Sampling: What It Is and How to Organize It

Sampling is a marketing technique that involves providing free mini-samples of a product to the target audience. The objective is to introduce potential buyers to the brand, give them a glimpse of the product, and boost sales. Sampling can be used for both initial product launches and re-launches in the market.

Promotional sampling campaigns are commonly conducted at points of sale. This is because most consumers make purchasing decisions at the place of sale when they encounter a product they like. By doing so, the manufacturer creates conditions for impulse purchases.

There are five types of sampling:

1. Exchange: Offering a new branded product in exchange for an empty package of a similar item. This allows consumers to compare the quality of the products.
2. Dry sampling: Providing potential customers with testers or samples to take with them. Advertising is carried out at the point of sale.
3. Wet sampling: Allowing the target audience to try the product on the spot. This is more commonly used for food products.
4. HoReCa sampling: Conducting tastings of tobacco products and alcohol. Such campaigns are predominantly organized in hotels and restaurants, where the samples are presented as gifts from the establishments.
5. Home sampling: Sending product testers of various items by mail. This could include reduced-size versions of the product or printed brochures with samples. Any of these methods increase brand recognition and build trust, as people get to try the product without bias due to its free nature.

Recommendations for conducting sampling:

• Choose the appropriate timing for the campaign.
• Select a compelling product and determine the quantity.
• Decide on the location (preferably where the product is regularly sold).
• Find a capable promoter.
• Define the objectives of the sampling campaign.

Thus, the overall costs of the campaign, both in terms of finances and time, should be proportionate to the expected profits.

How to evaluate the effectiveness of sampling?

It's simple: compare sales volumes on regular days with those on promotional days. If the event was properly organized, the increase in sales volume should be at least twice the pre-campaign levels. Additionally, calculate the expenses by dividing the total cost of implementing the campaign by the number of units sold. The profit from the sale of additional units should significantly exceed these costs.

Conclusion:

Effective sampling stimulates sales by assisting customers in making the right choices.