Mitsubishi Pencil Co. is celebrating the results of its latest sampling activity, which analysed the handwriting of shoppers.
Visiting 168 WHSmith stores across the UK, the pen brand’s promotion offered customers an insight into their personality thanks to a revealing graphology test.
Using brand ambassadors dressed as professors, shoppers were invited to trial the Jetstream rollerball by writing a descriptive sentence about the qualities of the pen. In return, the customer received a fun handwriting analysis, which identified character and personality traits. They were then given the opportunity to purchase the pens at specially discounted prices.
The activity generated a total of 9,200 customer interactions across the promotion with 70% of WHSmith stores reporting they had no further Jetstream stock available to sell.
“The demonstration generated lots of interest with customers as well as our staff,” said Rob Preedy, assistant manager at WHSmith Bluewater. “There was an obvious pick-up in sales of the Jetstream, which may lead to an increase in brand loyalty for some of our customers. Thanks to everyone involved for bringing this promotion to our store.”
Stuart Barker, marketing manager at Mitsubishi Pencil Co., commented: “We wanted to employ this engagement strategy to increase the profile of the Jetstream range. The activity has proven to be hugely successful as we have effectively communicated the smooth writing, smudge-free benefits of the pen.”