consumer connects_ direct2home sampling_sept 2015
TRANSCRIPT
The only channel that can deliver your product sample to over 60mn homes
Why Sampling
Sampling does what no other medium can ….
Puts the product directly in the hands of the consumer
Consumer Connects does what no other channel can…….
Delivers your brand Direct2Home thus involving all stake holders
Consumer Connects accesses the largest Home Delivery network for Sampling your Products
60mn HH across States, Cities, Towns and Localities
Focused, Measurable, Segmented by SEC
Most economical & effective
Negligible leakages & wastage
Time bound proven deliverables
WhySampling
Why Sampling
• It’s the most effective means of customer acquisition
With over 3,000 messages daily and over 5000 products in the shelf
and with little time to assimilate and act, sampling is the only way that
guarantees a brand due consideration from its target audience.
Putting your product directly into the hands of customers and
prospects is the most effective and efficient tactic to acquire new
customers.
Why Sampling
• Sampling eliminates the risk of trying our a new brand or product
Customers rely on product trial experiences to tell them whether they
are going to like the product or not.
61% of consumers said that sampling a product is the most effective
way to get them to try a brand, and
83% of consumers agreed that experiencing a product or seeing it
demonstrated live increases their comfort level when purchasing.
Why Sampling
• Motivate consumers to buy. Increase purchase intent
81% of the customers who receive a sample Try it.
Over 30% of those who try are likely to buy the brand
Depending on strategy and location selections, you can expect your
product sampling campaigns to deliver anything from 150% to 1500%
immediate sales uplift.
If you have a good product that’s set at a reasonable price point, a
substantial percentage of shoppers will buy it immediately either during
or shortly after receiving their promotional product sample trial.
Why Sampling
• Force multiplier to marketing effortsForce multiplier to marketing efforts
Advertising creates awareness, direct marketing activities engage the
customer but it is only sampling forces trials leading to sales
Sampling creates a Buzz around the brand. Create excitement and
breaks through marketplace clutter
Stimulates word of mouth from users
Encourages trade to stock & promote the brand
Why Sampling
• Communicate trust.
Samples demonstrate that the company stands behind its products
and is committed to the highest quality.
Demonstrates confidence that the company has in its product or
brand
• Conveys beyond
Traditional media, unlike a sample, cannot convey a brand’s attributes
like consistency, scent, color, feel, taste etc.
Why Sampling
• Expand user base or Change perceptions
A sampling program for an aging brand may be designed targeting younger
users to overcome an unfavorable impression of being a brand for older
Sampling is the best way to surmount perception barriers.
Sampling also works well when introducing a system experience to
consumers, such as combinations of a skin care line or two complementary
hair care products.
A sampling program can help customers trade-up to a premium product
within a line and increase loyalty.
HOWSampling
How Sampling
• The end purpose of sampling is to create a desire in the customer
to purchase the brand. Sampling without creating a desire to
purchase is a wasteful exercise.
Convictions needs sufficient engagement
o Especially for sensory products
o For Products that need usage experience for perceivable difference
o For Products that involve more than one user
How Sampling
• The sample quality and packaging must resembles the full-size product.
• The sample quantity must encourage trial and conviction
• Key brand information to be included within the sample
• Number of samples delivered per town should be large enough to
create an impact
• Engage the customer beyond trial sampling
How Sampling
• Be liberal with your sample size
The more the customer interacts with your brand
the greater is the probability of conversion
Products that appeal to taste, smell need multiple
usages for conviction and conversion
Products that are consumed by the whole family
need family approval hence, need larger sample
size
How Sampling
• That’s why sachets don’t work
They are either kept aside and forgotten
o Shampoo, toothpaste etc.
Are merged with the existing product and thus loose
their identity
o Tea, masala, flavorings etc.
Single usage packs for sensory products don’t work
o Biscuits, food products, soaps, deos, detergents etc.
