NEW YORK -- Family Circle magazine, now published by Gruner & Jahr Publishing here, continues its popular Sample This program this year in supermarkets with four events starting March 30. The program is conducted through an exclusive partnership with ShopRite stores in the Northeast.
The dates of the events are: March 30 (Easter theme), Aug. 3 (summer), Oct. 12 (autumn) and Dec. 7 (holidays). On each of the four designated dates, Family Circle will set up special demonstration tables in the 180 ShopRite stores located throughout New Jersey, New York, Pennsylvania, Delaware and Connecticut. From there, representatives will hand out coupons, literature and 45,000 prepackaged samples.
To take part, brand marketers must run at least three national color advertising pages in the magazine and have distribution in ShopRite stores. Category exclusivity for the promotion is ensured on a first-come, first-served basis.
During the week of each event, Family Circle will advertise the sampling event with a full-page, regional advertisement in its magazine and with an ad in ShopRite store circulars. Door posters at the entrance to each ShopRite store will alert customers to the event taking place that day, and countercards at each demonstration table will list all the participating advertisers. In-store radio announcements will encourage shoppers to head to the sampling table and will mention each participating product. On the day of the event, Family Circle representatives will gather scanner data and provide a preperiod and postperiod comparison of the effect this promotion had on actual product sales.
"There were 48 participants in 1995, to give you an idea of the popularity and effectiveness of this promotion," said Barbara Applebaum, director of client programs at Family Circle. "We are expecting the same, if not more, participants this year."