When the medium used to promote a product /brand is the product / brand itself. Sampling of products to entice consumers to purchase more has been around for eons. The fact of the matter is – it works. Well, it did for Orbit anyway.
According to a poll conducted by Opinion Research Corp on behalf of the United States Postal Service, 61% of those polled said that sampling a product is the most effective way to get them to try a brand.
High return
Research by Nine Mile Media shows that on average, 43% of respondents purchase or apply for the product within two weeks of receiving the sample or product info. “Explaining a product or brand’s benefits or great taste is just not the same as allowing them to experience it first-hand.”
Campaign
The Billads (Nine Mile’ advertising platform) bill folder advertising platform recently reached a potential 1.5 million upmarket consumers in coffee shops and other light meal environments across South Africa for the Orbit campaign. The aim, to effectively use sampling to ensure that Orbit remains top-of-mind after every drink or meal.
The Orbit “What’s the damage? Nothing, if you chew Orbit” Billads advertising and sampling campaign ran in 105 of Billads’ upmarket sites where consumers often enjoy a drink or meal. “Due to great venue selection, we were able to directly engage the brand’s relevant target audience and enable them to interact with the Orbit brand,” says Craig Segal, the Managing Director of Nine Mile Media.
It worked
Campaign research undertaken by Interact RDT revealed that 90% of respondents recalled Orbit as the brand being advertised. Of the 94% of respondents that received a sample, 64% chewed it at the table and as a result of the promotion, 88% of respondents considered purchasing the brand and within two weeks and 67% had already done so.
