Partnering up brands for a sampling program is a lot like matchmaking. And the reasons brands do it are as varied as relationships themselves.
In-store sampling is clearly an important promotional tool, but often the costs associated with it can force some consumer package goods (CPG) manufacturers, especially smaller ones, to use it sparingly. In these cases, co-op promotions can make all the difference. Because each partner shares in the cost of the labor and the point-of-sale materials, sampling suddenly becomes much more affordable for smaller manufacturers that could never have considered sampling before.
Then again, even large CPG companies are interested in saving money, and many often use co-op sampling regularly to spread costs across their own multiple brands. Such is the case with Kellogg’s, which rarely conducts solo-brand sampling programs. When Kellogg’s recently introduced its Apple Strudel and Double Berry Pop-Tarts, the in-store sampling program was partnered with one for All-Bran Yogurt Bites.
But reduced cost isn’t the only reason brands team up. Many times brands are looking for a specific type of partner that will complement them. Case in point: Berry Johnsonville Breakfast Sausage and Simply Orange juice.
Or perhaps the brand initiating the search is a product that cannot effectively be sampled by itself, such as a cooking oil or a spice. This was the challenge for Tajin Fruit Seasoning. How can you sample a fruit seasoning product without fruit? We were able to create a perfect pairing by partnering with Del Monte Fruit.
Co-op events have evolved from being just about spurring impulse purchases to creating a unique customer impression. While sampling has long been a strong tactic for launching a product, co-op events offer a unique way to freshen up existing brands by placing them in a whole new solution category in the consumer’s mind–and solutions sell. Tyson Chicken Tenders, Uncle Ben’s Ready Rice, and Del Monte Green Beans became a “what’s for dinner?” meal solution when partnered together.
We create co-op events to provide strategic opportunities for brands to be featured in the refreshing light of a new meaningful environment. Numerous themes are available: health-centric topics such as Diabetes Awareness and Heart Health; seasonal events such as Spring Cleaning and Back-to-School; celebrations of a single food, such as ice cream. And we often design consumer education materials for these events that add even greater value and provide a longer-lasting affinity for the participating brands.
These types of themed multivendor promotions create a sense of purpose and excitement that did not exist before and often makes the established brand a new “must have” for a whole different reason. When candles, batteries, and bottled water partner together under the theme of Emergency Preparedness, it creates a thought-provoking consumer call to action. Retailers not only support but often drive themed co-op promotions because the events themselves encourage shoppers to stay in the store longer and possibly go down an aisle they had not planned on visiting.
But no matter why multiple brands partner up, co-op sampling offers brand marketers new ways to connect with shoppers. And each brand participating in a co-op program will realize significant savings. Sure, sometimes it’s a one-night stand, but other times it may create a longer-term relationship. It may even spark life-long devotion in the minds and hearts of consumers.
One thing we know to be true: When co-op sampling is done with the right brands for the right reasons, whatever they may be, the whole is always greater than the sum of its parts–just as in good relationships.
CHIEF MARKETER columnist Laurie Carlson McGrath is director of marketing with Schaumburg, IL-based marketing services firm PromoWorks (www.promoworks.com).
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