Know-How Exchange : Other

Your customers wants to know how your product benefits them. Touch on the benefits, repeatedly.

• A dual-cleaning silica system- Benefits me how?
• The chemical stain removal & prevention action- Benefits me how?
• The cleaning action of a high-foaming dual surfactant system- What's in this for me?
• Delivers a full and fresh menthol peppermint flavor- What could this do for me?
• Long-lasting cooling- ? How in the world does this benefit me?

Simple, directly-phrased answers to those questions (that your customers have in mind) while reading/glancing at your advertising material will help take your sales to where you want to go. Also, use images of happy, shiny, smiling people interacting with other like people.

Your description of the situation is focused entirely on the product. What about the compelling benefit for your target audience? Who are they? Where? What's important to them? Where would they expect to learn about a new toothpaste brand? Would they trust a sample? (Toothpaste is an intimate purchase ... It goes in your mouth!)

Perhaps let folks request a free sample, rather than trying to reach everybody.

Where does the target audience purchase toothpaste? That would be a logical sampling point.

Try and connect the feature to an emotional benefit - for instance...

Freshness = confidence. Then any where someone needs confidence - so for instance placement in hotel rooms for business people prior to a key meeting. Or given away in a taxi from the airport. Or in auditions for singing (eg the queue to a talent contest).

Freshness = intimacy. Demonstrate freshness - a chinese whisper competition - one side just cleaned teeth, then other not. Show how others act more intimately with fresh breath. Place samples at cashier windows, ticketing booths where people speak to each other closely.

Freshness = alertness. Start of the day wake up. Post exercise, as reset for work. Sample commuters coming home (going they will have used the product). Be Fresh Tomorrow. Or sample among new students just starting college (welcome pack).

Freshness = health. Crowd singing, shouting or cheering. Freshness as a way of protecting against sore throats. Sample at sports stadiums or rock concerts.

This sounds like a student question.

"I want you to suggest touch points/ places where we can target our segment and the ideas on how to do the chill test/freshness sampling activity."

Really?

I want you to show me what steps or efforts you've already taken to solve your own question. I need you to tell me who your segment is. I need you to explain why this segment cares about your brand when it's quite happy with the one it's already using.