Magazine article Marketing

Sampling Should Fill More Serious Marketing Post

Magazine article Marketing

Sampling Should Fill More Serious Marketing Post

Article excerpt

If even half what I read about British business's new-found commitment to "quality" is true, then I wonder why such a small proportion of most marketing budgets is spent on sampling. If the quality is that good, why just talk about in advertising? Why ask the public to take your word for it? Why not put your brand into consumers' hands and let them see for themselves?

Most products and services can be sampled affordably, to relevant prospects, if just a fraction of the imagination devoted to advertising is redirected to sampling. J-cloths got off to a brisk start in the UK by persuading a daily newspaper to print the launch ad on J-cloth rather than newsprint. The Daily Mail attacked a new readership by arranging for McDonald's customers to receive a complementary copy of the paper with their breakfast.

New media for sampling multiply by the month. Several surveys in recent years by leading operators such as Circular Distributors and MRM Distributions show how popular - and effective - sampling can be. Over 70% of housewives, for example, claim to use free samples which come through the letterbox (twice as many as use coupons delivered by this route). …

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