Final Customer Purchasing from the Product Producer

Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.

Knowledge: Add knowledge

Relative benefits – Help customers understand the unique benefits of your product

C. Deliver brand message to customers

Deliver message direly to customer
Employ direct marketing to end users

Offer customers of competition a free or low cost sample

No. Year SIC Note
1 1989 0 JM Smucker gives anyone who buys a rival product a coupon for a free Smucker product.
2 1995 2000 New types of product sampling programs are evolving, in which products are packaged together for greater effect. Co-Op has packaged a single serving of Alberto-Culver's Molly McButter in its Success Rice.
3 1995 2043 Boxes of General Mills Suncrunchers cereal and "new improved" Wheaties are turning up in samples in the driveway with the morning newspaper.
4 1991 2600 Day-Timers delivered samples of a 4-Week personal organizer – included one-week samples of 4 different page formats.
5 1992 2800 A marketing blitz has sent samples of Lever 2000 to half of all US households.
6 2001 3571 As hardware profit margins fall to zero, computers are turning into loss leaders. Vendors use them just to initiate a relationship with corporate clients, then they make money via ongoing management and consulting services. IBM is particularly successful.
7 1991 4832 KKSF carefully targeted 150,000 Bay Area residents – chosen for their demographic and geographic desirability – to receive a cassette in the mail with a mix of music they're likely to hear when they tune in to the station.
8 2001 5812 To begin circulating its brand without traditional advertising, Green Mountain Coffee Roasters distributed samples of its product at wine and food festivals and gave it to such organizations as the Cub Scouts and Ronald McDonald House.
9 1986 7319 K/D/P won a bid for Suzuki's advertising. "On a week's notice, the agency showered Suzuki with 100 pages of research based on 400 interviews with customers and dealers. It sent 2 account execs to Florida for a week to talk to Suzuki owners."

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