PromoWorks and House Party have partnered to provide offerings for brand marketers that link in-store sampling and in-home marketing via customized programs.
The partnership brings together PromoWorks, a powerhouse in direct-to-consumer product sampling and shopper engagement events, and House Party, which stages in home and digital marketing programs.
The two entities have devised a new program called In-box Sampling, where PromoWork’s clients can sample their products in the party packs that are the centerpiece of in-home parties run by House Party. The sampling box provides samples, coupons and other marketing materials that will drive hosts and guests to the store.
In October, House Party has conducted several thousand parties for Microsoft and the launch of Windows 7 hosted in homes across the globe. The agency has also run parties for Royal Caribbean, Fisher-Price, Sargento, Domino’s, Xbox, Ziploc, Ford, Werther’s, Turner Broadcasting and others. Parties range in size from 1,000 to 100,000, each averaging 3.5 to four hours.
“The real power of this partnership is that marketers can for the first time link these two critical moments of increasingly rare consumer receptivity—when consumers are trying products in the homes of their families and friends, and when they’re sampling and making purchase decisions in-store,” commented Kitty Kolding, CEO of House Party.
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