Who doesn’t like a freebie? It’s a pleasant surprise at the register that makes most people feel that they’re getting just that little bit extra bang for their buck. Product sampling is a marketing strategy that involves giving away free samples of a product to potential customers with the goal of encouraging customers to try the product and hopefully make a purchase. Free samples can range from a free trial of a service, a miniature of a product all the way up to full-sized products, so it comes with the risk of losses without successful conversion. Some still view the practise of giving out product for
The benefits for the customer
As the old saying goes: “The proof is in the pudding,” which means that much can be speculated on the efficacy of the product but little can be concluded without evidence. To ‘try before one buys’ is the first and, for many, final frontier of proving ground for many brands. Customers feel empowered when they receive a sample at no cost to them, because they have much to gain and nothing to lose. For them, at worst, the product is a dud, but without having parted with their own, hard-earned cash, the consequences are mitigated. It would be an interesting area of study to investigate reviews posted by customers who tried the product in a free trial versus reviews posted by customers who purchased a product in full. What we do have, is evidence that points to measurable, long-term effects on sales that can be observed as much as 12 months after the conclusion of the promotional period when freebies are handed out.
The benefits for your business
Product sampling in retail offers several benefits, including:
- Increased sales: Offering product samples has been shown to significantly increase purchase rates compared to treatments without samples. Combining samples with discount coupons or cashback offers can further boost sales.
- Enhanced customer experience: Product sampling allows customers to try products before making a purchase, providing a unique and engaging shopping experience that can differentiate a retailer from its competitors.
- Improved brand awareness and loyalty: By offering samples, retailers can introduce new products or promote existing ones, leading to increased brand awareness and customer loyalty.
- Reduced risk for customers: Sampling allows customers to test a product before committing to a purchase, reducing the risk of dissatisfaction and potential returns.
- Valuable customer feedback: Retailers can gather feedback from customers who have tried the samples, which can be used to improve products and services.
- Cost-effective marketing strategy: Product sampling can be a more cost-effective marketing tool compared to traditional advertising methods, as it directly targets potential customers and provides them with a tangible experience of the product.
- Increased trust and credibility: Offering product samples demonstrates a retailer’s commitment to quality and customer satisfaction, which can help build trust and credibility among customers.
Sample strategies
The most effective ways to distribute product samples include:
- In-store demonstrations
- Set up a booth or kiosk within a retail store to offer samples directly to customers. This allows for immediate interaction and feedback, as well as the opportunity to answer questions and provide additional information about the product. Boutique demonstrator specialists like Kitchen Kandy are proven professionals in this field and can ensure tis experience goes as smoothly as possible.
- Mail-drop samples
- Send product samples directly to consumers’ homes, targeting specific customer segments or geographic areas. This method can be particularly effective for reaching non-users of a product and converting them into buyers.
- Online sampling programs
- Offer free samples through website or social media platforms, allowing customers to request samples to be sent to their homes. This method can help reach a wider audience and gather valuable customer data for future marketing efforts.
- Event marketing
- Distribute samples at trade shows, festivals, or other events where potential customers are likely to be present. This can help create buzz around a product and generate word-of-mouth marketing.
- Collaborations with influencers
- Partner with social media influencers or bloggers to promote product samples to their followers. This can help reach a targeted audience and leverage the influencer’s credibility to boost brand awareness.
- Inclusion in subscription boxes
- Partner with subscription box services to include product samples in their monthly deliveries. This can introduce the product to a new audience and encourage trial among subscribers.
- Street marketing
- Distribute samples in high-traffic areas, such as shopping centres or public transportation hubs, to reach many potential customers quickly.
By utilising a combination of these distribution methods, brands can effectively reach their target audience and encourage trial of their products, driving sales and brand awareness. Alternately, you can engage Aguzzo Group, who can facilitate a number of these methods on your behalf with our years of experience.
The bigger picture
Product samples should always be part of a larger marketing strategy. Your brand’s image should be balanced to avoid being known exclusively for giving things away for free if not just for the sake of your brand’s image, but also because methods like this should always be part of a comprehensive approach to marketing and sales regardless. Engaging specialists in experiential retail marketing like Aguzzo Group will optimise your chances of success with a team that can plan, coordinate and measure your success on your side throughout your campaign. Speak to a member of the team today to hear more about how you could be better utilising free samples and other ways you can drive revenue.
