To organize good sales, each individual entrepreneur needs to know the basic ways and methods of product promotion. A lot of literature has been written about this, and in this article we will introduce you to an interesting and effective tool for promoting goods called sampling (sometimes they write “sampling”, we will not distinguish between these two forms of the word).

Buyer preparation for purchase

The buyer, before he decides to purchase the product, must be set up for this step. Not always a person who finds himself in a store buys what he really needs at that moment. Often, he sees beautiful packaging, a low price, a promotion with gifts, and takes the product that he will need in the future. Therefore, it is very important to create the right atmosphere at the point of sale. One of the ways to achieve this atmosphere is the opportunity to try the product in action, taste, touch, compare with other similar products.

We must also remember the folk wisdom that accurately describes the psychology of the buyer: it is better to see once than hear once. You can paraphrase the proverb like this: it’s better to try, touch, smell, bite, feel, ride once than once to hear a story in a commercial, how good it is. As a result of such testing of the product, the confidence of buyers in it greatly increases, the memorability of the name of the brand, brand, occurs many times faster.

The facts of product testing have been known since antiquity. Food was never bought in the markets until they tasted honey, sour cream, bagels, seeds, etc. The fabric was threaded into a ring, its fine workmanship was demonstrated, the hair was cut with a steel blade, showing its sharpness.

This is sampling - product promotion, which is associated with a trial, with a practical presentation of the brand, thus stimulating the buyer to make a purchase.

In the modern world, the approbation of goods is put on a high scientific level, sampling is one of the areas of marketing. Sampling has several definitions, each reflecting one or another of its qualities.

Here are its main tools:

• distribution of free product samples that introduce the buyer to the brand, provide him with the opportunity to personally try and verify the quality of the product. This is a very effective measure for the initial launch of a product on the market. When relaunched, but with altered qualities, sampling is still widely used and loved by many manufacturers due to the high level of subsequent sales.
• distribution of promotional materials, to which a product probe is attached, taking place in crowded places of potential buyers, on the streets, markets, in supermarkets.
• a set of activities that are aimed at familiarizing buyers with the proposed product (fitting, test drives, tastings, inspections of finished goods, receiving part of the services). Such events are accompanied by consultations, handing out promotional product samples, leaflets, booklets, conducting surveys, collecting opinions about the product.

In addition to the already mentioned advantages of sampling, another one is very important - the cost of such events is much lower than a regular advertising campaign. Any entrepreneur can independently calculate how much money he can spend on a tasting: a kilogram of sweets, 5 liters of kefir, a couple of sticks of sausage. To this will be added the cost of a plastic table, tablecloth, beautiful dishes, preferably disposable, and the salary of the promoter. And now calculate how much it will cost to rent a video on television, buy an advertising space on a banner on a street advertising structure, install an advertising module in a newspaper. It will be many times more expensive. Therefore, it is more profitable to conduct a company, that is, a whole series of tastings.

In addition, do not forget how often the buyer reacts to advertising. They begin to switch channels, the billboards have not been looked at for a long time, leaflets are thrown out of the mailboxes with irritation, like garbage. And if you come to the store and they offer you to try a new kind of sweets and express your opinion about the taste of the filling, then you will do it with pleasure, and then tell about the sensations very eloquently. And if you are also given a gift in gratitude for participating in the action, then the positive is guaranteed. Consequently, the sight of these sweets will subsequently cause a positive mood and a desire to buy them again and again.

The second effective point of sampling is the rate of return. If a person heard a video on the radio, he still doesn’t know when he will go to the store and the big question is whether he will choose your product, whether he will remember it. And if at the counter the buyer was given a piece of sausage to try and he liked it, then he immediately buys it. As a rule, on the day of tastings, the demand for the product participating in the promotion increases three or more times!

Therefore, it is sampling that is able to keep the buyer and encourage him to buy many times, attract new customers to his brand, tell customers that a new product has been released, that it is already on sale, how much it costs and what its qualities are. Sampling also leaves a very bright positive event in the memory of the buyer - a free trial and the respect and attention shown to him personally. This is also achieved because, in addition to the hearing organs, in the process of getting to know the product, all other information perception organs are involved: vision, tactile sensations, etc.

