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Sally Durcan

How to use product sampling to get people talking : Sally Durcan, Hotcow

by on March 30, 2015

The great British high street has long been a staple arena for experiential marketing. From gluten free muffins, to the latest anti-ageing cream, brands fight fiercely to grab our attention with eye-catching product demos and product sampling campaigns.

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Hotcow : “Guerrilla marketers do not rely on the brute force of an outsized marketing budget. Instead, they rely on the brute force of a vivid imagination”

by on March 29, 2015

Sally Durcan of Hotcow writes ... The Godfather of guerrilla marketing, Conrad Levinson, once said that; “Guerrilla marketers do not rely on the brute force of an outsized marketing budget. Instead, they rely on the brute force of a vivid imagination.” And  this is as true today as it’s ever been.

Guerrilla marketing thrives on original thinking and creativity, where imagination and ingenuity win over big budgets. Think the Ice Bucket Challenge – the most successful viral charity campaign ever, or Felix Baumgartner’s epic journey to the edge of space with Red Bull.

Here are ten more great examples of guerrilla marketing to get your creative juices flowing: [more…]

Consumer brand experience / Does targeted, relevant advertising really create brand love? / Hotcow

by on May 22, 2013

Spotted in the Hotcow blog ....Earlier this year, Hotcow wrote a piece for Marketing week , where we explored a novel idea.

We imagined a world where brands invested their marketing budgets in consumer brand experience and Experiential became the dominant form of marketing communication.

This weeks Grocer magazine discusses why FMCG brands are spending more on Digital marketing, replacing some of the spend previously enjoyed by TV advertising (down 5.46% to £1.47bn in 2012)

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Hotcow’s latest shopper research around product trial and purchase behaviour

by on May 29, 2012

Marketing Week has featured an insightful article about the factors affecting the success of sampling campaigns, based on some of the data collected from Hotcow’s latest shopper research around product trial and purchase behaviour.

The survey conducted amongst 1074 people in the UK reveals the impact of product sampling along the consumer buying journey and the barriers that need to be overcome to achieve greater ROI results. As Marketing Week has highlighted, "consumers view sampling positively as an incentive to try a new product but marketers would be wrong to thing that they will get new customers by simply handing a sample out for free". [more…]

150,000 samples of Danone’s Activia Pouring Yogurt ‘Shake Up Breakfast’ / Hotcow

by on April 18, 2012

Hotcow will be distributing 150,000 samples of Danone's Activia Pouring Yogurt 'Shake Up Breakfast' across Morrisons and Tesco supermarkets for the next five weeks.

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