketing Group, describes a trip with his 12 year old son to the Dew Action Sports Tour in Louisville, Kentucky. On the trip they encountered over ten mem ...

It is a commonplace that most people want to see and try a product before they buy it - and 'brand experience' via sampling, demos and test drives is hardly new. But, as Roderick White informs us, in ...

Martin Payne, Through the Loop, and Ross Urquhart, RPM, argue that ‘brand experience’ is key to helping differentiate brands in today’s crowded market. Firstly they develop a definition for brand expe ...

Night was falling as the guerrilla marketeers struck. They ease through hallways of heavily trafficked buildings, deposit their cargo for unsuspecting customers to discover hours later. After leaving ...

This article argues that advertising alone does not lead to increased profits. It starts with a discussion about what advertising does and can do, concludes that it is defensive rather than aggressive ...

This article reports the results of three experiments that assessed the performance of mail-drop product samples, discount coupons and cashbacks among non-users of three consumer products: liquid dete ...

Premium grocery brands are under pressure from own-label, budget brands and, recently, hybrid approaches such as Tescos. Their promotional options have traditionally been advertising, predominantly on ...

Although several claims have been made about the effectiveness of product sampling as a sales promotion technique, there is relatively little published research in support of these claims. A study of ...

Quality function development (QFD) is recognised as a suitable planning tool for translating customer needs into product specifications. The paper proposes a modified approach called ‘QFD strategy hou ...