Page 113 - Visual Marketing
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Why It Works Success Metrics
The key was to spend as much to a host of pet publications, they • Sales have increased each year
time designing the samplers as are most proud of placements in by 10 to 20 percent.
they did the actual products. The Real Simple, Coastal Living, and
samplers have the lani—dig your Southern Seasons. A quarter of • The lani products are now sold
dog logo and a card that tells a their sales are made online via in more than 150 retail stores
story with a personal connection: the lani website, with the bulk of in the United States, Canada,
just because it’s a free giveaway the sales being made through Japan, and Europe.
doesn’t mean it should look or targeted retailers. The samplers
feel cheap. In addition to creat- have four primary uses: direct to • The design has won numerous
ing a truly organic product, the consumers, business-to-business, awards, including the interna-
lani team spent a great deal of charitable donations, and press tional Hermes Creative Award,
time working with the Langton promotion. “We’ve started a which celebrates creative
Cherubino Group to perfect the guerilla marketing campaign design.
brand. O’Kuhn points out that by giving away samples at the
once a great brand with a com- Chelsea dog park in our neigh- • They have given away 10,000
pelling story is established, there borhood,” says O’Kuhn. Then samplers and are now preparing
are many ways to promote it with lani expanded its efforts in dog to place another order.
social networking and online parks all over Manhattan. Seeing
press services. how well the samplers worked Takeaway Tip
one-on-one, they began give-
Their goal was to expand the aways in dog parks around the Free does not mean cheap. Be sure to match
category and promote the prod- country, from Boston to Dallas the quality of your product in the promotional
uct outside the usual pet store and as far away as Puerto Rico. samples you give away. Pay as much attention
channels. That’s why in addition to the design of your sample packaging as you
do the packaging for the product itself, espe-
cially for luxury or premium products.
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