3. Size Should Be Just Right
This is tied closely to perceived benefit. Marketers must make sure that the sample provides consumers with enough uses to realize the perceived benefit. For example, if you market anti-aging cream that takes 14 days to see results, but the sample only includes enough product for 3 days of usage, the expected conversion on this program should be very low, as the consumer will never see the results of trying the product sample.
In situations your may not have access to samples with enough volume to deliver on the perceived benefit, consider bundling multiple sample units until it meets the usage threshold to see results.
Conversely, brand managers should not go overboard and provide samples well in-excess of the quantity needed to see results. Many marketers believe that sampling a full-size product will yield significantly better results. While receiving a full-size product may initially wow the consumer, it takes them out of the purchase cycle for one full purchasing period (or longer). This results in a lower conversion rate, on a higher cost-base of distributing a larger sample, which ultimately delivers a lower ROI.
4. Follow the Native Trend
Consumers are responding more favorably to native or contextual advertisements, across all marketing mediums. A 2013 study showed that native display ads are more effective than traditional banner ads, the former driving 52 percent more views and 18 percent higher purchase intent. The spending data is a strong reflection that marketers believe this to be true.
When brands sample their products aimlessly on the street, handing the items to whomever passes by, they slowly erode their equity in the minds of the consumer by cheapening the product as a freebie, with no context on how or where to use the product. Marketers must uncover contextual methods of sampling to ensure the products are positioned in a way that the consumer sees the immediate value of using the product versus seeing it as a free advertisement. For example, major laundry brands have begun sampling their detergent alongside clothing purchases.