The Power of a Sample or a Demo

The need to connect with consumers – we mean truly connect on a deep and emotional level – is more important than ever. With increased competition, me-too products, brand messages coming at us from multiple touch points…standing out and showing why your brand is amazing is imperative.

One sure-way to do this is through product sampling or demonstrations.

Not sure how? Let’s go through some examples…

- Car dealerships woo potential clients by offering them a test drive, which can sometimes last up to an entire weekend.

- Some brands offer a mini sample of sister brand to incite trial (through a bundle packaging).

- Some food brands giveaway samples in-store (and the more original and knowledgeable they are in doing so, the better).

- Equipment sellers have demo units which they send for trial to homes or institutions.

- Spas invite potential customers (usually provided through referrals) to come and try one of their services for free.

- Some businesses offer free consultations.

You get the point. You can practically sample or demo anything. Why is it efficient you ask?

1. First and foremost, it involves the person’s senses, thus enabling the brand to increase the chances for a positive and lasting connection with potential consumers.

2. It gives the brand a chance to provide a customized experience, which is the base for building loyalty.

3. It lays out the groundwork for the brand to educate consumers in a real-time fashion and to convey its key brand values and differentiators.

4. It allows the brand the chance to gather insights and feedback from their target audience.

5. It alleviates the worries of risk-averse consumers.

6. It creates the opportunity for instant lead generation.

It’s important to note that in some cases, it may not be possible to showcase the power of a product in a live demonstration, so this is where the power of video comes in. Like in the case of Volvo showcasing the power of one of its trucks using Jean-Claude Van Damme in one of the most engaging YouTube videos or simply in the case of showing the before and after of using a top notch oven cleaner, short and visually impressive videos can play a pivotal role in displaying a product’s superiority.

And speaking of superiority, if your product or service is not all that, then we recommend you steer clear of samples and demos - and maybe revisit what you're offering.