Purity Educates Mothers – Primedia Face 2 Face Sampling Campaign
August 2010
Getting samples into the right hands and creating a memorable experience for your consumer involves creative thinking, detailed planning, specific targeting and strategic implementation.
Product sampling is a powerful tool that allows the consumer to experience the product and when done right, creates a distinctive and lasting impression.
Primedia Face 2 Face recently conducted a Clinic Sampling Campaign in order to promote Purity’s Cream of Maize (COM) Baby Soft Porridge.
Purity’s COM is high in Vitamin C, Selenium and zinc, which help to protect against disease. In order to convey the brand message "Balanced Nutrition for Growth and Development" to the identified target market of mothers from within LSM 4-6, Face 2 Face utilised its Hit Squad service, in conjunction with its Clinic Sampling Programme.
Through Face 2 Face's Clinic Sampling Programme, Purity was afforded the opportunity to talk directly to mothers at clinics ensuring that economically active consumers were reached. The interactive approach allowed the Brand Ambassadors to speak openly to mothers while they waited at the clinic creating a more personal and relaxed environment.
In total 192 shows were conducted were consumers were encouraged to test the product and were given samples to try in the comfort of their own home. Product literature with the products benefits and variants were handed out.
The Purity Brand Ambassadors engaged with the mothers on a face to face level ensuring maximum exposure and understanding. Therefore an educational platform was created and leverage. The Brand Ambassadors had a thorough knowledge of the brand and the products, which ensured the correct brand message was communicated at all times.
With the average consumer being exposed to over 2000 advertising images each day while the number of products in the market place increases by the year, sampling campaigns can help you to cut through the clutter in order to deliver your product direct to your target consumer.
