Sustainability and Sampling - The Perfect Pair to Help Sampling Success
Sampling campaigns provide brands with a unique opportunity to access new consumers as well as increase brand awareness. With the ever changing retail landscape, sampling strategies need to consider certain elements to help build a successful campaign and sustainability is leading the way.
In a world where over 50% of those under 25 care most about their environmental future, sustainability is key for marketing activity.
Leyton Ede, Founder and Managing Director of Live Agency, says: "Ignoring sustainability within sampling is not optional. The evolution of retail has long been a hot topic in the news and sustainability is a key factor that should be considered across current and future marketing strategies. Even small additions to your sampling campaigns such as considering recycling options are a small step in the right direction."
Although there is no rulebook as to how you can introduce sustainability to your sampling campaign, there are numerous elements to make your strategy more eco-friendly:
What can be recycled; how transportation solutions can be limited and minimised; how every sample's packaging is recycled; how packaging "wastage" should be obliterated through sampling; how some product experiences can be delivered without the need for any packaging at all through more innovative delivery mechanic, and overall how sampling can turn negative pressures into positive contributions.
Sustainability might not have been a key distributor to your marketing efforts. However, times have changed and so have consumer concerns.
Part of Live Agency's report research, Lauren Wilkinson, Activation Manager at Bacardi, explains how their most recent campaign had a sustainable element. In one activation for one of their rum brands, they handed out coconut shells to passers-by. Each coconut displayed directions to several nearby partner bars, who then served up a specially made complimentary cocktail in the coconuts themselves; encouraging repeat purchases.
A sustainable campaign will also be beneficial for your brand's profile. With the current climate concerns dominating media coverage, consumers will prove much more receptive to a campaign that considers their environmental impact.
Email | firstname.lastname@example.org
Office address | Better Agency, One Moulsham Street, Chelmsford, Essex, CM2 0HR
Office number | 01245 790 760
We're LIVE, an independent agency bursting with experiential sampling passion and expertise; put simply, we are the experiential sampling experts, bringing ideas to life.
At the core of everything we do is a passion to generate instant connections between brands and audiences. After all it's the emotional bond that creates advocacy and long-term loyalty. Based in Holborn, our experienced team take enormous pride in delivering first class solutions to ensure that perfect interaction between brand and consumer every time.
Whether an experiential campaign, sampling, product road- shows, guerrilla marketing, sponsorship activation, support leafleting all with bespoke ROI measurement; LIVE
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