1. In the beginning
It all began in the 19th century with US soap
manufacturer Benjamin Babbitt using sampling
as a way to get the whole nation advocating his
soap.
Today, that level of scale and ambition is still
inherent within sampling. Brands want to get in
SAMPLING as many hands as possible, but that doesn’t
necessarily mean advocacy will follow.
IS DEAD. An evolving consumer
We live in an age where we are the ultimate
LONG LIVE curators of our worlds. We ‘like’ and ‘follow’
whoever we please.
THE BRAND And because modern life is hectic, we’re more
likely to avoid interactions, however transactional,
that we deem ‘unnecessary’.
EXPERIENCE. Even if you manage to get your product into the
Are the days of traditional hands of 100,000 people.
sampling dead? We think so.
Here we explore how getting •How do you know they ‘get’ your brand? In the summer of 2011, The Lounge
product into consumers’ hands •How can you guarantee their future engagement created the ‘social showering’
with your brand? phenomenon at UK festivals to
is becoming more exciting. encourage guys to experience the
Sampling really shouldn’t be just a numbers benefits of Lynx in a new and engaging
We’ve all been there…whether it’s making our way game anymore. It plays a role, but it isn’t way beyond traditional sampling
through a busy train station or ambling through a
high street – we’re struck by a branded presence everything. mechanics.
and handed a sample.
www.theloungegroup.com/lynxshower
From bread to booze, cereal to soap – sampling is
typically an FMCG’s first and only choice in terms of
getting their brand into the consumer’s hand. Brands need to think about the value that
GÜ provided a branded can be derived through every interaction.
Particularly a new product launch.
retreat last December,
However, we know that consumers are wising up. encouraging consumers Brands need to ENRICH every consumer
The interruption age is truly dead. To get consumers to rest their weary feet, interaction to deliver that value.
to understand the benefits of your brand, your be made-over in style
activity needs to run deeper. Read on and we will tell and try out GÜ puds in a
you the what, why and how. sparkling, decadent thoughtreport#1
In the beginning environment.

2. It’s all in the experience It’s about reinforcing brand values THE LOUNGE GROUP’S TOP TIPS
Providing experiences beyond sampling Basic sampling says what about your brand and
enables brands to gain traction with their its values? By doing something humorous, 1. Create a destination
audiences and command real interest. challenging, educational, mysterious or childish Somewhere standout that people want to
head to, rather than be interrupted by.
with it, you can fully engage the consumer with
your brand’s personality and values. 2. Facilitate exploration and discovery
Help your consumers to understand your
It’s about delivering competitive brand and have fun with it – they’re more
stand-out likely to share it.
When your competitors are sample-zigging, zag 3. Understand the needs of the consumer
away with an experience! Be bold and category- A brand experience might look cool, but will
challenging, you’ve got so much more to gain. your consumer enjoy it and will it add value?
We make sure our ideas are intelligent
The wonder of Word of Mouth (founded on real consumer insight) and we
We want to get people talking. Word of mouth is always test out ideas with our consumer
critical to drive advocacy as it’s 10 times more network to make sure they’re spot on.
effective than TV or print!(1) And now within the
age of social media – it’s never been quicker or 4. Use brand experiences to drive
interaction and content in other
Hendricks Gin ‘Refined Courtship Clinic’ ran easier for your audience to spread the word. channels
in the build up to Valentines day. Providing Brand experiences aren’t random stunts or
visitors with a Hendricks G&T whilst And the great thing about brand experiences is one-offs, they’re the ‘living, breathing’ part of
immersing consumers in the Victorian world that they’re naturally built to drive WOM. They’re the marketing mix, which have huge PR and
of romance and courtship encouraged interactive, engaging and allow consumers to get social media potential. More on this in
product trial whilst educating about the closer to your brand than ever before. another issue.
brand’s story and personality. 5. Express yourself
Because of the level of engagement typically
Your experience must be an expression of
generated, people who get involved in a live your brand personality, don’t forget that.
brand experience are also likely to spread the
Here’s a bit about what brand experiences can word – to an average of 17 people each.(2) 6. Be more than transactional
deliver, that sampling alone cannot. The best brand experiences are a rich
It’s these sorts of numbers that matter. dialogue between brand and consumer –
It’s about engaging, entertaining sampling is always one sided. Don’t fall into
and informing Sampling is a transaction, which delivers product the trap of offering ‘creative sampling’. Think
Grab your audience’s attention. Create into hand without the additional engagement experience at all times.
something they proactively want to get involved status and consequent WOM drivers
in because it adds value to them immediately
and/or in the longer term. This could involve 1. Buzz Marketing The Lounge Group is a brand experience
entertainment, developing new skills, a 2. Experiential marketing: A practical guide by Shaz agency that uses intelligence and insight,
challenge or a game. Be remembered. Smilansky through our network of 10,000 consumers,
to develop effective ideas that connect with
your audience.