Doordrop Media
Can in-home sampling beat the in-store experience?
A staggering 50% of UK adults* say they aremore likely to buy a product if they receive a free sample first, but in a noisy marketplace where somany brands are always competing for attention, what sampling method is more effective: in-store or in-home? Mark Davies, Managing Director of Whistl’s Doordrop Media division explains why there’s no place like home for sampling.
Whether it’s in-store, at a railway station or on the high street, the experiential space is diverse, but if you want to create a morememorable brand experience that resonates with the consumer you needmore than energetic promotional staff to attract attention! After all how can a new clothing detergent randomly handed to a young student on the high street be of immediate use? When will a busy business executive be able tomicrowave the pasta pot given to themon their way to work? Has a busy, harassedmum really got time to stop and savour a new fruit-infused tea when doing the supermarket shop? The one place consumers are likely to have instant access to a washing machine, microwave or kettle is in the home. It’s the perfect environment to engage with your target audience and promote the trial of your brand. This is where in-home sampling fromWhistl proves to be more effective than other sampling methods. By providing consumers with a brand experience in the comfort and privacy of their own homes you aremore likely to trigger a response that results in a purchase in-store or online. Even full size products can be delivered, so you can reduce your production costs and extend the trial period of your product sample. Intelligent targeting techniques built around behavioural insight, known spending habits and customer intelligence all ensure only themost valuable and relevant households are selected, eliminating wastage, improving ROI andmaximising effectiveness. Having tracked results using Electronic Point of Sale software and customer loyalty
scheme data, it’s proven that in-home sampling works by encouraging repeat purchase and uplifiting long-term sales, thereby increasing market share. To find out howWhistl’s intelligent in-home sampling can deliver genuine results simply email sampling@whistl.co.uk or visit www.idoordrop.com/sampling
*TGI 2015
8 Whistl Magazine • Summer 2016
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