To reach (and profile) this consumer segment, we purchased targeted lists, as well as print media. Since we were trying to learn more about brand loyalists, we were careful to leverage all the classic elements of the brand in our creative—the burst, the fonts, the colors, and the enthusiasm. We sent 20,000 DM pieces offering a free sample in return for a completed BRC. Another 20,000 DM pieces included product sample packets along with a free mug offer in return for a completed BRC. We also targeted this segment through print in AARP Magazine.

When the numbers started coming in, we were overjoyed, and frankly, a little bit shocked. The free sample offer DM drew a 15.8%response rate. The mug offer DM achieved a 5.9% response rate. We expected a .015% response rate on the print, but beat that by 100 fold with a 1.0% response rate on a circulation of 380,000. So we proved our hypothesis without a doubt. And we discovered that a relatively inexpensive product sample offer was more valuable to the brand’s loyal following than an expensive mug, creating efficiencies and actionable results for the brand.