Sampling seems simple, right? You give away free products, customers love it, your brand benefits…. What could be so hard in that? Yet, without a careful strategic approach, sampling activities can all too often become ineffective and expensive. Here are a few key things to think about when planning your sampling campaign.
Time & Place
Take great care to choose the right venue and timing to sample your product. Just because the opportunity is there to sample doesn’t mean it’s the best opportunity for your brand. Focus on choosing locations and moments where your product can be put in the hands of your target market in a relevant environment — for example, providing a cold drink when people are thirsty or giving away sunscreen on the beach, like this great Bondi Sands beach-side activation.
Context is key
How can you deliver a sampling activity that reinforces your brand message?
It’s important to make sure there is a relevant alignment between the environment of the sampling activity and your brand, to ensure the people who receive your samples are part of your ideal audience. By choosing environments and audiences that naturally align with your brand message, you will connect with more engaged people, and in turn, you’ll see higher sales and more meaningful reviews.
A great example of this is a recent campaign we ran sampling John West Protein+Calcium Rich Tuna. Recognizing that the growing number of people choosing non-dairy milk in their coffees could be a great potential audience for this calcium-packed product, the brand worked with a number of cafes to have free tins distributed with every coffee ordered. The activation reached a total of 8520 consumers, driving brand awareness and product trial amongst a targeted, relevant group.
Packaging
.jpg?width=350&name=MrLees1%20(2).jpg)
This seems obvious, but how your products look will be crucial to your brand’s success. A sampling activity is likely the first introduction consumers will have to your brand — a critical moment to make that all-important first impression.
According to research cited by The Paper Worker, one-third of consumer decision making is based on packaging alone, and we also know that consumers are much more likely to share their product experience online if the packaging looks appealing. Factors such as colour, typography, use of imagery, sustainability, and perceived quality can all make a huge emotional and psychological impact on how consumers feel about your product.
Often, your sampling activity will involve the distribution of a smaller, trial-size version of your product. In this case, it is even more important to make sure packaging reflects your full-size product so consumers can easily identify your product when looking for it on the shelf or online.
It's also important to note that the venue or channel you are sampling through might have their own packaging or presentation considerations. For example, some of our Brandcrush Activation Partners offer packaging inclusions when you book with them, while others have certain marketing requirements, so it pays to always check all the details before you commit.
Presentation
Logistically and aesthetically, it’s essential that your sampling activity has your brand and products shining in their best possible light. Signage should be on-brand, any associated marketing collateral should be pristine and thoughtfully displayed. Again, it’s important to make sure you are replicating your on-shelf and online persona as close as possible — this will also help consumers recognize your products easily if they want to purchase them after being given a sample. Brand Ambassadors (those serving your products) must be knowledgeable and enthusiastic about the product.
Amplification & Supporting Communication
How are you supporting your sampling via marketing communication or promotion? This is where digital marketing channels offer tremendous value. Make sure you are connecting prospective customers with your brand on a wider level by inviting them to engage with your brand online. Use social media to amplify your efforts, create shareable content and invite engagement with your audience by way of surveying, ratings, and incentivised referrals.
Follow-up
Your mission is to convert prospects into customers. Do this by providing an irresistible, time-sensitive offer that encourages purchase. Try giving a discount code along with your sample — this is also a great way to measure the success of your sampling tactics.
Measuring Success
What does success look like to you? Obviously, an uptick in sales is always a good thing, but there are plenty more ways your brand could benefit from a sampling activity. Increasingly, data is becoming the currency of marketing. According to AdWeek , 83 per cent of marketers identify that the ability to make data-guided decisions is one of the most important capabilities. Product sampling, like all face-to-face marketing activities, gives unprecedented access to deep, considered feedback data from consumers. This is especially useful when trialling new products, or variations on existing products.
