Offline or online marketing, when do you use which method? These two terms are often seen separately, but in practice, they are often complementary to each other. A good social strategy can significantly enhance the effectiveness of your sampling campaign. With the help of online technologies, offline campaigns can also be used more effectively. It is possible to collect a lot of data online and with this data sampling campaigns can be carried out much more specifically. In addition, social media marketing can also boost your sampling campaign. In this article, we’ll tell you how social media can enhance your sampling campaign before, during, and after sampling.
HOW SOCIAL MEDIA CAN STRENGTHEN YOUR SAMPLING CAMPAIGN
More and more companies are using social media, but when communicating a sampling campaign, the promotion is often not shared on the social channels, which is a missed opportunity. The use of social media can be good support for the communication of a sampling campaign. In this way, you can strengthen social media before, during, and after the sampling campaign.
FOR: USE SOCIAL MEDIA TO NOTIFY TARGET GROUP
A warned person counts for two, especially when it comes to free products. Someone who knows that an interesting product can be tried for free next week takes this into account. By communicating the promotion through your social media channels, you will at least inform the followers of your pages about the promotion. These people are already connected to your brand and are therefore curious about what new or improved product you have.
But how do you reach people who are not yet following your social pages? You could do this by using your current followers. For example, encourage them to tag friends who should see the sampling promotion. You can also use a social ad campaign. Nowadays you can target your target audience very specifically. Via Facebook and Instagram, it is possible to target based on demographic data, location, interests, and behavior. In addition, you can create similar target groups, with which you can focus on a new target group that has similar characteristics to your current customers.
You can also use an advertising campaign in a different way to reach your target group in a very targeted manner. This can be done through Facebook Lead Ads. These advertisements make it possible to reach your target group with door-to-door sampling. Thanks to the advanced targeting options of Facebook, you can focus very specifically on a specific target group. By means of an advertisement, you offer a free sample of your product. When someone clicks on your ad, a form opens where they only have to enter their address before the form can be sent. With this way of advertising, you only reach the people who fall exactly within your target group and are open to trying your product. The big advantage of this is that there is much less waste. This can greatly increase the result of your sampling campaign.
Note: targeting and retargeting on Facebook or other social media channels can be complicated, so make sure you call in an expert or have the knowledge internally.
DURING: INCREASE RECEIVER TO SHARE, LIKE, AND FOLLOW!
Are your products sampled in a store or somewhere on the street? Then make sure that the recipient of the sample is triggered to share the sampling campaign on his social media channels. The sample recipient is more likely to follow or share if prompted by a person instead of a text on a flyer or website. Come up with a campaign
where the dealer gets or can get a reward.
AFTER: REFERRAL MARKETING AFTER SAMPLING CAMPAIGN
The sampling campaign does not have to end when there are no more samples on location. After distributing the samples, use a referral marketing program, where you offer the recipient of the sample the opportunity to send a sample to their friends via social media. If the recipient is satisfied with the sample, they may want to let their friends take advantage of a free sample.
Also with a referral program, someone promotes your brand more quickly if there is a reward in return. For example, a campaign could be that your promoter receives a free product if he invites three of his friends via social media to try a sample. In this way, your sampling campaign via social media will be further strengthened, giving you a snowball effect.
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