Question

What is the role of sampling to introduce a new product to the market?

Answer 1

Businesses wishing to promote a new product are often faced with a competitive marketplace. This is where product samples come in handy. Offering product samples to prospective consumers is beneficial, as it increases exposure, gives the consumers a taste of what's to come and allows them to feel confident with their purchase. By working sample distribution into the marketing budget, the business will have the upper hand when it comes to competition.

Exposure:The unfamiliarity of new products may make consumers weary of reliability, impact on lifestyle or effectiveness. By providing product samples, you eliminate the fear factor and allow them to test the product risk-free. Sample sizes are often small enough that if the consumer likes the product, he is inclined to purchase the full-sized version of the product and to share the product with friends and family members. Establishing consumer confidence is the first step toward developing brand loyalty.

Consumer Feedback: By providing product samples, you are also welcoming consumer feedback regarding the product. When consumers test a new product, they often make mental notes about what they love or hate about the new product, and quite often, they compare the product with a competitor's product. This serves as an opportunity to learn more about your target market and how you can improve the product so it exceeds consumer expectations and gives you a competitive edge.

Cost Effective: Incorporating product samples into the marketing plan is cost-effective because it saves money if mistakes are corrected during the promotional phase rather than when the product has launched and is available on store shelves. Furthermore, since the size of product samples are often smaller in scale, you have the ability to permeate a larger demographic for a fraction of the cost.

Considerations: Although product sample distribution may be more cost-effective than a business plan without product sample distribution, a profitable business still requires a budget and a plan to be in place. Entrepreneurs must take into consideration the cost of developing and distributing the samples and also work quality control and research and development into the budget. Also, samples should not be handed out carelessly with no focus in sight. A target market should be defined so that you get the most bang for the buck.