sampling « PMA Centers of Excellence

WEBINAR: A Fresh Look At In-Store Sampling

Posted by Rob Fields in Promotion tactics, Shopper Marketing/Retail, sampling on October 15th, 2009

Back in August, we highlighted the release of the first Report on In-Store Sampling Effectiveness (R.I.S.E.) that was conducted by Promoworks and Knowledge Network/PDI and shows that it’s time to rethink marketing’s approach to sampling.

We’re thrilled two leaders from both of those companies are joining us for a Webinar today to take a more in-depth look at the study and answer your questions about it. The Webinar starts at 2PM EST and will be conducted by Neal Heffernan of Knowledge Networks/ PDI and Jim Rollberg of Promoworks.

More info on the session can be found here.

in-store sampling, Jim Rollberg, Neal Heffernan

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New study redefines role and impact of in-store sampling

Posted by Rob Fields in Experiential Marketing, Promotion tactics, Shopper Marketing/Retail, sampling on August 13th, 2009

As marketers seek every opportunity to get closer to their consumer either online or offline, a traditional “old school” marketing tactic has been proven to be more effective and affordable than ever believed possible.

A new study called R.I.S.E (Report on In-Store Effectiveness) was commissed by PMA member Promoworks and the In-Store Marketing Institute, and conducted by research firm Knowledge Networks-PDI. Results of the study include:

In-store sampling works—driving trial and sales. The average cumulative trial for the sampled items was +58% over 20 weeks. Sampled items in multiple categories showed an average +475% cumulative sales lift on the day of event.

In-store sampling impacts sales in ways never thought possible:

In-store sampling drives additional repeat purchase. The average cumulative first repeat purchase for sampled products was +11% and +6% for the brand franchise over a 20 week period.
In-store sampling drives sales for existing products and line extensions. The sales lift for the existing product sampled was +177% for day of event and +57% after a 20 week period. The sales lift for the line extension product sampled was +919% for day of event and +107% after a 20 week period.
In-store sampling drives brand franchise trial and sales. The sampling was found to have a significant impact for the parent brand of the sampled products with +107% average sales lift on the day of event and +21% average sales lift after a 20 week period. The average cumulative trial for the brand franchise was +19% over a 20 week period.
In-store sampling delivers new buyers - to the sampled items and to the brand franchise1.The average cumulative new buyers for sample products was +85% and +23% for the brand franchise over a 20 week period.
In-store sampling increases the average household shopping basket size. As a result of the sampling event the involved consumers’ overall shopping basket expenditure increased +10%, as compared to the average frequent shopper basket in the participating retailer. This suggests sampling contributes to incremental growth and does not cannibalize other items within the brands’ own franchise.

In-store sampling impacts sales long after the day of event, making it incredibly cost effective. By utilizing frequent shopper data, the actual sales impact of the in-store sampling can now be measured. Over the 20-week period, the sampled items saw an average cumulative sales lift of +74%. In-store sampling’s cost effectiveness when applied to all of sampling’s benefits over time is extraordinary.

You can download a PDF of the study results here.

In-Store Marketing Institute, in-store sampling, Knowledge Networks-PDI, Promoworks