New Zealand cider brand Old Mout got everyone talking at last year's Festival N°6 in the U. when they offered festival-goers an unusual queue-jump option -- a giant slide which transported visitors straight to their bar.

This provided thirsty customers with the ultimate photo opportunity, and many people shared the experience on social media. The result? More exposure and brand awareness. Another buzzworthy festival campaign in recent years came from Southern Comfort, who created a golf-inspired experience at several events in The brand built a mini golf course, where customers could discover the best ways to improve Southern Comfort cocktails.

There was also a bar, dance floor and relaxation area, which provided visitors with plenty of opportunities to take photos and share them on social media. Think outside the box. Perhaps you can set up a mobile champagne bar or a tap room.

Alternatively, build a drinks stand where customers can enter their information on touchscreens in exchange for a free drink. The more creative you are, the more chance you have of standing out on the big day.

Why not team up with another brand and double your chances of success? You could piggyback on another company's name and offer customers samples of your client's beverage. Summer might be months away, but now's a good a time as any to plan your experiential festival campaign.

First, you need to reserve a space at your chosen event. If you want to set up shop in a busy area of a festival, like near the stage, expect to pay a premium.

However, you should expect lots of footfall at the bigger festivals regardless of your location. You will also need to contact press agencies about your experience, devise your social media campaign and contact customers.

Decide on what type of data you want to gather at your event. For example, if you are planning to ask visitors to fill out a short survey in exchange for a free sample, think about the information you require.

Do you want to collect names? Email addresses? Phone numbers? Twitter handles? All of the above? Don't forget to choose a collection method, either.

Asking festival-goers to input data on an app or tablet is an easy way to collect valuable festival insights. Collecting digital data provides you with a degree view of your consumers. The Institute for Financial Management and Research outlines the many benefits of digital data collection.

These include automation, real-time data and data validation. There are several key performance indicators you should incorporate into your data capture strategy at summer festivals in order to measure return on investment.

One of the most important is consumers' attitude to your experience. Find out whether customers enjoyed your live experience and whether it changed their perception of your brand. You can do this by measuring customer satisfaction via an app or questionnaire after your event has finished.

Gather this data and show it to your clients. You can also track purchasing history. Find out festival-goers purchased a product on your website after an event, for example.

Follow these five steps for a more successful sampling event this summer. By finding the right festival for your brand, creating a schedule, researching experiential campaigns, choosing the right data collection method and measuring return on investment, you can introduce your brand to a whole new audience and generate more customers.

This application must be filled out by all exhibitors who wish to sample alcohol in their booth and then must be approved by Show Management. For pricing information, please contact: All Inquiries North Building: Victoria Luckett Email: vluckett mccormickplace. com Phone: —— South Building: Andrew Warren Email: awarren mccormickplace.

com Phone: —— Lakeside Center and Ballroom: Andrew Warren Email: awarren mccormickplace. order now Step 2: Print shipping labels for your perishable items. download labels. OVG - Our Official Foodservice Provider Need to order food, beverage, ice, kitchen space, catering or alcohol?

If you plan on sampling food or beverage that is not your company's product, you must order it through Savor.

Sampling Events We are a detail-oriented full-service boutique agency with enterprise level Pinata technology, yet with the lowest rates you'll find for Sampling can occur within retail outlets, on-street exposure sampling, or at special events like concerts, sporting events, conventions, fairs or places where Choose a summer event that's a good match for your client. If a beverage brand is trying to market their products to Millennials, a music

Beverage sampling events - Just try it! Experiential marketing agency BeCore of Los Angeles specializes in creating unforgettable sampling tours and top-tier taste-tests Sampling Events We are a detail-oriented full-service boutique agency with enterprise level Pinata technology, yet with the lowest rates you'll find for Sampling can occur within retail outlets, on-street exposure sampling, or at special events like concerts, sporting events, conventions, fairs or places where Choose a summer event that's a good match for your client. If a beverage brand is trying to market their products to Millennials, a music

Experiential marketing is also a fast way to build brand recognition and awareness. Samples can be given at a variety of events and locations, including in stores and restaurants, at recreational events like concerts and sports games, on the streets and at specialist promotional events.

With U. sales of alcoholic beverages at a high, offering samples of beer, wine and liquor can be a great way to boost sales further. There are certain additional rules, regulations and ethical considerations surrounding alcohol sampling that marketers should always keep in mind.

Some relevant rules are statewide, while states may have their own regulations concerning alcohol sampling; always check state guidance in advance. Furthermore, a beverage launch event should always comply with codes set out by the Beer Institute, Wine Institute and Distilled Spirits Council of the United States.

In the USA, the legal minimum age for drinking alcohol is Alcohol samples should never be given to anyone underage, and age verification is a must. If people cannot provide photographic ID to prove they are legally old enough to drink, they should not be given samples that contain alcohol. Alcohol should only be advertised in places where most of the audience is legally old enough to drink.

Similarly, beverage sampling should always be conducted in a place where the majority of people are above the legal drinking age.

You must submit this form if you are sampling food or beverage on the Show floor. OVG - Our Official Foodservice Provider. Please read our guidelines and keep the Show safe. download PDF. login to exhibitor dashboard to complete the form Forms Due By: April 16, LinkedIn Twitter Facebook RSS Instagram Pinterest Email YouTube Log In.

