Press Release: Market Connections International, Inc.
August 8, 2001
SOUTH BRUNSWICK, NJ -- Vacations have always been the ideal environment for consumers looking for some fun, rest
and relaxation. Now, according to a new poll released today by National Research Inc., vacations may also prove
to be the ideal environment for brands interested in sampling their products.
Many of today's methods of distributing product samples have certainly been tried, but they may not always be effective
at generating trial, forcing marketers to look for alternatives. These alternatives are becoming increasingly more
targeted, with the aim more at building a long-term relationship with a consumer, as opposed to just handing out
product samples.
One of these such alternatives is an emerging concept -- called 'vacation sampling' -- in which product samples
are distributed through resorts and cruise lines to consumers while they are on vacation.
Why do vacations provide such fertile soil for product sampling?
``First and foremost, when consumers are on vacation they are away from home, away from their traditional set of
brands,'' said Adam Geller, president of South Brunswick-based National Research, who authored the survey. ``In
addition, vacationers as a rule, forget to pack key items and by necessity are forced to consider new brands. These
two indisputable facts increase the likelihood that a consumer will try a product sample. When you combine this
with the reality that trial takes place in a pleasurable environment, you have the recipe for a successful product-sampling
program. It's that simple.''
According to the independent nationwide telephone survey of 1000 consumers, almost eight in ten respondents (79
percent) think of themselves as being more open to try new brands while on vacation. In addition, the vast majority
of them, 80 percent, will try a product sample on vacation, even if it is not the brand they normally use.
With all of the pre-vacation excitement and preparation, it is understandable why travelers will forget to pack
certain items. In fact, almost four in ten survey respondents admit to doing so and 88 percent of these ``forgetters''
are more open to trying new brands while vacationing. The products most frequently forgotten include shampoo (49
percent) and toothpaste (38 percent) followed by film (36 percent), pain relievers (35 percent) and razors (35
percent).
One of the most important findings of the study addresses the issue of purchase conversion, concluding that almost
two thirds of consumers will indeed continue to use the product sampled on vacation. According to the poll, 62
percent of people who try new brands while on vacation would continue to use this brand once they got home, provided
that the quality exceeds that of their old brand.
``This study confirms what our brand partners have been telling us for the past five years. Sampling to consumers
while they are on vacation works,'' said Brian F. Martin, president of Market Connections International, Inc. of
Montclair, NJ. Martin's firm offers brands the ability to reach more than 18 million vacationers through cooperative
sampling programs targeting consumers in a variety of different venues including Carnival Cruise Lines, ski, golf,
national parks and Orlando hotels/resorts. ``As a former brand manager, I've had the opportunity to execute and
analyze any number of sampling programs, none of which were able to generate the level of product trial and purchase
conversion I have witnessed when sampling to consumers while on vacation.''
Many of the nation's leading brands agree. ``The essence of building a brand is to develop a relationship. With
vacation sampling, we fulfill a need and create that relationship at a pleasurable time,'' said Jodi Seidner, director
-- shaver marketing for BIC Consumer Products in Milford, CT, which has been sampling razors onboard Carnival Cruise
Lines for the past several years. ``There are very few sampling vehicles which generate this level of product trial
and purchase conversion. We have been very pleased with the results,'' she added.
``One of the key objectives of product sampling is, of course, to induce trial,'' said Marta Fearon, Senior promotion
manager for Unilever which has been conducting sampling programs designed to reach vacationers for the past three
years. ``Because our category is one that is used daily, and their choices are limited while away from home, our
brands realize very strong trial rates. By allowing the consumer to actually try our product at no risk, they not
only experience the benefits of the product, but once home, they are reminded of the fun and excitement they had
on vacation while using the product. This is transferable to our brands and provides quite a competitive advantage
as the consumer makes their next purchase decision. ''
``Of course, a logical question to ask is, do we actually connect the fun and excitement of a vacation back to
the new products we try while in that environment,'' asked James Bailey, Ph.D., a professor of social and organizational
theory at George Washington University. According to Bailey, ``When people are on vacation, they are in a positive
mood. Anything that people come in contact with that is related to their vacation by default will be connected
to that positive experience. The memories of the vacation will trigger neurochemical cascades - people will love
the product from their vacation because they will love the way it makes them feel.''
The phone survey of 1000 adults (age 18 and over) was conducted using a random digit dial (RDD) method of telephone
number selection to ensure that every household phone exchange, even unlisted ones, had an equal chance of being
dialed. The margin of error for the study is plus or minus 3.1 percent at the 95 percent confidence interval. The
survey was stratified by state based on current census data.
Market Connections International (http://www.vacationsampling.com),
founded in 1996, markets Vacation Connections, which provides targeted cooperative product sampling programs reaching
consumers on vacation in a variety of venues including Carnival Cruise Lines, spring break, winter sports, golf,
national park and Orlando resorts. Their client list includes American Home Products, Bic, Chattem, Colgate Palmolive,
Coty, Dial, Discover Card, General Mills, Helene Curtis, Kodak, Lifesavers, M&M Mars, Nabisco, Nestle, Pfizer,
Playtex, Procter & Gamble, Unilever, Warner Lambert, and Weider.
SOURCE: Market Connections International, Inc.