Tokyo Café Targets Trend Makers†

Young Women Test New Products at Marketer Sponsored Restaurant

Wall Street Journal, August 24, 2009 — At first glance, the Lcafe appears no different than any of the dozens of cozy cafés in Tokyo's Shibuya district, where trend-conscious young people flock to sip coffee and nibble on cakes and sandwiches.

But look closely at the froth of the cappuccino or a coaster resting beneath a drink or the artwork hanging on the wall and it reveals the café's side business: pitching new products to affluent and influential young Japanese women.

It's called a marketing café, a first of its kind in Japan. Sample Lab Ltd. opened the Lcafe last month as a way to reach Japanese women in their 20s and 30s with information about new products.

This Season’s Must-Have: The Humble Coupon

New York Times, December 4, 2008 — THE faltering economy could mean renewed interest in coupons as shoppers refocus on the cost of the products they buy — that is, if they do actually buy anything these days. Coupons that offer cents off — or percents off — the price of things like groceries, clothing and restaurant meals are particularly popular when consumers need to stretch their dollars. So word that a recession began last December could bring an increase in the number of coupons offered by marketers, as well as redemption rates by consumers.

Hot Food, and Air, at Bus Stops

New York Times, December 2, 2008 — CRITICS claim that advertising is just a lot of hot air. For the next month, at certain bus stops, they will have a point. In the latest example of a trend that is becoming increasingly popular on Madison Avenue, heated air will descend from the roofs of 10 bus shelters in Chicago, courtesy of the Stove Top brand of stuffing sold by Kraft Foods.

Sampling: The New Mass Medium†

Tactic Has Won Over Likes of Starbucks, McD's and Morphs Into Big 'Event'

Advertising Age, May 12, 2008 — One of marketing's oldest and least glamorous practices — doling out free product — has come a long way from the gray-haired ladies in the supermarket aisle. No longer the province of marketers who can't afford to buy mass media, deep-pocketed giants from McDonald's to Starbucks, Coca-Cola and Dunkin' Donuts are adopting sampling on a grand scale, turning it into a media event — and, in some cases, the media buy.

Give It Away: Fast Feeders Favor Freebies†

Giants Run Out of Places to Build, Use Sampling to Fuel Same-Store Growth

Advertising Age, June 18, 2007 — These days, it seems as if restaurants are literally giving away the store. After years of trying to wean themselves off deep discounting that cheapens brands and conditions consumers to look for deals, Starbucks, McDonald's and a host of others are doling out free product, no strings attached.