Start sampling the sample

I agree with Charles D’Oyly (MW last week), that UK brands need to realign their marketing strategies after the recession. There is also no doubt that couponing can play a major role in helping to achieve that, but so can product sampling.

Door-drop targeting opportunities have improved immensely, as have efficiency levels, yet the medium is still neglected by many marketers.
With Experian’s Mosaic system for updating, there may never be a better time to put door drop couponing and sampling back on the agenda.

Graham Dodd
Managing director
The Letterbox Consultancy

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