Yesterday was one of the many farewell occasion I attended for my retirement. My last day of work was 31.12.12 but due to many commitments etc, some farewell occasion was given after that. There will be another on 11.1.13.
It was rather difficult to say goodbye to people you work very closely with for so many years and yes, there were tears…..
Okay, as promised, today’s topic is on in-direct sampling.
In-direct sampling is where there’s no personal interaction between your brand or product and the consumers.
Because there’s no human on the spot interaction, you will need to find ways to communicate to your consumers about your products. Normally, it will be done via dry sampling.
How do you get your consumers to want to try your products ?
There are many ways. Depending on your product, you need to choose what would attract the consumers.
For example, there’s the usual leaflets that is attached to the sampling sachets which will describe the features and benefits of the product. You can sometime find these at the supermarket check out counters.
In Malaysia, when you travel out of Kuala Lumpur during Hari Raya holidays, you sometimes get some of these type of samples at the toll gate.
There’s also the free sample of detergent sachet attached to the magazine. In the magazine, there will be an advertisement which talks about the product.
How does perfume company do in-direct sampling ? I have once seen a sample of the smell in a sachet attached to a women’s magazine whereby when you open it, it releases the smell. Great isn’t it ?
What about food company ? You can always attach a sampling sachet of your latest sauce and place it in a sampling envelope. On the envelope, you can put the features and benefits and also recommended usage.
You can also do house drops. Again, the samples will be enclosed in a sampling envelope and the agency you hire will place the samples in the letter box of the houses identified.
One of the disadvantage of in-direct sampling is that you are not sure whether the consumers will use or consume the products or whether they prepare it correctly as per recommendation. Wrong preparation may result with poor quality outcome of the product.
One of the advantage of in-direct sampling is that you can reach more people in a shorter time frame.
Okay. I hope this will give you some ideas when you consider how you want to sample your products.
See you next time.