Nice article in Marketing Week UK.
“It’s about reaching the right audience with the right message in the right tone of voice, when they’re in the right mood to be a little curious. ” – Chris Collis
The article is copyright (c) marketing week.
In response to questions on Experiential with Alpro
… For us, sampling is done to challenge public perception of the brand. Many consumers think Alpro is going to be strange and unusual due to the idea, promoted years ago by the industry, that its just like dairy milk; when it has its own unique flavour.
We have to get the right message and product into the consumers hands and do it at the right time. Our morning sampling campaigns in commuter hotspots are all about breakfast so we provide a breakfast bag not just with the product but also with cereal and a spoon and some literature. In the afternoon its a dessert occasion so we provide pudding.
We have to provide the whole experience. If we just gave a sip cup from a stand the consumer would walk five yards and forget about it. We have one chance and it has to be a high quality interaction. The team we have working on our stands at stations or festivals have been doing it for years so they know our brand. We audition them so that they can prove to us that theyre engaging, friendly people who can relate to our audience.
The joined-up campaign is crucial. You have to take the consumer on a journey from the TV ad to the stand, through to engagement and sharing with peers. Feedback through social media is giving people a reason to continue the conversation with us. We use a variety of mechanics and test them all – coupon redemption, competition entries, research on station platforms. Above all, its the quality of the experience and the sample that is key.