Keys to Developing a Successful Sampling Campaign
Sampling is an important tactic within marketing and there are a variety of sampling types and vehicles you can use to distribute your product to a target audience. Additionally, there are many times within a product’s lifecycle that you may want to sample, including a new product launch, trial to a new or expanded target audience, as a sales incentive with a retailer, to name just a few. However, sampling programs are a not one-size-fits-all proposition and each brand team should approach their plan through a customized lens that looks at who is your target, where do you find them, how big is your budget and how are you measuring success? Sampling also should be approached as an integrated effort and not just a standalone tactic. It works best when supported by a larger marketing communications plan.