JELLY BELLY FY15 SAMPLING PROGRAM REPORT
Prepared: October 14, 2014
PROGRAM OBJECTIVES 1. To drive awareness and trial of the new Jelly Belly
Flavours
• Assorted Flavours
• Wedding colours and displays
2. To drive awareness around two contests:
• Jelly Belly “Share Your Flavours” contest via Facebook page
• Wedding Show Facebook contest
3. Engage the consumer and direct them to the promotional or wedding section websites:
www.jellybelly.ca or www.jellybelly.com/Info/ideas/wedding_center
1. To drive awareness and trial of the Jelly Belly brand with a focus on 10 g sample bags. The approach used was guerilla street sampling teams!
TOP LOCATIONS • Fall National Bridal Show Toronto
• International Blues Festival Ottawa
• Canadian Tire Centre Ottawa
• Calgary Folk Festival Calgary
• Fringe Festival Calgary
• Katy Perry Concert Vancouver
• Squamish Music Festival Vancouver
• Rogers Arena Vancouver
• Osheaga Music Festival Montreal
Montreal Average Age Sampled 20
Male % 28.75%
Female % 71.25%
Total Number of Samples distributed 13,060
Total Number of French Postcards distributed 6,900
Percentage of consumers that have never tried Jelly Belly before 21%
Percentage of people that came to the event, because they heard about the event through Facebook 1.65%
Ottawa Average Age Sampled 23
Male % 26.35%
Female % 73.65%
Total Number of Samples distributed 9,000
Total Number of Postcards distributed 4,900
Percentage of consumers that have never tried Jelly Belly before 14%
Percentage of people that came to the event, because they heard about the event through Facebook 2.85%
Toronto Average Age Sampled 26.5
Male % 27%
Female % 73%
Total Number of Samples distributed at the Fall NBS 2,750
Total Number of Postcards (Wedding) distributed 1,950
Percentage of consumers that have never tried Jelly Belly before 13%
Percentage of people that came to the event, because they heard about the event through Facebook 21%
Calgary Average Age Sampled 28
Male % 56.25%
Female % 43.75%
Total Number of Samples distributed 26,350
Total Number of Postcards distributed 14,700
Percentage of consumers that have never tried Jelly Belly before 15%
Percentage of people that came to the event, because they heard about the event through Facebook 0%
Vancouver Average Age Sampled 27
Male % 48.69%
Female % 51.31%
Total Number of Samples distributed 28,957
Total Number of Postcards distributed 15,200
Percentage of consumers that have never tried Jelly Belly before 13%
Percentage of people that came to the event, because they heard about the event through Facebook 8.75%
TOTAL PROGRAM IMPACT Average Age Sampled 25
Male % 40%
Female % 60%
Total Number of Samples distributed 80,117
Total Number of Postcards distributed 43,650
Percentage of consumers that have never tried Jelly Belly before 15.5%
Percentage of people that came to the event, because they heard about the event through Facebook 7.85%
CONSUMER COMMENTS
• Brides to be loved how simple, yet beautiful the booth set up was.
• Many brides to be were taking photos of the Candy Corn bouquets.
• “We love Jelly Belly, thanks so much for the sample”
• “These have been my favourite candies since I was a child, brings back so many
good memories”
• “Wait I can win 25,000 of Jelly Belly’s? That’s like a lifetime supply!”
• “Jelly Belly is the only jelly bean as far as I’m concerned”
• “Our entire family loves Jelly Belly”
• ‘Where can I find all 50 flavours? I’d love to try them all”
• “Oh you guys, just made waiting in line so much better.”
• “I’ve never had Jelly Belly before, but wow are those jelly beans ever delicious.”
• “I love the Jelly Belly Calculator, such an amazing and useful tool.”
CHALLENGES • A lot of brides/ consumers were sampling from the display and despite our
best efforts had a difficult time stopping them.
• Having to watch out for police or bylaw officers…it was explained to us that companies can receive fines for guerrilla marketing including brand ambassadors carrying out the activation.
• Weather – with the heavy winds and continuous movement of the line into the show did not allow for good conversation with consumers.
• Depending on the activation having to walk to and from the car can sometimes lessen the amount of sampling time with consumers.
• Not paying for onsite sampling at special events makes it very difficult for sampling as security is very quick to kick the team off private property.
HIGHLIGHTS • As of October 10th we distributed 80,117 samples and 43,650 bridal/contest
postcards, driving brand awareness while directing consumers to selected websites & social media pages
• Creating a buzz for Jelly Belly jelly beans - a great addition to any wedding or special occasion
• Sampling at concerts such as Katy Perry, Bruno Mars or at National Bridal Show with guaranteed traffic - it was easy and enjoyable handing out all allocated samples
• Consumers who have had Jelly Belly in the past are always very excited to receive a free sample
• Brides had a blast taking photos and posing in front of Mr. Jelly Belly backdrop • The Live Nation events & Concerts in the Park were great as concerts provide
the ideal opportunity to sample target audience plus, other types of consumers • Pride Parade was a HUGE success as many people showed up and consumers
loved receiving the samples
RECOMMENDATIONS • Continue sampling at festivals & concerts. This guarantees traffic and
targeted demographic • Purchase more sponsorship rights to sample onsite at more festivals. We
run the risk of being asked to leave, if we are not a sponsor! • Sampling should primarily be done in the summer months or indoors • Sampling in good weather and rescheduling events where weather
effects traffic flow • Bigger bags to accommodate postcards and samples neatly • Immediate ‘onsite’ contests with smaller prizing e.g. Caps, T-shirts etc. • Engage consumers with a game like “guess this flavour for a chance to
win xxx prize or branded gear… “ • Use Mr. Jelly Belly mascot to draw consumers attention
TORONTO
TORONTO
CALGARY
CALGARY
MONTREAL
MONTREAL
OTTAWA
THANK YOU and… Let’s Go Shopping!
OPTICOM MARKETING GROUP LTD.
115 George Street, Suite 709 Oakville, Ontario Canada L6J 0A2 Phone (905) 845-9606 W: http://OptiCom-Marketing.com