TRADE MARKETING CASE STUDIES
WHY PROMOTIONAL PRODUCT SAMPLING WORKS
THE CONSUMER ECONOMICS OF PRODUCT SAMPLING
In its most simple terms, product sampling to new audiences drives sales and wins new customers by overcoming the risk of buyer opportunity cost. It is a core principle of economics; where consumers face a financial risk vs. reward decision for every purchasing choice they make when deviating from a product they are already familiar with. These tried and tested products aren’t necessarily superior, but still produce repetitive buying habits, making it harder for new product developments or less established challenger brands to secure market share, due to lack of consumer confidence.
USE SAMPLING TO OVERCOME TUNNEL VISION SHOPPING
Offering promotional product samples forces potential customers to widen their pallet and consider breaking long established buyer behavior. Today’s busy lifestyles require most shoppers to grab and go, further engraining repetitive buying habits. Putting your brand into the hands, minds and mouths of these shoppers provides you an opportunity to present your produce in what would otherwise be a blinkered shopping experience.
MASS PRODUCT EXPOSURE FROM SAMPLING
Intelligent selection of your sampling activity locations provides the means to tap into huge volumes of a closely defined, pre-determined audience group, for maximum long term growth for your brand. It can also introduce your sampled products to them at a time when they are both most receptive to try it and to make a purchase
PROMOTIONAL SAMPLING TO EDUCATE CONSUMERS
Advancements in food packaging technology, new product developments or emergence from niche markets often require mass market consumer education for sustained sales growth. Produce which is micro-waved, tinned, frozen, dried, ethnic, lowcalorie, etc sometimes also come with a negative perception. This prevents trial purchases from being made by potential customers who don’t have first hand experience and won’t risk deviating from a limited, but satisfactory repertoire. If you have a good product, promotional product sampling really does provide the opportunity to showcase benefits, change opinions and win new loyal brand advocates.
GENERATE IMMEDIATE & SUSTAINED SALES FROM YOUR SAMPLING ACTIVITY
Give a sample to make a sale, should be the mantra to base your campaign around. Depending on strategy and location selections, you can expect your product sampling campaigns to deliver anything from 150% to 1500% immediate sales uplift. If you have a good product that’s set at a reasonable price point, a substantial percentage of shoppers will buy it immediately either during or shortly after receiving their promotional product sample trial. While it’s natural for a lot of these impulse purchases to be one offs, it’s also natural to expect that a significant proportion of recipients who try it, will like it; and will continue to purchase your brand long after the initial product sample introduction has been made.
REFERENCE ACTIVITIES
CLIENT : STC IPAD & IPHONE 5 ACTIVATION
Brief : Execution of I pad & Iphone5 activation with more than 150 promoters across STC Retail outlets. Covered more than 26cities of KSA
CLIENT : KERRY GOLD – CHEESE & BUTTER
Brief : Execution of nationwide Kerry Gold cheese & butter sampling campaign in residential compounds, hypermarkets / supermarkets
CLIENT : LUNA – EVAPORATED MILK & STERILIZED CREAM
Brief : Execution of nationwide Luna-evaporated milk & sterilized cream sampling campaign in hypermarkets / supermarkets
CLIENT : CRISPY - SNACKS
Brief : Execution of nationwide Crispy Snacks in Al Hokair theme parks
CLIENT: ULKER - BISKREM
Brief : Execution of nationwide Ulker - Biskrem biscuits sampling campaign in hypermarkets / supermarkets
CLIENT: BAJAJ - VEOLA
Brief : Execution of nationwide Bajaj Veola hair care products NPD campaign in ladies beauty saloons & Hyper / Supermarkets
CLIENT: EMAMI
Brief : Execution of nationwide Emami skincare product sachets distribution campaign on high streets
CLIENT: EMAMI
Brief : Activation of Himani NRO in selective labor camps! Total 100 camps were covered with in JedRyd-Dam. Champi/Head massage & instant sales was done during the activation.
CLIENT: KDD – ICE CREAM
Brief : Execution of nationwide KDD – Ice cream product sampling campaign in hypermarkets / supermarket
CLIENT: MARBLE SLAB ICE CREAM
Brief : Execution of store opening in Mall of Arabia Jeddah
CLIENT: TWININGS TEA
Brief : Execution of product sampling in Panda Hypermarket / Supermarkets - Jeddah
CLIENT: GINO FRANCO – SPARKLING JUICE
Brief : Execution of product sampling in Panda Hypermarket / Supermarkets - Jeddah
CLIENT: TOYS “R” US
Brief : Execution of instore product demonstration in TOYS “R” US
CLIENT: SAMSONITE
Brief : Execution of instore product demonstration in DEBENHAMS
CLIENT: BARBICAN(AUJAN INDUSTRIES)
Brief : Execution of nationwide MDC activity in whole sale markets.
CLIENT: WALL STREET ENGLISH INSTITUTE
Brief : Leaflet distribution and educated the advantages of Wall Street English Institute in universities nationwide
CLIENT: KDD & GINOFRANCO Brief : Product sampling of KDD & GINOFRANCO, while doctors conference in King Abdul Aziz Hospital – Jeddah. Received appreciation award for the same activity.
CLIENT: AUJAN INDUSTRIES-HANI & VIMTO Brief : Execution of sampling Hani Jelly & Vimto carbonated drink, in reputed International & Governmental schools in Jeddah, Riyadh & Dammam.
THANK YOU
