| The
Product |
|
"Just
Heavenly" Ice Cream Variegates |
| The
Need |
|
Develop
a prospect list and create awareness for three new ice cream
variegate products -- the ultimate goal being to secure appointments
for the sales force in order to maximize trial through sampling. |
| The
Solution |
|
Develop
a multi-touch campaign to stimulate trial through a product
sampler box delivered by the Givaudan sales representative.
An engaging theme that ties in the product line name, imagery
of the variegates and the prizes available for sampling was
created. In addition to the creative and sweepstakes offers,
telephone and email follow up were conducted to reinforce the
value of trial. Product Samplers were packaged in keeping with
the theme, and included a thank you card Givaudan ice cream
scoop. |
| The
Result |
|
Program
generated a 21% response to the free product sampler and appointments,
and a 28% response to the sweepstakes (Kennedy Space Center
trip) offer. Information captured through the program provides
a clean database for use in future marketing efforts. |
| SDA
Service |
|
Product
Launch, Lead Generation |
PRODUCT
LAUNCH > GIVAUDAN
