Wednesday, July 12, 2006

Use the newsletter to drive sampling

Basic American Foods recently tested a sample offer in the ExtraPoints™ newsletter.

Hans Kohte, Senior Marketing Manager, kindly agreed to share the results:

We have received about 265 emails website and 36 inbound 800 Calls from email blast sent to Foodservice Rewards operators offering 150 bonus points for requesting a sample of Golden Grill Russet Hashbrowns and/or Nature's Own Potato Pearls Mashed Potatoes.

We will be sending them full-size samples along with a special letter that gives them the bonus code they must submit to earn their 150 bonus points. Then we'll follow-up with telesales calls to get feedback AND try to gain an initial order.

Obviously we are very happy with the amount of requests generated from the newsletter. I do not recall generating as many trial leads within 48 hours ever.

If you are interested in executing a similar strategy, we're happy to help coordinate it through a business partnership with IMT's Food Sample Express.

7/18/06 updated with permission.

Lee Guss, Nestle Foodservices' Marketing Manager responds:

"I agree! Our Carnation Malt free sample offer has been fantastic. We expect over 1000 sample requests before the end of the month!"

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