Summer 2024: Turning Sensory Experiences into Brand Loyalty

When the experience of a product depends on the senses, like the way it tastes or smells, there is no better approach to brand introduction than providing a physical experience through sampling. We had a delicious summer at Aha! working with CPG brands to get their food products into the hands — or should we say mouths (and grocery carts!) — of their consumers. From delivering full-sized products and recipes to YMCA members to sharing samples with first responders located near Walmart stores, we got products into households coast to coast! 

Turns out these programs weren’t just tasty, but effective! 80% of our respondents surveyed this summer say they’d purchase after receiving one of our sampled products! 

Keep reading to see how we utilized our diverse array of networks to get these samples to the perfect people.

P.S. Need a refresher on the importance of the senses? Check out this past blog from my good friend and Associate Professor of Practice in Marketing at Drake University!

CLIF KID

We had to find the perfect place to reach parents of kids ages 5-12 in places they are active, so we leveraged our network of YMCAs, Day Camps and Kids Gyms. By driving awareness in the parents and consumption by the kids, we were able to target this audience right before a peak season — back to school. Instead of sharing these directly with the kids, we made sure the parents (decision-makers) were aware of the brand before they tried it. As a result, almost three-quarters of participants said they would purchase the product in the future.

Proper Good

Proper Good was looking to introduce their overnight oats to busy adults seeking a convenient meal. We sent samples and lit to first responders (fire, police, EMT) and teachers near Walmart stores where the brand was looking to increase traffic. After participation, 97% of recipients said they were likely to recommend Proper Good! 

Sir Kensington's

Sometimes our programs go beyond just a sample or taste! This summer we had a fun campaign featuring full-sized condiments. Bottles of ‘Everything Sauce’ were delivered to YMCAs, reaching larger household families seeking easy meal solutions. Recipe cards accompanied the samples to inspire product use!

Diamond of California 

We successfully reached Gen X-ers who prioritize healthier snacks through our huge network of fitness studios. Diamond of California Pecan Pie Snack Pecans were shared by fitness professionals in locations near Publix stores. Samples were distributed through natural points of interactions between members/guests and managers/staff, like the check-in desk and after classes. In our post-campaign survey, 91% of the recipients responded that they were highly likely to purchase!

We loved helping brands create meaningful and memorable sensory experiences for their targeted consumers this summer. Our vast array of sampling networks ensured the right products were placed into the hands of consumers who truly appreciate them. The results speak for themselves: high intent to purchase, increased brand awareness, and tens of thousands of smiles along the way. To us there’s no better testament to the power of product sampling!