At a time when a significant portion of life takes place in the digital world, engaging consumer’s sense of touch and experience has taken on a new level of importance, particularly when attention is the currency.
This digital age has inadvertently created a golden opportunity for marketers to get noticed by offering customers a memorable, tangible experience to run alongside digital campaigns. Enter the sample: the taster, the new beauty cream, or the luxurious new cat food.
Free samples allow customers to try a product without financial commitment or risk. The mailbox serves as a source of unexpected joy, where discovering a complimentary sample inside can be a small gift to consumers, which adds to the overall experience.
Ollie Burton, Agency Account Director at data-driven marketing agency REACH, said there was immense potential in the marketing strategy of samples, with many of his customers realising significant results.
Burton continued that the letterbox, in general, was making a comeback.
It’s become apparent that people crave tangible media. And sampling is about as tangible as it gets,
“It’s become apparent that people crave tangible media. And sampling is about as tangible as it gets,” said Burton.
Sample campaigns cover all consumer purchase stages from awareness to purchase, making them a comprehensive marketing tool.
“Sampling as a medium ticks all boxes from awareness and interest in the product by delivering a free version directly into homes. There is no financial risk, making product adoption much more likely.”
Read the rest of REACH's story on page 54.
