Does sampling work

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Today I ate a trial size package of chocolate cheerios.

This package, along with a peanut butter and a fiber type cheerios were delivered in the newspaper, twice in the last month.

Questions:

Do you think sampling is a good way to advertise products?

How would you go about tracking samples and propects?

Would you deliver samples in the newspaper like General Mills did with their Cheerios brand or do you think it would be more effective to offer free samples another way?

Have any of you used samples and tracked results as to cost and ROI vs other forms of advertising you have used?

I'm trying to get a handle on what General Mills is attempting to accomlish with their cheerios samples and how they would determine if this is a successful campaign or not?

I've never tried sampling but would think its an excellent way to get action. What's your thoughts?
#offline marketing #sampling #work
  • ABSOLUTELY.

    Our business uses a form of sampling and once we get inside houses it really helps sell jobs.

    For us specifically its a model of a home that contains the system we are trying to sell. We turn the model on, it immediately conveys the benefits using thermometers to record variations in our product vs "their product" (which is just what they already use in their homes, as we get this information before going in).

    So in those terms, yes it works great. If the interest is there in the first place, it will get amplified 10 fold. Its not going to make a sale, but sometimes it helps just enough to close a deal. We always take it out last however. Always gauge their interest first.

    Then there is sending out samples, which I don't do, although I'd imagine that works to a lesser effect.

    But if you can find a way to use sampling, absolutely do it.
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    • Your form of sampling would certainly produce a wow factor from homeowners who are interested in your system.

      Do you leave your sample piece with the homeowner after the presentation? Would seem like an excellent way to produce conversations with homeowners and friends and might get you some sales.

      Thanks for sharing. Terriffic idea.
  • Are we talking about digital products or physical products?

    In case you are asking about digital products, I think it works well if your product is good. Everyone one does it, Microsoft, Adobe, game makers, etc. So, the first question, yes but depends on the type of product. It also depends if you have an established market for this type of product.

    Second question - check your sales numbers, separate each sampling campaign, coupon codes, analytics, different landing pages, etc.

    Third question - if it is a physical product, I would go with coupon websites but I would really have to know what the product is. Being a marketer I cant give you an answer because I don't know the type of product you are talking about.

    Fourth question - yes, in the past. Marketing campaign for a software company. We have determined success through follow up.

    Last question. I am assuming you have a product in mind. Start with defining your market based on what your product is. Get your prospect(s) profile, interests, gender, age, political affiliation, income, family status, etc. Or get as much as you can.

    Find out what publications or online circles they use. Find out what keywords they may use, etc. Then create a marketing plan and launch the array of different campaigns. Test, improve, test, improve, etc.

    The main question is what is there demand for the product you are about to market or marketing? Well, its all so general, so my answers are pretty general too.
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    • I actually got interested in sampling due to General Mills use of sampling their Cheerioos with a trial package to each household in the neighborhood.

      My question is how due you track sampling to determine if it is a winner or not.

      If you use a website, with the coupon there, how are your propects going to find you? They will have to search for that product you are offering, which to me means they will already have to have heard or know about that product.

      With GM method, you receive the product. This gives you the opportunity to try the product which you may not know about.

      In GM case, how are they determining if this sampling was sucessful. Would it be by increased tonnage and market share in the area? Seems to me it would take several months to determine gains plus you would have had to convert lots of people to cheerios before seeing much improvement.

      Thanks for your input and answers. Shows sampling might work with all types of products.
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  • /\ Thats another excellent point you want to know something EVERY single piece of software I have bought I have used a free demo of it first. This is for sound engineering/music production which I've been doing for 9 years. I own about 400 different pieces of software, a lot of them vsts (virtual instruments). I will NOT buy the software if it doesn't offer a demo.

    Demos work great to sell a product especially when you know that product is going to be great before even using the demo (when someone tells you).
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    • Reader's Digest have been doing "try before you buy" for decades, because it works. I guess that's kinda what the guys are trying to do when they create "demo sites" rather than just show them a portfolio - you want them to feel like it's theirs already.
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  • In General Mills case, there was only a sample, no coupon attached. Seems the only way to tell if this was a positive test is the additional tonnage and market share it produced.

    I can see the benefits if you're tracking samples by coupon. Those that redeem the coupon have held up their hands telling you they will try your product and want to receive the benefits of that product. Another benefit is that it can force an outlet to carry the item their customers want to redeem at their store or else go to another that has the product. With General Mills sample, that can't be done.
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    • Yes, in their case they would only rely on the volume of purchase for the new item, where coupons offer better tracking and also improve sales.

      You know, in digital products for example where you can offer variations of your product as samples and track individual downloads and purchases you can get a great insight on what product variation works best which helps product design.
  • I think sampling is a great way to promote your business. I myself have purchased products after trying them out-especially if its an edible item.
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    Does sampling work

    Today I ate a trial size package of chocolate cheerios. This package, along with a peanut butter and a fiber type cheerios were delivered in the newspaper, twice in the last month.