Objectives:
- To build trial and awareness for Poland Spring’s new product Nature’s Blends.
- To distribute coupons to consumers in an effort to drive retail sales.
- To reinforce Poland Spring’s commitment to recycling.
Solution:
Total Event Solutions managed the entire 2-week Guerilla Sampling program for Poland Spring in the Boston market. Total Event Solutions ensured that the clients’ goals were met and the program’s concept was brought to life over the 4 days at various locations throughout Boston. Total Event Solutions staff handled receipt of the product and promotional supplies, coordinated all on-site logistics as they related to the distribution of the product, managed all activation including distribution, moving Street Team personnel from location to location, product communication with consumers and managing any issues that arose from the guerilla marketing activities. The Street Team was provided with a number of motorized ‘Cooler Scooters’ by the client which allowed the team to store the product and operate distribution from while creating a highly visible presence at all stops in and around Boston.
Results:
All samples and coupons were distributed over the 4 days of activation and all program goals were met. The team’s highly visible activities and consumer engagement ensured thousands of daily impressions and increased product trial post-event.
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