| |
Aug 11, 2009 by Mark MaierNext time you plan a major property event, look at any opportunity you would have to sample goods, services, or merchandise to the crowd you bring out. According to RAB Today, it will help your clients and your bottom line...
"Whether it is a new product launch, line extension or established brand, sampling programs drove a 475 percent sales lift the day of the event compared to non-sampled households, per the "Report on In-store Sampling Effectiveness" conducted by Knowledge Networks-PDI on behalf of the marketing services company PromoWorks.
Those who sampled an item were 11 percent more likely to purchase it again during the 20-week period that followed. They were also 6 percent more likely to buy another item from the brand franchise.
"It's always been understood to a certain degree that there is a lift during the event. The big 'aha' is the long-term impact and the effect a sampling event has on the franchise overall," said Neal Heffernan, svp, gm at Knowledge Networks-PDI.
Participants were nine times more likely to purchase a line extension on the day of the sampling event. The sales lift continued, up 107 percent after a 20-week period.
For older, established brands, the sales lift the day of the event was 177 percent greater than the control group, which received no samples. It remained up 57 percent after a 20-week period.
The sampling event also casts a halo over the entire brand portfolio, said Heffernan. The parent brand of the product sampled received a 107 percent sales lift the day of the event and a 21 percent sales increase after a 20-week period."
A sidenote of the article says if you aren't doing sampling at an event and using it as a profit center, your event is loosing money....
"Any event -? small or large -? that does not offer Sampling options to participants is just losing money. The Sampling budget is just one of those Alternative Revenue streams within a company that Radio can -? and should -? tap to augment their sales revenues. With some lead time, the Sampling option can lead to funding from the Couponing budget and from the Research & Development budget for data collection on the consumers that attend your event. If the product is a line extension, look for New Product Rollout money as well. And don't forget that Sampling lends itself to WOM (Word-of-Mouth) Marketing (just like in the days of the Breck shampoo ads: "She told two friends and they told two friends and so on and so on...") which is an advertising hot topic these days."
Related Categories
|
Share this article with others.
When you enter your email address and their email address, our server will send them a link to this article. If you check the subscribe box, you both will also be sent a link to confirm your email address, and to validated that you want to be part of our maillist.
|
|
Categories
LPG Staff
|
|