Diana combined Product Sampling with Trade Marketing at grocery stores around traditional markets to bring products directly to consumers, strengthen brand presence and support sales in the General Trade (GT) channel.
The campaign combined product introductions, direct consultation, free samples, promotions and lucky draws. Through promotional staff and point-of-sale materials, Diana connected the brand, grocery retailers and consumers to stimulate shopping demand and increase sales.
Campaign activities
- Traditional Trade Activation: Promoting and selling at grocery stores in and around traditional markets, reaching everyday shoppers.
- Product Sampling: Distributing Diana samples and explaining product features and benefits to encourage hands-on experience.
- PG Engagement: Deploying promotional staff to approach shoppers, advise them, introduce products and explain participation in promotions.
- Retailer Support: Working with grocery store owners on demand-building activities, product introductions and attracting shoppers to the point of sale.
- POSM Branding & Display: Setting up display counters, product shelves, standees, banners and Diana branding to improve in-store recognition.
- Minigame & Lucky Draw: Organizing lucky draws and purchase-with-gift activities to build excitement and participation.
- Sales Promotion: Offering purchase incentives, gifts and in-store promotions to encourage buying decisions.
- Consumer Data Collection: Recording customer information, feedback and interest during consultation, trials and participation.
Value delivered
- Brand Awareness: Increasing Diana awareness around traditional markets and grocery stores.
- Consumer Reach: Reaching everyday shoppers directly, particularly women and households.
- Product Trial: Encouraging trials and creating opportunities to convert sampling into purchases.
- Retailer Engagement: Strengthening Diana’s connection with store owners and developing GT retail relationships.
- Sales Conversion: Driving sales through consultation, promotions and purchase-with-gift activities.
- Point-of-Sale Visibility: Improving Diana’s shelf presence and competitiveness at grocery stores.
- Brand Loyalty: Building consumer trust and loyalty through direct experience and interaction.
DIANA – DO WHAT YOU LOVE, YOUR WAY
