Out-of-Store Sampling to Drive In-Store Sales: It’s All About Your Geotargeting Strategy

Marketers have a variety of sampling tactics available (both offline and online) to drive awareness and trial of a new consumer product. Perhaps the most common sampling tactic is a sample handed to a consumer in the aisle of a big box grocery store, manned by a temporary worker paid by the hour.  While there are clearly advantages to this sort of in-store sampling (namely consumer access to the cash register to buy the product), there are lots of shortcomings too:

• In-store sampling is expensive
• The worker representing your brand is typically an unknown stranger who may not represent your product effectively
• The demographics in the store are all over the board (i.e. not targeted)
• There are consumers in-store trolling for free stuff (ANY sample) who put an anchor on your ROI analysis, making it much harder for the effort to payout

Venue-based sampling drives in-store sales with attributes that directly contrast with the in-store concerns listed above:

• It’s less expensive
• The worker representing your brand is typically the business owner or manager who has a pre-existing relationship with her customers.  She opted-in to receive the samples and is participating in the program because she likes your product and is willing to endorse it (not because she is being paid)
• The demographics of the venue are highly targetable
• The customers at these venues are not sample trolls; they are ordinary consumers going about their day who appreciate receiving an unexpected sample from a familiar face

Geotargeting is the special sauce that makes our venue-based sampling programs worth comparing to other sampling tactics.  Let’s say you represent a brand targeting seniors that is only sold at Target.  Our strategy could entail targeting sampling venues where seniors congregate (such as senior centers and retirement communities).  We would recommend that only senior venues that are located within 0-2 miles of Target locations nationwide would be eligible to participate.  Signage, samples and coupons displayed/distributed in the senior facilities would emphasize that the product is available at Target, sending the right consumer to the right store at the right time to buy the product.
To explore how geotargeted venue-based sampling could work for you brand, review our one-pager, reply to this email or call me at 303-674-0651.