In$-$Store Demonstrations. In$-$store demonstrations enable consumers to try Howlin' Coyote products and discover their unique qualities. Demos will be conducted regularly in all markets to increase awareness and trial purchases.Recipes. Because the products' flexibility of use is a key selling point, recipes are offered to consumers to stimulate use. The recipes are given at all in$-$store demonstra$-$tions, on the back of packages, through a mail$-$in recipe book offer, and in coupons sent by direct$-$mail or freestanding inserts.Cents$-$Offf Coupons. To generate trial and repeat purchase of Howlin' Coyote prod$-$ucts, coupons are distributed in four ways: In Sunday newspaper inserts. These inserts are widely read and help generateawareness.In$-$pack coupons. Each box of Howlin' Coyote chili will contain coupons for $$1$ off two more packages of the chili. These coupons will be included for the first three months the product is shipped to a new market. Doing so encourages repeat purchases by new users. Direct$-$mail chili coupons. Those households that fit the Howlin' Coyote demographics described previously will be mailed coupons.