2-min read
Being a brand owner means you are constantly trying to get from point A to point B. You are probably familiar with these scenarios: Point A) There are no copackers who can make my product to B) I have product sitting on store shelves. From A) I’m going to run out of money to B) I just closed on a convertible note. From A) Wait my broker actually isn’t doing isht to B) Okay now I have a new broker and everything is good.
These little journeys get resolved because of the actions you take along the way. That’s why when you get your product onto shelves in a new region, going from A) people just need to try it to B) now thousands of people are buying it – requires action on your part.
If you’re on the road of I have to get it in people’s mouths! Once they try it they’ll buy it! then you’re probably considering digital sampling as the way to get to point B.
What is digital sampling?
Digital sampling is any instance where consumers (or respondents, or users) are recruited online to sample products for free. Product samples can be mailed direct to consumer, or consumers can be led to purchase at retail (click-to-brick).
You might be drawn to digital sampling’s efficiency to get hundreds or even thousands of consumers to try your product, all from the comfort of your couch. But then when you learn that digital sampling is rather expensive, you tell yourself it’s worth the cost because you’re actually achieving more than simply getting people to taste the product. That’s because sampling programs promise a lot and it’s easy to get swept away.
Here’s a list of what some digital sampling programs promise:
· access to first-party data
· reviews
· survey feedback
· user-generated content
· population targeting
To put this in perspective let’s go back to antiquity when demos were the only way to sample. You’d set up a table at a store and get on-the-spot feedback in exchange for a free taste of your product. Hopefully, some people will make a purchase. That’s it.
In a four-hour demo you could maybe get a hundred people to try, some of whom you hope fall into your target demographic.
Think of demos as a blunt instrument whereas digital sampling is an edged weapon.
Next week we will dive into what digital sampling promises to get you, and how that matches up with your objectives beyond initial trial.
All my best,
Jennifer