Sampling - The Proof Is In The Cat Food

Posted July 27, 2011

"Try it – Like it- Buy it! You bypass the step of enticing them to go to the store to purchase your product above the competition or above their loyal favorite. "

Several years ago I rented office space in a small building. My landlord was in the next office down the hall and we grew quite close during my time there. One day she came into my office carrying a small bag of dry cat food. She proudly placed it on my desk and said “I know you have a cat and I received this sample of cat food in the mail so I thought you might want to take it home and try it”. I thanked her and forgot about it until that evening when I took it home and tossed it on the counter with the rest of my things. The next morning my constantly hungry cat woke me up begging for his breakfast. Now I am sure you have heard from every cat owner in the world how their cat is a picky eater and I am right there with them. The sample of cat food was still on the kitchen counter from the night before so I thought I would give it a try even though I knew he would probably turn his nose up and beg for something different from his cornucopia of feline kitty crack in the pantry.

I was in shock when Mr. Finicky ate every bite with a look of blissful joy on his face and a peaceful purr to back it up. Until that moment I thought I would never live to see the day; a clean bowl and a satisfied cat.  Now that was something.  I immediately drove to the pet store and combed the shelves until I found the exact same cat food and I happily bought a medium sized bag. I have been back religiously every week for the last 3-1/2 years to keep him supplied with those tantalizing bits of tasty goodness.  When my landlord asked if my cat liked the free sample I was excited to fill her in on the details. I will never forget her response.  She simply smiled and said “if you have ever wondered if samples work, there’s your proof”.

Sampling is a fast way to get your product into the hands of the consumer and increases your chances of wooing them into future purchases. Try it – Like it- Buy it!  You bypass the step of enticing them to go to the store to purchase your product above the competition or above their loyal favorite.  It is free and everyone loves something free.  I have found there is almost a guilt factor attached to a free product.  A lot of people feel compelled to try it and can’t bare the thought of wasting something or throwing it away until it is used up even if it is free.  One of those people is my mother but that is a story for another day.

The sample bag of cat food probably cost the manufacturer about $0.50cents to make sure it was in my home without much effort from me.  The profit they have made from my cats addiction for the past few years has more than paid for that initial marketing cost many times over.

A great ROI is what every business owner is looking for when they launch a marketing campaign. Try sampling. Don’t be afraid to give your product away with no strings attached.  Better yet, give it away with a discount coupon or other incentive towards a future purchase. If they like it enough that they wish to purchase that will be the extra nudge they need to seal the deal.

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