Experiential Marketing + Sampling = Awesome
Consumers exposed to branded experiential efforts:
- Recommend the product to at least 4 other people
- Showed a 90% increase in spontaneous brand awareness
- Reported a 91% increase in intent to purchase
The caveat to this amazing research report is that sampling, WHEN COMBINED with a more in-depth brand experience, can produce these results. Freebies and simple sampling efforts will still move the needle, of course, but will not make the impact that a little extra touch can provide.
We have been tracking similar results for our clients over the years, and it is why any sampling program recommended by Department Zero always includes a more immersive experiential aspect. If your sampling or event marketing efforts are not reporting similar successes, take a good look at what the potential consumers' actual experience is with your brand out there in the field. If they are simply being handed a free sample and not being engaged, it is time to shake up your program!