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Case study · To the Mailbox

Sampling a whole metro area ahead of a retail launch

Energy bag samples and educational material, mailed across the entire Atlanta, Georgia area to support a retail launch — inside the requested window.

Client
Reynolds
Program
Sample mailer campaign, Atlanta

Problem and approach

A retail launch across a whole metro area.

Reynolds approached MGA with an opportunity that was challenging its own resources: create and send energy bag samples, with educational information, to the entire Atlanta, Georgia area, in support of the launch of a new energy bag at retail.

The approach

MGA was tasked with three things: developing a mailer, finding the targeted demographic within the area, and delivering cost-effectively within a short timeframe.

The solution

Format, target, pack, mail.

Each step settled one of the three tasks before the next began.

  1. Several mailer types, so Reynolds could choose

    First, MGA developed several mailer types to hold the sample and deliver the brand message. Reynolds chose its preferred format from the set. How sampling mailers are built.

  2. A zip-code demographic targeting tool

    We then delivered a tool that identified the demographics in each zip code within the Atlanta area. Reynolds could pinpoint its preferred consumers and mail at the lowest possible cost. How we handle mailing data.

  3. Co-pack and distribute to the whole market

    With format and targets settled, MGA co-packed the samples and distributed them to the entire Atlanta area within the timeframe requested. How a sampling flight runs.

The outcome

The whole market, inside the window.

The entire Atlanta market was mailed inside the requested timeframe, with every aspect of the brief achieved on the first rollout.

With the first rollout complete, we look forward to continuing the sampling in other major areas within the US.

Related

More proof

Two more programs.

  • Taking a diaper brand to number one on shelf in Canada

    One of the best known diaper brands was not number one on shelf in Canada. Three program variations over three years later, it is.

    Client
    A leading diaper brand
    Exit
    To the Mailbox
    Market
    Canada, fulfilled from Gurnee
    Duration
    Three variations over three years
    Processes
    Printed cartons, kitting, fulfillment, cross-border distribution

  • An OTC sample program engineered around the postage rate

    A carton designed for the best available USPS rate, mailed weekly to hold a two-week in-home window — then an order-capture page that ended duplicate requests.

    Client
    Sanofi
    Exit
    To the Mailbox
    Category
    OTC allergy
    Mail cadence
    Weekly
    In-home window
    Two weeks

Launching in a new market?

Tell us the product, the market and the in-home date. We will come back with mailer options and a plan to reach the households you want.

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