Handit2 Network Launches Venue-Based Sampling in Canada

The Handit2 Network has expanded it's venue-based sampling services to Canada.  Some quick facts about venue-based sampling in Canada:

• With 35.4 million citizens, the Canadian market is about 1/9th the size of the USA's 318.5 million. (Source) 
• Two-thirds of all Canadians live within 60 miles (100 km) of the US border (Source)
• Canadian venue counts for some of our more popular sampling channels in the USA include the following:
  
  • 25,000 hair salons
  • 11,000 daycare centers and preschools
  • 7,000 massage therapists
  • 3,000 barber shops
  • 3,000 health clubs
  • 3,000 nail salons
  • 2,500 rec centers
  • 2,200 senior centers and senior living facilities
  • 2,000 colleges
  • 2,000 tanning salons
  • 2,000 spas
  • 1,800 dance studios
  • 1,500 martial arts studios
  • 1,000 summer camps
• Venue-based sampling in Canada is open to food, beverage, and beauty products.  Note that drug sampling is not legal in Canada (Source)

For information about sampling your brand to a customized, targeted group of consumers in Canada, reply to this email or call me at 303-674-0651.

Handit2 Network Launches 'Hand it to Stoners'

The Handit2 Network (based in Colorado), is launching a new sampling channel leveraging its geographic proximity to a quickly growing consumer segment, marijuana dispensary customers.

Our new Hand it to Stoners channel provides brands with targeted access to consumers who enjoy cannabis. They are an ideal demographic for sampling munchies. "We sell as many snacks as we do cannabis" says owner John Vangrow of The Pot Shop in Denver. "Sampling munchies would reach my customers right at the moment of need."

Colorado is home to more than 500 medical marijuana dispensaries and 150 retail stores, with more opening every month. Washington State is the 2nd state to legalize recreational marijuana with retail stores opening later this year. Projected recreation marijuana sales in Colorado alone are expected to reach $578 million in 2014 per Bloomberg.

Is there any demographic we can't reach? For information about sampling your brand to a customized, targeted group of consumers, visit our website.

Does your sampling strategy surprise and delight?

We at the Handit2 Network take pride in offering a unique vehicle to deliver your product samples into the hands of highly targeted consumers. Venue-based sampling offers a setting where consumers are surprised and delighted to receive a sample relevant to their interests and lifestyle. Consumers receive the sample from the venue's staff, who act as brand ambassadors and are a resource for additional product information. 

        

       
Our approach offers several advantages over other sampling techniques:

• We surprise consumers - Consumers are delighted to receive an unexpected, yet highly relevant sample, provided to them in a place they know and trust. 
• We reach relevant consumers - We target offline environments where we know your target consumer is congregating in large numbers.
• We avoid freebie seekers - We reach unsuspecting consumers who are going about their normal day, not freebie seekers who register or otherwise go to great lengths just to get something (anything) for free. 
• We create buzz - We reach your target in buzz worthy places where they congregate, and encourage them to share their brand experience with their friends both offline and online.
• We don't waste samples - Anyone not interested in your sample can leave it for the next interested consumer.
• We spend your budget wisely - Our program is cost effective since multiple samples can be shipped to a single venue (minimizing shipping fees), and hired brand ambassadors are unnecessary (minimizing labor fees).

To learn more about how our promotions can surprise and delight your consumers, visit our website or send us an email. 

Give Your Brand its 'Senior Moment'

Here at the Handit2 Network, many of our clients invest in promotions that are aimed at reaching moms of young children, with the goal of reaching new families when they are formulating lifelong brand loyalties. Our Hand it to Mom channel is where we started our business in 2007, and moms continue to be our most important channel. 

It may come as a surprise to you that while moms are typically perceived as the 'person who makes home purchasing decisions', it is actually seniors (defined here as anyone over 50) who account for close to 50% of all CPG dollars spent. Despite this disproportionate amount of spending carried about by this demographic group, less than 5% of advertising dollars are currently spent targeting them (Nielsen & BoomAgers).

