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Product Sampling

by Linda Alexander

Product sampling encourages the trial and then the purchase of your products. What could be better than allowing your customers to try before they buy? Everybody loves freebies and when you receive a sample of something unfamiliar, you experience the thrill of discovery, the excitement of finding something you might like to taste or use again.

Product Sampling Works

Why do marketers use samples? Because they work. Studies repeatedly show that the most effective way to get someone to try a product and then buy it is to give that person a sample first. Before embarking on a sampling campaign, determine whether your product will benefit from sampling. Does it have a competitive advantage? If not, there is a chance people won't choose your product over the competition. Naturally, that hurts brand loyalty.

Because product sampling can be expensive, you must evaluate costs at every step along the way. Will it be more or less expensive to give away a full-sized sample than to produce a trial size? Remember, too, that the size of your sample can affect postage, handling, and distribution costs.

Finally, identify target market demographics as specifically as you can so you don't waste samples on the wrong prospects. Also, select the appropriate distribution vehicle. Decide whether you can expect better results from direct mail, in store, or on-site product sampling.

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