When you walk into a pop-up event and are greeted by the aroma of perhaps freshly brewed coffee or maybe the vibrant hues of a new skincare line, you know you are in for a treat. You pick up a sample, apply it, taste it, or feel it, and that is when the product becomes more than just a name. It becomes an experience. 

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This is the magic of product sampling. It creates brand awareness like a tangible connection with the consumers. This is something way beyond anything traditional advertising could ever hope to achieve. This is why the annual revenue of promotional product distributors in 2023 was an incredible 26.1 billion US dollars. 

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So whether it is handing out new energy drinks at a fitness expo or hosting immersive sampling events, product sampling has proven time and time again to be one of the most effective tools for boosting brand awareness. 

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Let us take a look at why it works, and see how handing out samples can help you increase brand awareness.

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What is Product Sampling? 

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Product sampling means giving out small yet free portions of a product to visitors to try out. 

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This marketing strategy allows individuals a chance to try the offering before spending money on it. It provides buyers with the confidence to go ahead and make the purchase since they have already experienced the product and know what it offers. 

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This is particularly important as a study has revealed that 81% of consumers need to trust a brand before they buy it. 

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Product sampling is a proven way to increase brand awareness. The reasons are many.   

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1. If a business hands out samples of a product, customers are allowed a free trial. This helps in overcoming any uncertainty about the quality or value being offered. It reassures customers who were previously uncertain, encouraging them to follow through with the purchase. 
2. Customers are always more likely to trust a product they have tried before. This is a proven way of improving brand perception.
3. Product sampling can be an organic way of increasing brand awareness as users are most inclined to talk about what they have experienced. Word-of-mouth marketing is automatically generated through social media and personal networks etc.
4. It is a chance to create exciting activations and memorable brand experiences.
5. Research shows that customers who have tried the products are most likely to come back for more driving up sales and conversion rates.
6. What is more, it provides a chance for the business to receive instant feedback directly from the customers trying out the samples.

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Let us look at an example of a product sampling activation and see what it had going for it.  

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Brooklyn Brewery: A Case Study in Product Sampling  

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Brooklyn Brewery with Bigger Agency took the strategy of product sampling a notch above by creating a sensory activation event at MC Motors in Dalston. This marketing was created for beer tasting and also as an exciting treat for all five senses. 

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Attendees were greeted by pink flamingos and a Californian sunset on a real beach that resembled the tropical notes of the Passion of the Mango brew. 

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The experience deepened with an indoor forest featuring hidden bars and unexpected interactive moments. Guests used night vision goggles to drink beer, enjoyed offbeat culinary treats like offal from a plaster-cast body, and marvelled at personalised touches like 3D-printed lollipops of their own faces.  

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Each setting reflected a different aspect of the Brooklyn Brewery's values and its product range, making the sampling feel more like an adventure than a marketing event.  

It was a deeply immersive experience that resonated with attendees on multiple levels. Innovations like 3D-printed lollipops and the use of night vision goggles kept the experience cutting-edge and added to that extra special feel that matched Brooklyn Brewery’s creative identity.  

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Bigger Agency turned this product sampling into an experiential masterpiece and created a lasting brand impression.

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How to Create a Successful Product Sampling Campaign

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Here are some tips on how to create an effective and successful product sampling for your brand to increase brand awareness.

1. Like any brand activation, this needs to be well-planned before it is executed. Keep your objectives clear from the start. Who is your target audience? What do you wish to achieve? Is it a new product launch or the activation is to reinforce the brand awareness of an existing product?   

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2. Next, it is important to understand your target audience. For instance, Brooklyn Brewery created its sensory journey for 2,000 influential beer enthusiasts who were already passionate about craft beer. They targeted a niche audience, maximised engagement and ensured the sampling left a lasting impression.

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3. Choosing the ideal location for free product samples can help increase reach. It could be held in-store for customers who visit the outlet or other departmental stores and supermarkets. Similarly, events can be arranged to create brand awareness around the product. Samples could also be given out during other events such as festivals or other gatherings. 

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4. It is imperative to time the campaign strategically. Launching your initiative at the right moment means more visibility and engagement. The holiday season, for example, Black Friday or Christmas offers a prime opportunity for free product samples. Consumers are in a shopping mindset, actively searching for gifts or trying new products.

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You could also plan according to the weather for instance. Launching a sunscreen sampling campaign in summer or offering hot beverages during winter means that your product matches the season’s needs, increasing its appeal and relevance. If you are introducing a new product, pairing its launch with a sampling campaign is an excellent way to generate buzz. Targeting specific days like Earth Day for eco-friendly products can create emotional connections with your audience.

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5. Engaging the senses is also crucial, and when this is done with the help of technology and interactivity, it can take the experience to the next level. Audiences are sure to be engaged completely with interactivity. It also increases the chances of the experience being shared on social media and this will broaden your campaign's reach.

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Wrapping up…

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Product sampling, when planned well and executed effectively, has the potential to let your brand's visibility skyrocket and this way influence the customer’s purchasing decisions. 

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So next time you plan on gaining some attention for your brand, go ahead and pass out some free samples and watch the magic unfold.