Sampling is a form of marketing that has been tried and tested, and it can really produce huge brand value if it’s done well. Whatever the reason, whether there’s a new brand consumers need to try or an older brand that consumers need to reassess, sampling can change peoples’ perceptions and really boost sales.
With the growth of experiential marking in recent years, sampling as a means of marketing a brand has also become a lot more sophisticated. Gone are the days when handing out free samples to commuters during rush hour is considered enough.
Instead, now brands are realising that a free trial or sample combined with education, entertainment and conversation can provide a much more meaningful and memorable brand experience. Unfortunately this ethos hasn’t spread everywhere yet, and there are still those who push products in the attempt to deliver mass sampling – but end up just delivering mass wastage.
Avoid this trap with your sampling campaign by heeding the advice below.
1. Missing the Target
If the sample doesn’t find its way into the hands of someone who is likely to go and buy the product, it is wasted. This may seem obvious, but there are many who ignore the mantra of quality over quantity and forget that instead of sampling as many people as possible, you should sample as many of the right people as possible.
2. Forgetting the bigger picture
Don’t JUST sample and forget that everything around that sampling experience reflects on your brand. Bland giveaways simply devalue your brand.
3. Badly trained staff
Staff that are disinterested, badly presented or lacking in product knowledge leave a bad taste in consumers’ mouths. Hardly the ideal starting point for a food or drink sampling campaign. Don’t let bad people sour your campaign.
4. Unclear Messaging
Almost everyone would say yes to a free chocolate bar, but by offering them out how does it really make your brand stand out from the rest? Unclear messaging will not make your brand memorable.
5. Imperfect Products
You’ve only got a few precious seconds to make an impact, so make sure that the moment of truth is perfect. Serving consumers broken biscuits or melted chocolate will give the impression of a brand that doesn’t care about the quality of its products.
6. Too much clutter
All too often we see samples being handed out directly from cardboard packaging boxes, or discarded packaging littered around sampling sites. Not only is that messy and careless, it almost looks like a desperate last-minute idea to shift some extra product.
7. Forgetting what comes next
Some brands forget that a sample has the potential to be the start of a lasting brand relationship. Failure to think about the next step of engagement and any spark of consumer desire will very quickly fizzle out.
By working with experienced agencies to avoid these common sins, you’ll be well on your way to richer, more rewarding sampling experiences – ones that you and your customers will truly value.
Event marketing is a great tool for brands that want to fully engage with their audience and turn consumers into fans. Why not see what it could do for you today?
