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Product sampling programs target tastemakers in new and creative ways

Street-corner handouts during rush hour and pop-up stands at fairs and festivals have long been the vehicles of choice for sampling campaigns. But to really catch consumers when they’re most receptive some brands are closely tracking attitudes lifestyle habits and basic need-states like thirst and hunger to approach smaller groups of consumers in out-of-the-ordinary yet highly relevant ways. Here five off-the-beaten-path sampling ideas that are spot-on:

How to connect at food and wine events

Surprising research shows that consumers with the most spending power have the least brand-loyal buying habits. Four ways to engage the new upper crust

Looking to woo the affluent? According to a survey conducted last fall by the Harrison Group and American Express swanky suites at equestrian events sponsorships of sailing competitions and après ski lounges may be off the mark.

What to consider before taking the proprietary property plunge

Malls continue to evolve into 360-degree marketing platforms

When you think of the American shopping mall what comes to mind? Lionel Richie instrumentals piped in on a tinny sound system? Blenders whipping up another batch at Orange Julius? Grandma and Grandpa walkin’ it out before the early bird special? Yes it’s true malls have a certain nostalgic charm (one EM reporter had her first almost-kiss in the food court) but as marketers it may be time to reevaluate the staid perception.