To introduce its brand new 360 Rentables powered by Rug Doctor products to market, Rug Doctor sought a partner to help them educate consumers about the new electric pressure washer and commercial-grade wet/dry vacuum cleaner rental products.
With a broad network of brand ambassadors and experience in coordinating multi-state campaigns, EMS compiled detailed logistics, staffed and trained brand ambassadors, shipped branded elements and provided data capture lead strategies to execute each demo program at 84 Fred Meyer and Food Lion grocery store locations throughout key markets on the east and west coast.
During this pilot program, brand ambassadors setup outside and inside the various store locations with a tabletop display featuring the products and offered coupons for rentals, as well as a register-to-win a portable pet spot cleaner promotion. The activation occurred for four-hour windows of time, during prime shopping times for consumers on both Saturdays and Sundays over one month.
Overall, the promotional displays were successful and engagement and reaction to the new outdoor cleaning products launched by Rug Doctor was very well received. Some weekends, as many as 18 product demonstrations were occurring simultaneously at different stores.
Brand ambassadors activated in several key markets including 56 Food Lion stores and 28 Fred Meyer store locations in North and South Carolina, Virginia, Oregon and Washington. Within 340 hours of activation, ambassadors interacted with 7,793 people, collected 1,290 registered-to-win entry slips and distributed over 30,000 counter cards, coupons and promotional flyers.