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.

By

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

Recommended

Embrace brands on TV

Marketing Week

Your analysis Product Placement on TV (MW last week) appears to be a lamentable reflection of our peculiarly British “can’t do” attitude.

Cash4Gold is right to go direct, but integrated is always best

Marketing Week

Your article on Cash4Gold again sparked the debate about whether direct mail can be used exclusively as a marketing tool (MW last week). Although most brands realise the benefits and increased revenue that come from implementing an integrated campaign, it remains true that some brands with a strong offering and niche market can make huge cut-through with direct mail alone.

Latest from Marketing Week