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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.

page 5 of 6

Lockyer: Miniature bottle/tube or jar samples offer an exact replica of the primary product packaging.

GCI: There was a new sampling trend in promotional samplers that are less traditional in their delivery systems and create a longer-lasting experience with the product and brand—giveaways that are permanent reminders of the product and brand. And, for instance, that for some consumers, traditional fragrance samples can take the place of an actual shelf-size purchase.

How does sample packaging walk the line with creating strong consumer awareness and providing a real brand experience (more than, for example, a one-time use sample) and not dissuade a purchase of a full-size product?

Martin: The key is in the packaging design and execution of the sample. Making sure the sample works well and [mimics and supports] the retail package. If the sample is hard to open, the dispensing method is poorly designed and the bulk is effected, the consumer will have a bad experience.

And [regarding fragrance samples], we have a line of scented elastomer and crystal products that are infused with the customers’ scented oils to give a long-lasting rendering of the scent. The scent in these sample products lasts three to six months once removed from the packaging.