When launching a new product, how would you get yourself out there? That is what Farmer’s Market asked EMC Events as they launched a new brand of pet food including cat food, dog food and pet protein bars and jerky. Wanting to make themselves known in the Chicago market, Farmer’s Market asked EMC how to infiltrate the pet food market with their whole, natural ingredient offerings. What could be better than getting that food straight to the mouths of their happiest audience, the pets of Chicago!
STRATEGY: Use Experiential Marketing to launch the brand in the Chicago market, and connect directly with consumers … pet owners.
TACTICS: o reach a new audience with a new product, EMC Events devised for Farmers Market Natural Pet Food to sample product straight to the intendeds’ mouth! Using both permission-based and guerilla locations, the Farmers Market team was able to reach consumers, many with their dogs, at a 2-day street fair as well as dog parks and grocery stores carrying the product. The set-up included a branded tent, a fall Farmers Market themed set-up and free samples for the dogs to try on the spot and pet owners to take home!
RESULTS: The product launch events were a huge success, not only for Farmers Market, but for the owners and their pets! Dozens of dogs loved getting to try the product right away while hundreds of coupons, “doggy bags” and treat samples were distributed over 4 days of activation with over 17,000 impressions.