Sampling and Consumer Promotion
Sampling is among the most effective consumer promotion category despite having several problems. The method when offered either in stores or on the internet the method has the ability of boosting sales. Other method of sampling includes direct sampling, response samples, media sampling, professional sampling, selective samples, and cross ruffing samples. For instance, using free samples has gained popularity in grocery store and online service providers because of the ability of inducing consumers to trying new launched product. Also, sampling affects consumers buying behavior where a consumer gets a chance of finding out how well is a company’s products or services that they do not usually buy (Shamout, 76). Further, other benefits of these 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 McDonalds store for quite some time but my aunt has been visiting McDonalds 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 which was during the McDonalds chicken select National Sampling event which is a form of mass sampling. She argues after the event, any visit at McDonalds she prefers ordering Chicken McNuggets when she craves for chicken.
However, she argues that during the sampling event McDonalds seemed to be overwhelmed by the number of customers during the events stipulated hours. There services were below expectations. During the event, the store could ensure it had a solid team that acts as brand ambassadors. Brand ambassadors are key factor in sampling campaign where they are a physical representation of the brand. For instance, for McDonalds the restaurant could use target marketing which could be effective to specific market rather than dealing with a national sampling campaign which can overwhelm its stores. Also, 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 ensures the consumers have pleasant experience the sampling campaign will provide immediate value and long-lasting impact on sales.
Therefore, it is essential for business to take into consideration how they develop and distribute the samples. Further, 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.