Irish shopper marketing agency Backup Marketing has launched a new marketing tool called 'inhand'.
The platform uses product samples to link advertising spend with sales by adding a 'free sample' button to digital/social ads which allows targeted consumers to receive a sample direct to their home.
On receipt of the product, consumers also receive a print or digital coupon to drive them to store and close the sales loop. Inhand also works in conjunction with other media formats i.e. print ads using QR codes, OOH using NFC/text2Try and TVCs using voice technology (Alexa & Google home).
‘Path to Purchase’
“There is often a gap in the ‘path to purchase’ between when a message lands with a target consumer and that consumers opportunity to try or buy the product," said Kerry Mulvihill, head of retail at Backup Marketing.
Even when an advertising message lands successfully, this path to trial/purchase gap can result in a massive missed opportunity as the ad prompt fades in consumer minds by the time they get to a store.”
As an example of a recent successful campaign, the marketing company said: 'The fact that the first live campaign for Nestlé Cheerios Breakfast Cereal Bars was fully subscribed within 72 hours has further boosted confidence in the platform which has been 24 months in development.'
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