subject: Sampling: Seven Deadly Sins [print this page] Sampling is a tried and tested form of marketing, and one that can deliver enormous brand value when well executed. Whether it's persuading people to try a new brand or reassess one they haven't tried for a long time, sampling has the power to change perceptions and super-charge 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.
Now brands are recognising that trial combined with layers of entertainment, conversation and education delivers far more meaningful and valuable brand experiences. Unfortunately, the market is still full of uninspired and uninspiring "product pushers", promising mass sampling but often delivering mass wastage in the process.
Make sure that you don't fall into this same trap with your sampling campaign by avoiding at all costs these Seven Sins of Sampling:
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 at the expense of everything else - other aspects of the sampling experience will reflect n your brand too, and bland giveaways will only devalue it.
3. Badly Trained Staff
If your staff are badly presented and disinterested, not to mention having a poor knowledge of the product, it will only leave customers feeling annoyed, frustrated and bored - not a great starting point for any campaign. Don't let bad people ruin everything.
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
We frequently see samples being handed out to consumers straight from cardboard boxes, with discarded packaging littering the area. This is not only unappealing to look at, but it also comes across as a desperate attempt to shift some excess 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.
