Case Studies, Case Studies: Health & Wellness, Case Studies: Off-Premise [In-Store] Demos, Case Studies: Trade Shows/Conventions
YUMMI BEAR® PRODUCT LAUNCH CAMPAIGN
Hero Nutritionals® sought to increase brand awareness and sales for their Yummi Bear® line, enlisting Mirus Promotions, Inc. to execute expo and in-store educational sampling demos. Over the course of six months, a total of 50 activations were completed across multiple states nationwide at various venues and retailers, resulting in positive customer reviews and high conversion rates.
When scheduling and staffing each event, our team of marketing specialists focused on recruiting enthusiastic brand ambassadors who were fitting to this particular health and wellness brand.
Virtual training was then conducted with the field team to instill thorough knowledge and consistent branding of the Yummi Bear line, comprised of a vast array of 10 different products. Hero Nutritionals point of sale–including product samples, signage, teddy bear giveaways, coupons and branded hats–were shipped to the Mirus warehouse, where our team coordinated fulfillment of individual kits to each brand ambassador prior to his or her scheduled activation.
In-store demos were executed at Whole Foods Market and Fresh Thyme retailer locations across 11 different states: California, Washington, Colorado, Texas, Illinois, Kansas, Ohio, Michigan, North Carolina, Massachusetts and New York. Additionally, one two-day activation was executed at the 2017 Rock and Roll Marathon Health and Fitness Expo in Savannah, Georgia in November for increased awareness on a large scale.
Throughout the 49 Hero Nuritionals’ retail demonstrations for the high-end Yummi Bear line, a reported total of 398 units were sold. Beyond the sales themselves, an outstanding amount of positive comments toward the brand were noted in the post-event recap reports:
“Customers here were eager to learn all about Yummi Bears and how they compare to other vitamins on the market. Everyone who tried a sample commented on the fruity flavors and how Yummi Bears taste even better than candy! A few adults also commented that they would be happy to replace their own multivitamins with this product because the flavor would make them look forward to taking their vitamins for a change.”
“Consumers here were very excited to try the Yummi Bears, especially small children. Everyone commented on the delicious flavor and could hardly believe it was a vitamin. The $3 off coupons were a great tool to close the sale.”
“Many said they have seen these products before but were always reluctant to purchase before trying them. Once they sampled, they realized how delicious they were and how many health benefits they offered.”
“Many shoppers were very open to trying a sample and had never heard of Hero Nutritionals before. Everyone who tried commented on how great the taste was! Gluten-free and fruit pectin were great selling points for the products!”
Although units were not available to purchase at the Rock and Roll Marathon Expo, our brand ambassadors were able to successfully engage over 150 people in the brand’s target market, providing them with samples and additional product information.
“The event went very well overall. The samples were a hit and drove a lot of traffic to the booth. It was mostly women who were interested, and we had several consumers who stayed around to ask questions and who seemed genuinely interested in the product. The most popular product by far was the B12 vitamins due to the nature of the event (the race was happening the following day). The samples were also a big draw for the kids, as there were teddy bears.”
Overall, an increase in unit sales and brand recognition was achieved throughout the entirety of this in-store and expo program, leading to continued support from Mirus in succeeding Hero Nutritionals® programs.
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