40 Ways to Drive Trial For Your CPG (Part 2)
Ideas to help you get unstuck
And… we’re back.
In this article I'm going to cover the remaining 22 ways to drive trial. If you missed part one of this series you can find it here.
40 Ways to Drive Trial
As a reminder I’m putting each of the ways to drive trial into one of these categories.
Packaging
Sampling
Partnerships
Alternate Distribution
Events
Promos
Packaging
19. On-pack coupons
Place coupons on your product for other variants within your product lineup.
Example: P&G frequently offers coupons on one product's packaging to endorse another in their range. For instance, a Tide detergent might promote Downy softener.
20. Package Messaging
Make sure the packaging uses keywords and phrases that resonate with your target consumer.
Example: Seventh Generation uses phrases like "Biodegradable" and "Plant-Based Ingredients" on their packaging. This attracts environmentally conscious consumers by highlighting the brand's value proposition.
21. Eye-catching packaging
Introduce packaging that makes your product stand out from others and makes it unavoidable on shelf.
Example: Coca-Cola’s iconic "contour bottle" design introduced in 1916, stood out from other straight sided soda bottles of the time. Coke specifically introduced the bottle to stand out from other Cola competitors. The original design brief requested, “a bottle so distinct, you would recognize by feel in the dark.” You can learn more here if you are curious.
22. Cross-promotion
Include a free sample of your product with the purchase of a non-competing brand. In this way each brand is able to leverage the other’s consumer audience.
Example: In the 90s, Kellogg’s partnered with Lego, placing mini Lego sets in cereal boxes. These sets also featured a special Lego promotion. Those were the good old days.
Sampling
23. Recreational Areas
Eating and recreation go hand-in-hand. This makes trailheads, docks and other places the perfect place to hand out free samples of your product. Doing so makes it highly likely that your product will be used.
Example: Clif bar is famous for handing out bars in ski areas, among other places. Of course at this point many people have tried Clif bar, but when launching a new flavor, sampling at recreation areas can be just the thing to boost sales and drive trial.