About the Client

Slurrp Farm, a health-focused food brand, was looking to increase brand awareness, product trials, and sales in a targeted residential area close to their retail outlets. The brand offers a range of nutritious and delicious food options for children and families, including cereals, snacks, and ready-to-cook meals made from wholesome, natural ingredients.

Objectives 

• Increase brand awareness and product trials among families with young children in the targeted residential area
• Gather feedback from potential customers to improve products and inform future marketing strategies
• Boost sales in nearby Slurrp Farm stores

Target Audience 

• Demographic: Families with young children (ages 4-12) residing in the selected Residential Welfare Association (RWA) society
• Geographic location: Within a 2-kilometer radius of Slurrp Farm’s stores
• Psychographic characteristics: Health-conscious parents seeking nutritious food options for their families

Challenges 

• Reaching the right audience: Ensuring that the samples reached households that fit the brand’s target demographic
• Logistics and coordination: Organizing the wet sampling activity in multiple apartments within the society while maintaining quality and hygiene standards
• Effective engagement and feedback collection: Encouraging residents to try the samples and provide meaningful feedback

Approach 

Selection of location: Apartments within a 2-kilometer radius of Slurrp Farm stores were selected to ensure convenience for potential repeat purchases

Personalized sampling: Representatives from Slurrp Farm conducted door-to-door sampling, offering families freshly prepared samples of their products

Interactive engagement: Representatives interacted with residents to explain the benefits and ingredients of the products, addressing any questions or concerns on the spot

Feedback collection: Residents were encouraged to provide immediate feedback on the samples, which was recorded for further analysis

Solution 

The solution involved a well-coordinated wet sampling campaign where Slurrp Farm representatives visited the selected apartments, distributing freshly prepared samples and engaging with residents. This direct interaction helped build a personal connection with potential customers and allowed for immediate feedback collection.

Execution 

Preparation: Samples were prepared in a hygienic environment to ensure safety and quality

Representative training: Representatives were trained to engage effectively with residents, explain product benefits, and collect feedback

Distribution: Over a period of several days, representatives visited each selected apartment, ensuring a wide reach within the society

Follow-up: Feedback from the residents was collected and analyzed to understand their preferences and improve future products and campaigns

Outcome 

The wet sampling activity resulted in:

Increased brand awareness: The activity successfully introduced Slurrp Farm products to a new audience within the targeted residential area

Positive feedback: A significant portion of the residents appreciated the quality and taste of the samples, expressing interest in purchasing them from nearby stores

Sales boost: There was a noticeable increase in store visits and product purchases from residents of the targeted society following the sampling activity

Valuable insights: The feedback collected provided insights into consumer preferences and areas for product improvement

Conclusion 

Slurrp Farm’s wet sampling activity in the selected RWA society was a strategic initiative that effectively increased brand visibility, product trials, and sales. The campaign not only boosted sales but also provided valuable consumer insights, demonstrating the potential for similar future initiatives. By directly engaging with their target audience, Slurrp Farm built a strong connection with potential customers, showcasing the effectiveness of personalized marketing strategies.