When Sampling
When to Sample
• Any time is a good time for sampling, when you need to boost sales
and confidence
• For seasonal products, it’s best to sample just before the start of
the season
• When introducing a new product or a new variant
• When you want to expand the your customer base by attracting
other target segments
When to Sample
• When entering a new market
• To compensate for media weakness or deficiencies
• When you want to change perceptions about the product or brand
• When introducing a new concept
Sampling is an ideal force multiplier when your product / brand has a
demonstrable differential that can be experienced by the
consumer
ROI of Sampling
• Sampling to be effective has to be:
Focused
o Geographically
o By Target audience
Measurable
o Measured impact on sales
o Brand perception
What to Sample
Almost any product can be sampled
•Food Biscuits / Bakery Items / Breakfast Cereal / Cakes & Fruit Pies / Canned Fruit /
Chilled and Frozen Ready Meals / Convenience Snack Food / Cooking Sauces and
Marinades / Savoury Biscuits / Crisps and Nuts / Dairy Products (Butter, Cheeses,
Cream, Ice Cream, Milk, Pro-Biotic, Yoghurt / Desserts / Dehydrated Meals / Food
Based Drinks / Honey and Sweet Syrups / Jams and Preserves / Ketchup and
Condiments / Pastes and Savoury Spreads / Pickles and Relishes / Pasta / Salad
Dressings and Mayo / Soups / Spreads and Butter Substitutes / Artificial
Sweeteners / Vegetarian Foods
What to Sample
• Soft Drinks
Tea / Coffee / Hot Drinks / Carbonated / Cordials and Squashes / Energy Drinks /
Fruit Juices / Mineral Water
• Confectionary
Chocolate Bars / Candy / Cereal & Fruit Bars / Chewing Gum / Medicated / Sweets
• Cosmetics
Beauty Ranges / Hair Removal / Skincare / Sun creams / Oral Hygine /
Toothpastes / Fragrances / Hair Colourants / Hair Styling / Shampoos &
Conditioners / Razors and Shaving / Antiperspirants
What to Sample
• Household Supplies
Air Fresheners / Bleaches and Disinfectants / Cleaning Appliances / Drain Care /
Fabric Treatments and Dyes / Floor and Furniture Care / Heavy Duty Hand Cleaners
/ Kitchen Towels / Laundry Products / Lavatory Cleaners / Paper Tissues / Pest
Control / Show Care / Stationary Products / Surface Cleaners / Toilet Tissue /
Washing Up Products
• Pharmaceutical (OTC)
Baby Care Products & Nappies / Cold Remedies / Germicides and Antiseptics / Hair
Treatments / Health Drinks / Sanitary Protection / Slimming Aids
Why
• Consumer Connects reaches people where they’re most
comfortable making purchase decisions — right in their own home.
• 70 percent of purchase decisions are for most FMCG products are
made at home.
• At-home samples involves all stake holders and give consumers
more time to evaluate products
Why Customer Connects
Why Customer Connects
• Consumer Connects in association with IOC teaches over 60mn
Households pan India
Facilitates sampling by State, by Town, by Areas and even by Localities
Segmentation by SEC
Reaches the doorstep at a set frequency irrespective of the season
Ability to reach to the same household repeatedly, if necessary
Why Customer Connects
• Consumer Connects
Is the only organized channel to reach the homes of the consumers
o Engages all stake holders
Has the capacity to carry large samples up to 500ml or 500gms
o Not trial but conviction
Ensures minimal wastages and leakages
o Collects POD’s and back checks to validate compliance
o Periodic stock checks
Why Customer Connects
Time bound completion irrespective of the numbers
o Operations completed within 30 to 45 days
Ability to engage consumers through
o Product literature
o Discount or Repurchase offers
o Contests and sweepstakes
Additional Research desk to assess impact and intent
Consumer Connects … The Process
Client Brief Brand, SKU, Towns, QuantityTo Consumer Connects
Consumer Connects Localities, Connectivity, QuotationTo Client
Client Approval, Sampling Plan, Schedule, AdvanceTo Consumer Connects
Consumer Connects Dealers, Quantity, Schedule, BriefTo IOC & Client
Consumer Connects Brief, Reporting, Field Monitoring, Do’s & Don’tsTo Dealers
C C Field Daily Reports, Stock Integrity, Compliance, PODTo CC HO
Consumer Connects Completion intimation, Back Check, Final BillTo Client
Consumer Connects … The Process
LPG dealer
ConsumerPOD
C&F / Distributor
In Conclusion
• Consumer Connects offers:
Greatest Reach & Penetration
Focused
Negligible wastage & Leakages
Measurable
Cost Effective
Channel for product sampling along with an option to research the impact of
your sampling efforts
Our Clients
A Background
Consumer Connects is a initiative of Vijay Raut - A Management Graduate from the Jamnalal Bajaj Institute of Management Studies (1979) with over 30 years of experience in Sales, Advertising and Marketing. As consultants we specialize in providing end-to-end 360 solutions for New ᵒProduct Development and Launch, Brand Revival and Training.
Over the years we have worked across product categories and industries including FMCG, Pharma, Financial Services, Retail, Automobiles, Durables etc.Some of the companies that we have been associated with are Hawking, Colgate, Glaxo, Wipro, Waghbakri, UTI, Asian Paints, Glenmark, Cipla etc.As trainers & skills developers we have been associated with Unilever, Godrej, D’Mart, Kores, Kamani etc. Having a first hand experience in Sales, Advertising, Marketing we understand promotions and the costs and risks associated with customer acquisition.Direct2Home Sampling is an initiative that mimics Home2Home promotions which was the key to customer acquisition in the 90’s.
