Product sampling campaigns: Another way we get results

As a full-service, hybrid agency, Media Relations often uses multiple tactics to tell our clients’ stories. In fact, many of our most successful campaigns are a result of combining traditional publicity with other tactics, such as digital advertising, social media and content marketing. Our team works together to determine an effective strategy for each client.

We recently planned and implemented a successful product sampling campaign for a client. Done right, sample boxes may help you gain valuable publicity from bloggers, reporters and others in the media. This campaign used many agency talents including content writing, graphic design, social media and publicity. But it’s our marketing expertise that really made this campaign a winner. Here’s how we did it.

An effective sample campaign starts with determining a target audience. Getting the right person to try your product and tell others about their good experience can really boost awareness and sales. But simply sending a sample to anyone with a social media presence can be a costly mistake. Likewise, choosing an influencer based solely on their number of followers can backfire. For example, if you’re selling art supplies, a celebrity who rarely holds a paintbrush may not influence a buyer as much as a quirky crafter with a moderate but dedicated YouTube following. It’s best to conduct thorough research to determine influence, authority and engagement as well as reach.

The next step is building the sample box contents. The material should clearly tell a product’s story. Include written and digital content to help each influencer craft their own unique and personal story about the product. Today’s savvy audiences can easily detect (and ignore) cookie-cutter material.

We recently conducted a food product sampling campaign for one of our clients. In the first wave, we mailed sample boxes to 70 pre-selected lifestyle bloggers. We designed an inviting box and filled it with materials to inspire them to draft their own content.

A few weeks later, nearly 90 percent of the bloggers had posted unique and positive content about our client’s product. Many of them included personal pictures, original recipes and heartfelt stories.

The client is pleased, but that doesn’t mean our work is complete. The Media Relations team is working to magnify the impact by expanding the reach of each influencer’s content.

Our team is also working with the most influential of these bloggers, arranging for them to share their stories about our clients’ products on other social media channels in addition to their own. This approach is why influencers from a variety of media sources are eager to work with us.

If you ever thought, “if only people would try my product, they would like it”, a product sampling campaign might be right for you. These campaigns work best when supported by both traditional publicity and digital marketing campaigns. Get in touch with us to learn how the Media Relations team can use our talents and experience to boost your product’s awareness and sales. Call us at 952-697-569 or complete this form for a free, no-obligation consultation.

Written by Kris Best

Kris Best is not your typical writer. She’s a strategic thinker with significant experience with health, technology and non-profit organizations. “I give a lot of thought to how the content I create is going to be used, as well as reused.” She’s also enamored with the power of social media, and is always looking for ways our clients can capitalize on this important promotional channel.

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