   

We've compiled some facts about the senior generation:

• There are lots of them. Americans age 50+ account for close to 100 million consumers and growing. By 2017, 50% of the U.S. adult population will be 50+. 
• They have money. Seniors have money and will spend it. Unlike previous older generations, this group grew up during a time of economic optimism. A culture of consumption remains with them.
• They are flexible. Seniors are no less willing to switch brands then other populations. In fact, they are very interested in products that improve their quality of life.
• They are online. This age group has adopted technology and social media, if nothing else to communicate with their children and grandchildren!
• They are active. Seniors live life to its fullest and are not going to let their advancing age slow them down. 

Our Hand it to Seniors channel reaches seniors while they are naturally going about their day. If you have a product seniors love, consider promoting your brand via our venue-based promotional services. We offer 3 key ways to reach the 50+ generation:  

• While they are exercising: reach seniors while they are participating in aquatics classes, fitness classes, and sports. We reach them at health clubs, rec centers, and country clubs.
• While they are socializing: reach seniors via senior activity centers and retirement communities. 
• While they are at the doctor: reach seniors while they are at the doctor or audiologist.

   

To learn more about how we can help you get your samples into the hands of seniors, visit www.handit2.com/seniors.php.

Handit2 Network Launches Photo Sharing

Interested in increasing your brand's earned media? The Handit2 Network's new photo sharing tools create a path for offline samplers to spread the word about their brand experience to their friends online, extending the reach and duration of your sampling promotion. Build authentic social engagement, exposure, likes, followers, and more! Here's how it works:

• Encourage consumers and venue staff to submit photos of your sampling program 'in action' via incentives such as a photo contest, a prize drawing, or a free coupon

• ​Photos are shared via Facebook, Instagram, Twitter, email, or web upload 

• Enjoy real-time digital access to all photos submitted; moderate and re-post the best photos to your brand's website and/or social media networks 

• Measure impressions and reward the best submissions and most influential evangelists

To learn more about how our sampling promotions can directly increase your brand’s earned media, contact us today.

Spotlight on Fitness

Do you have a product that appeals to fitness-minded people? The Handit2 Network offers many channels that reach consumers while they are exercising. Segment these channels by age, gender, or retailer proximity to zero in on the very best locations to promote your brand. 

Reach up to 4 million active consumers
Venue Type	Moms	Millennials	Women	Men	Seniors
Boxing Centers				•
Cheerleading	•	•
College Rec Centers		•
Country Clubs			•	•	•
Dance Classes	•	•	•
Gymnastics	•	•
Health Clubs		•	•	•	•
Intramurals		•
Martial Arts	•	•	•	•
Military Fitness				•
Organized Sports		•	•	•
Personal Trainers			•	•
Pilates		•	•		•
Rec Centers	•	•	•	•	•
Senior Classes					•
Swimming Pools	•	•	•	•	•
Yoga		•	•

The Handit2 Network has the knowledge and experience to craft a unique promotion catered to your brand and needs. Contact us today to learn more about how the Handit2 Network can help you get your product into the hands of active consumers.

A Twist on Shopper Marketing

The Handit2 Network offers a unique twist on traditional shopper marketing tactics. Instead of targeting shoppers while they are in the store (i.e. Walmart) or at home, we target nearby small business (i.e. daycares), with the goal of driving the small business's customers to a nearby Walmart to make a purchase. The advantage of this strategy over other sample/coupon distribution strategies is fourfold:

·  reach a highly targeted demographic group (in the case of daycare, virtually 100% moms)

·  reach them near stores where your product can be purchased

·  does not require a small fortune (as direct mail does) in shipping

·  avoid reaching...

o    the wrong demographic (in-store sampling poses a filtering problem -- if an older man asks for a sample meant for moms he will likely get one)

o    freebie seekers (all web-based opt-in programs inject non-loyal consumers into your ROI, making it more difficult for the effort to payout)

---

This busy mom is encouraged to shop at
Walmart through account-specific coupons and
signage on display at her child's daycare. 

Hand it to Mom Case Study - Imagine a busy mom leaving work to pick up her toddler from daycare. As she steps into the daycare lobby, she is surprised to see an attractive display for a product that can simplify her busy life. She spends a few minutes chatting with the director and another parent about the product and eagerly takes a sample and coupon. The display mentions the product is available at Walmart and that store is right around the corner. She plans a trip to Walmart to buy it. 

