Many FMCG firms are letting their potential customers try before they buy with some fantastic results. Getting product samples into the hands of consumers is an old tactic but logistically it’s very difficult to execute. Salmat, a company that traditionally delivered catalogues into letterboxes, also offers a solution for product samples, with the capability to deliver to over 7 million homes across Australia. When that type of reach was coupled with the advanced customer targeting capabilities, it was an offer too good to refuse for one of Australia’s largest FMCG companies, Nestle.
The product that was distributed by Salmat MediaForce on behalf of Nestle is a breakfast cereal called Cheerios. General Mills manufactures Cheerios breakfast cereal in America and in 2005 Cheerios was launched in Australia by Nestle. Nestle is the world's largest food and beverage company with 265,000 employees and 481 factories in 87 countries around the world. Salmat coordinated and executed the marketing campaign through the MediaForce walker network with Nestle-branded samples.
Salmat identified a cost-effective method to promote the Cheerios product directly to the intended target market. Through the use of Salmat Targeted Solutions and MediaForce walker network, Salmat was able to organise a highly targeted Cheerios sample campaign to those households that reflect the characteristics of the specified target market.
The item being distributed was a 30 gram, 1 serve Cheerios cereal box, with a square folded card and the items plastic-wrapped. Using Salmat’s demographic profiling products Salmat was able to identify those households that best represent Cheerios target market for the letterbox sampling activity along the eastern seaboard.
The letterbox sampling campaign was independently measured, and the results showed that there was a significant uplift in sales where the Cheerios samples were delivered, compared to those areas that did not receive a Cheerios sample. Overall the sales percentage increase grew by double digits, which was a direct result of the Salmat MediaForce’s sampling activity.
For further details please contact Nicole Attard 02 9612 8000 or nicole.attard@salmat.com.au