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Unformatted text preview: A white paper presented by Solar Communications Secrets to Sampling Success. Knowing how to ask the right questions, and pick the best partner. A white paper presented by Solar Communications Sampling programs can be a great way to reach consumers and encourage product trial. These programs involve providing consumers a trial size of a product. Sometimes they also include coupons, to encourage future purchases. Sampling programs are most commonly used in the Consumer Packaged Goods and Pharmaceutical industries. In general, sampling programs are most successful if the correct audience is being served, and if the product has relevance and a visible point of difference vs. the competition. Sampling can very quickly build demand, so programs can effectively increase trade distribution and support. Why do most Brand Managers consider sampling programs? Typically, there are three reasons: a competitive response mailing, a new product introduction, or to stimulate sales for a lagging product. Sampling, in some form, is now part of 84 percent all marketing plans, according to Cox Direct. In 2001, annual sampling expenditures were estimated at $1.2 billion, according to Promo. According to Lafayette Jones, in the 10/1/2000 Promo Magazine, the reasons for sampling can be summed up in three basic points: because it works; because more than half of all customers take part in sampling programs; and because retailers know that sampling can increase sales by as much as 40 percent.We know sampling stimulates trial and conversion.The costs are affordable, and it can raise the performance level of an entire integrated marketing plan. Types of Sampling Programs Once youve decided to conduct a sampling program, there are a few types to consider: Q In-Store Q Internet Q In-Home In-store programs are when a manufacturer sets up a booth in a retail chain and gives immediate samples to consumers. According to Cox Direct in the 9/1/99 Promo magazine, 57 percent of all sampling programs occur in-store. You often see these programs when a product requires preparation, such as cooked food. While these programs offer immediate trial of a product and can be accompanied with coupons to increase trial, they are cumbersome to manage and can be expensive. Also, because retailers want to differentiate themselves, these programs typically can only occur with one retailer at a time. Internet programs are a relatively new phenomenon. These programs offer downloadable coupons that may be redeemed at a retailer either a physical store location or online. In most cases, a consumer volunteers information about oneself (name, address, limited demographics) in exchange for a free sample of product mailed to their house. The manufacturer gains the names and addresses of users and the consumer gains a free sample of product. In many cases, the manufacturer is able to categorize consumers by heavy users and trial users....
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- Spring '11