SAMPLING AND DEMONSTRATION ACTIVITIES

Trio conducts creative and solution based campaings, targeted to consumers, business establishments and distribution channels.

B2C campaigns : Sampling and demonstration campaigns targeted to consumers became one of the most creative and effective tools of promotional marketing.

Giving the consumer the opportunity of testing the product before using it is the most persuasive method that can be employed with today's consumer, who is not satisfied with what s/he sees in the ads, but is happy to feel, handle, taste, smell and test the particular product.

"Sixty-nine percent of consumers say that samplings and demonstrations influence their product purchase decisions more than an advertisement for the product on TV or radio." Promotion Marketing Association Survey, 2002

Although this method is relatively expensive compared to other promotion mechanisms in terms of reach per consumer, it is inevitably included in product launching and re-launching plans, because its impact on inducing purchases is so strong,

"In Turkey, 71% of the consumers living in the metropolitan try the samples they are given to, and 86% of those who have used the sample, buys the related product."
Survey About Sensitivity to Consumer Promotions, Trio, 2004

Trio has been in contact with millions of consumers in its implementations to date, acquainting them with new products, letting them taste, offering reduction coupons, and providing them with informative brochures.

Which products? Hot, cold, cooked and raw taste samplings, trial packages for food products… Trial packages for cleaning, personal care, and cosmetic products… Demo packages for kitchen appliances, application forms for banking services, discount coupons to facilitate re-purchasing, brochures on products and services...

For whom? For working women, new mothers, students, sports buffs, the health-conscious, the entertainment-oriented, sales personnel, taxi drivers...

Where? In homes, at workplaces, schools, universities, entertainment spots, fitness centers, beaches, on the street, at nightclubs, supermarkets, shopping centers and movie theaters...

Which methods? Following a particular route with specially designed vehicles, going from street to street, knocking on doors, renting space from municipalities to set up stands, getting appointments from companies, public sector enterprises, associations, clubs, mailing lists...

B2B Campaigns : In B2B campaigns the target group is business establishments in certain sectors, such as car service stations, wood workshops, banks, hospitals ....

Trio organizes well trained teams all over Turkey to visit business establishments in order to promote the related product or service. The impact derived from face to face contact in B2B campaigns can be very impressive

Another advantage of these visits are the possibility of creating and/or updating of potential customer database.

Roafshows are the mostly used method for B2B campaigns. Workplaces in different cities are visited with appropriate vehicles, interior of which are designed for the purpose of displaying the products to be promoted. Besides giving information about the related products, incentive methods for generating sales can also be implemented.

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B2D Campaigns : Campaigns targeting the distribution channel are aimed to penetrate a new brand, inform the salespeople about the specifications of the product, explain the promotion campaign or create visibility.

Many customers make their decisions about brands at the point of sales. The most effective factor influencing a customer at this stage is the recommendation of the salesperson. A salesperson's inadequate knowledge about a particular brand results in sending the customer off to another brand.

At points of sales where competing products are on sale at the same time, salespeoples' familiarity and attachment to a certain brand is especially important. Another important factor is to ensure the brand is visually supported. The place the product has on the shelf, its position compared to competitors as well as the general arrangement of POP (point-of-purchase) materials are elements which has effect on sales.

Trio sets up mobile teams that work at points of sales to support the visual presentation of the brand, to arrange POP materials and exhibits, check to see how much salespersons know about the product, provide on-the-spot training and organize incentive campaigns.

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Roadshow

Road-shows are organized to communicate a particular message, or to introduce or demonstrate a new product using a trained team in a specially designed vehicle that travels over a specific route and reaches the desired target group.

Some of the vehicles used in the road-shows are designed to carry the team along with their materials, and are usually buses or minibuses that have been branded to create a special visual effect.

Some other vehicles that are used are caravans or trucks whose interiors can be designed as a health clinic, a class room or a cafeteria.

Trio undertakes the preparation of road-show vehicles in the desired mode, implements their interior design, obtains permits from the traffic authorities, municipalities and other official authorities, secures team members, ensures their training, and organizes lodging at the cities visited.

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