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Distribution Method
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Considerations
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Direct Mail
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- Can be targeted or broad reach.
- Must have accurate mailing list.
- Can be expensive.
- May have limitations on what can be mailed.
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Door-to-Door
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- 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.
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Direct Encounter
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- 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.
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Newspapers
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- Broad reach.
- Low cost.
- Sample size must be appropriate.
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Trial Sizes
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- 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.
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Coupons for Free Product
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- 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.
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In-pack/On-packs
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- 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.)
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Request Sampling
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- 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.
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