---

Features of the Handit2 Network shopper marketing model:

·  Ability to select sampling venues within a few miles of any retailer chain specified.

·  Ability to select venues that best attract your target demographic.

·  Hand a sample to a surprised, highly targeted group of consumers who are going about their typical day.

·  Drive incremental traffic to your retail partners using account-specific signage and/or coupons.

·  Avoid the freebie seekers who register online or seek out samples (ANY samples) at the store because they are free.

What is Venue Based Sampling Anyway?

Getting samples into the hands of prospective customers is a tried and true strategy for generating business. However, with the large number of ‘freebie seekers’ (we call them ‘freces’!) in today’s technology-driven culture, many sampling efforts are a waste of marketing dollars. It is imperative to get your samples into the hands of your ideal consumer, rather than giving them to someone who is simply looking to get something (anything actually) for free.

This client was interested in reaching
middle school kids and/or their parents.

If sampling is in your company’s marketing strategy and you want to avoid the freces, then venue based sampling must be considered. Venue based sampling is a method in which samples are delivered to brick-and-mortar establishments in order to reach a highly concentrated group of your target demographic. Examples of our carefully curated roster of venues are Daycare Centers, Birth Centers, Pediatric Offices, College Recreation Centers, Dance Studios, Martial Arts Studios, Health Clubs and Senior Centers. In all of these venues, opt-in is provided by the venue director/owner/manager, but the end recipients (your target consumers), are not requesting samples; they are simply the lucky recipient of an unexpected gift that (if properly targeted) happens to be completely relevant to their life and lifestyle.

Because the venues we work with generally serve a very specific segment of the population, samples are able to reach your ideal target consumer without wasting samples on irrelevant categories of consumers. Venues already have a pre-existing relationship with your target consumer so when those venues opt-in to take part in a sampling promotion, their customers truly consider your product, since it has come from such a reliable source. And, since the venues are providing the space and manpower, venue based sampling is significantly less expensive than other options available to you such as direct mail, street team or retailer sampling.

Spotlight on Moms with Infants

[The Handit2 Network specializes in reaching any niche demographic no matter how unusual or obscure. For a complete list of our existing channels click here.] 
In an effort to reach moms in more and more relevant places, we are thrilled to announce the expansion of our Hand it to Mom offerings to three channels that reach moms of infants: labor/delivery facilities; daycare facilities with infant rooms; and 'mommy & me classes'.
Labor/Delivery Facilities - Reach brand new parents when they are leaving the hospital/birth center with their newborn!  The birth of a newborn offers a fantastic opportunity for marketers to reach new parents when they first begin to formulate parenting brand decisions.  Hospital labor/delivery units and birth centers provide unique 'first points of entry' in reaching these parents.  All Hand it to Mom sampling opportunities are 'solo', i.e. we will reach out to labor/delivery facilities on behalf of your brand (and your brand only) and request that facility managers opt-in to participate in the sampling program.  Your samples will be distributed via the nursing desk, by hand by support staff, and/or via each facility's existing procedures when discharging new parents with their newborn. 
Daycare Centers with Infant Rooms -  Daycare centers and preschools have both been core channels for the Handit2 Network since our inception.  These channels provide marketers with the opportunity to reach the parents of toddlers (age 2-5) in a highly targeted, controlled environment, where every parent visits twice a day, and every parent has a mailbox! 
But what if your target is moms with children younger than age 2?  Approximately 10% of all daycare centers nationwide are licensed for infant care, with the typical license good for 12 to 24 children age 2 or younger.  Over the past four years we have been tracking 'infant care licensing' information for daycares nationwide, allowing us to offer 'infant daycare' as a channel for sampling.  While the number of infant parents reached per venue is quite low, the targeting is exceptional, as you will reach 100% parents of infants via this channel.  Your samples will be distributed via the front desk, by hand by support staff, and/or via parent mailboxes. 
Mommy & Me Classes - This channel offers access to moms while they are participating in a wide variety of classes/activities with their infant, including kid fitness, mommy fitness, swimming, yoga, breastfeeding, music, arts/crafts, and many more.  The venues that host these events include standalone kid fitness centers (see My Gym above), baby boutiques, YMCAs, JCCs, community rec centers, and public pools to name a few.  Your samples will be distributed via the front desk, check-in area, and/or via class instructors. 
If you are interested in learning more about our marketing services targeting moms, contact us at info@handit2.com, or 303-532-4437.

