Question

Topic: Branding

Btl Activities For A New Soup Brand

Posted by Anonymous on 3/13/2008 at 9:32 AM ET 250 Points
We have launched a new brand of soup in the market. Our target market is families from socio-economic-class A or A+. For the first year we will only be doing point of sales activities. Could you give me some more suggestions on what other kinds of BTL activities can be done?
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RESPONSES

  • Posted by ilan on 3/13/2008 at 11:05 AM Accepted
    Sampling will work.
    Tasting will work.
    Free standing kiosks will work.
    It all depends on your budget and your location.
    You didn't tell us where you are, what soup you are talking about. (big difference between tomato soup and chicken soup...) etc.
  • Posted on 3/17/2008 at 1:04 PM Accepted
    You could sponsor a worthy (and newsworthy) cause to build favourable association. Positive publicity adds to brand equity and plays a significant role in influencing decision making.

  • Posted on 3/21/2008 at 5:30 AM Accepted
    Kay’s answers are bang on!

    Maybe you could start a blog and invite users to participate in a contest to submit recipes of the stuff they’ve made using your product. Use the results of that in a magazine type website.

    Give away aprons (and carry bags. I make bags so that bit of advise is a wee bit biased, but then I make aprons also) and put your product and your website and contest details on it.

    Do the same thing at the more desirable restaurants in your target areas also. The chefs there and consumers could discuss the many fun things that can be done with your product.

    When you have enough input and decide on a bigger roll-out, this will be material for a great ad campaign.

    Hope this helps. Good luck!
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