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2017-06

How to use letterbox sampling to capture your customers

by Peter Mapagu
 | 
06 July 2017
How to use letterbox sampling to capture your customers
Letterbox sampling offers a powerful and targeted way to connect with your customers. Here’s why your brand should consider it.

Targeted letterbox sampling can help increase consumer activity, and drive sales in a way that street sampling – the practice of handing out free product samples to prospective customers in busy areas – can’t.
 

Why targeting matters 

Consider a scenario where a nappy manufacturer sends samples of a new product to an inner-city suburb populated by young professionals with no children. Or a cereal company sends a new organic muesli to households located in a catchment area where the closest supermarkets don’t stock the full range.
 
Failure to target a letterbox sampling campaign could mean a missed opportunity to foster brand recognition and boost profits.
 
The new era of letterbox sampling enables distribution based on proximity to stores that carry the lines being marketed. This means that, during the campaign, sales uplifts can be tracked in individual stores.

Targeting letterbox sampling

Reaping rewards in-store

Let’s say a new brand wanted to run a sampling campaign for a premium shampoo. In this example,it would be wise to target customers with a high disposable income,a purchase history for beauty products, and proximity to stores where the product is stocked. This data could then be used to craft a campaign localised to particular areas, and would allow for easy monitoring of product sales down to a single store. A significant uplift in sales in one area, or across all targeted areas, could indicate success and help establish the campaign’s ROI.
 
Honing in on the right customers, therefore, is how marketers can maximise ROI. This means creating customer segments or personas to better understand a target market, then using data-driven insights to find these customers, and software tools to streamline distribution. Factors such as geography; census information, like age, income and occupation; and household psychographics, like brand perceptions and purchase intent, can offer compelling clues about a target market’s behaviour and personal tastes.
 
Letterbox sampling is proof of how a tactile connection can work with real-time data intelligence. To find out more about how to create a highly targeted and localised letterbox sampling campaign, visit us online or call 1300 421329.

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About the author
Peter Mapagu
Group Agency Manager

Upon completing his Bachelor Degree in Commerce - Marketing, Peter went straight onto start his career at Salmat. In the 12+ years at Salmat, Peter has covered many roles from Account Coordinator, Customer Service Manager, to his recent role as Group Agency Manager working with key media agencies in NSW educating them in the key features and innovation of the Letterbox media channel.

More articles by Peter Mapagu