When you ask consumers why they are more likely to buy products, you find 78% respond that it is because they sampled their purchases first. An EventTrack Survey completed for EMI proved that 65% of consumers are likely to purchase services or products from events.
For example, one of the consumers who received washing detergent at a festival in the Isle of Wight recently, 70% engaged and inquired about the product samples. What is vital, though, is that two-thirds reported they are in favour of switching to the free sample’s brand. This indicates a possible 90% increase in sales when a sample was given.
Sampling, even though an effective method of getting opinions, is excellent as a market research tool for start-ups, entrepreneurs and established markets to introduce new products. It could be time-consuming and very expensive, though, so it important to carefully select your demographic through accurate sampling strategies.
Product Samples Augment Brand Awareness
Product sampling is not linked solely to direct sales. A major concern for companies that want to build their brand is creating stronger brand awareness. Studies showed that 81% of all potential customers approach branded product sample displays. It raises awareness of your product and gives you the opportunity to gather crucial data, feedback and reviews on how consumers feel about your products. It is important, however, in creating brand awareness to avoid sampling for current consumers. You cannot gain more loyalty from the same market.
Product Sampling Strategies
1. Selective or Cluster Sampling
Selective sampling is the best and most effective, since samples are targeted to specific audiences. Selective methods initiate a long-term brand association. However, it does have a negative: this method could potentially ignore future prospects and consumers. On the positive side, is it highly effective as the target audience are contacted, which often generates the desired effect. Samples within a target demographic that are targeted using specific clusters or groups are quick when you need to do research without worrying about the entire population’s response.
2. Event Synergy and Sampling
You have the perfect opportunity during races, where thousands of runners and spectators gather at pre-race events and along the course or roads. These events attract thousands of spectators and often dozens of brands of fruit snacks, ice creams, waters and juices are sampled by participants. Many of these brands are unknown, and you will find that a lot of these drinks are shared and consumed later after the event. While many of these products would most likely never have found their way into a shopping cart, they are now in a refrigerator, waiting to be enjoyed. There is no amount of advertising that could be as effective as this exact strategy.
3. Guerrilla Street Team Sampling
You have a very high reach potential as every possible target market can be addressed. It could potentially be very effective when the product and target consumer meet. It could be expensive, as you need innovative packaging and presentation as well as an experienced distribution team to attract the needed attention.
Using the best promotional staff who knows which events would be suitable and where you will get the best exposure is vital when you want to introduce sampling as part of your advertising campaign.