Marketing and Promotions Program Kicks Off With a Bang!
Marketing and promotions with a focus on sampling provides consumers with a trial experience that is guided, memorable but above all, relevant to placing your product in the hands of your target market. A goal of any marketing and promotions program should be education, engagement and experience parlayed from the taster to the customer.
Established in 1929 as an open air market and later purchased in 1986 by Carmen Trimarchi and partner Brian Johns, Vince’s Market has since developed into a prestigious brand known for quality produce, bakery, meat and deli. The independent grocer launched their own line of all natural Coterie products (pronounced “Koh-ter-ie”) in 2012. With so many available options on the shelf, they discovered their amazing products were being overlooked in favour of more familiar name brands – and hence, decided to launch a marketing and promotions program.
In order to gain more brand exposure – and ultimately higher sales, the owners of Vince’s Market reached out to Tigris to help with a marketing and promotions strategy. The six-month sampling campaign officially kicked off on Mar. 9 and will run every weekend until mid October. A team of temporary sales staff will be sampling everything from Coterie sauces and salsas to spice rubs and dressings at the stores located in Newmarket, Sharon and Uxbridge.
The primary goal of this six-month, in-store marketing and promotions program is to:
1) EDUCATE the consumer about how to read food labels properly, why Coterie’s all-natural line is not only healthier but also tastes better, and what the point of difference is
2) ENGAGE customers during their shopping in a friendly, professional way to best represent Coterie/Vince’s Markets while facilitating the interaction in a positive way
3) Give customers a unique brand EXPERIENCE by sampling the products, getting it into their hands and also signing them up for Coterie Club to receive amazing deals 1-2x per week.
All Coterie products are branded “Go Natural” to offer customers tasty, nutritious choices – with family, the community and environment all in mind! Foods with this label include one or more of the following criteria:
* Whole foods: Foods that are un-processed and close to their original state
* Chemical-free: Food free of chemicals like additives, preservatives and by-products
* Local: From local farms and family businesses, supporting the local economy and the environment
* Organic: Foods that are certified organic, supporting your health and organic agriculture
From Great Food to Marketing and Promotions, Vince’s Market Takes Care of their Customers!
Aside from sampling and sales, a secondary objective for this marketing and promotions campaign is to sign up customers up to Vince’s Market “Coterie Club”. Coterie Club offers members weekly promotional coupons, free products and community offers such as tickets to local events via text message.
Unlike many other programs, Coterie Club is completely free and the rewards are real! To register, customers are only asked for their cell phone number so, no personal information, no soliciting and no hassle! Upon sign up, customers have two options to print their coupon: in-store or at home. After signing-up, they also receive a special “Super Hot Offer” as a thank-you for participating (e.g. 4L of filtered milk for the month of March). Now that’s an amazing way to tie in marketing and promotions to benefit your brand – and more importantly – your customers.
We’re excited to work alongside such a health-conscious brand and look forward to what the remainder of the marketing and promotions program “has in store”!! Our goal over the next 6 months is to distribute more than 10,000 samples, increase sales by at least 50% and triple the number of Coterie Club members. We’ll circle back with an update on our successes come October.
Tigris Temporary Sales Staff are available at top locations including Calgary, AB; Vancouver, BC; Toronto, ON. Call us at 416.283.9119 for a free no-obligation quote for your next Marketing and Promotions campaign.
Team Promotion Concludes after 6 Months In-Field
Tigris Personnel pulled together a team promotion for Mark Anthony to launch their new product, Calypso Vodka, in 3 BC markets – Kelowna, Victoria and Vancouver. A team of male events staff was requested since the demographic for the spritzer was largely female so Tigris regional management recruited and hired more than 3 temporary sales staff for the team promotion.
Kicking off on Jun. 7, more than 50 in-store samplings took place over the course of two months. The team promotion was expanded to include Palm Bay at a series of music festivals including Sun-fest, Centre of Gravity, Rock the Peach and even a boat cruise! While the in-store sampling was primarily a sales push; the special events had an experiential focus on brand engagement and association. The program was temporarily put on hold from mid-August until mid-October while Mark Anthony determined an action plan for the remaining 30 tastings.
The team promotion picked back up on Oct. 28 for the last stretch of the campaign, this time with a focus on Palm Bay Tiki Mango, Mike’s Hard Winter Blackberry, Hell’s Gate and Okanagan Cider.
Sales Abound during the Team Promotion
Tigris Personnel was required to maintain event management in each city as well as a roster of 8-10 temporary sales staff in Victoria/Kelowna and 20-25 in Vancouver to cover all available shifts, some on extremely short notice, over the course extended program. The primary goal of the team promotion was brand awareness to directly facilitate onsite sales.
During the 6 month team promotion, more than 7,500 samples were distributed to the public/consumers, 1,000 branded giveaways – contributing to an amazing 3,500 sales (in cans). This equates to an average of approximately 700 sales of 4-packs of Calypso Vodka/Mike’s Hard OR 6-packs of Palm Bay.
The samplings program was supposed to include 100 executions in June but Tigris was flexible when the client asked to extend the program while their reps secured venues and permits. Tigris was able to further expand its BC roster with such an amazing opportunity. The team promotion was a blast for everyone involved and more importantly a sales win for our client.