In-store product sampling might not be the newest, most technologically-savvy way to get your product out in front of your target audience, but it could be one of the most effective ways to establish brand awareness and loyalty.
Though product sampling might be something that most customers generally associate with big shopping centres or food stores, the truth is that sampling can be a powerful tactic for any business. After all, what could be a better way of convincing your target audience that you have what they need than letting them try it out for themselves?
Of course, there are a few tips you can put in place to give your product sampling campaign the best chances of success.
1. Location is everything
Product sampling is a practice of opportunity. If you want customers to break free from their usual shopping habits and come and try what you have to offer, then you need to make sure that you put yourself in a position that’s most likely to capture their attention.
Hiding in the back of the store, or a distant corner doesn’t make any sense. Consider a customer’s journey through a particular store, and situate your product sampling booth accordingly.
2. Sell an idea while giving away the product
Ultimately, when you’re using a product sampling campaign to engage your audience and encourage sales, you want to do more than simply give something away for free.
You’ll also need to make sure that you’re selling an idea that convinces your customer to come back for more or buy your item for full-price at a later stage.
Give them an experience they won’t forget, or let them know what the real values of the product are so that one small taste leaves them hungry to purchase the whole thing.
3. Combine your strategies
If the reason for your product sampling campaign is that you want to sell your product to a new audience or demographic, then the easiest thing you can do to convince someone to spend money after they’ve had your freebie, is give them a coupon.
Vouchers and money off help your customers to feel as though they’re taking less of a risk by investing in your product. They’re more likely to give you a try if they know they’re saving money on their purchase.
Plus, it’s hard to resist the one-two combo of a great sample and a discount.
While there’s no one-size fits all approach to product sampling in-store, these simple yet effective tips should help to make sure that you catch the eye of your target audience.
Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442, or email us on info@hotcow.co.uk.
