Case Study #1 (vendor selection) PROBLEM

1. Product Sampling Case Studies Case Study #1 (vendor selection) PROBLEM An APDO (anti-perspirant/deodorant) brand manager wanted to sample her new product in a point-of-use sampling program (a program where the sample would likely be used on the spot). This was a good decision because it can increase trial rates substantially. However in considering the different program options, she chose one fitness club sampling vendor over another, based on price only. What she later found out is that many of the health clubs left samples out for consumers to take themselves (with no management of inventory on the part of staff members). Rather than sample 500,000 different club members, her half-million samples only reached 200,000 different households (because many consumers took 2 or more samples). LESSON LEARNED The reason the other fitness club sampling vendor had higher pricing is because they take additional steps to manage brand inventories. Price should not be the only basis for selecting one program over another; marketers should seek to understand why rates are different and if the additional cost will result in better program results.

2. Case Study #2 (program selection) PROBLEM A men’s cologne brand had done extensive targeting work, to determine their product would appeal to men - age 24-35, white-collar professionals. The agency designed an intercept sampling program whereby attractive young ladies (in major downtown markets) would spray the target with a small amount of the cologne, while on their lunch hour. While many of the consumers remembered the event and enjoyed the scent of the cologne, they had no recollection of the name of the brand when it came time to purchase new fragrance. LESSON LEARNED Because the purchase cycle for fragrance brands is long and because fragrance products are commonly purchased by a significant-other, it would make sense for the brand to consider programs where females were also exposed to the scent and to give away something that will remind the consumer of the brand name (scent strip, coupon, or other printed item).

3. Case Study #3 (type of sample) PROBLEM A Hair Care brand did not have the budget to sample both shampoo and conditioner, so opted to sample shampoo only (since more consumers use shampoo) in 75% of markets and sample shampoo + conditioner in the other 25% of markets. Also, in half of the shampoo-only markets, the brand distributed shampoo in sachets but in the other half, shampoo samples were small one-use bottles of product. When the results came back, the brand found that shampoo conversion results were 40% stronger in the shampoo + conditioner markets than in the shampoo only markets. (The conditioner brand also received significant purchase conversion results.) LESSON LEARNED Consumers are less likely to notice the difference of a shampoo-only sample, especially if they are using the same styling products they typically use. Also, while the mini-bottle sample results were stronger, it did not cover the difference in the more expensive sample.

4. Case Study #4 (event issues) PROBLEM A skin care brand wants to sample active females, age 25-45. They sponsored a female athletic event and sampled at the event. The results indicated that consumers remembered receiving the sample, but trial results were low which resulted in low purchase conversion numbers. LESSON LEARNED Event sampling often results in low trial numbers for HBA brands, due to the fact that few samples actually make it home. Unless it’s a brand that would be used at the event, the consumer is being asked to carry the sample around with them and make it home with the sample. To add to the problem, the consumer already has their own brands at home and is less likely to try it . Trial numbers are highest when the consumer has an immediate need for the product and has few other options available to them.

5. For more information, contact… Cindy Johnson Sampling Effectiveness Advisors P.O. Box 603 HEBRON, KY 41048 www.samplingeffectiveness.com (859) 586-8262 cindy@samplingeffectiveness.com