Reverse side of Carol Wright coupon 1980:

Consumers with no incentive, filled in the coupon with the name of their local supermarket and mailed it in.

The consumer names and specific store names were forwarded to the Lipton Field sales representative who called on the store to attempt to get new retail distribution. This effort in 1981 was not successful.

It is felt the new Brandfinder email version of this same concept might be successful at smaller local stores? It might be possible to convince a local deli or a local convenience store owner to carry a small quantity of new or very old brand? The key sell to the retailer would be the potential of a tie in related product/ incremental sale.  An additional sales point would be the promise of some sort of local "exclusivity".

B2B Direct Marketing to small retailers - would this work?

The # thing to test would be could this sales pitch this offer be made via without a face to face sales call with no involvement of a distributor or broker?. Could a small brand get new distribution with traditional B2B direct marketing, some combination of trade advertising, (small space print in controlled circulation magazine), paper direct mail plus a targeted web site and outbound email.

no outbound telemarketing but would take orders via inbound telemarketing in addition to web orders