Tours , Sampling , B-to-C Events. Launching a targeted mobile tour. Tags: sampling activation , sampling. Related Articles. Receive the latest news and special announcements from Event Marketer SIGN UP FOR UPDATES.

Beverage sampling events - Just try it! Experiential marketing agency BeCore of Los Angeles specializes in creating unforgettable sampling tours and top-tier taste-tests Sampling Events We are a detail-oriented full-service boutique agency with enterprise level Pinata technology, yet with the lowest rates you'll find for Sampling can occur within retail outlets, on-street exposure sampling, or at special events like concerts, sporting events, conventions, fairs or places where Choose a summer event that's a good match for your client. If a beverage brand is trying to market their products to Millennials, a music

Typically, your campaign strategy will outline the overarching brand aims and key messages for sampling teams to communicate to consumers.

It will outline your goals for the drinks sampling activation and KPIs to measure success. These could be as simple as number of samples trialled , through to gathering specific data on whether the consumer enjoyed your product. Including a mood board and brand tone guide will ensure that the look and feel of your brand are translated from your strategy through to the live sampling activation.

As a drinks brand owner or brand manager the operational plan is a vital cog in the success of your drinks sampling campaign. You will need to consider:. You will need to consider staffing costs, logistics, product, agency fees, asset production costs and any associated costs with location fees.

The types of locations you are targeting— sporting events, on trade locations or festivals? Where are your customers found? These and several other variables should be established in the initial stages of your alcohol sampling campaign planning.

This is a key decision to get right. When working with any 3 rd party supplier or agency there are several aspects which are important. From a working perspective do they align themselves as your valued partner, as committed to the success of the campaign as you are?

For example — at The Cocktail Service we specialise in brand activation sampling campaigns for drinks brands — we would only work in this area and are not a sampling agency who work across multiple sectors. Does the agency have good case studies and clients?

Who do they work with year to year? How does the agency select talent and what frameworks do they use to monitor their effectiveness?

These are just a few of the questions you should factor into your decision making when selecting an agency to work with. Both agency and brand will need to work very closely in delivering the right product fit from when staffing a brand activation.

For example, a whisky brand may require a different brand fit in terms of staff look and feel from a craft beer brand. However, there are certain non-negotiables when it comes to effective sampling staff for an activation:.

Although this will be the responsibility of your agency to deliver, brands should be involved beyond the brief to ensure the best possible outcome. The key to good marketing is data and interpreting that data, and without it you will fail to measure return on investment.

A good metric to look at in the simplest sense is cost per customer touchpoint or cost per sample CPS. This will give you a good foundation metric to understand what the cost is to engage with consumers and can be used across multiple marketing tactics from social media campaigns to tradeshows.

Otherwise, the data you collect from your sampling campaigns is a wide opportunity. You could run a competition and collect contact details for remarketing.

There is an opportunity to collect topline demographic information such as gender. You can gather feedback on reaction to the product or ask the simple question — would you buy in a bar or did you enjoy the product. The insights you gather will be largely dependent on what you want to achieve based on your campaign strategy and where is your drinks brand in its lifecycle?

Aside from having a clear understanding of the metrics you want to track, you will also need to understand how your chosen agency will process this data and distribute it to you.

There are a few options for data collection such as driving consumers to a competition via a sign up. However, we tend to collect our data via tablet and will do this live while sampling with consumers. This ensures accurate information and the highest ROI from a data collection perspective.

The key areas to focus on when building a campaign are above, they are the areas where you will need to invest your time and expertise for the best possible results. There are though a few other elements to keep in mind:. Understanding and adhering to licensing laws is important to ensure your activity is legal.

Samples need to be of the correct legal size, responsible drinking guidelines must be adhered to including Challenge Pro tip: The Portman Group has a useful document on best practices for sampling.

Selecting the right location for your campaigns is important. You need to ensure it has the right demographic for your brand and has adequate footfall or indeed is not too busy. The location must be seasonally relevant to your product sampling Irish Cream Liqueur in August is not advisable!

Ensuring you choose the right locations and the right timing is a nuanced but highly important decision to make. Although drinks sampling looks relatively simple it is easy to get it wrong and waste money.

Here, we round up five recent sampling campaigns that packed a punch. Pizza Hut could have showed up at college campuses for football games or homecoming events and simply handed out free slices. Enter: The Pizza Hut Struggle Bus mobile tour, which made stops at colleges and the Final Four tournament.

The brand aimed to serve at least 5, slices on the tour. Read more. With the launch of a new hot air balloon-themed label for its best-selling Pinot Grigio, Italian wine brand Barone Fini is activating a physical-meets-digital sampling experience at a variety of hot air balloon festivals this summer and fall.

The activation gave influencers and media members in attendance the opportunity to envelop themselves in the calming sounds of the ocean during a guided deep-sea hypnosis; catch a whiff of the Scottish sea breeze through an aromatherapy experience; sit down for a mermaid sea sponge scrub and have their Tarot cards read by an octopus.

There was also custom artwork to view by Anna Chan, who creates sculptures from seashells and other beach materials, and, naturally, plenty of Neptunia cocktails to go around.

It was the first CPG brand to have an experiential presence at the upscale festival, and clearly understood the assignment.

So instead of hanging its head in defeat, Sun-Maid leaned into the trope and built the only thing scarier than getting raisins on Halloween: The Raisin House.

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