MARKETING COMMUNICATION DIGEST

Sampling is a marketing tool which is based on freebies (samples) of your product given at no cost to potential consumers. This tool accomplishes a number of functions: attracts new buyers, works on the audience loyalty, ensures feedback from customers etc. It is one tool you should learn how to use. As a rule, when people talk about Sampling in marketing, they mean a giveaway of free samples in streets, at shopping malls, supermarkets, educational institutions, business centres, railroad stations, airports and any other places where you can meet the target audience for the product. For sure, we are talking about B2B sampling and this method of marketing has been well-proven since olden times. The sampling as a marketing method is based on consumer psychology: if potential customers have already tasted a product, first: they have already felt useful qualities of the product, realized its advantages and possible benefits for themselves; secondly: it would be mentally harder t...

Do you even know what a telegram is? And have you ever received any? If so, when was that? Either way, you’re reading this for a reason and it might be that your advertising, marketing messages and usual social media messages are hitting a wall. It’s called the wall of no response; the wall of disinterest; the wall of noise. Why is that happening? The answer is simple: Because you never send me a telegram anymore. The first telegram was sent in 1838 by Samuel Morse, the inventor of Morse Code. A telegram was an electronic cable message sent by an operator and then delivered BY HAND to the recipient. Telegrams largely went out of style in the mid-20th century once other forms of communication, like the private telephone, became commonly used. Telegrams connoted urgency. They stood out, got read, usually immediately, and the sender paid for that privilege. Imagine that happening today. What would you pay for that kind of access in a land of Tweets? William Wrigley, Jr. o...