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TRADE MARKETING CASE STUDIES

WHY PROMOTIONAL PRODUCT SAMPLING


WORKS

THE CONSUMER ECONOMICS OF PRODUCT SAMPLING

In its most simple terms, product sampling to new


audiences drives sales and wins new customers by
overcoming the risk of buyer opportunity cost. It is a
core principle of economics; where consumers face a
financial risk vs. reward decision for every purchasing
choice they make when deviating from a product they
are already familiar with. These tried and tested
products arent necessarily superior, but still produce
repetitive buying habits, making it harder for new
product developments or less established challenger
brands to secure market share, due to lack of
consumer confidence.

USE SAMPLING TO OVERCOME TUNNEL VISION SHOPPING

Offering promotional product samples forces


potential customers to widen their pallet and
consider breaking long established buyer
behavior. Todays busy lifestyles require most
shoppers to grab and go, further engraining
repetitive buying habits. Putting your brand into
the hands, minds and mouths of these shoppers
provides you an opportunity to present your
produce in what would otherwise be a blinkered
shopping experience.

MASS PRODUCT EXPOSURE FROM SAMPLING

Intelligent selection of your sampling activity


locations provides the means to tap into huge
volumes of a closely defined, pre-determined
audience group, for maximum long term growth
for your brand. It can also introduce your sampled
products to them at a time when they are both
most receptive to try it and to make a purchase

PROMOTIONAL SAMPLING TO EDUCATE CONSUMERS

Advancements in food packaging technology, new


product developments or emergence from niche
markets often require mass market consumer
education for sustained sales growth. Produce which
is micro-waved, tinned, frozen, dried, ethnic, lowcalorie, etc sometimes also come with a negative
perception. This prevents trial purchases from being
made by potential customers who dont have first
hand experience and wont risk deviating from a
limited, but satisfactory repertoire. If you have a good
product, promotional product sampling really does
provide the opportunity to showcase benefits, change
opinions and win new loyal brand advocates.

GENERATE IMMEDIATE & SUSTAINED SALES FROM YOUR SAMPLING ACTIVITY

Give a sample to make a sale, should be the mantra to base


your campaign around. Depending on strategy and location
selections, you can expect your product sampling
campaigns to deliver anything from 150% to 1500%
immediate sales uplift. If you have a good product thats set
at a reasonable price point, a substantial percentage of
shoppers will buy it immediately either during or shortly
after receiving their promotional product sample trial.
While its natural for a lot of these impulse purchases to be
one offs, its also natural to expect that a significant
proportion of recipients who try it, will like it; and will
continue to purchase your brand long after the initial
product sample introduction has been made.

REFERENCE ACTIVITIES

CLIENT : STC IPAD & IPHONE 5 ACTIVATION

Brief : Execution of I pad & Iphone5 activation


with more than 150 promoters across STC Retail
outlets. Covered more than 26cities of KSA

CLIENT : KERRY GOLD CHEESE & BUTTER

Brief : Execution of nationwide Kerry Gold cheese


& butter sampling campaign in residential
compounds, hypermarkets / supermarkets

CLIENT : LUNA EVAPORATED MILK & STERILIZED CREAM

Brief : Execution of nationwide Luna-evaporated


milk & sterilized cream sampling campaign in
hypermarkets / supermarkets

CLIENT : CRISPY - SNACKS

Brief : Execution of nationwide Crispy Snacks in Al


Hokair theme parks

CLIENT: ULKER - BISKREM

Brief : Execution of nationwide Ulker - Biskrem


biscuits sampling campaign in hypermarkets /
supermarkets

CLIENT: BAJAJ - VEOLA

Brief : Execution of nationwide Bajaj Veola hair care


products NPD campaign in ladies beauty saloons & Hyper
/ Supermarkets

CLIENT: EMAMI

Brief : Execution of nationwide Emami skincare


product sachets distribution campaign on high
streets

CLIENT: EMAMI

Brief : Activation of Himani NRO in selective labor


camps! Total 100 camps were covered with in JedRyd-Dam. Champi/Head massage & instant sales was
done during the activation.

CLIENT: KDD ICE CREAM

Brief : Execution of nationwide KDD Ice cream


product sampling campaign in hypermarkets /
supermarket

CLIENT: MARBLE SLAB ICE CREAM

Brief : Execution of store opening in Mall of Arabia


Jeddah

CLIENT: TWININGS TEA

Brief : Execution of product sampling in Panda


Hypermarket / Supermarkets - Jeddah

CLIENT: GINO FRANCO SPARKLING JUICE

Brief : Execution of product sampling in Panda


Hypermarket / Supermarkets - Jeddah

CLIENT: TOYS R US

Brief : Execution of instore product demonstration


in TOYS R US

CLIENT: SAMSONITE

Brief : Execution of instore product demonstration


in DEBENHAMS

CLIENT: BARBICAN(AUJAN INDUSTRIES)

Brief : Execution of nationwide MDC activity in


whole sale markets.

CLIENT: WALL STREET ENGLISH INSTITUTE

Brief : Leaflet distribution and educated the


advantages of Wall Street English Institute in
universities nationwide

CLIENT: KDD & GINOFRANCO


Brief : Product sampling of KDD & GINOFRANCO, while doctors
conference in King Abdul Aziz Hospital Jeddah. Received
appreciation award for the same activity.

CLIENT: AUJAN INDUSTRIES-HANI & VIMTO


Brief : Execution of sampling Hani Jelly & Vimto carbonated drink,
in reputed International & Governmental schools in Jeddah, Riyadh
& Dammam.

THANK YOU