Sampling is able to attract the attention of even those buyers who never thought that they needed this product, as well as those who generally rejected its use. And this is a direct expansion of the sales market. For example, a person leads a healthy lifestyle, completely denies sausage as a product. But, having tasted new sausages, he may like them so much that he will buy them. And if a well-trained consultant also tells about their composition, demonstrates part of the technological process on the pages of an advertising booklet, then the buyer can start eating other sausages too. In addition, here, at the tasting, the consultant can talk about recipes for new salads, can demonstrate how to make decorations for sausage dishes, etc.

Of course, if there is advertising in the media along with the sampling campaign, then the synergy effect will be very strong. You also need to remember one small nuance. The staff of the store, shopping center that sells your goods must also be trained, they must be able to correctly present the goods to the buyer. Of course, you will have to give them some kind of bonus for this, but in any case, they do not compare in price with a large-scale promotion of the standard kind.

1. Horeca - a type of sampling, which involves the sampling of prestigious products in prestigious places by the most prestigious target audience. Such tastings are held in cafes, restaurants, clubs, hotels and other establishments with a good reputation. The products of such tastings are cigarettes, coffee, elite teas, new cocktails, expensive alcohol, new massage services, make-up artists, designers, hairdressers. A service or product received in a prestigious institution can form a habit of its consumption for many years.

Basic rules for organizing sampling

1. Carefully prepare promoters for the action, let them tell you about the product, play the role of a buyer. They should be able to answer all questions, even those that are not directly related to the product. If they "stutter", the whole action will go down the drain.
2. Choose the right place for such an action, where your target audience walks.
3. Promoters should be nicely dressed and age appropriate for your target audience.
4. Be sure to follow the promoters carefully, correct their work during the promotion, arrange a debriefing at the end of each promotional day.
5. Plan a series of such promotions, the effect will be many times stronger.
6. Come up with an interesting scenario for a sampling campaign, let the promoters have creative costumes (1-2 characters, the rest of the consultants).

The last point may have raised questions, so a few words about the creative move in the sampling campaign. Manufacturers of hats not only tried them on in the store, but also took a photo as a keepsake in a hat. There were a huge number of participants! Not only are samplers of shoe polish distributed, but a shoe-cleaning station was set up, everyone could put their foot on the stand, they quickly counted their shoes. Everyone who tried the new kefir received a calendar with a recipe for treats that can be eaten for breakfast with kefir. Everyone who tried the candy could receive a prediction from the "ancient" astrologer for the return of the candy wrapper. So you can theatricalize any presentation and tasting, you can contact a specialized agency that will develop an idea and bring it to life professionally.

I hope that every businessman has estimated the real benefits of sampling marketing in theory, it remains only to implement these activities in practice and calculate the profit. And the pleasure that you get from communicating with customers in such a creative way will be immeasurable and will inspire you to the next labor exploits!

E.Shchugoreva

Facebook Twitter Google+ LinkedIn

Sampling(sampling, sampling) is a marketing campaign for the free distribution of samples, testers, accessories and consumables for the main product. Sampling is a type of sales promotion, through the distribution of test samples of goods, miniature packages to the buyer in order to familiarize themselves with it and provide an opportunity to try it out.

Sampling types:

Dry sampling- the buyer is told about the product, and he takes the sample of the goods (shampoo, cream, perfume) home with a “dry ration”;

Wet sampling– offer consumers to try the product (cheese, juice, sausage, etc.) directly in front of the counter at the point of sale;

Horeca sampling alcoholic drinks and cigarettes in restaurants and bars.

What is the essence of sampling? Dal the opportunity for the consumer to take a sample, while not spending money; to get a taste, to get something for nothing, to get a sample of something - one of the powerful means of promotion. Sampling is one of the common types of sales promotion that is effectively used in the case of the initial or re-launch of a product on the market.

