Independent postal operator Whistl has seen a 24% year-on-year increase in its doordrop volumes in the UK thanks to an increase in the number of in-home sampling marketing campaigns from household brands.
Marketing managers have been sending a variety of samples including personal health products, breakfast bars and tea bags to consumers as part of targeted campaigns that often include money off vouchers.
Two of the brands using Whistl include Nikwax waterproofing products for outdoor gear and footwear, and a full-size sample of AB World Foods Westmill’s Elephant Atta Flour.
Mark Davies, managing director, Whistl Doordrop Media, said, “Brand managers recognize the unique role of sampling within the marketing mix to either promote a new product or reinvigorate an established brand. At home, consumers are able to experience the product straight away putting it at the forefront of people’s minds to drive sales with discount coupons both in-store and online. In-home sampling by Whistl has the unique ability to bring a brand to life in the environment in which it will be used.”
July 25, 2016
