Teavana tees up the lowest hanging fruit in marketing
Sampling works. Just ask Teavana. You will find product sampling front and center at each of their 200 + stores. It lands them at #1012 in the Purple Goldfish Project:
Why Sample?
Because there may not be a more cost effective way for a brand to drive purchase intent and conversion than sampling.
The proof is in the numbers. Here are the top two takeaways from an Arbitron survey on sampling:
- 24% of consumers bought the product they sampled instead of the item they initially set out to purchase
- 35% of customers who tried a sample bought the product during the same shopping trip
Here are some additional overall findings:
- Product sampling reaches a large audience.
- Product sampling is undeniably engaging as a marketing method.
- Product sampling goes beyond same-day sales lift by creating a strong impact on future purchases.
- Product sampling effectively acquires consumers who are not familiar with a product.
- Product sampling persuades consumers to buy products they heard of but never bought before.
- Sampling retains customers and builds brand loyalty.
Marketing Lagniappe Takeaway – Sampling isn’t just for prospects anymore. Figure out ways to give little extras (samples) to your current customers.
Today’s Lagniappe (a little something extra thrown in for good measure) – While you are drinking your TEAVANA, how about sniffing a little teen spirit. Here’s the classic from Nirvana:
Here are the lyrics in case you want to sing-a-long:
Load up on guns, bring your friends
It’s fun to lose and to pretend
She’s overboard and self-assured
Oh, no, I know a dirty word
Hello, Hello, Hello, How Low (x3)
Hello, Hello, Hello
With the lights out, it’s less dangerous
Here we are now, entertain us
I feel stupid and contagious
Here we are now, entertain us
A mulatto
An albino
A mosquito
My libido
Yeah
Hey… Yay
I’m worse at what I do best
And for this gift I feel blessed
Our little group (tribe) has always been
And always will until the end
Hello, Hello, Hello, How Low (x3)
Hello, Hello, Hello
[ Lyrics from: http://www.lyricsfreak.com/n/nirvana/smells+like+teen+spirit_20101055.html ]
With the lights out, it’s less dangerous
Here we are now, entertain us
I feel stupid and contagious
Here we are now, entertain us
A mulatto
An albino
A mosquito
My libido
Yeah
Hey… Yay
(Guitar solo)
And I forget just why I taste
Oh, yeah, I guess it makes me smile
I found it hard, it’s hard to find
Oh well, whatever, nevermind
Hello, Hello, Hello, How Low (x3)
Hello, Hello, Hello
With the lights out, it’s less dangerous
Here we are now, entertain us
I feel stupid and contagious
Here we are now, entertain us
A mulatto
An albino
A mosquito
My libido
Yeah a denial
A denial! (x9)
