Trimming Branches to Grow Taller: The Future of HFA
Sometimes you have to trim a tree to encourage healthy growth. At the end of the summer, HFA got out the tree loppers and made some big cuts to our service branches, pruning about 40% of our business. It was a massive, carefully considered, and, let’s be honest, terrifying decision. Why in the world would […]
The Power of the People
True story – A kombucha company owner stops by a sampling event to secret shop a program he’d paid thousands of dollars to execute. The brand ambassador grimly asks if he’d like a sample. He says, ‘Sure.’ She pours the sample while explaining she doesn’t really like the product. She believes it tastes sour and […]
When Things Go Sideways…
“Good morning! I hope you have a wonderful shift at WFM today. Give me a shout if you need anything.” This is how most brand ambassadors start their days with HFA. A cheerful greeting, a show of support, and an opening to a dialogue with to their fellow weekend warrior, our on-call manager. When […]
Are Higher Traffic Events Always the Right Fit?
When we meet with an experiential marketing client about a new campaign, we always start by asking them what their goals are for the program. They almost always focus on a high number of engagements – handing out pallets of samples, capturing thousands of email addresses, or having an entire music festival walk through their […]
Experiential Marketing: When More is More
The saying less is more is true…sometimes. But sometimes, you have to toss aside that old adage and go big! At large-scale events, where dozens, or even hundreds, of brands are competing for attention, if you don’t stand out, you’ll be lost in the shuffle, and you can expect your ROI on the event to […]
Events or Retail Demos – Which is Right for Your CPG brand?
I’ve become a lifetime purchaser of several products I first tried at a product sampling. Beet Elite (now Superbeets) has been part of my running supplement regimen for years, after being educated about its effect on endurance at an event at my running group. Lupini Beans introduced themselves to my salads when I tried them […]