According to a poll conducted by Opinion Research Corp on behalf of the United States Postal Service 61% those polled said that sampling a product is the most effective way to get them to try a brand.
The benefits of enabling consumers to try a product or brand before they buy it adds directly to the brand’s bottom line – and Billads has the proof! Our research has shown that on average, 43% of respondents had purchased or applied for the product within two weeks of receiving the sample or product info. Explaining a product or brand’s benefits or great taste is just not the same as allowing them to experience it firsthand.
Product samples are personal, and enable the consumer to feel, hear, touch, smell and taste the product. Samples also generate excitement as you put a physical product in the consumer’s hand. Instead of directing the consumer in-store, you bring the store directly to them.
The Billads bill folder advertising platform recently reached a potential 1.5 million upmarket consumers in coffee shops and other light meal environments across South Africa, to effectively use sampling to ensure that Orbit remains top-of-mind after every drink or meal.
The Orbit ‘What’s the damage? Nothing, if you chew Orbit’ Billads advertising and sampling campaign ran in 105 of our upmarket sites where consumers often enjoy a drink or meal. Due to great venue selection, we were able to directly engage the brand’s relevant target audience and enable them to interact with the Orbit brand.
Campaign research undertaken by Interact RDT revealed that 90% of respondents recalled Orbit as the brand being advertised. Of the 94% of respondents that received a sample, 64% chewed it at the table and as a result of the promotion, a whopping 88% of respondents considered purchasing the brand and within two weeks 67% had already done so.
A positive sampling experience is something that people clearly will and do talk about. A quarter of the respondents discussed the Orbit advert or sample after seeing it, creating a powerful viral effect.
Consumers are tired of the same old marketing ploys. They want something new. Something that really captures their attention. That’s why sampling works!
Craig Segal is MD ofNine Mile Media.
