Product sample
A product sample is a sample of a consumer product that is given to the consumer free of cost so that they may try a product before committing to a purchase. When it comes to marketing non-durable commodities, such as food items, sampling is crucial. It gives room to highlight new items on the market as well as to bring back classic product categories with fresh tastes, inventive ingredients, and other changes.[1]
Product Sampling is extensively used by FMCG and CPG Companies to market their product to their consumers, HUL, L'Oreal in USA & India, Emami, Ben and Jerry's are just some examples of Brands conducting product sampling. Product sampling is also termed as "brand activation", "trial marketing" by FMCG & CPG Leaders.
Free samples
[edit]A free sample or "freebie" or "trial packs" is a portion of food or other product (for example beauty products) given to consumers in shopping malls, supermarkets, retail stores, or through other channels (such as via the Internet).[2] Sometimes samples of non-perishable items are included in direct marketing mailings. The purpose of a free sample is to acquaint the consumer with a new product, and is similar to the concept of a test drive, in that a customer is able to try out a product before purchasing it.
Although an expensive method of targeting customers, conversions to sales can be as high as 90% making it one of the main marketing strategies for certain markets.[3] With effective sampling, marketers can create brand loyalty and assist in the launch of a product through the word of mouth.[4]
Many consumer product companies now offer free samples through their websites, to encourage consumers to use the products regularly,[2] and to gather data for mailing lists of potentially interested customers. Brands like MARS Petcare are conducting sampling through their website to engage customers already visitng their websites, Brands like Abbott are making sure their samples only reach relevant audiences searching for their products.
Paint chips are samples of paint colors that are sometimes offered as free samples. This allows customers to see the paint colour, feel the texture of the paint without fully committing and buying the paint box.
With the rise of e-commerce or quick-commerce sampling has also seen being plugged along with orders[5]. When a customer is not able to remove the sample from their cart, it is termed as "push sampling". Many popular FMCG Enterprises have taken up sampling with brands like swiggy[6], zepto, blinkit[7], Lovelocal[8] etc.
The expansion of online marketing with regards to promotional giveaways has facilitated the rise of "Freebie sites" that seek to aggregate all promotional free sample offers in one place. These sites will often compile free product samples from all over the World Wide Web and categorize them by type. Some product sample offers may require consumers to complete a survey or refer a friend in order to qualify for the freebies. When all requirements are fulfilled, the product samples are shipped to the consumer. Some sample products might be digital goods, where sample might be closely related to a product trial.
History
[edit]19th-century soap manufacturer Benjamin T. Babbitt was one of the first known people, though not the first ever, to offer free samples of his products. For example, innkeepers are portrayed offering free samples in the 14th-century poem Piers Plowman: "Tauerners 'a tast for nouht' tolden the same" (Innkeepers said the same thing, 'A taste for free!').[9]
Asa Candler, the second owner of Coca-Cola, tried to attract customers by offering Free samples of coca-cola through a card in 1886. The coupons read: ’This card entitles you to one glass of free Coca-Cola at the fountain dispenser of genuine Coca-Cola.’
As Coca-Cola expanded, he mailed these vouchers to homes all throughout the country. In the 1890s, one in ten Americans claimed a voucher for a complimentary glass of Coca-Cola, according to Phil Mooney, chief archivist for the company.
In the 1900s, bags containing product samples from vendors became a common sight at Australian agricultural shows, where they were given away for free or at a small cost. These so-called "sample bags" gradually evolved into the product branded showbags still popular today in the country.[10]
In 1987 C. A. Courtesy became the first demonstration company to secure exclusivity with a retailer.[citation needed]
In early 2000's Nestle India's Maggi began giving away free samples school children, trying to build a loyal customer base in the younger generation. It was wagered that after children sampled the product, they would often ask their parents to buy Maggi.
In more recent decade, multiple FMCG companies have adopted product sampling as a marketing technique for their product launches but with technology playing a role in enabling a seamless product sampling campaign. FMCG companies like HUL,[11] Godrej Consumers,[12] Emami [13] and many others mention sampling as a marketing technique in their Annual Reports.
