1. Sampling campaign drug channel / example “dm” Objectives of the in store initiative: Generate trial for Hydro Range and Intuition Increase sell-out in their respective target groups Push blade sell – out by distribution blade coupons with the samples Learning’s & ‘Hints & tips’: Challenges: Create a sampling distribution plan including more samples per POS for the bigger and better performing ones Find an agency that can give ad-hoc results and information to dm to update them daily about the status of the activity  they needed a certain IT structure Get consumers to redeem the distributed coupons directly at POS What you did to overcome: Implementation at POS Some POS had inventories going on Make sure only the customer specific dm Coupon was used (there were similar samplings at other customers) Investment & Resources: One dedicated person focussing a large part of their time on the activity Sales ladies: 200€ / day / POS  200K€ Redemption of coupons  26K€ For 1000 dm POS: a total of 530K samples Hydro 3, Hydro 5, Intuition for  742K€ Materials needed  20K€ What has been measured? Redemption rate of coupons: H3: 2,2% H5: 2,6% Intuition: 1,9% Sampling contacts: 530K (on average 530 consumers per POS per day) Strong blades growth afterwards, however there were also promotion packs at the same time at dm  hard to know exactly which impact sampling had. Tips for improving similar activities at POS -Only use products without EAN codes for sampling -Give as much product information as possible to consumers -Ideally have both product information and coupon on one flyer -Ship coupons directly with products to POS (esp. if there are customer specific coupons)  to avoid mix-up -Have spare samples & coupons at the sampling agency in case something went wrong with delivery to POS To keep in mind with customers -Agree with customer on list of best POS, then share the final dates only with POS -Deliver samples to POS warehouses using customer logistics (to be not dependant on sales ladies)

2. Best Practice Sharing example : Sampling campaign drug channel / example “dm” Initiative details

3. Best Practice Sharing example : Sampling campaign drug channel / example “dm” What was achieved - Data

4. Best Practice Sharing example : Sampling campaign drug channel / example “dm” What was achieved - Data

5. Best Practice Sharing example : Sampling campaign drug channel / example “dm” What was achieved - Data

6. Best Practice Sharing example : Sampling campaign drug channel / example “dm” What was achieved - Data

7. Best Practice Sharing example : Sampling campaign drug channel / example “dm” What was achieved - Visuals or testimonial

8. Best Practice Sharing example : Sampling campaign drug channel / example “dm” What was achieved - Visuals or testimonial