Don't Let the Freces Stink Up Your Marketing Budget

DON'T LET THE 'FRECES' STINK UP YOUR MARKETING BUDGET
The advent of the internet and social media has proven to be a double-edged sword in the world of sampling.  It is true that brands and agencies have many new tools at their disposal to engage their customers, many of which are very effective.  That said, the web also makes it too easy for freebie seekers (with no brand loyalty and no intention of ever buying your product) to steal your samples from you.  We call these people freces!  [For one example of the hundreds of websites these people love, click the red 'freebies' logo to the right!]
Here are some sample distribution techniques that are a great way to stink up your sampling budget, as they invite the involvement of freces:

• running an ad in a magazine offering a free sample (some freces will see the ad, post the offer on a freebie blog somewhere, and before you know it you'll have 100,000 samples that need to be mailed out one-by-one.  Shipping alone will cost you $1 a sample -- there goes $100k, plus your sample cost, in order to reach a very untargeted group of consumers).
• asking people to 'like' your brand on Facebook (yes it may generate a huge response, but the consumers will be coming from freebie websites.....totally untargeted).
• putting an 'ask for a free sample' form on your website (once the freces find it you're in deep doodoo.  Be ready to turn off the offer quickly once the volume gets out of hand).
• allowing freces to sign up as 'party throwers' (in this case you are sending an entire box of goodies to someone who wants free stuff!?!?)

In our experience the most important attribute driving effectiveness of a sampling program is the element of surprise.  All of the above programs are quite the opposite -- they are public and opt-in, enabling a freces feeding frenzy, infesting your well-intended sampling campaign with vultures who will never payout in an ROI analysis. 
We'd love to hear your stories of freces nightmares...please reply to this article with your comments and/or experiences.... 

SAMPLING 101: A Primer on Product Sampling

When deciding the best way to sample your product, a variety of questions must be answered in order to maximize the effectiveness of your sampling campaign:

1) What Will You Sample?
2) Who Will You Target?
3) Where Will You Sample?
4) When Will You Sample?
5) How Will You Sample?
6) How Will You Measure Success?

What Will You Sample?

This may sound obvious, but you have to make a few decisions related to the sample before you decide to produce and distribute it.  Let's assume you're sampling a shampoo for infants/toddlers that is only available at Whole Foods:

- will you sample a full size product, or a trial size?  While full size is easier, it is more expensive to produce and ship than a trial size.  A full size sample also provides lots of uses to the recipient, so your are effectively taking that consumer out of the market for your product for a longer period of time than a trial size sample.
- if trial size, will the packaging replicate the full size bottle (expensive), or will you produce foil packs (much cheaper, but not as satisfying for the end user, not resealable, using it does not replicate the full size product user experience)
- will you sample the most popular 'flavor', or will you sample the new SKU that you're trying to drive sales for, that is either not as well known, or not as 'likeable' as the other more popular, better known flavor?
- will you distribute a coupon with your sample?  If so, will the coupon be adhered to the sample somehow (either glued or polybagged to the sample, for example), or will the coupons be separate?
- will you distribute a brochure, instructions, 'schwag', and/or any other promotional materials along with the sample?
- will you provide a 'call to action' of some sort along with the sample, in order to a) drive sales, or b) drive 'friends' on Facebook for example, or c) drive sweepstakes entries?

Who Will You Target?

Your original question mentioned that 'moms' is your target, so it sounds like you've got this figured out, but it would be good to further drill down on what kind of moms you are trying to reach:

- moms of what age kids?
- are there any ethnic or other demographic considerations when targeting moms?  If the product is expensive, for example, you may want to target just upper income moms.

