Compared with other forms of marketing communication, sampling is more likely to result in actual trials of the product. Explain this by giving examples of possible types of sampling

Question

What will be an ideal response?

Answer 1

Sampling is a sales promotion technique that provides potential customers with the opportunity to try a product or service at no cost. To ensure a trial, consumer products companies are increasingly using a technique known as "point-of-use" sampling. For example, Starbucks dispatches "Chill Patrols" in the summertime to pass out samples of ice-cold Frappuccinos to overheated commuters during rush hour in busy metropolitan areas. In an example of "point-of-dirt" sampling, Unilever hired a promotional marketing firm to pass out Lever2000 hand wipes in food courts and petting zoos. As Michael Murphy, director of home and personal-care promotions at Unilever, noted, "We're getting smarter. You must be much more precise in what, where, and how you deliver samples."