The document discusses the evolution of product sampling from traditional offline methods to a more targeted and digital "Sampling 3.0" approach. It outlines some of the limitations of traditional sampling and how social sampling works by encouraging brand fans to share samples and recommendations via social media. This allows companies to better track customer intent, purchase behavior, and gain customer data and feedback to improve marketing. Two case studies show how specific companies were able to quickly distribute thousands of targeted samples cost-effectively and generate brand awareness, loyalty, and demand through a digital sampling approach. The document concludes with best practices for digital sampling, such as targeting the right customers, measuring key metrics, and making sampling social and cross-promotional.

1. Sampling 3.0 –
Disrupting the
consideration
set
Sampling 3.0 – August 13, 2015

2. Marie Chevrier
Founder and
CEO of
Sampler
Sampling 3.0 – August 13, 2015
Sampler helps CPG
companies distribute
product samples online in a
more targeted, measurable
and social way

3. Why is current product
sampling so ineffective?
Sampling 3.0 – August 13, 2015
• You don’t collect any personal
information
• You don’t know if they liked the product
• You don’t know if they later purchased
your product

4. Social
sampling:
How it works
Sampling 3.0 – August 13, 2015 They love your brand? Encourage fans
to share and recommend your brand(s)
to friends via social media
Brand love + target market = brand
ambassadors
Use peer recommendations to increase
conversions

5. Track purchase
intent
Sampling 3.0 – August 13, 2015
Follow-up coupons
Customer surveys

6. Marketing
trends
Sampling 3.0 – August 13, 2015 Omni channel – marketing to
consumers in multiple ways (i.e., TV,
retail, e-commerce, social media,
newsletters)
Measurement – understanding your
customer across different channels

7. Case study #1: cold and flu
product
Sampling 3.0 – August 13, 2015
• Timeliness
• National campaign
• 5,000 samples in one day
• Empowered current customers to share
product sample with a friend

8. The benefits of
digital sampling
Sampling 3.0 – August 13, 2015 Drive brand awareness through social
word-of-mouth
Increase brand loyalty
Data collection, feedback
Social profile demographics
Customizable, targeted messaging
Increased touch-points

9. Disrupting purchase
behaviour
Sampling 3.0 – August 13, 2015
• On package scanning
• Digital experiences
• QR codes
• Digital coupons

10. Case study #2: feminine
hygiene product
Sampling 3.0 – August 13, 2015
• Enthusiastic fan base
• 50% of customers sent maximum number
of samples
• Created demand
• More likely to recommend to a friend if it
was recommended by a friend

11. Sampling trends
Sampling 3.0 – August 13, 2015
Retention strategy –
approach current
customers first with trial
Product placement –
encourage consumers to
share lifestyle imagery with
products

12. Sampling best
practices
Sampling 3.0 – August 13, 2015 Pick a target – bid on target customer
who is most likely to purchase
Measure – determine your KPIs
Collect data – have a call to action
Make it social – double the impact of
your sampling program
Play with others – pool audiences and
cross promote with non-competing,
like-minded brands

13. Question Period
1.800.747.5150
Access:
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Sampling 3.0 – August 13, 2015