The 'who' question does not necessarily have to be driven by consumer demographics...maybe 'Wal-Mart shoppers' or 'anyone in college towns' works for your brand.  

Regardless, the 'who' definition drives many of the other questions presented below.

Where Will You Sample?

The decision of where to sample should be dictated by a) the demographics of the person you want to reach, and b) the geography where you want to see a lift in sales. So this question really has two components: 1) venue, and 2) geography.

The venue is the location where the sample is being distributed.  Venues could include one or more of the following categories:
- at home (i.e. reach consumers at their residence)
- at a retail environment (i.e. reach consumers where they shop, and likely where your product is sold)
- at some other venue that is an OOH (out-of-home), OOS (out-of-store) environment, (i.e. reach consumers where they work, play, exercise, relax, or conduct countless other pastimes, errands, appointments, and/or projects) examples: festivals, daycare centers, train stations, schools, doctor offices, pottery places, zumba classes, etc etc the list is endless)

Once you have selected the venue(s), you will need to decide where (and/or how) to sample within that venue.  For example, if you are sampling at home, should the sample arrive in the mail, or be hand-delivered by a representative of your company?  If in a retail environment, should sampling occur at the shelf where the product is sold, or in a higher traffic location such as the front door?  If you are sampling in some other venue such as a daycare, should the sample be distributed at the front desk, or via parent mailboxes?  For more on these decisions, see the How Will You Sample? section later in this article.

The geography is the continent, country, region, state/province, metro area, county, city, zip/postal code, block, or other geography where you want to target your efforts.  The geographies you choose will likely be based on the retail footprint of your product, and/or where your product is otherwise available to consumers.  It is in your best interest to only sample in geographies where your product can be purchased.  Otherwise you are wasting your money and samples!

For the 'kid shampoo at Whole Foods' example, I would suggest the following

• targeting daycare centers, mommy & me classes, and pediatrician offices, because they are visited by virtually 100% moms.  The product is relevant to almost everyone that walks in to those venues.  Plus you have a built-in 'ambassador' to manage the program
• If you can find a residential list that includes just homes where infants and toddlers are present, samples sent by mail to those homes (only near Whole Foods) would also be very effective (but expensive).
• I would NOT sample at Whole Foods, because, while it is true that the product is sold there, only a small percentage of Whole Foods customers are moms of infants/toddlers.  So you would be distributing many samples to an irrelevant demographic (those at Whole Foods who like free samples, but may not have an infant or toddler)

When Will You Sample?

The timing decision will likely be dictated by your own internal goals and deadlines, but some other key timing factors should be considered:

• Product Availability - If your product is newly on the market, you are generally better off waiting to sample after the product is available in stores.  Sampling before you have shelf space at retail creates frustration for consumers; that experience generally does not convert to sales later once the product is actually available.
• Product Seasonality - If your product has a seasonality (such as a cold/cough remedy used most during the winter months, or maybe a product that is sold a lot over the holidays), you are best off sampling just before that key season begins, in these examples the fall timeframe would be the best choice.
• Product Supply Issues - Be sure to plan your sampling well ahead of schedule so that your manufacturing team can get the samples made, and excess product made, to meet the demand the promotion will create.
• Venue Seasonality - if your selected venue type has seasonality in its business or activity, that should also be considered.  For example, preschools are generally closed in the summer, so that would not be a good time to sample there.
• Competitor Activity - Sampling is a rational response to aggressive tactics taken up by your competitors.  Use sampling to gain market share back.
• General Economy Considerations - While a downturn in the economy will generally depress sales, it is often a great time to grab market share from competitors, as they are likely scaling back

How Will You Sample?

There are 3 aspects of 'how to sample' that I will address here:

• How will you approach your intended target consumer? 
  (will you 'surprise and delight', or will they seek you out to opt-in)?
• Is this a solo or co-op sampling effort? 
  (i.e. are other brands involved, or just yours?)
• Who will manage the sampling effort? 
  (will it be your team, or a third party agency?)

1) How will you approach your intended target -- will you 'surprise and delight' or will they seek you out to opt-in? 

