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Kraft - Tassimo Direct Selling and Sampling Activity - CPM UK

 

THE CHALLENGE

Kraft’s 2012 sales target for the Tassimo machine in the UK was the highest it had ever been. This called for a new sales activation approach...

THE CPM SOLUTION

Alongside 1000+ retail activations in major high street and electrical multiples, a brand new selling channel was trialled – direct selling at carefully-selected venues - including motorway service stations and large offices. The campaign was based around a strong customer message of unbeatable and exclusive price. The messaging suggested the ability to drink 'Costa at Home' - twinned with the seasonal gifting opportunity.

Nine field marketing selling teams nationwide were equipped with vehicles, sampling kit and selling stock, a weekly schedule and a sales target!

Our teams delivered the selling activity in December, hitting the highest footfall service stations and carefully-selected work places to maximise the sales opportunity.

All selected service stations incorporated an in-house Costa coffee shop to ensure that shoppers who favoured the Costa brand were targeted.  Offices containing large numbers of employees were chosen and staff were engaged with demonstrations / sampling of the Costa coffee range, supported by special favourable price messaging on the day.

Direct Selling
Sampling
Demonstrations
Field Marketing

RESULTS / ROI

Retail – over 1,100 days delivered across  three retail groups
Direct Selling - 60 days delivered with sales topping-out at 300 on one day

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