How Product Sampling Programs Work

Let’s dive into a marketing strategy that is growing in popularity: product sampling programs.

These programs exist to grow brand awareness, as companies distribute free or travel-size versions of their more popular products to potential customers. The goal of these freebies is to (obviously) encourage testing products and hopefully to convert samplers into loyal customers. 

While these programs might be scoffed at by CEOs hoping to avoid giving anything away for free, product sampling remains one of the most effective ways to bridge the gap between discovery and purchase, especially for young consumers who often are distrustful of traditional ads and value real experiences. 

How do product sampling programs actually work?

Product sampling programs often start with finding a target audience that brands are trying to break into or reach. This is often based around age, lifestyle or maybe a specific interest area. From there, brands partner with agencies, creators or retailers to start the distribution of samples. 

At Adolescent Content, we’ve been watching product sampling programs evolve beyond the classic ‘freebie table’ at stores. Some brands have gotten creative and decided to do a giveaway to create excitement, others have sent free samples with purchases or decided to send a free item to drive email signups. 

Why product sampling programs resonate with Gen Z

Product sampling programs are so popular with Gen Z because they love trust and authenticity from brands. Sampling invites genuine interaction, and when a product works well, and the brand is willing to let them try for free, it builds credibility. Product sampling programs also allow Gen Z to share more feedback with a brand and feel more included. This sense of collaboration is great for strengthening brand loyalty. 

What makes product sampling programs successful?

The most successful product sampling programs rely on three key factors:

1. Audience fit: Samples must reach the right people, they can’t be handed out to just anyone.

2. Ease of experience: Make claiming, testing, and reviewing the product simple.

3. Follow-up: The most effective product sampling programs continue the conversation. Some of the easiest ways to do this is through feedback forms, creator collaborations, or loyalty offers.

Brands like Merrell, who have embraced product sampling through real-world creator partnerships, help to highlight how giving consumers product context (style, movement, personality) can turn free products into something more.

FAQ

1. How can I measure my brand’s success in product sampling programs? Start by tracking redemption rates, ask for feedback, and look for an increase in social engagement, and product purchase rates.

   2. Are product sampling programs only for beauty or product-based brands? No. While they’re more common in beauty brands or with companies selling something physical, they’re now expanding into online purchases or non-tangible products.  3. What’s the main goal of product sampling programs? To transform awareness into trust, and trust into purchase.