Do you want to start sampling your products as a company? First consider whether your product is suitable for sampling. Does the product distinguish itself, does it live up to what it says and is the Return on Investment positive? Then sampling is often a good idea! However, sampling is less interesting for some products. Think of products with high cost prices or large and heavy products. To find out whether sampling can be effective for your product, we provide you with more information on this topic.
COST OF THE SAMPLE
First, it is wise to consider the possible costs of a sampling campaign. Producing and sending samples can be quite expensive. In some cases, for example, it is cheaper to sample with the normal product because the production costs are then lower. Sending a sample can be pricey due to the size or weight of a product. If you are thinking of using web shop sampling, these shipping costs will not go up, because you can send the sample with an existing order. An additional advantage of web shop sampling is that the sample can be consumed or prepared directly in the home environment. For these reasons, calculate in advance how much sampling your product will cost and whether the ROI will be positive.
Sampling is particularly effective with products that are bought frequently and occur in a weekly pattern. These so-called Fast Moving Consumer Goods, such as snacks or care products, often result in repeat purchases. Our experience shows that products such as biscuits and sweets often have a high product rating and repeat purchase intention. Products that fall into a weekly diet or household pattern are interesting because there is a good chance that you will achieve a high ROI. You probably want to recoup the costs of the sample and the campaign, and it is easier when you sell a product twenty times a year instead of once a year.
WHICH SAMPLING METHOD IS APPROPRIATE?
Once you have decided to sample your product, it is important that you choose the correct sampling method. Each product needs a different sampling strategy. Therefore, make sure that the consumer receives the sample when he or she needs it. With many products it is important that a sample can be tried immediately. If this is not possible and another action is needed to use the product, for example with a meal component, then an option is to prepare the meal on location by a sampling team, where the consumer can taste the product. The costs of the sampling campaign are often higher. The most suitable method depends on the needs and location of the target group.
SIZE AND WEIGHT OF THE SAMPLE
When a product is very large or heavy, such as a bottle of soft drink, it is often also very expensive to sample. Fragile products such as crackers are also less suitable, because it takes a lot of time and money to get them to the consumer in good condition. Of course there are also solutions for this. For example by producing small samples, or by offering the product in small portions. However, this in turn leads to higher costs for the sampling campaign, since a sampling team has to pour and offer this. In addition, it is important that the product delivers what it promises. If not, it will not achieve a positive ROI. Sampling is only a good option if the product has immediately noticeable benefits. There is a good chance that the consumer will buy the product and loyalty to the brand will arise.
Sampling often works well for ‘new’ products or product variants that are distinctive. In our experience, when a product differs from other products, it often has a higher purchase frequency. Commodity goods, such as a package of sugar or flour, are not unique and therefore not interesting for sampling. Even when you sample a product that people only use once a year, it must be carefully checked whether a positive ROI can be achieved. The costs of the sample and the campaign must eventually be recouped.
MARGIN ON THE PRODUCT
Products with high production or distribution costs are less suitable for sampling. It is often unlikely that the costs will be recouped. Before you start sampling a product, it is therefore wise to look at the profit you can achieve. In other words, the margin on the product. If you want to achieve a positive ROI when setting up a sampling campaign, it is important to take into account the above factors: The cost of the sample and the campaign, the percentage of consumers who try the product, the percentage that proceeds to a repeat purchase , the number of sales per year and the margin on the product.
Sampling AT Lime Factory
Sampling works best if the target group, the context and the moment of use match the product well. At Lime Factory we are always looking for this perfect match. We measure our sampling campaigns and can thus connect the right channels with the products.
Did you find this interesting and would you like to know more about how we can help you set up a successful sampling campaign? Then contact us.