SAMPLING: The New Mass Medium.

It used to be that the only place you could get free samples was in the grocery store on Saturday morning. But free sample giveaways — a practice traditionally associated with marketers lacking a big advertising budget — have become a key marketing tactic for many well-known brands with very large advertising budgets.

Product sampling has moved from the grocery store aisles out to the streets as a new consumer trend, introducing customers to new products for significantly less investment than traditional advertising. According to Advertising Age, major corporations such as McDonald’s, Dunkin’ Donuts, Starbucks and Coca-Cola have debuted giveaways of new products, luring consumers to test new products they might not at cost.

Sampling has proven very effective for both McDonald’s and Starbucks. After a recent sampling of their new breakfast product, the McSkillet Burrito, the Mickie D saw double-digit sales beyond what was originally projected. Starbucks sampling events, which are typically nationwide, ensure millions of people get products they might not otherwise purchase — while receiving hundreds of millions of free impressions.

Industry insiders suggest the success of the new trend stems from the economic climate. If people have less disposable income, they’re more likely to take advantage of discounted and free offers.

Bottom line, everyone loves free stuff, and sampling is making a comeback. Just like every other form of branding, it is an investment. Yet done properly, just like every other form of branding, it can generate return on investment.

Source: Advertising Age, NOISE
Reported by: Lori Sansoucie