When we teach marketing, our students quickly learn that television advertising (except
for direct response TV) is generally a waste of money. Sorry about the broad brush strokes here. We tell students instead that point-of-sale marketing and sampling is far more effective. And that is why we think you should watch the Chicago Cubs play at Wrigley Field next week. According to
Promo Magazine, “Five brands—Emerald Nuts, Bull Frog, Gold Bond, Hershey’s and Huggies—will provide product samples to 40,000 fans during this third mega-sampling event on May 27.” In the last such effort Emerald Nuts distributed 40,000 chocolate brownie walnuts and glazed pecans. For this effort, Bull Frog will distribute sunscreen lotions and Gold Bond will offer lotions and powders. Hershey’s, will return distribute 25,000 Kissables samples and 25,000 Take 5 bars. Huggies will be hand out products from their Cleanteam baby toiletries line. No need for peanuts and CrackerJacks (although a dog is still in order.) Play ball.
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