Sampling and Consumer Promotion
Sampling is one of the effective consumer promotion categories despite having several problems. Sampling is offered either in stores or on the internet besides it can boost sales. Method of sampling includes direct sampling, response samples, media sampling, professional sampling, selective samples, and cross ruffing samples. For instance, using free samples in a grocery store and online service providers can induce consumers to try a newly launched product. Besides, sampling affects consumers buying behavior where a consumer gets a chance of finding out how well is a company’s products or services (Shamout, 76). Other benefits of sampling methods include generating consumer interest in a product, allowing a company to introduce a new product in the market and collection of information about consumers.
However, despite the sampling method having several benefits it has several problems. Some of the problems of sampling they include the method is prone to pilferage, consumers misusing the services or product, the method is expensive, mass mailing of samples prone to mishandling by postal services, failing to reach enough number of customers who do not buy the carrying brand for in store sampling, and the problem of wasted distribution or not reaching hands of potential customers when carrying out door to door samples( Karthikeyan & Panchanatham, 2)
I have been visiting McDonald’s store for quite some time, but my aunt has been visiting McDonald’s stores for almost two decades since 2000. She is happy to be associated with the restaurant because of their Chicken McNuggets. The first time she tasted Chicken McNuggets was in 2005 during mass sampling the McDonalds chicken select National Sampling event. She argues that she prefers ordering Chicken McNuggets at the stores when she craves for chicken.
However, she argues that during the sampling event McDonald’s stores seemed to be overwhelmed by the number of customers during the events stipulated hours. Their services were below expectations. If the store could ensure it had a solid team that acts as brand ambassadors, then it could not face such problems. Brand ambassadors are a key factor in sampling campaign where they are a physical representation of the brand. Also, the restaurant could use target marketing which could be effective to a specific market rather than dealing with a national sampling campaign which can overwhelm its stores. Besides, it raises the questions on whether the method was effective as some consumers may be misusing the product sampling thus not reaching the hands of potential customers. In brief, during in-store sampling, a store should ensure the consumers have a pleasant experience so that the sampling campaign will provide immediate value and long-lasting impact on sales.
Therefore, it is essential for a business to take into consideration how they develop and distribute the samples. They should ensure they have a budget where they should work on quality control besides ensuring the samples are handed out careful with a focus. Lastly, to get the most bang of the buck the company should define a target market.
Work Cited
Karthikeyan, B & Panchanatham, N. “Pros and Cons of Sampling: An Effective Consumer Sales Promotion Tool.” Journal of Exclusive Management Science, Vol 5, No.11,2016,pp 1-3.
Shamout D. Mohamed. “The Impact of Promotional Tools on Consumer Buying Behavior in Retail Market.” International Journal of Business and Social Science, Vol. 7, No. 1, 2016, pp75-85.