Product Sampling Agency

An introduction to product sampling.

Product sampling is a marketing strategy where brands give consumers free products to try, often new to market. Typical samples include drinks, snacks, alcohol, chilled, frozen and ambient foods, as well as non-food items like fragrances, beauty products and cosmetics.

Sampling usually takes place at high-footfall locations such as high streets, train stations, festivals, offices, gyms and stores. It creates real-world engagement, letting consumers taste, smell and experience products without risk. It’s especially effective in FMCG and food and drink, where trials often drive strong purchase intent.

We’re a fully integrated product sampling agency.

iMP run end-to-end product sampling campaigns for brands and agencies across food, drink, FMCG and non-food sectors. Based in London and Leeds, we run nationwide campaigns, activating in major towns and cities across the UK.

As a fully integrated agency, we handle everything, including campaign design, site planning, temperature-controlled stock, health and safety, transportation, installation, derig and sampling staff. From Pip & Nut to Little Moons, our team has the experience, infrastructure and expertise to deliver effective sampling solutions that drive trial and sales. Explore our full range of product sampling services below…

Why product sampling works

Even with the rise of digital marketing, social media and influencers, sampling continues to outperform for trial and purchase conversion. According to Event Marketer’s 2024 Experiential Benchmark Report:

“81% of consumers said they are more likely to purchase a brand after receiving a free sample at an event or pop-up.”

Our clients see the same results. The key reasons are simple:

• Consumers trust real experiences over marketing claims

• Trial removes uncertainty about quality or taste

• Positive, face-to-face interactions build instant brand loyalty

Product sampling formats.

• Hand-to-hand sampling.
  Brand ambassadors or promo staff distribute samples directly to consumers in high-footfall locations such as high streets, train stations, shopping centres, events and festivals.
• Experiential sampling.
  Sampling integrated into an engaging brand experience — for example, a city-centre pop-up, a promotional sampling vehicle on tour (like an ice cream van), or simple distribution from branded sampling bins.
• In-store sampling.
  Sampling or demo staff invite shoppers to try products at the point of purchase. This works well as the product is experienced in a retail environment, in direct context to buying.
• Office drops.
  Pre-arranged deliveries of branded samples to workplaces. A great way to target office workers or specific demographics, especially for new product launches, in a more relaxed, less time-sensitive setting.

What makes a successful sampling campaign?

A strong, strategic sampling campaign focuses on several key factors. They may seem obvious, but it’s the combination of these elements—the aggregation of marginal gains—that drives meaningful results:

• Target audience.
  Understanding your target audience is important, but it’s not the only factor. Ideally, you want to place samples in the hands of your ideal customer, but don’t overlook other consumers. The more people who try your product, the more potential new customers you create. As the saying goes: the wider the net, the more fish you catch.
• Clear KPIs.
  Set measurable goals for your campaign. Know how many samples you plan to distribute and their cost to the business. For example, a low cost per sample might range from £0.07–£0.15, depending on product type and value. Other metrics to track include:
  • the number of samples distributed
  • the number of samples refused (yes, really)
  • consumer comments and feedback
  • location
  • time of day, time of year
  • weather conditions (can seriously affect uptake)
  • sales uplift (of course)
• Great logistics.
  Effective logistics are crucial for the smooth delivery of a sampling campaign. While there are many moving parts, a clear, streamlined process ensures success. Key considerations include:
  • does the sample require freezing or chilling?
  • how will temperature controls be managed?
  • how will product stock be stored and managed?
  • how will sampled products be replenished on site?
  • have you left enough time to get to site?
  • what are the access and exit controls?
  • are staff food hygiene trained?

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.

When should you use sampling?

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?

• when launching a new product, brand or variant
• if you’re reintroducing a product with new packaging or messaging
• driving trial in new retailers or geographies
• supporting a wider marketing campaign with physical touchpoints
• creating a brand marketing story to pitch to retailers

How iMP delivers sampling campaigns nationwide.

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:

• strategy
• logistics
• staffing
• promo vehicles
• stock management and storage
• reporting
• ROI tracking

Need help with your product sampling campaign?

In a world dominated by screens and digital marketing, sampling brings your brand into the real world and directly to consumers. Smart brands use it not just to promote products, but to build lasting relationships with shoppers. If you have a sampling idea or brief you’d like us to review, get in touch – we can help.