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The Basic Message—From Sample to Brand Fan

By: Jeff Falk
Posted: May 4, 2011, from the May 2011 issue of GCI Magazine.

Panel: Tom Martin, vice president of sales and marketing, Klocke of America; Mark Lockyer, sales director, Sampling Innovations.

GCI: Is it a reasonable or feasible goal to create a sale through samples?

Tom Martin: The major goal for companies using samples is to get their new product into the hands of consumers before or during launch to create a new buying opportunity, and/or to create a buzz and a buying opportunity for an innovative product.

Mark Lockyer: Yes, absolutely. It has been proven time and again that a good quality sample delivering a positive brand experience will directly increase sales, often with incredible results.

GCI: What other goals are expected and achievable through samples?