Owner Cindy Johnson started Sampling Effectiveness Advisors in 2004 and has consulted with many brands on product sampling tactics (Sara Lee, Atkins Foods, Kellogg's, Listerine, Schick, etc.) In addition, she has led sampling effectiveness research projects measuring results for L'Oreal brands, Olay, Quaker, Pfizer brands, Gillette, etc. She has helped companies like Home Shopping Network and Papa Jonh's Pizza develop their own product sampling programs.

Cindy has been chairing the PMA's Product Sampling Council since December 2006. Through her leadership, the Council was able to publish a very important paper which describes important considerations marketers are missing when planning the brand's promotion plan

 

Procter & Gamble Career Experience

 

Cindy spent seven years in brand at P&G. She was responsible for Tide's annual sampling plan, coupon plan NASCAR sponsorship and other promotions. She also managed Tide's advertising budget (one of the largest brands in America). She spent five years managing mulit-brand sampling programs at P&G. Her role included analyzing vendor capabilities, negotiating agreements, managing program budgets, designing qualitative and quantitative research. She summarized twelve years of brand sampling research and wrote a comprehensive company-learning white paper on sampling effectiveness. As the company expert on product sampling, she counseled individual brands on product sampling and taught a Sampling 101 training class. Cindy developed several sampling effectiveness tools including an improved ROI/payout model. She received P&G Recognition Shares in 2002 for her sampling effectiveness work.

Click here to discover how Cindy can help your brand improve results.