Mass Product Sampling

/Mass Product Sampling

MASS PRODUCT SAMPLING

Are you ready to power your brand with revolutionary media solutions?
We, at MLI are more than ready with a database of over 1.25 billion customers for you across the country! Along with our Channel Partners, we promise you a guaranteed, cost-effective reach with an OTS (Opportunity To See/Sample) by 160 million households for your product or service.

Consumers in India still prefer the ‘touch-and-feel’ experience before trying out, converting to, or accepting a new product or brand. Hence, trial-based marketing is one of the most potent routes to adopt for conversion, especially for low and mid-ticket FMCG categories like oral care, personal care, hygiene, snacks, paints, etc.

Delivering the power of mass product sampling are the following media vehicles:

  • Electricity Bills (approx. 43.6 million households every month)
    In Maharashtra, Madhya Pradesh, Telangana and Chhattisgarh
  • HPCL LPG Gas Bills (approx. 37.6 million households every month)
    All across India
  • Indian Oil LPG Gas Bills (approx. 70.5 million households every month)
    All across India
  • Mahanagar Gas Bills & Envelope (approx. over 0.625 million households every month)
  • Railway Reservation Tickets (approx. 23 million tickets every month)
    Issued across 11 major zones – Central, Western, South-Central, Eastern, Northern  Railways
  • Air India Boarding Passes (Domestic – 0.9 million, International – 0.4 million)

Personalized avenues in media advertising
Did you ever think that an Electricity Bill, a reserved Railway Ticket and a LPG Bill, all inscribed with the subscriber’s name and address would one day become targeted media vehicles for your brand/service?  Well, that day has come.

This personalized print communication has now become a sure-shot way to address your customer – one that guarantees that it will be read and noticed as soon as it reaches a household. What’s more, by advertising through this media you can give your brand a localised flavour as well as a national reach. You can create region-based, language-based, and in some instances deliver even pin code-based tactical communication.

Involvement

  • At least 2-3 members* in each household view the bills
  • Bills/Tickets are seen by a person at least 3 to 4 times*
  • Consumers spend 5 to 10 minutes on their bills
  • 100% reach and involvement with bills
  • Spontaneous recall of ads in bills – 95%
  • Recall of key communication message is high
  • Spontaneous recall of elements in the ads is high

As these bills and tickets are generated by government-owned utilities, there are no erroneous figures or buffering of the reach. Claim of confirmed reach backed with names, contact numbers, signatures.

Marketers now have the opportunity to target mass sampling based on location, pin code, languages and consumption patterns of the end-user.

The post-activity research by A.C. Nielsen as well as the repeated usage of the media by some of  India’s largest brands is proof enough that this system works – and delivers results.

India is a vast country with over 604 districts and 6,00,000 villages. This makes it quite a challenge for pan-India brands to conduct a sampling exercise. In most cases, sampling is limited to either small urban clusters or in-store promotions. This challenge has now been overcome through the availability of this medium.

The pilferage rate of sampling through conventional approaches was always high. It also resulted in wastage by end-users because of a target audience mismatch, or the wrong place of delivery. Now, this hurdle can be overcome and your product has an opportunity to get noticed with relevance.

Attaching samples in magazines or newspapers, or distributing them at malls and other zones still doesn’t ensure 100% accountability that the product sample has reached the intended end-user. Now, you are ensured of higher levels of accountability.

  • Rub-and-Sniff fragrance on the printed material to suit brand
  • Product samples delivered along with the bills
  • Scratch-and-Win schemes
  • Special colours like gold, silver. or any specific brand colour of choice
  • Spot lamination and foil
  • Coupon tear-off with identical unique numbers on both sample and media used
+ Accountability

As these bills and tickets are generated by government-owned utilities, there are no erroneous figures or buffering of the reach. Claim of confirmed reach backed with names, contact numbers, signatures.

+ Point-base targeting

Marketers now have the opportunity to target mass sampling based on location, pin code, languages and consumption patterns of the end-user.

+ Post-activity market research

The post-activity research by A.C. Nielsen as well as the repeated usage of the media by some of  India’s largest brands is proof enough that this system works – and delivers results.

+ Large geographical spread

India is a vast country with over 604 districts and 6,00,000 villages. This makes it quite a challenge for pan-India brands to conduct a sampling exercise. In most cases, sampling is limited to either small urban clusters or in-store promotions. This challenge has now been overcome through the availability of this medium.

+ Less pilferage, low wastage

The pilferage rate of sampling through conventional approaches was always high. It also resulted in wastage by end-users because of a target audience mismatch, or the wrong place of delivery. Now, this hurdle can be overcome and your product has an opportunity to get noticed with relevance.

Attaching samples in magazines or newspapers, or distributing them at malls and other zones still doesn’t ensure 100% accountability that the product sample has reached the intended end-user. Now, you are ensured of higher levels of accountability.

+ Effective utilisation of media and advertising innovations
  • Rub-and-Sniff fragrance on the printed material to suit brand
  • Product samples delivered along with the bills
  • Scratch-and-Win schemes
  • Special colours like gold, silver. or any specific brand colour of choice
  • Spot lamination and foil
  • Coupon tear-off with identical unique numbers on both sample and media used
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