Who doesn’t love a freebie? The novelty of being given something for nothing is an utter treat for consumers. For brands, the benefits of sampling can be multiple, not least of which is to acquaint shoppers with new products.
Where it all began
A little-known fact is that sampling is not a modern concept. In fact, the first sampling campaign documented was in the 19th Century for Babbit Best Soap, which gave away thousands of bars of soap, in special packaging bearing a simple tagline reading, “A fair trial is all I ask for it”. Believing the soap was superior, Babbit gave it to customers free to test. Based on this novel “try before you buy” approach, shoppers were hooked and became loyal customers, which is the holy grail for all brands.
Between 1894 and 1913, Coca-Cola also relied heavily on free samples to get the word out about their new product, usually by mailing out coupons to drug stores and random customers. The company estimates that during the 20-year period, 1 in 9 Americans were given a free drink courtesy of Coca-Cola, which was a huge reason for the company’s early growth compared to the countless competitors making similar products at the time.
The benefits
Giving samples to consumers through in-store demonstrations creates a reciprocity that usually results in them purchasing the product and, in many cases, becoming committed brand advocates, referring the product to friends and family.
Giving away samples cuts through the noise and creates a buzz around the brand and places your product in the hands of a potential consumer. For example, if you buy a moisturising cream at the cosmetic counter and they give you a sample of the cleanser, it immediately feels like a treat. The next time you purchase the moisturiser you are more likely to also purchase the cleanser which you loved when you sampled it.
Changing ways
Throughout Covid and lockdown, there were fewer shopping trips, less browsing, less impulse shopping, and no opportunities to sample. Switching brands is driven predominately by availability or price.
As consumers move towards subscription streaming platforms, the traditional TV advertising exposure that brands would have relied on is dwindling. Social media marketing has become more important. Social media usage continues to grow. During 2020 there were 150 million more social network users worldwide. The Special Covid-19 Edition of The CMO Survey found that social media was critical to marketing during the pandemic. With social media marketing being prioritised, marketers are citing “increased acquisition of new customers” as their top outcome for social media.
But how does this impact sampling?
Social Media Product Sampling
As Irish brands adapt to an increasingly digital consumer journey, product sampling is evolving beyond physical hand-outs at stores or events. The future lies in social media and digital sampling strategies that meet consumers where discovery now happens, be it on a social platform or across digital touchpoints. This approach creates a clear, measurable pathway from initial exposure to conversion, allowing brands to understand which channels influence buying behaviour and how sampling activity directly supports sales. In contrast to traditional sampling, digital methods offer flexibility, scalability and accountability, all of which are increasingly important in modern marketing strategies.
For Irish brands operating in a competitive market, digital and social sampling delivers two key advantages. The first is access to first-party data. By engaging with consumers digitally, brands can capture opt-in insights that reveal who is engaging, how they are responding and what drives purchase. This data supports more informed targeting, improved campaign optimisation and stronger long-term relationships with consumers. The second benefit is extended reach through social sharing and digital amplification. When sampling is integrated into social platforms, consumers can organically share their experience, helping brands reach new audiences through authentic, peer-driven content. This not only increases awareness but also builds trust, as recommendations are shared directly within social networks.
FAQs about Social Media Product Sampling
What is product sampling?
Product sampling lets consumers try a product before buying, reducing risk and building trust while driving trial, awareness and purchase.
What is social media product sampling?
Social media product sampling is where brands send customers products to sample live over social media to build social proof with products. Customers are incentivised through the likes of vouchers or cashback on social platforms to drive engagement from their following.
What are the two benefits of social media product sampling?
It delivers first-party consumer data and extends reach through social sharing, increasing impact, targeting precision and trust.
Learn about FMI’s Merchandising and Sampling Services and how they can help your brand today. Call us on 01 496 3399.
If you’re exploring merchandising and sampling in more depth, you may also find these related articles useful:
Who doesn’t love a freebie? The novelty of being given something for nothing is an utter treat for consumers. For brands, the benefits of sampling can be multiple, not least of which is to acquaint shoppers with new products.
Where it all began
A little-known fact is that sampling is not a modern concept. In fact, the first sampling campaign documented was in the 19th Century for Babbit Best Soap, which gave away thousands of bars of soap, in special packaging bearing a simple tagline reading, “A fair trial is all I ask for it”. Believing the soap was superior, Babbit gave it to customers free to test. Based on this novel “try before you buy” approach, shoppers were hooked and became loyal customers, which is the holy grail for all brands.
Between 1894 and 1913, Coca-Cola also relied heavily on free samples to get the word out about their new product, usually by mailing out coupons to drug stores and random customers. The company estimates that during the 20-year period, 1 in 9 Americans were given a free drink courtesy of Coca-Cola, which was a huge reason for the company’s early growth compared to the countless competitors making similar products at the time.
The benefits
Giving samples to consumers through in-store demonstrations creates a reciprocity that usually results in them purchasing the product and, in many cases, becoming committed brand advocates, referring the product to friends and family.
Giving away samples cuts through the noise and creates a buzz around the brand and places your product in the hands of a potential consumer. For example, if you buy a moisturising cream at the cosmetic counter and they give you a sample of the cleanser, it immediately feels like a treat. The next time you purchase the moisturiser you are more likely to also purchase the cleanser which you loved when you sampled it.
Changing ways
Throughout Covid and lockdown, there were fewer shopping trips, less browsing, less impulse shopping, and no opportunities to sample. Switching brands is driven predominately by availability or price.
As consumers move towards subscription streaming platforms, the traditional TV advertising exposure that brands would have relied on is dwindling. Social media marketing has become more important. Social media usage continues to grow. During 2020 there were 150 million more social network users worldwide. The Special Covid-19 Edition of The CMO Survey found that social media was critical to marketing during the pandemic. With social media marketing being prioritised, marketers are citing “increased acquisition of new customers” as their top outcome for social media.
But how does this impact sampling?
Social Media Product Sampling
As Irish brands adapt to an increasingly digital consumer journey, product sampling is evolving beyond physical hand-outs at stores or events. The future lies in social media and digital sampling strategies that meet consumers where discovery now happens, be it on a social platform or across digital touchpoints. This approach creates a clear, measurable pathway from initial exposure to conversion, allowing brands to understand which channels influence buying behaviour and how sampling activity directly supports sales. In contrast to traditional sampling, digital methods offer flexibility, scalability and accountability, all of which are increasingly important in modern marketing strategies.
For Irish brands operating in a competitive market, digital and social sampling delivers two key advantages. The first is access to first-party data. By engaging with consumers digitally, brands can capture opt-in insights that reveal who is engaging, how they are responding and what drives purchase. This data supports more informed targeting, improved campaign optimisation and stronger long-term relationships with consumers. The second benefit is extended reach through social sharing and digital amplification. When sampling is integrated into social platforms, consumers can organically share their experience, helping brands reach new audiences through authentic, peer-driven content. This not only increases awareness but also builds trust, as recommendations are shared directly within social networks.
FAQs about Social Media Product Sampling
What is product sampling?
Product sampling lets consumers try a product before buying, reducing risk and building trust while driving trial, awareness and purchase.
What is social media product sampling?
Social media product sampling is where brands send customers products to sample live over social media to build social proof with products. Customers are incentivised through the likes of vouchers or cashback on social platforms to drive engagement from their following.
What are the two benefits of social media product sampling?
It delivers first-party consumer data and extends reach through social sharing, increasing impact, targeting precision and trust.
Learn about FMI’s Merchandising and Sampling Services and how they can help your brand today. Call us on 01 496 3399.
If you’re exploring merchandising and sampling in more depth, you may also find these related articles useful:
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