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. Consumers paid the postage. There was no email, no web pages no Facebook. This offer got a response. 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 failed.

What has changed and what has been tested

In 1992 BrandFinder was used by McCormick spices as a private label effort. McCormick took over the want to buy requests themselves.

In 2001 BrandFinder banners run of CatalogLink which liked to this early php web site generated thousands of “want to buy” leads at a reasonable CPL. (Cost per lead).

Attempts to sell these leads to CPGs were not successful.

Clicks to Bricks local delivery local pick up idea

A new Brandfinder social media, viral marketing 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