Jen Boyle in the RFM office, received an empty breakfast cereal sample bag on her home doorstep. She followed the instructions given, which was to leave it outside the door the next day. Two days later, she received a full sized pack of the new Kellogg’s ‘All-Bran Golden Crunch’ cereal.
The technique was simple! – a door-drop sampling campaign to promote the new cereal targeting predominantly females aged 35+. The strategy didn’t involve searching for the customer – they are already in their homes, the place where they consume the product!
This low cost technique provided 3 + hits of the brand:
• 1st Hit of the brand – bag dropped in through letter box.
• 2nd hit of the brand – the full sized cereal lands on doorstep 2 days later.
• 3rd hit of the brand – munched at the breakfast table the next morning.