The founders of Ben and Jerry's used to travel to give out free samples of their ice cream. The company still relies heavily on sampling to create demand, says marketing manager Jay Curley, but now likes to target its real-world outreach at active Twitter users and their friends. "We're scaling our sampling, so that one sample makes 600 to 700 impressions. And they are social impressions ... so they reach people in a much more meaningful way," Curley says.
Published in Brief: