Customer testimony is crucial for brand managers to get a better understanding of their real audience. Likewise, word of mouth is the bread of life for a brand like Laphroaig. It’s not a lager, it’s Scotch whisky. Watch as these friends try Laphroaig for the first time. If Laphroaig was a scared and sterile little […]
The post It’s Beautiful, Something of the Moon Is In the Glass appeared first on Adpulp.
Sampling is the oldest play in the book. Sampling works where ads do not, because people often need to “see it to believe it,” or taste it, as the case may be. Take Coke Zero. How can it possibly be as good as full-calorie Coca-Cola? The idea defies logic. It’s a problem that requires new […]
The post You Can Rest Now. O&M Has Integrated Marketing for the Digital Age All Figured Out. appeared first on AdPulp.
With Halloween just around the corner, Laphroaig Scotch is getting in the spirit. Let’s hear these unscripted, somewhat spooktacular, focus group responses to the unique taste of Laphroaig. To pair with the video, Laphroaig has also created a new cocktail to enjoy this Halloween. Laphroaig Trick or Treat Ingredients: 1 1/2 parts Laphroaig 10-Year-Old Single […]
The post Laphroaig Scotch Welcomes Your Opinion In Socially Powered Sampling Campaign appeared first on AdPulp.
You are a first class ad exec steeped in the most sophisticated approaches. You’ve studied at great schools and apprenticed at world-class agencies. And now your client wants….coupons and sampling. Before you say ewww, think for a moment. Everyone loves a discount, and there is always a place for a quick trial before making a purchase. Sometimes simple tactics can be the most effective. There’s a reason they’ve lasted this long.
Paul Hirsch has been practicing communications since 1983. He now owns his own marketing/pr firm in Northern California. Paul specializes in media relations, marketing collateral, website development and ad design. You can learn more about him on Facebook or by visiting www.nowville.com/paulhirsch.
Don't Worry About Brow Levels
Honest Tea is a product you might like, if you try it. To that end, the brand seeks to provide 2 million free samples this summer, according to Ad Age.
“How many messages are people hit with every day?” asked Seth Goldman, founder of Honest Tea, which is 40%-owned by Coca-Cola. “It’s the quality of impressions [that are important], if you were to look at conversions to consumers,” said Mr. Goldman, whose brand is rolling out an extensive sampling program this summer. “I would trade 100 media impressions for one person-to-person, cup-to-mouth sampling impression.”
Another Ad Age article on sampling indicates that McDonald’s is a believer. The fast-food chain is holding its largest sampling event this week to introduce its Southern-Style chicken biscuit and Southern-Style chicken sandwich. It plans to give out about 8 million sandwiches with purchase of a specified drink.
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