5. Sampling as a sales conversion tool
As sampling specialists, we really do love sampling campaigns, but many non-specialists forget that it is not an end unto itself. Ie: There is no point in sampling, if it doesn’t generate sales. The age of social media has created a proliferation of amateur bedroom based staffing suppliers who can reach out to select random staff from anonymous profile pics on Facebook. While that may appear to cut your costs, the lack of in depth professional vetting and detailed quality implementation omits all manner of essential elements required to effectively represent your brand and actually convert purchase in front of store.
From considering the clear point of sale messaging, using store pricing stationary, devising verbal interactions which lead to a purchase, planning impulse incentivisation – and removing the distance to point of purchase using FSDUs and chillers; there are a broad array of tactics that are required to influence the shopper once they have accepted the initial sample.
While the above are essential evolutionary progressions for creating effective sampling at supermarkets – it’s still reassuring to know that ancient processes of evolution are still in charge. In spite of all of the modern advances, new technologies and virtual realties – sampling still needs to engage the physical senses. Brand ambassadors still need to connect on a human to human level with eye contact, smiles and believable heart felt dialogue. Finally, sales is still king. Beyond whatever any other media agencies may preach, marketing isn’t worth its salt if it’s not creating sales for your brand – and there’s nowhere more successful at demonstrating ROI than right in front of your most important stockists.