Seasonal Sampling
Situation
Zicam had 4 goals they wanted to accomplish with their sampling program:
- Positively promote Zicam Cold Remedy, with travelers in mind
- Grow trial and top of mind awareness of the brand
- Foster relationships with target consumers via sampling
- Grow sales through consumer education and trial
They wanted to accomplish these goals by specifically targeting their Active Defender, described as confident, self-reliant, and optimistic; they stay on top of all their responsibilities (without being overwhelmed) – including being there for their families, friends, jobs and communities – and can successfully handle any challenges that may come their way. Many of the qualities of a frequent traveler.
Tactics
Zicam sampled for 15 days inside Chicago O’Hare International Airport during the cold and flu season. During that time Brand Ambassadors handed out samples of Zicam ULTRA Crystals and Zicam Nasal Swabs, which included coupons, as well as engage consumers to interact with and take photos with the Zicam Cold Monster, along with sharing those photos on twitter.
Results
Success. We distributed 100% of our distribution goal of 75,000 samples and coupons and had over 2,500 Monster interactions during the 15 days. “The airport sampling program through TradeX/AMI was an excellent way to meet our target during their time of need. The spend was efficient, Brand Ambassadors personable, and the recommended pacing worked perfectly for our number of samples. This program exceeded our expectations for Trial, Brand Awareness and Social Pickup and we are looking to expand the program for next year.” – Tanner Puckett, Zicam