According to the marketing rule of thumb an average customer should see an advertising at least 7 times before he makes a purchase decision. In addition to that, world’s biggest TV advertisers invest huge budgets in product sampling, as they know that trial is the key to purchasing habit. It seems that Gett has made a digital tool that combines both!
Gett – an Israeli based Taxi mobile app is the largest and fastest growing on-demand mobility company in Europe. Operating in more than 80 cities worldwide and serving more than 5000 corporate clients it has been achieving 300% annual growth since inception. In London alone more than half of all Black Cabs are running on Gett. 
Gett brings lots of innovations to the booming ride-hailing industry including peer-to-peer delivery service, in app future rides, fixed fare carpooling and corporate taxi services. In 2016 Gett reinvented TV advertising.
Consumer’s Memory is an enemy of TV advertising
There is a significant time lag between watching TV commercial at home and going to the supermarket. It takes a lot of effort for CPG companies to form a purchase intention: ads in magazines, displays in the streets, digital marketing, radio and TV commercials. In-store communication capabilities are very limited, so CPG companies have to build awareness upfront. Recency is the key to customers heart – you need to advertise continuously in a hope to reach the consumer immediately prior his buying decision.
Early in 1885 Thomas Smith, a London business man, in his book “Guide to Successful Advertising” wrote that it takes at least 20 times for one to be exposed to an ad in order to make a decision. Today most advertising experts agree that it should be a mix of advertising and PR together with additional push at the point of sale. According to the “Rule of Seven”, formulated by Dr. Jeffrey Lant, you have to contact the prospect a minimum of seven times within an 18-month period to form a purchase intention. 
In a survey of more than 1,000 adult Americans, 53 percent said they often or always end up buying a product that they sampled. Moreover 42 percent said they often or always switch from a brand they normally buy to a new brand as a result of trying a sample.  The world’s biggest TV ad spender Procter & Gamble Co. is significantly increasing spending into sampling. Its Chairman-CEO A.G. Lafley calls sampling a “point of market entry”. 
Gett merges TV commercials and sampling
But what if instead of brining advertising closer to sales, we bring sales closer to advertising? In addition to taxi services, Gett app enables brands to sell & deliver products in real time, while the consumer is watching TV commercial. The whole process requires just in a couple of steps:
- TV commercial offers you trying a new product via Gett app
- You make an order via Gett app in just one click
- Taxi delivers the product right to you door in just 10 minutes
The idea of connecting a TV commercial and immediate delivery may sound not that cost-efficient. Although if CPD companies provide the products at minimum cost, it can save huge TV budgets by minimizing the funnel required to form a purchase intention.
Gillette – The best a man can Gett
It is Saturday, prime time on Israeli TV, and Gillette introduces for the first time its new blades – Fusion ProShield. The revolution is here – you can get the new blades just in 10 minutes, ordering via Gett. Hundreds of taxies on the road are carrying blades these days and are ready to complete the delivery just as the regular taxi ride. Same as with in taxi, average waiting time is less then 10 minutes.
Gett Coca-Cola – second screen reinvented
With Coca-Cola Gett went even further. “The first TV add that broadcasts picture, sound and taste”- as they called it. While you were watching Coca-Cola commercial, your phone would recognize ultrasonic waves and Gett app would send you a push notification – “Gett Coca-Cola to your home right now”. Again, simply in one click you could order iced Coca-Cola straight to your door.
Gett has already reinvented the traditional sampling. Looking forward Gett has a great touch point with customers and can further optimize the funnel by collecting customer feedback, integrating loyalty campaigns and advertising in its app. Will the model be sustainable? Or is it just a fashionable digital trend that CPG companies are trying to catch? We will know quite soon.
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- Gett official web-site, http://gett.com
- Dennis Payne, “How Many Contacts Does It Take Before Someone Buys Your Product?”, Business Insider, July 12, 2011, http://www.businessinsider.com/how-many-contacts-does-it-take-before-someone-buys-your-product-2011-7
- “Consumers love samples and so should brands”, YA consumer research report, Jan 2016, http://www.yaengage.com/ya-survey-reveals-product-sampling-builds-brand-affinity/
- Jack Neff, “World’s Biggest Advertiser P&G Shifts Focus to Sampling”, Nov 13, 2014, http://adage.com/article/cmo-strategy/p-g-shifts-focus-sampling/295853/?utm_source=daily_email&utm_medium=newsletter&utm_campaign=adage&ttl=1416528188