There really is no better way to influence consumers than putting your product in their hand, allowing them to feel, smell or taste it and leave them wanting more. Increasingly, brands are harnessing the power of sampling to generate interest in a product launch or reach new customers.
But product sampling can be tricky to get right – that’s why we’ve complied a quick 3 step guide to street sampling success.
- The first step is the concept. Innovative ideas, such as Greggs’ recent sleep-based ‘Nappucino’ activation – which invited Londoners to take a nap in a giant coffee cup after sampling a free coffee – are creating memorable experiences for consumers.
- Next, selecting the perfect Brand Ambassadors. Promotional staff should exude the personality of the brand and be able to engage with existing and new customers by showcasing a product and knowing its details inside and out. The street sampling teams for our ‘healthy fast-food’ client Pod are selected partly based on how well they fit with Pod’s core values of innovation and creativity.
- Last but not least is location, location, location. A successful campaign will need to be carefully targeted for maximum impact. The sampling team can be the best in the business but without a location with a high footfall of people from the correct demographic any field marketing campaign will fall flat on its face