1. …top ten sampling mistakes made most often

2. After 15 years experience with all types of product sampling programs… What are the TOP 10 mistakes I believe brands make most often in developing sampling plans?

3. #1 – Brands do not address sample control issues. Re-sampling occurs most often with: Intercept sampling (guerilla, etc.) Event sampling Multiple visits by same consumer at venue “Take One” sampling Annual sampling programs not related to life changes No de-dup of multiple addresses Brand website sampling attracting loyal users Sample case counts too high (shipping 500 samples to a location needing 300)

4. #2 - Brands frequently abandon proven programs to participate in new programs Brands unfamiliar with the difficulty in finding programs that generate a positive ROI Marketing culture requires “new” and “innovative” programs Initiatives require that brand find new targets Integrated Marketing Strategy dictates sampling strategy

5. #3 Brands won’t commit to (or lack the budget) to research new sampling programs Quantitative research can be expensive (seek out companies with better market research rates) Remember – research is critical to better decisions and ROI calculation

6. #4 - Brands lack time/budget to follow-up on sampling program distribution (especially with events) Brands are unaware of sample distribution problems, especially since follow-up is infrequent Other supporting functions (marketing services/operations, market researchers, purchasing) also lack budgets to travel to events Hire outside help if necessary!

7. #5 - Brands often choose event marketing/sampling over “traditional” sampling programs Significant sample control issues exist with most event sampling programs Too many “conditional” factors can affect brand results (i.e., weather, event turn-out, etc.) While event sampling may payout in some cases, MOST brands have better options (to get higher trial numbers, lower distribution costs, etc.)

8. Other observations … Over-qualifying your target results in direct mail program (Only way to reach this target is through a list, requiring samples be mailed to home) …. So ? Trial results low for most categories: consumers have many choices at home Consumers are overwhelmed at home; HBA samples commonly saved for travel Mailing samples more than doubles your distribution cost (vs. efficient co-op) #6 - Most companies have junior brand marketers or inexperienced agency personnel managing the sampling plan While much of this role is “execution”, there’s simply too much to learn to make these decisions a couple months into the job Having new marketers decide which programs go forward will likely result in new programs each year (since they are challenged to “put their mark on the business”)

9. #7 - Brands place too much importance on targeting alone; not enough on reaching target at right place and time Can result in having to mail samples: consumers have many choices at home for HBA products Consumer needs to be receptive to brand sample/message Expand potential target to get bigger bang for buck

10. #8 - Distributing samples at wrong time results in a “forgettable” experience Sample should relate to the delivery method (i.e., don’t sample shampoo at baseball game) Get 3rd party recommendation Fulfill an immediate need Make it a Unforgettable!

11. #9 Too often marketers forget about doing a pre-event ROI calculation Set realistic goals/objectives Determine what trial rates need to be to drive purchase conversion Make sure cost of program is in line with purchase expectations

12. #10 Brand marketers assume they don’t need help developing plans Seek out Seek out expertise from all areas: Internally/Externally There are many decisions to be made about the program and each will effect overall results Vendors with most experience will most likely have better programs Use research companies with experience in effectiveness measures