Promo - February 2008 - (Page 38) ROOM SERVICE Sampling gets thumbs up from hotels, resorts and guests By Amy Johannes the product into people’s hands. “It’s aligning your brand with another great brand[—Tower 23],” says Josh Taekman, president of Buzztone, the marketing agency that owns EBoost. Since EBoost’s launch last June, Taekman reports a 30% increase in sales across the 10 properties where it’s being sampled and sold, including the Hard Rock Hotel in Las Vegas. W Hotels Worldwide liked EBoost so much that last fall it gave out more than 50,000 samples at check-in. Tower23 Hotel, a happening destination off San Diego’s Pacific Beach, has become a favorite nightspot for young professionals. The hotel’s coolness factor even extends to amenities for guests. A sampling program for EBoost—a new immunity and energy booster that comes in powder packets or tablet form—was such a hit as a giveaway that it’s now being sold in guest-room mini-bars. “We wanted to try something a little bit different,” explains Stacy Long, Tower23’s director of sales. “This separates us from the crowd.” Overshadowed by competitors like Airborne, EBoost needed a way to get The EBoost rollout is part of a growing effort by brands to distribute samples at hotels and resorts. Travelers or vacationers are known to be more open to trying something new. “People forget things they need. They’re without their set brands from home, so they’re more likely to try whatever you give them,” says Brian Martin, CEO of marketing and media company Brand Connections. Samples can be distributed in various ways. In-room samples typical- Goody is distributing 4 million samples of StayPut hair elastics at ski resorts, both in-room and at check-in, up from 750,000 last year. 38 February 2008 / WWW.PROMOMAGAZINE.COM / Promo http://www.promomagazine.com
Table of Contents Feed for the Digital Edition of Promo - February 2008 Promo - February 2008 Contents Editor's Note Reality TV Products Rebound - Soon? The Real World Young But Not Stupid Social Tease Health Quencher How Effective? Big Game in Big Easy Commentary Mailbox Marketing Q&A: Coke's Kruse Control Gift-Card Monte Room Service The Agency Center Resource Center Can't Beat Loyalty Index of Advertisers Promo - February 2008 Promo - February 2008 - Promo - February 2008 (Page Cover1) Promo - February 2008 - Promo - February 2008 (Page Cover2) Promo - February 2008 - Contents (Page 3) Promo - February 2008 - Contents (Page 4) Promo - February 2008 - Contents (Page 5) Promo - February 2008 - Editor's Note (Page 6) Promo - February 2008 - Editor's Note (Page 7) Promo - February 2008 - Reality TV Products (Page 8) Promo - February 2008 - Reality TV Products (Page 9) Promo - February 2008 - Rebound - Soon? (Page 10) Promo - February 2008 - Rebound - Soon? (Page 11) Promo - February 2008 - The Real World (Page 12) Promo - February 2008 - The Real World (Page 13) Promo - February 2008 - Young But Not Stupid (Page 14) Promo - February 2008 - Young But Not Stupid (Page 15) Promo - February 2008 - Social Tease (Page 16) Promo - February 2008 - Social Tease (Page 17) Promo - February 2008 - Health Quencher (Page 18) Promo - February 2008 - Health Quencher (Page 19) Promo - February 2008 - How Effective? (Page 20) Promo - February 2008 - How Effective? (Page 21) Promo - February 2008 - Big Game in Big Easy (Page 22) Promo - February 2008 - Big Game in Big Easy (Page 23) Promo - February 2008 - Big Game in Big Easy (Page 24) Promo - February 2008 - Commentary (Page 25) Promo - February 2008 - Commentary (Page 26) Promo - February 2008 - Commentary (Page 27) Promo - February 2008 - Mailbox Marketing (Page 28) Promo - February 2008 - Mailbox Marketing (Page 29) Promo - February 2008 - Mailbox Marketing (Page 30) Promo - February 2008 - Mailbox Marketing (Page 31) Promo - February 2008 - Q&A: Coke's Kruse Control (Page 32) Promo - February 2008 - Q&A: Coke's Kruse Control (Page 33) Promo - February 2008 - Gift-Card Monte (Page 34) Promo - February 2008 - Gift-Card Monte (Page 35) Promo - February 2008 - Gift-Card Monte (Page 36) Promo - February 2008 - Gift-Card Monte (Page 37) Promo - February 2008 - Room Service (Page 38) Promo - February 2008 - Room Service (Page 39) Promo - February 2008 - Room Service (Page 40) Promo - February 2008 - Room Service (Page 41) Promo - February 2008 - Resource Center (Page 42) Promo - February 2008 - Resource Center (Page 43) Promo - February 2008 - Resource Center (Page 44) Promo - February 2008 - Resource Center (Page 45) Promo - February 2008 - Resource Center (Page 46) Promo - February 2008 - Resource Center (Page 47) Promo - February 2008 - Resource Center (Page 48) Promo - February 2008 - Resource Center (Page 49) Promo - February 2008 - Resource Center (Page 50) Promo - February 2008 - Resource Center (Page 51) Promo - February 2008 - Resource Center (Page 52) Promo - February 2008 - Can't Beat Loyalty (Page 53) Promo - February 2008 - Can't Beat Loyalty (Page 54) Promo - February 2008 - Can't Beat Loyalty (Page 55) Promo - February 2008 - Can't Beat Loyalty (Page 56) Promo - February 2008 - Index of Advertisers (Page 57) Promo - February 2008 - Index of Advertisers (Page 58) Promo - February 2008 - Index of Advertisers (Page Cover3) Promo - February 2008 - Index of Advertisers (Page Cover4)
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