Most often, sampling promotions can be found at the direct points of sale of the products offered. This is due to the fact that most consumers make a purchase decision already at the point of sale of the goods. This means that with successful distribution, the buyer will immediately become interested in a new offer and the so-called spontaneous purchase effect will work. Russian sampling is especially popular and is the best way to attract consumers. The Russian consumer has a number of features, often surprising representatives of Western firms.

How to sum up sampling? And in conclusion, let's dwell on the methods for assessing the effect of a sampling campaign at a point of sale. First of all, you need to get measurements of sales volumes on similar days (if sampling is carried out on a weekend, then the average sales volumes on the weekend should be taken as the basis). Next, compare sales on a typical day with sales on the day of the promotion. If the sampling promotion has been adequately prepared, then the increase in sales should be up to twice the amount of pre-promotion sales. It is also worth calculating the cost of selling a unit of product: divide the cost of organizing sampling in the store by the number of units sold. Well, the last evaluation criterion: the profit received from the sale of additional units of products must exceed the costs of organizing and conducting a sampling campaign.

Submit your application

Sampling

Modern marketing is a complex set of activities related to the introduction of a new product to the market of goods or an increase in demand for existing products. Of course, the most popular and effective method of gathering a new target audience is well-designed advertising. But it is not always enough. Then you can connect the most powerful element of marketing - sampling - to the battle.

What is sampling? The most common meaning of this word is a free or additional sample given as a bonus when buying another product. The best time to introduce sampling into your marketing plan is:

• the launch of a new product or brand that is ready to compete with other representatives of a similar segment;
• increasing interest among the target audience;
• conducting analytical research among existing customers or potential new customers.

Using such an advertising tool, you allow future customers to build confidence in your company, thanks to their own study of packaging, content and composition of products. At the same time, sampling is well suited for both large manufacturing firms and small companies. Regarding the types of products - this tool is ideal for all categories of goods.

Order sampling in Moscow

The best performance of sampling campaigns can be seen when working with real marketing professionals. The popular advertising agency of Moscow "Promo people" will help you with this. We will put at your disposal a staff of trained analysts,

They say it's better to see once than hear a hundred times. So it is in promotion. Sometimes you can praise a product endlessly, but you can really increase sales only by letting customers try it. Many companies already know well what sampling is, and periodically hold such promotions.

Sampling in marketing is the free distribution of trial samples, testers, accessories in order to acquaint the client with the products closer. This method of promotion can be used both when introducing a new product to the market, and to maintain interest in an already known one, especially if a new product has been released or the packaging has been restyled.

There are different types of sampling and different distribution options. Distinguish:

Dry sampling ("dry" sampling), when a person is given product samples with him and he tests them at home. This is the distribution of testers on the street, in the store, putting testers and testers in a bag with purchases, test samples in magazines, in parcels with orders, etc.
Wet sampling ("wet" sampling) - sampling and testing directly here and now (in the store, on the street). This can be found in grocery supermarkets, where customers are poured juices, they are allowed to try sausage or dumplings. In household appliances stores during the days of promotions, you can try curling your hair with a curling iron or feel the effect of a massager.
Pick swap ("choose a replacement") - the exchange of an empty or half-empty pack of products for a new, full one.

Many companies constantly practice sampling at the request of the consumer: you can go to the site and leave a request for a trial product sample. It can be obtained at the post office or at the nearest outlet.

To conduct sampling, you need to create a line of products in packages for one use, miniatures. An information leaflet is also included with them. It is important to think over the time of the action and the target audience - the promoter must receive clear instructions. For example, a new shampoo, strong cigarettes, and a sample of pet food should have different consumers.

As many marketers write, sampling is incredibly effective in Russia. Mental features make Russian people very loyal to a company that distributes products for free. This provokes spontaneous purchases. And if you really liked the product, there are chances that they will continue to purchase it consciously in the future.

Important: to see the effect of sampling, you need to develop a plan. Using it, it will be possible to compare the sales volumes of goods on the day of sampling and a few days after it (depending on what exactly and where was distributed to potential buyers). It makes sense to talk about success when there is a real increase in sales, even taking into account the costs of the trial samples themselves and the organization of the action.