This may be the most important section of this article to consider.  How you approach your intended target consumer will impact the effectiveness of your sampling effort far more than you might imagine.  In my experience the most important attribute driving effectiveness of a sampling program is the element of surprise.  

A sample distributed at a grocery store is generally not surprising...sampling happens in grocery stores all the time.  But giving a sample to a parent via a daycare parent mailbox; or to a commuter via an ambassador at the train station platform...these techniques are innovative and different, and disrupt typical consumer patterns.  These disruptions are good; in fact, the goal of the most effective sampling programs should be to surprise and delight!

The advent of the internet and social media has proven to be a double-edge sword in the world of sampling. It is true that brands and agencies have many new tools at their disposal to engage their customers, many of which are very effective. That said, the internet and social media have also made it too easy for freebie seekers (with no brand loyalty and no intention of ever buying your product) to steal your samples from you. We call these people freces (yes, that's pronounced freecees)!

Here are some sample distribution techniques that are a great way to stink up your sampling budget, as they invite the involvement of freces:

• running an ad in a magazine offering a free sample (some freces will see the ad, post the offer on a freebie blog somewhere, and before you know it you'll have 100,000 samples that need to be mailed out one-by-one. Shipping alone will cost you $1 a sample -- there goes $100k plus your sample cost in order to reach a very untargeted group of consumers.)
• asking people to 'like' your brand on Facebook (yes it will generate a huge response, but many of the consumers will be coming from freebie websites.....making their value to your brand limited)
• putting an 'ask for a free sample' form on your website (once the freces find it you're in deep doodoo...be ready to turn off the offer quickly once the volume gets out of control)
• allowing freces to sign up as 'party throwers' (in this case you are sending an entire box of goodies to someone who wants free stuff!!  Are you kidding me???)

All of the above programs are public and opt-in, enabling a freces flash mob to go on a feeding frenzy, infesting your well-intended sampling campaign with vultures who will never payout in an ROI analysis.  Overall the message is this...never advertise your free sampling campaign publicly on the web!

2) Is this a solo or co-op effort?

A solo sampling program is one where your brand (and your brand alone) is enjoying the exposure.  A co-op program, in contrast, showcases 2+ brands (generally owned by different companies) that are sharing the effort and costs associated with a sampling program, in the hopes that both/all brands will benefit from the effort at a fraction of the cost of a solo program.

Solo vs co-op efforts have their pros and cons (see +'s and -'s below):

SOLO 
+ your brand alone enjoys the exposure, maximizing the impact for you
+ promotion is customized to your needs, not someone else's
+ dates, geography, venues, demographic target all specified by you
- more expensive

CO-OP
+ cheaper
+ category exclusivity generally offered (i.e. if your product is a shampoo, there will typically be no other shampoos allowed in the co-op)
+ complementary brands can be paired (i.e. yogurt and granola; cracker and cheese; etc etc)
+ your brand may benefit from the reputation of other brands in the co-op
- dates, geography, venues, demographic target dictated by the co-op program manager and/or other brands
- possible odor/taste migration issues (i.e. your potato chips are paired with a soap; therefore your chips start to taste/smell like soap)
- no control over the other brands in the co-op, with a possible negative impact on the image of your brand

3) Who will manage the sampling effort?

Really the question is....can your company handling the sampling effort yourself?  Or do you prefer outsourcing the sampling effort to a seasoned third party agency?

There are advantages to both options.  Handling it yourself allows your company full control.  It also saves you money (no premium paid to another company).  

Outsourcing has the advantage of leveraging another firm's experience (particularly in the staffing, shipping, and research categories), and providing a turnkey solution.  A third party agency will also generally be able to ramp up and complete the project much more quickly than a team that is learning as they go.

How Will You Measure Success?

This is perhaps the most important factor to discuss before executing a sampling program, so that your efforts (and/or your agency's efforts) can be driven to maximize the metric you will use to measure success.  There are many tools companies use to measure the success of their sampling program:

• Coupon redemption
• Qualitative feedback from sample recipients
• Qualitative feedback from sampling staff
• Sales lift at retail

If you are interested in discussing any of these measurement tactics, or have other tools you have used to measure success, please comment below!