Disrupting the consideration set

1. Sampling 3.0 –
Disrupting the
consideration
set
Sampling 3.0 – August 13, 2015

2. Marie Chevrier
Founder and
CEO of
Sampler
Sampling 3.0 – August 13, 2015
Sampler helps CPG
companies distribute
product samples online in a
more targeted, measurable
and social way

3. Why is current product
sampling so ineffective?
Sampling 3.0 – August 13, 2015
• You don’t collect any personal
information
• You don’t know if they liked the product
• You don’t know if they later purchased
your product

4. Social
sampling:
How it works
Sampling 3.0 – August 13, 2015 They love your brand? Encourage fans
to share and recommend your brand(s)
to friends via social media
Brand love + target market = brand
ambassadors
Use peer recommendations to increase
conversions

5. Track purchase
intent
Sampling 3.0 – August 13, 2015
Follow-up coupons
Customer surveys

6. Marketing
trends
Sampling 3.0 – August 13, 2015 Omni channel – marketing to
consumers in multiple ways (i.e., TV,
retail, e-commerce, social media,
newsletters)
Measurement – understanding your
customer across different channels

7. Case study #1: cold and flu
product
Sampling 3.0 – August 13, 2015
• Timeliness
• National campaign
• 5,000 samples in one day
• Empowered current customers to share
product sample with a friend

8. The benefits of
digital sampling
Sampling 3.0 – August 13, 2015 Drive brand awareness through social
word-of-mouth
Increase brand loyalty
Data collection, feedback
Social profile demographics
Customizable, targeted messaging
Increased touch-points

9. Disrupting purchase
behaviour
Sampling 3.0 – August 13, 2015
• On package scanning
• Digital experiences
• QR codes
• Digital coupons

10. Case study #2: feminine
hygiene product
Sampling 3.0 – August 13, 2015
• Enthusiastic fan base
• 50% of customers sent maximum number
of samples
• Created demand
• More likely to recommend to a friend if it
was recommended by a friend

11. Sampling trends
Sampling 3.0 – August 13, 2015
Retention strategy –
approach current
customers first with trial
Product placement –
encourage consumers to
share lifestyle imagery with
products

12. Sampling best
practices
Sampling 3.0 – August 13, 2015 Pick a target – bid on target customer
who is most likely to purchase
Measure – determine your KPIs
Collect data – have a call to action
Make it social – double the impact of
your sampling program
Play with others – pool audiences and
cross promote with non-competing,
like-minded brands

13. Question Period
1.800.747.5150
Access:
5697142
Sampling 3.0 – August 13, 2015