Today I received an envelope from Barry’s Tea containing a free EUR 5 Book Token and a “taster” pack of about a dozen teabags.
Coming from Cork I’ve always used Barry’s Tea, but for those from Dublin used to Lion’s Tea this might attract a few new customers for the brand. This promotion must have cost Barry’s alot; the postage, the envelope, the book token, but it is admirable. All marketers know that no matter how good a product is people will only buy it if it solves some problem for them. I think that most people don’t have a “tea problem”; there is no one losing sleep over deciding which brand to buy.
Most have inherited the preference from their parents, or make an adhoc selection based solely on daily price. It is easier to appeal to the latter with a free kitkat or 20% extra free label. But the former are more entrenched, they must be convinced that a brand is superior to their current, assuming this is the case then the way to communicate the fact is with a free “taster” pack.
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