In the previous post we discussed why giving out free samples needs to be part of marketing strategy for every small business. There are number of benefits small business owners can obtain by giving out samples to existing and new customers. The key to achieving these benefits is to execute the program well. You have to ensure that you reach out to target it to the customers you want to attract. Give out free samples to anyone and everyone and you will waste your money without reaping proper benefits.
To successfully run the sample program you should aim to reach maximum number of potential customers in your target market. You also need to look into getting recommendations from influential people that your target customers admire. Here are some suggestions to make that happen.
Setup within your store location
This is a no brainer for any small business that has physical location. This setup enables you to market and sell new products to existing customers. You can see examples of this setup everywhere in retail – end of the aisle displays, magazines and candies at the checkout counter, displays at the entrance and so on. Some of the large retailers also have people giving out free samples especially during weekends.
Go where potential customers are
In addition to using your store location you can go to places where your target customers hang out. Businesses use this technique by sending out marketing folks to busy downtown streets or colleges or bars. During summer time when streets are buzzing with fairs and parades you can hand out lot of samples in a short time.
Get recommendations from influential experts
Every product segment and industry has people who are considered “experts”. Customers respect their opinion and get influenced in their buying decision by what they recommend (or not). When you are introducing new products you should seek their endorsement by sending them samples and other product details. These experts may exist in the form of bloggers, celebrities and other media journalists.
Get recommendations from best customers
Your best customers are also your best marketers. They can bring in more sales and new customers by spreading word about your business and products to their friends and families. That’s why it is important to pamper your best customers and introduce new products to them early.
Use “freemium” model
Technology companies use “freemium” model to make customers try their products free of charge and pay for extra functionality. If you are a service provider (accountant, lawyer, etc.) you can use this strategy to get new customers. You can offer limited consulting to new customers free of charge and make them pay for additional services.
Any other ideas on implementing successful sample program?
