This has most likely happened to you… You’re in a store and someone is sampling. They are distracted. No smile, head down, cell phone out, no emotion, nothing. You walk over to try the product but the brand ambassador has no reaction. Maybe they look up for a split second, but that’s about it.
I call that “passive” sampling, and it can do more harm than good. Every interaction at an event or sampling is an incredible opportunity to experience your brand. That’s especially true now when the closest someone gets to your product may be the screen on their phone.
Sampling is one of the best ways to grow your brand, but it can backfire if not done right. Here are some stats that I’ve stated before, but are worth hammering home:
- 92% of consumers say they’re more likely to purchase a product after trying a sample.
- Sampling can generate 65% more word-of-mouth conversations about a brand than other forms of advertising.
- Product samples can lead to a 2,000% increase in average sales compared to traditional advertising methods.
- Brands that offer samples can experience a 38% increase in average sales during the sampling period.
What happens when the experience is bad? Flip those stats. Not good.
If you’re going to sample, move from passive to passion. Here are some things to consider:
- Do you have documented brand standards and a personality-type that your staffing partner can use to find the right people?
- Are you clear on the apparel, style, or “look” of the sampling team?
- What does the sampling area look like? Is it simply a table with a white sheet and plastic cups or a reflection of your brand?
- Does the brand ambassador have a script on what to say about the product?
- Do you provide a list of questions to ask the customers to gain insight and drive sales?
- Can you give away free swag or brand info to keep the brand top-of-mind?
- Are you clear on how the product should be served?
- Is there an easy way (QR code) at the sampling area for people to join your social accounts?
- Have you considered secret shoppers to gauge the experience?
- Along with the analytics of each event, do you get photos and videos of the interactions?
Don’t settle for the sameness. Now more than ever, a face-to-face interaction with a customer is an extremely impactful opportunity. When I say “impactful”, that can go both ways—good or bad. Work with a partner that understands the importance of passion and you will be shocked at the results.
One more thing: consider sampling in unexpected places. Take your product out of context and into a memorable place. More to come on that later…