How to measure the effectiveness of a sampling campaign

Are you interested in sampling? You already know how to carry out effective sampling, but don’t know how to measure the effects of your campaign? – in this article you will find the answer to this question.

Why use sampling and for whom will it be profitable?

A sampling campaign is one of the best advertising campaigns a company can run to win customers over. Sampling is a chance to reach our prospective customers, build brand reputation, trust or our recognition, and above all to establish a brand-customer relationship.

By testing a product, we ascertain its value, qualities and performance, so by providing this opportunity for our customers, we influence their purchasing decisions. Testing, on the other hand, gives them guarantees that the product is right for them, thus removing the risk of unsuccessful purchases.

Sampling will be useful in the case of products that can be tested in small quantities and allow customers to form an opinion based on the very first sample. Products that need to be tested over a long period of time and whose effects cannot be seen immediately are not suitable for sampling. This is why sampling is most profitable for the beauty industry, most food products or chemicals.

How to measure the effectiveness of sampling?

Measuring the effectiveness of a product sampling campaign requires defining the specific objectives and indicators we want to assess. We have tried to collect some simple examples of measuring the effectiveness of a sampling campaign that can be useful in assessing its effectiveness.

  • Measure and evaluate the number of new people aware of the brand after the campaign. Compare the number of people who were unaware of the brand before the campaign with the number of those people after the campaign. You can use a survey for this, e.g. on social media;

  • Number of new newsletter subscribers after the campaign. Find out if participating in a sampling campaign increased the number of people signing up to the brand’s newsletter;

  • Percentage of people who received a sample and subsequently purchased the full-size product. Compare the number of people who received a sample with the number of those who subsequently made a purchase;

  • Number of shares on social media platforms related to the campaign. Track the number of shares of campaign posts and their impact on the brand’s social reach;

  • Percentage of positive feedback and reviews from people who received a sample. Gather post-campaign customer feedback on the product and evaluate its tone and content;

  • Increase website traffic during the campaign period. Check whether the campaign has contributed to an increase in the number of visits to the brand’s website;

  • Number of people who took part in competitions related to the campaign. Compare the number of participants in competitions before and after the campaign.

It is also worth using professional analytical tools, such as marketing research, market research or opinion surveys. A combination of different methods will help to more fully understand the impact of a sampling campaign on different aspects of our business.


Sampling involves the need to test its effectiveness. Only then can we estimate its profitability and returns (not necessarily financial) and spot possible errors.

At Burgopak Poland, we can help you carry out effective sampling. Contact us – we design and produce packaging for sampling for companies in Poland and abroad.


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