Product sampling campaigns are not new. In fact, they are as old as commerce itself. But as marketing has evolved, so has the process of sampling.
If you’d like to learn how to run a successful product sampling campaign, here are few tips that can help you get the most from product sampling campaign for your brands
1. Understand your campaign objective / goal
Maybe you’re looking to generate a high volume of reviews and ratings for your product, or perhaps get customer feedback before the new product launch. The first step in running a product sampling campaign is understanding why you’re doing it (i.e. to get awareness, feedback, or customer acquisition).
2. Choose the product to sample
The next step is to choose the product to sample. Type of product categories one can choose from include: New products that have just been or are about to be released, Best-selling products or Little-known products that could become best-sellers. Some products are simply not practical to sample, or may be sampled on a limited basis. Often, the cost of the sampling itself can determine the scope of your campaign.
3. Identify and understand your target audience
Make sure the people who receive your samples are part of your ideal audience. This will ensure you’re sending it to more engaged recipients. This is important, especially if you’re running a product sampling campaign online as you need to maximize the return on your investment by choosing your target audience wisely, e.g.,
- offer the sample to the public using target Facebook ads to reach people who are likely to be interested
- work with a sampling provider that has a database of customers with many different backgrounds and can be screened with qualifying questions to distribute the samples to the respondents who meet specific criteria
4. Plan and track your campaign
Finally, it’s important to be methodical, have a plan and track the results of your product sampling campaign.
Before your campaign starts, set performance goals e.g., the total number of samples you want to distribute, the number of people you want to reach, the rating you hope to receive when consumers send product reviews back, etc. Sampling strategies can get expensive, so you’ll want to make sure that each campaign is more effective than the last. Pick a strategy that will give you the opportunity to measure your key performance indicators and take time to evaluate each strategy once it’s complete.
Make it easy for your samplers to give feedback, and once you have that feedback, make sure to analyze it to create actionable adjustments. Also, if you’re pairing your sampling campaign with a social media campaign, make sure that you have your team ready to engage with anyone posting about your product. Not engaging with people posting about your product leaves a lot on the table, especially when running a sampling campaign.