Promotional sampling is such an effective and versatile experiential marketing tactic that there’s almost no wrong way to do it. Here are some creative product sampling ideas that help brands engage with consumers in-store, out-of-doors, and everywhere in between.
Experiential Sampling
Sampling campaigns can be simple and straightforward: Set up a booth or table, distribute samples. They can also be complex, multisensory, immersive experiential events. Combining sampling with a brand activation or pop-up shop can be a way to level up your brand’s sampling campaign. One standout example: the Doritos launch for its nacho cheese-flavored spirit. The brand’s iconic triangle shape and the red used on the chip bags defined the decor, but the brand took up up several notches with unique spins on classic hors d’oeuvres, “all incorporating Doritos as either the main flavor, as an added crunch, or even to replace ingredients like breadcrumbs” — a trend-meets-nostalgia high-low snack pairing.
Mobile Sampling
One way to expand the reach of your sampling campaign is to take it on the road, hitting multiple locations that have high concentrations of your target audience. One example: When beverage brand Yerba Madre wanted to introduce its rebranding campaign to college students — a target audience for the brand’s signature organic energy drink — they launched a mobile sampling campaign that reached 154 college campuses and racked up nearly 900K impressions in 27 weeks. At the campaign’s center were branded vehicles, vinyl wrapped in the brand’s signature bright yellow.
Guerilla Sampling
Much like guerilla marketing, guerilla sampling relies on surprise, incongruity, and novelty to attract attention and put across the brand’s message. In guerilla sampling, mobile street teams of brand ambassadors distribute samples on streets, outside stores, and in other areas with high foot traffic. Low-cost and relatively simple to deploy, guerilla sampling puts your brand in an unexpected place, creating an experience that surprises consumers in a fun, friendly way. “When done strategically, through data-driven targeting, guerilla product sampling is a budget-friendly way to reach your audience in fantastically memorable ways,” says wearepurity.com.
In-Store Sampling
Perhaps the best-known and longest-lived sampling method, in-store sampling is both ubiquitous and incredibly simple. Food and beverage brands deploy sampling stations at booths, stands, or tables in the supermarket or store. This type of sampling is so common and so popular with consumers that they sometimes joke about “taking a date to Costco for dinner,” i.e., hitting every sampling stand, multiple times if they can, while strolling through the store. For beauty, hair, and skin care brands, stores often drop sample-sized products into customers’ bags as they leave the store, or give away larger samples with a purchase over a certain amount.
Regardless of how the sample is delivered, this strategy is effective not only because customers can try the product before buying it but also because the product is available in that store, ready to pick up post-sampling. Consumers can often also ask questions about the product and pick up printed information about it.
Online Sampling
As more and more customers shop for even basic household items online, brands are offering samples of products for sale or free with a purchase. These sampling campaigns can be promoted via the website, email, and social media. “This strategy is effective because it allows companies to reach a large audience and generate buzz for their product,” says relishagency.com. One significant advantage of online sampling is the ability to gather customer data through the transaction that can be used to inform other marketing campaigns.
Subscription Box Sampling
Subscription boxes have crept into numerous industries including beauty, jewelry, gourmet food, fitness gear, coffee, home decor, and apparel. These boxes are curated according to subscribers’ stated preferences; sometimes subscribers even select specific items for upcoming boxes. This creates a unique opportunity for brands looking to hit a specific audience with a sampling campaign: put product samples in subscription boxes that fit your target audience. “Subscription boxes cater really well to specific niches,” says wearepurity.com, “enabling you to put your samples directly into the hands of consumers who are already interested in similar products.”
Best Customer or VIP Sampling
Brands can personalize their sampling campaigns by sending samples — often of exclusive or limited edition items — to a select group of customers and contacts. These might include the brand’s best and most loyal customers as a “thank you” for their support. Or the brand might use sampling as a way to reward influencers and brand ambassadors, or introduce a new product through them first, so they can share the excitement with their audiences. Regardless of the specific audience, sending special or exclusive samples to a selected group is a great way to communicate your thanks for their work on your behalf, as well as involve them in launching a new product or re-promoting an established one. Like anyone else, loyal customers and VIP influencers love free stuff.
Promobile Marketing is a dynamic experiential marketing firm based in New York City. For over a decade, Promobile has collaborated with a range of brands—from budding startups to major CPG brands—on immersive marketing campaigns. Want to discuss your next project? Reach out below.
Get In Touch
Get In Touch
