tag:blogger.com,1999:blog-5671559967819582185.post5367866841340391379..comments2023-04-12T04:56:58.426-07:00Comments on Marketing Mulligans: The Pros And Cons Of Product Sampling Keith R. Pillow, APR, MBAhttp://www.blogger.com/profile/02392772773146091199noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-5671559967819582185.post-35124085966245875492010-09-14T20:00:21.836-07:002010-09-14T20:00:21.836-07:00Andy, thanks so much for commenting. Your points a...Andy, thanks so much for commenting. Your points about the lack of targeting are right on the money. I neglected to mention this as a major weakness of the campaign, so I am glad you did. I find it hard to believe that General Mills spent this kind of money on a sampling campaign that did not precisely target the core audience. It's mind boggling!<br /><br />Actually, you should try the product when you get a chance to give it a fair shake. As I mentioned in my post, I like the product a great deal, but then, I'm rather picky when it comes to cereal, and I'm the only one in my household who eats its. And to be clear, I only like Fuel because of the taste, not because of the branding or the involvement of Manning, Pujols, or the other three athletes.<br /><br />Honesly, I wish Total Protein was still on the market. THAT was a great product, but it never gain traction! Keith R. Pillow, APR, MBAhttps://www.blogger.com/profile/02392772773146091199noreply@blogger.comtag:blogger.com,1999:blog-5671559967819582185.post-71681308847791021012010-09-14T19:13:31.576-07:002010-09-14T19:13:31.576-07:00Hey Keith,
I live in Evergreen Colorado and I als...Hey Keith,<br /><br />I live in Evergreen Colorado and I also received my Wheaties Fuel sample this weekend. I also happen to be in the sampling business (see www.handittomom.com)<br /><br />The biggest problem I have with this campaign is the lack of targeting. The brand screams '20 something guy' and General Mills decided to uniquely drill down to reach this demographic via....suburban homes? If you took a look around my neighborhood, you'd see that the ~500 houses in our HOA probably are home to a total of twenty guys in their 20s. The rest are families with kids and empty nesters.<br /><br />The brand team could have done a better job targeting venues were 20-somethings actually live/go, such as the venues you suggested (sports stadiums, sporting events, etc), or maybe...<br />- health clubs<br />- renters (not homeowners) i.e. apartment complexes<br />- college campuses<br />- anywhere that attracts 20 something guys<br /><br />As for my household (me age 41, wife age 33, three girls aged 5, 4, and 1), we kept our sample, and we will likely try the product. But even if it is delicious, my wife would never buy a cereal with 'fuel' in the name and Peyton Manning on the front and sporty imagery that seems to belong in the grocery aisle next to Axe deodorant. All of that is an immediate turn off to her, and frankly to me as well. So this is a completely wasted sample as it will never generate a sale.<br /><br />Now if the product was called 'Wheaties Family' and it had a cute gymnast on the front, that would be a different story...and the targeting wouldn't seem so bad...<br /><br />Andy Potter<br />www.handittomom.comAndy Potterhttps://www.blogger.com/profile/03429322999775057502noreply@blogger.com