10 Tips for the best Product Sampling Campaigns
November 2020
It’s not hard to understand why product sampling is so important for brands. After all, people like to try things before they buy! However, it’s important that sampling campaigns are planned effectively to ensure they are meeting the business objectives and targeting the right people. With that in mind, continue reading to discover some useful tips, and things we implement in our sampling campaigns to wow consumers.
01: Outline what you are trying to accomplish
Perhaps you want to reach a new audience, launch a new product, reestablish the brand or change perceptions. There is only one place to begin, and this is by setting clear objectives and KPIs which can help steer the strategic and creative route of the sampling campaign.
02: Understand your target audience
The only way to deliver something that is going to resonate with your target audience is by showing an understanding in them and reaching them at the right place and the right time. During the planning phase it’s crucial to research the core consumer and their buying habits as this will determine the ‘where’ and the ‘why’.
03: Choose the right samples
The perfect serve’ is a phrase we often hear when it comes to liquid samples. And rightly so, it’s important to give consumers the full experience of the product with a quality serve. Whether that is ensuring the sample is chilled, garnished or in a branded sampling cup, it all enhances the experience of trying the product, perhaps for the first time.
04: Get the timing right
You don’t have to wait for your product to be available for retail in order to offer samples. In fact, you may want to do this in the build-up to the product release date. Consider time of year and associated products at this time, for example ice-cream would be best sampled in the summer and Baileys at Christmas.
05: Brand ambassadors
Often the element most overlooked by agencies, particularly those without an in-house staffing function is the team on the ground. This is arguably one of the most the important elements in the effective delivery of a sampling campaign. Promotional staff are essential in communicating key messages quickly and concisely, whilst also maximising sample numbers and ensuring product serve quality. Purity Staffing supply all our campaigns with experienced ambassadors that are used to the demands and rigours of projects that require them to be on their feet for long periods, hitting high numbers and maintaining a motivated and happy persona.
06: Interactive installations
An interactive installation will increase the likelihood of consumers being drawn to the activity. Creating a visually appealing stand is the best way to win the attention of your consumers, who may otherwise walk past. An example would be the Alpro Plant House we created in 2019. This installation visually demonstrated Alpro’s love for plant-based ingredients with a selection of plants and ingredients growing within. It was installed up and down the country in shopping malls across a number of weekends. Within the installation consumers were given the opportunity to trial Alpro’s delicious Unsweetened range from the taste bar, picking different plant based toppings and discover new Alpro recipes.
02: Understand your target audience
The only way to deliver something that is going to resonate with your target audience is by showing an understanding in them and reaching them at the right place and the right time. During the planning phase it’s crucial to research the core consumer and their buying habits as this will determine the ‘where’ and the ‘why’.
07: Direct to Consumer consideration
In light of recent restrictions this year there has been an increase in non-traditional sampling through Direct to Consumer routes. In April during Lockdown 1.0, Purity delivered a sampling campaign with Ice-Breaker beer and Deliveroo Editions where consumers could opt in to receive a complimentary bottle of chilled Ice-Breaker with their takeaway meal. This is an effective sampling method that reaches consumers in their homes.
08: Engage all of the senses
The most memorable product sampling campaigns engage all of the senses. Consider different ways that you can incorporate touch, smell, sight, taste, and sound
09: Make sure you’ve got that feel-good factor
A playful and fun experience will create lots of engagement and generate positive word of mouth about your brand. Consumers are more likely to remember trying a sample when there is a fun engagement around it.
10: Consider smart vending machines
This is something we are seeing a lot of brands use, from Ben & Jerry’s to Coca-Cola. Using gesture and facial recognition technology, the machines give consumers the option have less contact with staff which may offer some reassurance to consumers at this time.
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If you would like to know more about how to launch a successful product sampling campaign you can download our much more detailed product sampling guide.
