Product Sampling Creates Brand Advocates and Entices New Customers
Customer loyalty is integral to the success of a brand, yet often remains elusive. Unlimited options and access to digital marketplaces foster an environment of fierce competition for consumer attention. In this reality of infinite purchasing choice, brands are increasingly turning to product sampling campaigns, which have proven to boost overall brand awareness and conversions.
Product sampling campaigns place your product directly into the hands of a new audience. The opportunity to test drive your product is likely to convert a consumer, who otherwise would never have considered your brand, into a loyal and lifelong customer. Sampling also proves a useful tactic during these unprecedented times, as more brands must forego the brick-and-mortar, in-person experience of shopping.
To demonstrate the effectiveness of sampling campaigns in terms of finding new long-term customers and increasing sales, we surveyed over 6,500 members of the Influenster community. Respondents received a VoxBox, which contained samples from a wide variety of brands and included products in categories of health and beauty, food and beverage, or pet care. Here's what we found:
Those Who Sampled a Product Continued to Purchase From That Brand
We found that the majority of consumers (63 percent) who sampled a product in the VoxBox subsequently purchased that same product. This was especially true for those who sampled food and beverage products (70 percent). Half of those surveyed said that the sampled product became a new favorite and/or staple in their life.
Additionally, almost all (97 percent) of those who received a sample went on to purchase one or more other products from the brand.
These results prove that sampling campaigns convert potential customers into actual loyal buyers.
Those Who Sampled a Product Recommended the Brand to Friends and Family
According to our survey, 87 percent of respondents recommended the product/brand they received to friends or family. These personal recommendations prove invaluable, considering 81 percent of consumers trust their friends and family’s advice over advice from a business. Consumers prefer to hear from people they know and trust as opposed to a company pushing its product. They understand the difference between an unbiased endorsement and a motivated one. With a sampling campaign, a brand can exponentially influence the purchase of many consumers by sending just one product to one person.
Those Who Sampled a Product Followed the Brand on Social Media
Half of our survey respondents shared that after sampling a product, they followed the brand on social media. Over half (54 percent) of American consumers now shop on social media, making social media feeds the new storefronts. Sampling campaigns generate more followers and supporters of your brand, which in turn creates more virtual shelf space for your products.
Whether you’re an established brand launching a new product line or an emerging brand looking to gain traction, sampling campaigns are proven to boost brand awareness and drive conversions. Along the way, you’ll attract new loyal customers who can help create additional shelf space for your products on social media.
As General Manager, Colby oversees the Influenster community and content acquisition services for Bazaarvoice.
With over 15 years of experience operating media divisions and digital properties, Colby has a track record of launching profitable enterprises, building brands, and growing audiences. He spent the past nine years at Disney, most recently as Senior Vice President and General Manager. In this position, Colby led the digital and streaming charge for the brands of Walt Disney Television, which include the ABC network, Good Morning America, FiveThirtyEight, Marvel, and Disney Channel. Prior to that, he served as Senior Executive Producer with CBS Television, overseeing five hours of live daily television coverage for a local affiliate. Colby’s career began in Silicon Valley as “Employee #12” at (then startup) IntApp, which provides cloud-based solutions for professional and financial services.
Colby earned his MBA from UCLA Anderson and his undergraduate degree in Economics from Stanford University.