Distribution as a marketing strategy.

I love pasta; I'd say that a truffle pasta would be up there as my last supper. But, confession, I am not very good at cooking it myself. It's either a little too soggy or a bit too al dente.

So it is lucky for me that I discovered Pasta Evangelists- a direct-to-customer pasta delivery company that delivers a premium fresh pasta dish- including freshly made pasta, an authentic sauce & delicious garnish.I promise this pre-amble is not an excuse for me to wax lyrical about pasta, but instead talk about their Marketing Strategy.

Pasta Evangelists, they have just announced that they have opened their 3rd Marks and Spencers concession store.

Arguably, opening up a retail concession would be classed as a distribution strategy- you are increasing the physical availability of the product. However, for Pasta Evangelists, I believe it will be considered less a revenue-driving activity than a marketing opportunity to get eyeballs on the brand.

The expansion into M&S follows a similar path to the one they previously took with a concession in Harrod's and are available via Deliveroo. Founder Alessandro Savelli described these partnerships as the opportunity for “more people to learn about the business model and trial the product. These highly qualified customers then have a greater propensity to purchase directly with the brand for future purchases”.

With the cost of digital media looking set to increase steadily, I urge brands to think beyond the digital channels to get eyeballs on the brand. This might not extend into retail partnerships, but what can you do in real life to generate awareness of the product. I am leaning more and more towards the old school channels- direct mail, OOH billboards and radio as a means of reaching my target customers.

I would love to know if you have any other examples of brands that have employed a similar philosophy?