7 Ways to Measure Product Sampling Success

How do you measure the effectiveness of your sampling efforts? Here are 7 strategies:

1. Compare sampling spend to purchase activity at retailers. By identifying retailers near sampling venues (the 'test' group) and tracking sales from week -2 to week 10 (week zero being the sampling campaign), sales lift attributed to a sampling promotion can be measured by comparing 'test group' sales against a 'control group' of retailers (stores where sampling is not happening nearby).
2. Measure change in overall baseline sales. While a product sampling promotion will likely show a localized lift in sales in the areas where the sampling took place, a national sampling program that precedes an overall upward trend in baseline sales is typically a strong indicator of sampling success. 
3. Measure coupon redemption. For a sampling promotion that includes coupons, measuring how many coupons were redeemed hints at sampling program effectiveness. Coupons adhered, polybagged, or otherwise bundled with a sample generally enjoy dramatically higher redemption rates than coupons distributed loosely (i.e. separate from the sample).
4. Estimate purchase conversion via consumer surveys. Reaching out directly to consumers at the onset of the sampling promotion and then again 8 to 12 weeks after the promotion to ask about purchase activity is effective when sales data is unavailable or difficult to analyze. Surveys are typically collected by phone and/or by email.
5. Analyze earned media performance engagement and traffic. Activity on social media doesn't necessarily translate to a purchase, but it does demonstrate brand awareness and interest. 
6. Collect feedback from consumers. A high percentage of positive feedback indicates the product was well-received and now these consumers are more knowledgeable about the product being sampled. 
7. Collect feedback from venue staff. A significant advantage to distributing samples in a venue-based sampling model is gaining the ability to collect feedback from venue staff. Positive feedback from venue staff is a strong indicator of sampling success since staff has an 'umbrella' view and can often speak for many consumers at once.

How do you measure sampling success?