Article

Stuart Sankey
Stuart Sankey 20 January 2016
Categories Social Media, Technology

Why Is 'Social Media Sampling' A Win-Win Scenario?

For manufacturers of FMCGs, product sampling has endured as a tried and tested method of introducing new products to customers and potential customers.

For manufacturers of FMCGs, product sampling has endured as a tried and tested method of introducing new products to customers and potential customers. There is a lot of ‘data’ confirming its effectiveness in terms of stimulating subsequent product purchase. It is no overstatement to say that the advent of Social Media literally changed the product sampling environment forever. Social Media made possible ‘Social Sampling’, whereby samples can be requested via an online route.

FMCG manufacturers must have danced a jig of delight when they realised that there was an alternative to the expensive train station-based sampling activity that they were used to.  A project we recently executed with Malt Loaf maker, Soreen is a great example of how Social Sampling is a Win-Win scenario for both brands and consumers.

Campaign Objective

The primary objective of the campaign was to drive trial of three new flavours of Breakfast Bakes. The new flavours were Original Malt, Apple & Cinnamon and Fruity Five.

How Did Consumers Receive Their Sample? 

For manufacturers of FMCGs, product sampling has endured as a tried and tested method of introducing new products to customers and potential customers. There is a lot of ‘data’ confirming its effectiveness in terms of stimulating subsequent product purchase. It is no overstatement to say that the advent of Social Media literally changed the product sampling environment forever. Social Media made possible ‘Social Sampling’, whereby samples can be requested via an online route.

FMCG manufacturers must have danced a jig of delight when they realised that there was an alternative to the expensive train station-based sampling activity that they were used to.  A project we recently executed with Malt Loaf maker, Soreen is a great example of how Social Sampling is a Win-Win scenario for both brands and consumers.

Campaign Objective

The primary objective of the campaign was to drive trial of three new flavours of Breakfast Bakes. The new flavours were Original Malt, Apple & Cinnamon and Fruity Five.

How Did Consumers Receive Their Sample? 

Facebook users were invited to visit the Soreen Facebook Page to discover the new Breakfast Bakes and try them for free by printing a digital coupon that they could redeem across multiple bricks and mortar stockists such as Sainsbury’s, Morrisons and Asda on their next visit.

What are the Benefits of Social Sampling?

1. Cost Effective

Prior to claiming a sample there is an element of brand / media engagement that is different to being handed a sample as you walk past. This is a very low cost route compared to sampling teams and distribution at train stations or events. Consumers print off a coupon at home (or request a coupon is sent to them if they don’t have a printer) and then pick up their free sample on their next shopping trip

2. Ready- Made Audience

Your existing audience on Social, i.e. those that Like your page on Facebook or follow you on Twitter or Instagram will prove to be a ready made audience to drive trial of your new products or flavours. In addition, Social channels allow you to purchase highly targeted media.

3. Natural Word of Mouth & Advocacy

Than nature of “Social” lends itself to leveraging word of mouth very easily. Social Sampling enables fans of your brand to share your offer with their connections and if the offer is appealing with a strong call to action this will grow the audience for your trial exponentially.

4. Data Capture

Being digital, means that data capture and tracking is very easy, asking for an email address prior to issuing a coupon and then tracking that consumer’s use of the coupon right through to which store they redeemed it in, provides great insight as well as a great opportunity for brands to have a follow up conversation with consumers to encourage penetration and repeat.


Original Post Here

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
The Difference Between AI and Machine Learning

The Difference Between AI and Machine Learning

Artificial Intelligence (AI) and Machine Learning used to be heard when the topic was Big Data Analytics – and maybe in some sci-fi movies- before; but now it is impossible to ignore them with the self-driving cars, knowledge navigators...

Asena Atilla Saunders
Asena Atilla Saunders 15 June 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
How To Measure ROI For Your Digital Marketing Campaign

How To Measure ROI For Your Digital Marketing Campaign

How do you begin to measure any return on investment from a digital marketing campaign?

Stuart Marler
Stuart Marler 6 May 2015
Read more
How To Write Content That’s Easy To Localize

How To Write Content That’s Easy To Localize

Do you want to know how to reduce costs and get to market faster? Write content that's easy to localize!

David Ost
David Ost 15 June 2017
Read more