The idea of promoting products by giving away complimentary goods belongs to the American inventor and businessman Benjamin T. Babbett, who made a fortune in the 19th century by producing and selling soap. Babbett invited everyone to visit his factories to see how they were made and distributed new types of soap to customers, complementing them with advertising postcards.
Today, sampling in marketing is a popular tool that is effectively integrated into promotion strategies in different markets.
Its popularity is based on the following principles of behavioral psychology:
People tend to buy the products they have already bought. According to J. Moore's theory "Crossing the vp manufacturing production email list Chasm", only 16% of people are ready to buy new products. 84% will prefer a familiar product.
Most people who receive a gift from a business feel compelled to purchase the product. About 73% of consumers who receive a miniature product as a gift buy the full version.
The word “free” stimulates consumption. According to research by behavioral economist Dan Ariely, free goods will give a head start even to well-known and favorite goods for a nominal fee.
Thus, sampling, playing on the emotions of buyers, has remained an effective tool of the marketing mix for more than 150 years.
While customers love free samples, businesses are not always willing to distribute products in this way. Sampling requires a strong rationale, and it is a sales technique that should be integrated into a marketing plan to achieve the following objectives:
Introducing a new product or service to the market where free samples help overcome the barrier to the new product.
The manufacturer expands its product line and its share of the buyer's wallet by using the existing trust in its products.
Engaging an existing customer into a more expensive or related product category using cap-sells and cross-sells.
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