Sampling is one of the most effective forms of marketing campaigns and works to the benefit of both the entrepreneur and the customer. From this article you will learn how to avoid the most common mistakes when creating a sampling campaign.
Sampling campaign
Sampling campaigns (or sampling) are used as part of a brand’s sampling campaign. It is a tool with which we can explore opinion about our product, build brand recognition or attract new customers. You can read more about sampling in the following article: https://www.burgopak.pl/en/how-to-select-the-right-sampling-method-for-your-product/
The most common mistakes
The most common mistakes made in sampling campaigns are:
- sampling of unsuitable product – this may be due to inappropriate sample selection, underdevelopment of the product or too small a sample size,
- poorly selected target group for the product. If we distribute women’s perfumes to men, or children’s cosmetics to seniors, we then have situations where the cost of the action will be inadequate to the effects it brings,
- mishandled sampling campaign – unsightly sample packaging, inappropriate text, ignorance of market needs,
- conducting the sampling campaign at the wrong time, which affects the results. For example, we conduct sunscreen sampling in autumn, where the sun shines less and customers do not have the opportunity to test it for the following months,
- inadequate action measurement tools – for sampling to be successful we need to have a tool to test its effectiveness.
To avoid these mistakes, it is important to plan the sampling carefully and select the right sample. You can read more about how to create a successful sampling in the article: https://www.burgopak.pl/en/how-do-you-prepare-a-sampling-campaign-to-bring-the-greatest-profit/
Examples of misapplied sampling
Misapplied sampling is a waste of time, money and effort. For example, a company that produces sweets conducts its sampling among athletes – exhibiting its products at fitness fairs – this way of working is wrong because it is not tailored to the target group. The sampling of the sweets we offer would be better undertaken, for example, at festivals, fairs or other mass events, where there will be more people interested in our product.
Another example of flawed sampling can be when a product is underdeveloped and samples a faulty or unsightly packaged version. When such a sample gets into the hands of potential customers, instead of convincing them it will simply discourage them, and thus we will remain in their eyes as a brand that does not care about the product and therefore the customer.
How to avoid mistakes in your sampling campaign
To avoid mistakes in the sampling campaign, several important steps must be followed:
- define its objective – that is, what you want to achieve with the sampling campaign,
- research the needs of the market and select the product to use for sampling, (the sample should be representative, large enough to ensure that it can be tested),
- determine the target group (factors such as age, gender, education, location and lifestyle can be taken into account),
- ensure the quality of the sample, packaging, messages, etc.,
- determine the form and distribution of that action,
- choose a tool to measure the results of sampling (the effectiveness of the action should be carefully monitored and controlled, analyses and verifications should be undertaken, statistics should be kept).
Summary
In order for the sampling campaign to be effective and bring the expected results, it must be meticulously prepared and planned in such a manner as to eliminate the risk of making mistakes. A poorly planned sampling campaign can lead to financial and time losses, as well as wrong business decisions. It is therefore important to conduct the campaign in a thorough and properly planned manner, in line with our objective and the needs of the target group.
Sources:
https://commplace.pl/blog/akcja-samplingowa/
https://poradnikhandlowca.com.pl/artykuly/zasady-efektywnego-samplingu
https://www.smolar.pl/sampling-skutecznym-narzedziem-dotarcia-do-klientow
