Sampling, Freemiums and Marketing Lagniappe

We work a lot in the restaurant and hospitality and retail industry. And, I’m amazed at how many businesses lack a sampling or “Free” taste test component in their marketing operations plans.

In 2008, Arbitron  studied product sampling (Arbitron product_sampling_study_2008) and over one-third (35%) of those who tried a sample bought the product during the same shopping trip. And, nearly 60% said they would buy a product after trying it.

Sampling, which reaches 70 million consumers every quarter, “is both effective in making new customers aware of products, while also establishing a firmer identity with those consumers who have considered the product before,” said Carol Edwards, svp of sales at Arbitron’s out-of-home media department, in a statement.

The survey segmented consumers into three areas: acquisitions (those new to the product), conversions (those willing to buy it after sampling it) and retentions (those who had previously purchased the product).

Check out these sampling results:

  • 85% of retentions who sampled a product said they would purchase it again compared to 60% of conversions.
  • Almost half (47%) said they would now look to purchase it.
  • 28% of respondents received a free sample in the past three months. Of that group, 64% said they accepted the sample.
  • Nearly a quarter of those polled (24%) said they bought the product they sampled instead of the item they initially set out to purchase.

Freemiums are another terrific way to generate customer interest and involvement by offering a product or service for free (e.g., software, educational webinar etc.) while charging a premium for advanced or special feature.

For example, I offer free marketing advice through my Blog, however for more specialized marketing consulting advice I charge a fee. And, it helps drive leads.

Marketing Lagniappe occurs when a brand offers a customer something for free and unexpected when they buy something – surprise and delight occurs. Stan Phelps’ new book due this Spring (can’t wait to read it – nice helpful Web site too) will highlight 1,001 “something extras” such as Doubletree Hotels’ practice of giving warm, delicious chocolate chip cookies.

Stan’s five R.U.L.E.S. for effective lagniappe are that these free offers need to be Relevant, Unexpected, Limited, Expression, Sticky.

I couldn’t agree more and plan to take a harder look at my client’s marketing plans and bake a little sampling, freemiums and/or lagniappe that surprises and delights into them. You should too.

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