How Innovation Has Made Sampling Better.......And Saved the Earth Tons of Trash!
If there was an area of marketing ripe for innovation it had to be sampling!
If you have any doubts, then the next time a smiley young person presses a face cream pack or International SIM card into your hand, just check the mountain of discarded packets round the corner.
Then just think of all that waste from all the sampling campaigns across all the cities and towns where teams are handing out sachets and packets heading to landfill sites and then you get an idea of the environmental problem.
Whether from live sampling teams in co-ordinated sweatshirts or sachets glued into magazines pages, apart from the environmental waste of all that bubble wrap, traditional sampling’s problems are:
- scatter-gun targeting meaning products go to people who will never become customers;
- no feedback as to who liked and disliked the product and why; and
- little conclusive link between the sample distribution and future purchases.
Yet sampling remains a valuable tool for marketers looking to introduce a new product or grow market share because it removes the ‘price barrier’ to adoption and lets potential customers try the product
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