What is sampling? Sampling is ...

Most of us know that marketing work (sampling is a part of it) seems to be the most important element both for bringing a new product to the market, and for increasing the demand for goods already on sale. Of course, the main tool used by marketers has long been advertising. But it is not always enough to stimulate sales . In connection with this, many companies today resort to such an instrument as sampling (shares for free distribution of product samples). We suggest you get to know this concept more closely by learning about its purpose, functionality and varieties.

What is sampling?

In short, you can say that sampling is a tool to promote a product on the market by distributing free samples or distributing samples as a bonus when buying other products. At the same time, samples can be distributed in the store, distributed to potential customers at home, sent by mail, etc. According to many experts, sampling is one of the most effective ways to promote a new product. However, the use of this tool shows excellent results and, if necessary, increased sales of products that have long been on the market.

When does it make sense to do sampling?

This marketing direction is recommended for use in the following three situations:

- You bring to market a new product and want to acquaint with it potential buyers.

- Among the consumers of your products, the demand for it is not so great, and you are planning to improve this indicator.

- You want to conduct a marketing research, the purpose of which is to find out how much your products people like.

What is good sampling?

As we see, sampling is an extremely effective tool. After all, a potential buyer is given a unique opportunity to independently examine the packaging, its contents, composition, taste, ease of use and other characteristics of the product. And all this is absolutely free. The main advantage here is to attract increased attention to your brand, which makes it possible to switch the customer from a competing product to yours.

Sampling marketing is a unique tool, because it allows you to cover a wide variety of categories of products. This includes food, cosmetics, perfumes, personal hygiene products, pet products, and much, much more.

And sampling can be carried out not only in the place of immediate sale of the goods (as, for example, tasting), but also on open areas (streets, parks, etc.). This allows you to reduce costs and difficulties in coordinating the stock directly with the management of outlets. So, we propose to sum up the advantages of this marketing tool.

Advantages of sampling

The main advantages are:

- Attraction of the increased attention of the consumer to your product.

- Ability to switch the buyer from the products of competing firms to your brand.

- Formation of a consumer habit to acquire exactly the goods promoted by you.

- Building, as well as strengthening the positive image of your brand in the eyes of potential consumers.

Types of sampling

There are three main areas of sampling marketing. We propose to learn more about them.

1. Distribution of product samples. This option assumes that the goods are in the package, which allows a potential buyer to take it with them and, if necessary, use it at home. This kind of sampling is called dry sampling. Distributing samples can be almost everywhere: on the street, in the metro, shopping centers, etc. It is interesting that you can see such sampling in the maternity homes. It would seem, tired after the birth of women is not at all before advertising any goods. However, some companies, mainly offering products for the care of toddlers, give young moms a whole range of free images of products. If a woman is satisfied with the quality of the goods, then it is very likely that in the future she will use the products of this brand.

2. Tasting. This kind of sampling is called wet sampling. In this case, potential buyers are offered to try products directly at sales points. Thus, the likelihood that if the consumer likes the taste or other characteristics of the product, it is more likely that he will be able to purchase it here.

3. The ferret. This kind of sampling covers cafes, restaurants and hotels. In this case, as a rule, the following product categories are promoted: coffee, non-alcoholic or alcoholic beverages, cigarettes.

What to look for when organizing sampling

In order for the promotion campaign to be your greatest success, the following factors must be taken into account:

• Correct and attractive design of the stand with samples of products, as well as training promoters. Also pay attention to their appearance, because they will represent potential consumers your goods.
• Selection of the target audience, place and time of the action. Here it is important to calculate when exactly the trade point is visited by the largest number of your potential consumers.
• Be sure to once again make sure that in the store where you plan to distribute free images, this product can be bought.
• Monitor the work of promoters. After all, a situation is possible when he will simply take away some of the samples, handing them out for the handed out.