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Laurel Rundle is the Founder and CEO of Aha! Marketing, a leading provider of targeted product sampling that delivers millions of samples to consumers yearly through thousands of locations. They drive trials and awareness for top consumer products and natural brands. Over the past 20 years, they’ve worked with companies such as Gerber, Brita, Dove, and Gillette.

Laurel puts health, wellness, fitness, nutrition, education, and pet lifestyle brands at the center of human interactions that are already happening. So every brand campaign is delivered through one of their proprietary networks.

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Here’s a glimpse of what you’ll learn:

  • Laurel Rundle talks about Aha! Marketing and the weirdest campaign she’s ever done
  • How many brand impressions does it take before a consumer tries your product?
  • Laurel talks about their expecting moms program
  • Getting influencers to share samples
  • How brands get feedback from product samples
  • Making the right offer for your trial package
  • Some product trial delivering campaign successes
  • What companies should think about when driving awareness through trial
  • How Laurel got into the agency life — and the critical decisions she made in her journey

In this episode…

After creating an amazing consumer product, what’s next? How do you drive awareness for your product and get it in the hands of your preferred consumers? One sure way to do so is by delivering samples to your target market. This requires partnerships to get the products to the relevant consumers at the right time.

However, many consumer brands miss the context involved in driving awareness through trial. They make the mistake of sending product samples out to consumers who don’t know them at a time when the product may not be relevant in their lives, thereby making the trial ineffective. How can you do it better?

Listen to this episode of the Inspired Insider Podcast with Dr. Jeremy Weisz, featuring the CEO of Aha! Marketing, Laurel Rundle. They discuss Laurel’s approach to driving effective trials for consumer brands, why it works, how some big brands use it, and what to think about when you want to drive product awareness through trial.

Resources mentioned in this episode

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Episode Transcript

Jeremy Weisz 0:19

Dr. Jeremy Weisz here Founder of where I talk with inspirational entrepreneurs leaders today is no different Laurel Rundle of Aha! Marketing. She has been in the industry for decades. And before I formally introduce Laurel Laurel, I always like to point out other episodes people should check out. And Laurel and I know each other from the 10k small business program, which is kind of like an executive MBA collaboration of Goldman Sachs meets Babson College, and a shout out to Bram of Lekkco who I had on the podcast. So check that episode out really great. CPG brand, Aalap Shah, who both of us know, checked him out on the podcast, he talked about his company 108 Agency and I know him and Laurel collaborated a bunch of things as well. And this episode is brought to you by Rise25. At Rise25. We help businesses give to and connect to their dream 100 relationships, you know, how do we do that we help them run the podcast or an easy button for companies to launch around their podcast and Laurel for me the number one thing in my life is relationships. And I’m always looking at ways to give to my best relationships. And I found no better way to do that then to profile the people and companies I admire over the past decade on my podcast and share it with everyone else. So if you thought about podcasting, you should if you have questions, go to or email [email protected]. I am excited about this episode because we’re gonna talk about consumer behavior and so much more. Laurel Rundle is the founder of Aha! Marketing. And they’re a leading provider of targeted product sampling deliver delivering millions of samples to consumers each year through 1000s of locations. They just drive trials and awareness for top consumer products and natural brands. And over the past 20 years, they’ve worked with companies such as Gerber, Brita, Dove, Gillette, Famous amos, you name it, you know, so many of the ones we’ve heard, and they provide access to health, wellness, fitness, nutrition, education, pet lifestyle, putting your brand at the center of human interactions that are already happening. So every brand campaign is delivered through one of their proprietary networks. And we’re gonna walk through these things. And Laurel, thanks for joining me.

Laurel Rundle 2:37

Thanks for having me. Good to see you again.

Jeremy Weisz 2:39

You know, so I talked about a little bit but but just for people who don’t know Aha! Marketing, talk a little bit about what you do.

Laurel Rundle 2:47

Sure. And, you know, you just said that you value relationships. And when I think about our business, it’s really leveraging relationships that are already already occurring through natural points of intersection. So whether you’re having a baby and working with your childbirth educator or going to the doctor or working out in the gym with your trainer, we essentially insert brands into these occasions. So our clients are the brands, they come to us, they typically their key objective is to drive trial and awareness of their brand. And we then provide them with access to these places, these businesses through our networks that we’ve developed over the years.