A Guide for Brand Managers in 2025.
In this humble (but hopefully useful) blog article, we’ll explain how sampling campaigns work, why they outperform digital ads – in certain metrics – and how to use sampling to drive trial, awareness and repeat purchase.
Product sampling is a marketing strategy where brands give consumers a free product to try. These free samples are often new products. Typical types of free samples include drinks, snacks, alcohol, chilled, frozen and ambient foods. It also included non-food product samples like fragrances, perfume, beauty products and cosmetics.
Product sampling is usually carried out at high footfall sites. Examples include high streets, trains stations, tube stations and other public locations. Other targeted locations are live events, festivals, offices, gyms and in stores.
Sampling creates real-world engagement with consumers. You may have heard expressions like sampling ‘liquid on lips’ and ‘driving taste and trial’. These are great examples of the way in which sampling enables consumers to touch, taste, smell and experience the brand or product without risk. It’s predominantly used in the FMCG and food and drink categories where it’s common for sampling trials to drive strong purchase intent.
Despite the rise of digital marketing, social media and online influencers, sampling continues to outperform those platforms for trial and conversion to purchase. To quote one study:
“81% of consumers said they are more likely to purchase a brand after receiving a free sample at an event or pop-up.” – Event Marketer’s 2024 Experiential Benchmark Report.
And it’s no surprise that we, and our clients, find the same results. The main reasons are:
Brand ambassadors or promo staff hand physical product samples directly to consumers or shoppers in busy, high footfall areas. These can include high streets, train stations, shopping centres, events and festivals.
When sampling is integrated into an engaging or interactive experience. For example, a branded pop-up in a city centre, a promotional sampling vehicle (like an ice cream van) on a mobile roadshow or simple distribution from branded sampling bins.
Sampling staff or demonstration staff invite shoppers to taste or trial samples at the point of purchase. This can be beneficial as the product is in a retail environment and in context.
Pre-organised delivery of branded product samples to workplaces. This is a great way to target a specific demographic (ie – office workers, 9-to-5ers) and is a good way to test new product launches. It also uses a more relaxed and less time sensitive setting.
A strong, strategic sampling campaign will focus on some of the following key criteria. They seem obvious, but this is very much a case of the aggregation of marginal gains… put all these ingredients together and the results will be apparent:
Knowing your target audience is essential but, surprisingly, it’s not a make or break factor. Being able to place the sample product in the hands of your perfect customer is ideal, but don’t discount consumers outside of the target. The more people who sample the product, the more new customers you can create. As the saying goes the wider you cast the net, the more fish you’ll catch.
Know how many samples you have to distribute and the cost of those samples to the business. For example a low cost per sample might be around £0.07p to £0.15p but this is dependent on the product type and value. Other measurements to record include:
There are quite a number of logistical elements to consider when it comes to the physical management and delivery of a sampling campaign. It can be complicated but with a streamlined process and a clear path to execution it can (and will) be a success. Here’s some things to consider:
These are just a few examples. The list of sampling logistics is extensive. But that’s where we come in. Read on and find out how we can help.
There’s no question that product sampling is and effective way to get products into consumers hands. With the right approach and a solid logistical plan, it can make the difference to a 360 degree campaign by supporting real-world taste and trial. So, when should you use a product sampling campaign?
Here at iMP, we specialise in high impact, measurable sampling activations for food, drink, beauty and lifestyle brands. Whether you’re looking for simple street sampling or a fully branded multi-city tour, we provide a full end-to-end service handling:
In a world saturated by screens and the digital evolution, sampling brings your brand into the real world and to real people. For 2025 and onwards, smart barbs will not just use it to promote products but to build lasting relationships with shoppers and consumers. If you have an idea for a sampling campaign or a brief you’d like us to look at, get in touch – we can help.
