9Bar, Kerry Rolston, marketing director
Experiential plays a crucial role in the marketing mix – we know that once the public try the product they like it, but we always need ways to get it into their hands, get people talking about it and stand out from the competition.
As part of this drive, we recently activated a new sampling campaign featuring a gang of superheroes called ‘The Super Seed Squad’.
The squad distributed samples to help us reach new consumers, but we wanted it to be more special than the everyday sampling you see at train stations. Our troupe also attracted passer-by attention by doing random good deeds, such as handing out sunflowers and singing songs to keep bored queues entertained.
The activity was hugely successful for us and had a direct impact on both sales and awareness. We saw a 1% redemption rate on the 50p off coupon provided with the samples; there was a sales uplift of 68% in one high-street retailer, and traffic to the website doubled during and after the campaign.
The Super Seed Squad will return later this year. In the meantime, we are also going to add experiential to our sponsorship of Tough Mudder and the Great North and South runs.
Activity that enables us to talk face-to-face with the public is a positive way for us to get our message across. Experiential campaigns provide an incredibly effective way to do this.
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