As one of the many categories of the direct sampling channel, brand-to-hand utilises consumer targeting and highlights the importance of engagement between brand and consumer. With the majority of Covid restrictions removed, there is no doubt that the channel will be back in full swing this summer!

Our past campaigns are known to increase brand awareness, likelihood to purchase rates and likelihood to recommend rates by up to 160%, showing how effective this channel alone can be (but of course, as an integrated sampling agency, we’d suggest to add other’s into the mix!).

Read on to see whether this sampling technique could make it’s way into your marketing plans for this year…

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Branching off from brand-to-hand sampling, Guerrilla and Fixed Location sampling offer effective consumer targeting. Guerrilla Sampling is perfect for those looking to achieve results on a smaller budget whereas Fixed Location sampling offers room for a larger budget with some added benefits.

Although cost-efficient, Guerrilla Sampling may be limited in it’s ability to target a certain location for a longer period of time in comparison to a Fixed Location where the site is booked prior to the activity. Having to tactically switch locations every few hours could be time consuming, and increases the risk of a ban or warning depending on the site.

Fixed Location sampling on the other hand, has the added benefit of booking a space in advance, whether that be in a train station or shopping centre, along with the advantage of a stress-free set up. However both techniques can achieve almost exactly the same results with high levels of consumer engagement and interaction.

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A summarised list of pro’s and con’s:

Pro’s 

• Guerrilla Sampling is inexpensive compared to other sampling channels
• Able to target locally resulting in high levels of consumer engagement and interaction
• Reaches consumers at the ‘perfect place and time’
• Doesn’t require a large amount of equipment to set up
• Brand Ambassadors on-site to communicate your product information to the public
• Able to distribute a large number of samples
• Samples tend to run out quickly!!

Con’s

• Guerrilla Sampling has an added risk of security having to switch sampling sites every few hours
• Only reaches consumers within a certain area at the time of the activity i.e those passing by Manchester Superdrug stores
• Can be costly depending on the fixed location i.e large shopping centres such as Westfield

Does brand-to-hand sampling sound like it could be a good fit for your brand? Or do you have your eye on an alternative channel?

Click here to see the range of other sampling routes we can offer.

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Flavor. Sampling is an Integrated Sampling Agency. We curate the perfect mix of sampling techniques to deliver optimal results for every campaign. Integrating all elements under one house to drive efficiencies in Targeting, Relevance, Measurement and ROI

We plan, execute & measure sampling campaigns built from a blend of tools, methods and techniques – including the ones mentioned in this blog:)

To find out more about Integrated Sampling or to find out more about this blog, give us a call or drop us an email at the below…

Email: [email protected]

Tel: 07977 148 784