The marketer offered a $40 sampler kit and coupon book for $20 to consumers in Minneapolis/St. Paul and San Francisco. The offer included delivery of product to consumers’ homes.
Let’s look at that again: a 50% discount, plus up to 50% of the net revenue shared with Groupon, plus free shipping.
At first glance, this would be a nonstarter in most CPG marketing plans. But taking a second look at the idea, General Mills did 8 things right:
1. Being creative about “value.” Continue reading