Product sampling has become such a popular means of FMCG & CPG Marketing that in India there are special award categories for the best experiential marketing campaigns, best product sampling campaign. One such Award was introduced by AFAQS! Marketers Excellence Awards 2024[14] the companies who won were: Coca-Cola Smart water, L'Oreal Indian CeraVe Launch by FreeStand Sampling and India Gate Basmati Rice.
Popular Marketing Resource Platform Adweek has launched Adweek Experiential Awards[15]
Technology in product sampling
[edit]Enterprise technology is transforming product sampling in the rapidly changing FMCG marketing landscape by making it more scalable, data-driven, and efficient. These technological solutions for product sampling make use of technology to optimise sampling campaigns and provide brands with chances for consumer involvement and real-time analytics.
Product sampling is becoming more digitised along with marketing, which helps firms better target and follow their customers. As consumers shift towards digital experiences, brands have the ability to effortlessly connect with potential customers through several touch-points. Marketers can now scale campaigns with more effect and precision thanks to this innovation in product sampling.
Other samples
[edit]
It is also possible to purchase products in small "trial size" containers. This is common with toiletries such as shampoo, which are useful for vacations or other travel, where large bottles or other containers would be impractical (or more recently, not permitted for air travel). These are also often provided in hotel and motel rooms for the guests. Samples may also be loaned to the customer if they are too valuable to be given for free, such as samples of a countertop or of carpet to be used for remodeling. Sometimes companies in business-to-business markets will offer sample of data or service for free before engaging business relationship.
Other type of samples may include industrial samples, such as in the plastic industry, provided to companies for trial molding to see if the selected material is suitable for manufacturing the application (testing).[16] Such samples may or may not be free of charge.
See also
[edit]
- International Convention to Facilitate the Importation of Commercial Samples and Advertising Material
- Sample (material)
- Mailing list
- Test drive
- Shareware
References
[edit]- ^ Sedliačiková, Mariana & Kocianová, Anna & Dzian, Michal & Moresova, M & Drábek, Josef. (2020). Product Sampling Effect on Purchase Decision Also by Social Aspects. Marketing and Management of Innovations.
- ^ a b De Bower, Herbert Francis= (1919). Advertising principles. Original from the University of California: Alexander Hamilton Institute (U.S.). p. 156.
Free sample.
- ^ "Product Sampling: Costly but Effective". FMCG Ireland. Retrieved 22 December 2013.
- ^ "4 Ways Using a Product Sampling Service Will Increase Sales". Peekage. 2020-09-27. Retrieved 2021-10-24.
- ^ https://brandequity.economictimes.indiatimes.com/news/marketing/delivered-in-minutes-samples-of-your-next-favourite-brand-courtesy-quick-commerce/107121915
- ^ https://freestand.in/case-studies/zandu-chyawanprash
- ^ https://www.reddit.com/r/delhi/comments/vztqbv/blinkit_giving_so_many_free_samples/
- ^ https://freestand.in/case-studies/zandu-nityam
- ^ Piers Plowman, C-text, Passus I, line 228
- ^ Bochenski, Natalie (2015-08-06). "From free to Frozen: a potted history of Ekka showbags". Brisbane Times. Retrieved 2022-07-30.
- ^ https://www.hul.co.in/files/92ui5egz/production/a9067fda4331bcd2b38a1f52d55d15687f2f1a2b.pdf
- ^ https://www.godrejcp.com/public/uploads/reports/2023-24/GCPL-Annual-and-Integrated-Report-2023-24.pdf
- ^ https://www.emamiltd.in/wp-content/themes/emami/pdf/Annual-Reports/2023-2024/Emami-Ltd-AR-FY24.pdf
- ^ "Marketers Excellence Awards". events.afaqs.com. Retrieved 2024-10-11.
- ^ "Adweek Experiential Awards". Retrieved 2024-10-11.
- ^ Philip Mitchell (1996). Tool and Manufacturing Engineers Handbook: Plastic Part Manufacturing. pp. 2–63. ISBN 9780872634565.
Displayed by permission of the Society of Manufacturing Engineers