Why Sampling?

By Bernard Martin

Research on sampling has been going on for several decades and the results remain pretty consistent over time.  Giving someone a sample of your product has always had a tremendous return on the investment. 

Cindy Johnson was a product sampling expert for CPG brands and now owns a company called Sampling Effectiveness Advisors. During Cindy's career with P&G, she worked with all brands in her role as Corporate Sampling Programs Manager.
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According to  a report Cindy authored entitled "Why Sampling?" she found that 73% of consumers asked to evaluate eight marketing channels’ influence on their purchasing decisions said a product sample would persuade them to buy a new product, versus 19% for a TV ad.
Based on a report from Sampling Effectiveness Advisor report:

• Only 19% of consumers could be swayed by a TV ad to make a purchase
• The average increase in conversion rates for companies that launched sampling campaigns was 32%

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"Most brands will consider product sampling only if they have a new product (or line extension) which affords them the opportunity to include sampling in the marketing plan. However product sampling can deliver strong results behind a number of different objectives. While the only reason for product sampling is to induce trial, sampling has been shown to be successful in delivering various objectives and under many situations. (Each of the examples assumes that trial objectives are met by chosing the right program, target, etc.)."

What Can Product Sampling Do?

Product sampling can:

• Bring competitive users to the brand franchise
• Replenish a brands user base with new, younger consumers
• Overcome an undesirable impression of the brand.
• Provide a brand experience where price is a barrier to trial.

• Introduce the consumer to a "system" experience.
• Increasing overall brand business by ìtrading consumers.
• Increase overall brand business by increasing consumption.
• Get a professional recommendation.
• Attract new users as they enter life change points and consider new categories.​
• Generate profit by selling product samples.
• Increasing trial of a brand with high awareness and/or superiority, but low penetration.
• Deliver new news about a brand.

Want to know more about Sampling Effectiveness?
​Give Cindy a call! 

Sampling Effectiveness Advisors
Attn: Cindy Johnson 
Sampling Advisors
Phone: 513.353.0131
Alternate/Cell Phone: 513.614.0077 
cindy(@)samplingeffectiveness.com