New digital offering enables brands to expand their reach and gather consumer feedback through a near-contact experience
New York, NY, February 11, 2021 – Soho Experimental, an award-winning agency based in New York, announces an exciting new tool that addresses the unique challenges of the spirits industry. Meet *compd, a platform that allows brands to offer product samples and comments through an easy-to-use, virtually touch-free digital interface.
As industry experts approach a year when the pandemic is widespread, Soho Experiential *compd has launched to fill a void in the advertising landscape and partnered with Genome, an award-winning experimental digital innovation agency, to bring it to life. The tool is designed as a direct and effective digital engagement platform for brands. Designed specifically for highly regulated industries such as wine, beer and legal cannabis, it enables sellers to support large retailers, expand market reach and collect valuable consumer data through near-instantaneous sampling. No applications need to be downloaded; the experience takes place directly on the consumer’s cell phone.
To use *compd, consumers simply follow the instructions in the highlighted digital menu and exchange the offer with their smartphone. Each offer can be activated via SMS or QR code with a smartphone camera. After a short survey with brand reviews and videos, consumers can choose their product sample and enter a 4-digit event icon to complete the redemption. The server then brings them the selected sample and the consumer receives a thank you message with a link to join the brand’s VIP group or another good offer.
For Soho Experiential, the *compd represents its ongoing mission to bring new and innovative ideas to an evolving industry. “We have always strived to ensure that our partner brands stand out and reach consumers in memorable ways. *compd is an extension of those goals,” said Jeff Burgess, CEO of Soho. “When consumers interact with the platform, they receive entertaining information and a sample to sample with their friends. The *compd system was developed from the beginning as a means of sampling in situations where it was traditionally not possible for advertising personnel to get involved. Today, in times of pandemic, it has become a lifeline for many brands that have no other way to support their customers.”
*Compd has already proven its value with digital sampling programs for Old Camp whiskey and Wolf Moon bourbon, which use *compd for local markets. Shiner Beer also used *compd for VIPs at Mile0Fest in early 2020, and Belvedere Vodka will also use *compd in select markets this spring.
Soho continues to develop the platform and believes that *compd will continue to be a relevant solution for customers who demand more options for integrating digital sampling of their favorite brands. “As we move further away from the pandemic, a smaller number of physical touch points will continue to be desirable for a variety of reasons,” Boedges continued. “Assessing return on investment, creating after-sales interactions and analyzing customer insights will always remain valuable to vendors looking for efficient and scalable options.” There are so many ways to move the industry forward, and we look forward to seeing where it takes us.
About the Soho Experience:
We are a small store with a big institution, dedicated to taking brands from one of many to one that matters. We offer a full range of creative services and unbeatable products thanks to a team that has worked for years for brands like Barilla, illy, Remy, Lancôme, Citi, Twitter, Google and Gallo.
Our founders also host The Green Repeal, a podcast that provides an informative and often humorous look at the cannabis industry through the lens of two alcohol industry veterans.
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