Q&A: Sampling Sense
First-hand experience of a product can dramatically impact a consumer’s purchase intent of a brand. We asked folks at top agencies (drawn from the PROMO 100) how they integrate sampling with other promotional tactics.
Tina Manikas
EVP, Director of Retail & Promotional Marketing, Draft, Chicago
Sampling is key, especially where our objective is trial, retrial or new “news.” We integrate [sampling] through a number of disciplines within a holistic campaign — from p.r., promotion, at retail or via the Web or straight to the home. Our goal is to give non-users an experience with our product and [give] something new for existing targets to experience.
Recent fave: “Milk Your Diet/Lose Weight.” Through live demonstration, we showed our female target (primarily moms) how important milk is to a diet. Sampling was used in-store, at p.r. events and at targeted partner locations, such as Curves.
Michelle Berg
VP, Velocity
Wilton, CT
We deal with quickly evolving technology and products, so allowing consumers to touch, feel and try is critical. Sampling is core to [client] Cingular Wireless. We don’t get a lot of foot traffic through our retail outlets, therefore it becomes critical to go out to the people.
Recent fave: Cingular Sounds. We currently have “ringtone download teams” covering the Gretchen Wilson and Big & Rich tours, showing people how to download exclusive CingularSounds ringtones using their phone or on the Web site, all tied to a cool download vehicle or van.
Gregg Hamburger
Managing Director,
The Marketing Arm,
Dallas, TX
Sampling creates a personal connection with consumers and allows the brand to interact with [them] one-to-one. We sample when clients want to generate trial, awareness and conversion.
Recent fave: 48 Hours of the Force (for USM&P, a division of The Marketing Arm). We ran a program on behalf of Lucas Films at 400 Wal-Mart parking lots to support the release of Star Wars: Episode III licensed products. We sampled more than 3.5 million products [for] Hasbro, Frito-Lay, M&M Mars Lego, Pepsi and Kellogg’s.
Mike Musachio
EVP, Chief Creative Officer
TracyLocke, Wilton, CT
Trial is critical to success. There is a strong trial to conversion factor. In June 2005, we delivered half a million [Starbucks DoubleShot] samples by branded Starbucks bike messengers. Consistent with the advertising, samples were distributed to up-and-comers benefitted from getting an edge on their day as they headed to work.
Recent fave: Aquatoberfest, October 2004. We brought to life the essence of Aquafina’s “Drink, Drink, Drink” television spot with branded traditional drinking pavilions at major Octoberfest markets. Drinking games, steins and rugby players helped Aquafina transcend the commodity status of the bottle water category.
Lannah Mason
Principal, Project Manager, PowerPact, Chicago
Integrating sampling to bring a product to life in a personal way has a huge impact on consumers. We try to incorporate a sense of “personal referral” into every hand-to-hand interaction.
Recent fave: Destination Yoplait. Millions of people have personally experienced not only the great taste of Yoplait Yogurt [through this sampling program], but the brand’s commitment to a cause that so important to them [breast cancer research] via a strategic alliance with the Susan G. Komen Foundation.
