For a small retail or manufacturing business, handing out samples is often the most effective and cost-efficient selling tool. They are many times more effective than single advertising ad exposures in any media. And they are one of the best ways to persuade a retailer to add your product to their store.
According to studies, 51 percent of shoppers tried products they normally would not have tried because a free sample was available. And an amazing 79 percent of those who sampled actually bought the product.
Product samples have these benefits:
- They let the customer prove to themselves that they like the product.
- Enthusiastic demonstrators make excellent sales people.
- Recreational shoppers are impulse buyers who will buy a product they like whether they need it or not.
Action Steps
The best contacts and resources to help you get it done
Pair them with coupons
A coupon that offers not only a sample but also money off on a purchase can be an excellent direct-mail advertising approach.
I recommend: Two of the largest coupon-distribution companies in the country are
Valassis and
ValPak.
Demo them live
Live and in-person demonstrations are the best, but some companies also have great success offering demonstrations online or on DVD.
I recommend: Serious Magic gives you the tools to make polished sales videos.
Target the audience
In-store marketing pros will help you target the right audience for your product and help you find and train good product demonstrators.
I recommend: The National Association for Retail Marketing Services offers links to members providing in-store and other marketing assistance.
Tips & Tactics
Helpful advice for making the most of this Guide
- Think you can't afford free samples? Divide your advertising budget by the number of new customers you expect it to generate, and compare the advertising cost per customer with the cost of a free sample. Most of the time, a sample costs far less – and it puts the product in the prospect's hands.
- Use samples to thank customers for referrals, not only to attract new business.
- Thinking of adding a new product? Test its viability by offering free samples and soliciting feedback.
- You don't need bricks and mortar to offer samples. Many online businesses also offer them via mail or by offering coupons.
- Ideally, samples should be offered where the product is available so a buyer can purchase it immediately. If you need proof that this works, go to Costco, Sam's Club or Trader Joe's, which have embraced sampling wholeheartedly, and observe (and enjoy) the persuasive powers of the moveable feast available every weekend.
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