Promo - February 2008 - (Page 40)

HOTEL SAMPLING Continued from page 39 Newell Rubbermaid’s Goody brand is targeting women with free samples of StayPut hair elastics at ski resorts in more than two dozen locations through March. Guests receive a card with two elastic bands in-room or at check-in. The goal? To gain trial, drive purchase intent and boost brand preference. “It’s special to get something free,” says Jennifer Ingram, director of marketing communications for Newell Rubbermaid’s beauty and style brands. Goody is more than tripling its resort sampling in 2008. Ingram won’t reveal the cost but says the investment is “moderate.” Brand Connections, which handles hotel sampling for approximately 150 companies, is managing Goody’s program for the second year. ing division. “But there’s an expectation now of almost creating an experience around that sample.” For instance, in March Procter & Gamble will give away 1 million samples of Secret Platinum Kuku Coco Butter antiperspirant/deodorant during check-in as part of a multiproduct welcome package for guests at eight spring break hot spots. Other freebies include a postcard plugging Secret’s Scent Expression lineup and a temporary tattoo, says Jay Gooch, Secret’s external relations manager. “[Hotel sampling] has been and will continue to be the key trial driver in our spring break program,” he adds. “It’s a very targeted way to reach a specific demographic at a time and place when they’re using products in our category.” TESTING TESTING TESTING • About 75% of hotel/resort samples are tried. • Most brands sampled are health/beauty aids and personal care items. • Nine out of 10 people who tried a product would buy it if they were satisfied. ACTUAL USE IS KEY Despite sampling’s potential return on investment, one of the hurdles is getting people to use the product, says Cindy Johnson, owner of consulting firm Sampling Effectiveness Advisors. This isn’t an exact science. Martin estimates that about half of all samples distributed outside of hotels and resorts never get tried. (In contrast, Johnson says, hotel/resort samples are used close to 75% of the time.) “You can’t persuade people to try them all,” Martin notes. “All you can do is use the environment to your advantage. The ultimate goal is to get someone to buy the product. But unless they try it, it’s the worst possible investment to make.” Execution is another issue. “The biggest challenge any time you deal with hotels is getting them to follow the same game plan,” Buzztone’s Taekman says. “You have different people on site. It’s difficult to get one contact. You have to make sure you articulate your message well and that they understand the message.” And be cautious of chainwide sampling. Guests who frequent hotels in the same chain could receive multiple samples, driving up program costs and lowering the reach to other customers. “You might end up sampling the same people,” Johnson says. “That’s the biggest downfall. If they didn’t like it the first time, they won’t like it the second time.” l P EBoost samples replaced chocolate on beds at San Diego’s Tower23. About 1,200 packets are given out each month. For some firms, sampling works best when tied to an experience like spring break. “It used to be good enough to drop a bunch of samples and make sure they hit the rooms. Objective met. We just achieved trial,” says Pete D’Andrea, vice president of Amp Agency, Alloy’s promotional market- Companies measure the success of such programs in several ways. One is to track sales lift or review customer feedback. Another is to track the cost per sample tried. Still others send people e-mails offering incentives (like sweepstakes) to drive participation in preand post-stay surveys about the sample, Brand Connections’ Martin says. 40 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

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