Distribution Method

Considerations

Direct Mail

• Can be targeted or broad reach.
• Must have accurate mailing list.
• Can be expensive.
• May have limitations on what can be mailed.

Door-to-Door

• Can use independent delivery or sampling service.
• Good for bulky or perishable items.
• Can target demographically.
• Best used in high-population areas.
• Can be very expensive.

Direct Encounter

• Immediate purchase possible when sample is accompanied by coupon.
• Good for perishables or products needing preparation.
• Best used in public places where target audience is available.
• Distributors/demonstrators must be well trained.
• Must ensure enough inventory is available at store to fill demand.
• Can be very expensive.

Newspapers

• Broad reach.
• Low cost.
• Sample size must be appropriate.

Trial Sizes

• Can help overcome price barrier to trial.
• Can provide attractive profit for retailer.
• Must be large enough for appropriate usage.
• Requires consumer purchase intent.
• Not effective if your objective is reach.

Coupons for Free Product

• Provides sampling of regular sized product.
• Can be distributed through mail or media.
• Can be used for bulky or perishable products.
• Eliminates high delivery costs.
• Efficient – interested consumers make an effort to redeem the coupons.

In-pack/On-packs

• Can be attached to another product.
• May provide extra incentive to buy the “carrier” product.
• Works best when products are related.
• Generally limits exposure.
• Can cause problems with retailers (i.e. need for extra space on shelving.)

Request Sampling

• Can use 800#, Internet or mail-in offer.
• Can offer free product or require a small payment (S&H).
• Can have limited reach.
• Requires consumer action.
• Can generate names for consumer database.