Innovative Examples of Product Sampling to Boost OOH Brand Awareness
Introduction
Ever wondered about what product sampling can bring to your campaign? Well, in a world where OOH is becoming a big part of marketing strategies and we are seeing the lines blurred between experiential and traditional OOH, product sampling is becoming a core feature in many campaigns. Boosting brand awareness and engaging target audiences are all ways in which innovative product sampling strategies can aid a campaign. From traditional in-store samples to more cutting-edge blends of billboards and sampling, we will delve into the methods that have proven successful across different industries.
We are increasingly seeing the effectiveness of what a successful sampling campaign can do, through our research and data tools. SO, if brands are looking to raise customer engagement, loyalty and encourage them to make a purchase then sampling could be something to consider in your next campaign.
The Essentials
Before we go into detail, take a look at the top line facts. Any brands wanting to see and achieve the same, keep on reading!
- In-store sampling is a proven method for immediate consumer engagement.
- Event sampling effectively targets niche audiences in a concentrated setting.
- Mobile sampling units offer flexibility and targeted reach in urban areas.
- Combining elements of traditional OOH, with product sampling, brings a new level of creativity.
- Transit hub sampling reaches a broad audience, which can increase brand awareness.
The Statistics
It’s easy to write a load of statements on a page but don’t worry, you dont just have to take our word for it. We have got the data to prove it!
73% of consumers say that if they try a product, they are likely to buy it (Banknotes, 2021).
81% of people say that they’d try a product if they received a free sample of it (InspiraMarketing, 2022).
24% of customers who tried a sample product said it specifically replaced an item they were planning to buy (Arbitron and Edison Media Research survey).
35% of customers who try a product sample in a retail store will purchase the product during the same shopping trip (Arbitron and Edison Media Research survey).
Let’s Get To It!
In-Store Sampling
Brands can provide audiences in a retail setting with free product samples through in-store sampling initiatives, by giving customers a quick, hands-on experience. The main objective? Introducing a product, raising awareness, and ultimately driving purchases.
This kind of traditional product sampling can usually be carried out at department shops, supermarkets, and other retail establishments where loyal customers and prospective buyers can engage with merchandise before deciding to buy.
Statistics indicate this form of product sampling can prove to be effective. In a study done by Fizz (2018) in-store sampling received a majority participation rate of 60%. Furthermore, 88% responded that they would be more likely to purchase the product after trying it first at the store.
Event Sampling
Creating an event makes it possible for brands to offer free samples of their goods or services such as trade exhibitions, concerts, sporting events, festivals, or get-togethers within the community.
Event sampling aims to provide a memorable and immersive experience for a specific target group, increasing brand awareness among new customers, and encouraging product trials in an environment where people are receptive to trying new things.
It can offer direct, in-the-moment, valuable feedback from potential customers and enables businesses to engage with their audience in a dynamic environment. It’s useful in fields where consumers’ decision-making is heavily influenced by their senses of taste, smell, touch, and sound.
Be Innovative!
Mobile Sampling Units
Mobile sampling units allow consumer brands to build awareness, take their products directly to specific demographics in urban settings and offer samples in a highly interactive and engaging way. By moving from place to place, these mobile units reach consumers where they are, creating a dynamic marketing experience that stands out and creates a buzz.
Why choose a mobile sampling unit? Well, they’re specially equipped vehicles designed to promote products and engage consumers by bringing free samples to them directly. These units are typically outfitted with branded displays, product samples, and promotional materials, and are driven to high-traffic areas such as festivals, concerts, sporting events, busy urban locations, and shopping centres.
Pepsi Max Mobile Product Sampling Campaign
Pepsi MAX launched its new flavours tour this summer and they stole the spotlight. Throughout August they took their ice cream roll bar on an unforgettable tour around the UK. Those lucky enough to have visited a Pepsi MAX Flavours bar could enjoy a sample of their new fruity-flavoured ice cream and relax in the flavour zone.
Transit Hub Sampling
Transit Hub Sampling can be a fantastic marketing strategy for brands, especially if they have a target market of a large, diverse and travelling audience. Statistics show that airport advertising delivers the highest perceived value and prestige compared to other advertising and social media channels (JCDecaux, 2021).
Progressive Insurance Transit Hub Sampling campaign
Just in time for summer travel and aligned with the start of the 2024 Paris Olympics, Progressive Insurance entertained travellers journeying from New York (JFK) to Paris. As travellers passed by, a custom-wrapped vending machine dispensed free, limited-time copies of the book “Dr. Rick Will See You Now.”
Once the physical copies ran out, no one was left out as a scannable QR code appeared, offering a free digital download option. This witty and engaging campaign entertained travellers while Dr. Rick provided tips on un-becoming your parents.
From Billboards to Product Sampling Campaigns
Transforming traditional billboards into a stage for a Product Sampling Strategy is not something new for us at Grand Visual. It serves as a two-in-one package that not only delivers the brands message but offers the target audience free samples to help generate buzz. Its blend of creativity allows for the best product sampling ideas to come to fruition and opens the door for audiences to create shareable content.
Fancy a McFlurry?
The brief from McDonald’s was to create a fun, large-scale experience that celebrated the new ‘Fancy a McFlurry?’ brand platform and tied into the 21st birthday of the McFlurry. Making it the perfect time to build a McDonald’s Walk Thru billboard! It was launched on London’s South Bank across one of the busiest weekends of the summer. A four-day influencer and public pop-up was established that surprised and delighted consumers in an effort to increase sales and brand loyalty. The results speak for themselves:
- 1.16M IMP from 97.4K engagements
- 8.2M Total OTS across press
- 6,100 McFlurry’s distributed.
ABSOLUT #IRL
After a lengthy lockdown, ABSOLUT wanted to celebrate being back together in real life (#IRL) with a fun, gamified billboard. Groups of friends were invited to stand on a podium and play a big buzzer game with the winners receiving a little treat. Music played, a curtain raised and a real barman was waiting behind to serve a Watermelon Vodka and Lemonade. Their multiple successful product sampling campaigns in London meant that the tour was extended to 4 additional locations across the UK.
- 8500 free samples across 5 locations
- 10% Uplift in SOC vs main competitor
- 3.9K Social post engagements
- 750K Estimated footfall
So, Let’s Conclude
Product sampling remains a powerful strategy to raise brand awareness and engage with consumers. By combining traditional methods with innovative OOH and creative techniques, brands can create memorable experiences that drive an increase in loyalty, and boost sales. Grand Visual’s expertise in using creative product sampling and bringing ideas to life with engaging strategies can significantly enhance the effectiveness of your campaign efforts. Whether you’re using mobile sampling units, interactive displays, or transit hub sampling, these examples illustrate the diverse ways to effectively sample products and capture your target audience’s attention.
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