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Sampling Process Of A Brand


The sampling process of a brand depends on how close the point of sale the product sampling occurs.  We can thus split the sampling process into two patterns => "in-store product sampling" and "field product sampling".

In-Store Product Sampling Process

The in-store product sampling process contains the following steps:

  1. Fact Finding about the demographics and psychographics the store customers have
  2. Contacting / Negotiating with the stores
  3. Setting up booth / table to demonstrate product
  4. Confirming key benefits to communicate during product sampling
  5. Doing the actual in-store product sampling
  6. Collecting key metrics such as samples given, questions answered, items sold, "verbatims" and feedback
  7. Post-program reporting package

Field Product Sampling Process

The field product sampling process contains the following steps:

  1. Fact Finding about the regions / events / locations that contain the demographics and psychographics you want
  2. Contacting / Negotiating with the regions / areas / events / locations
  3. Setting up booth / table / stand to demonstrate product
  4. Confirming key benefits to communicate during product sampling
  5. Doing the actual field product sampling
  6. Collecting key metrics such as samples given, questions answered, buzz generated, "verbatims" and feedback
  7. Post-program reporting package

Note that the process requires a great deal of up-front work understanding whom you want to reach, where they are, how to engage them where they are, and then once they have been engaged to adequately monitor and report on the engagement with the audience.

 


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