Here at the Results Revolution, we’ve had numerous guests on our show talk about the concept of “giving to get.” Basically what this means is using your own currency to market your business – instead of using someone else’s currency (usually cash). This helps moderate cash flow while keeping your business’ marketing healthy. And we like that.
Remember, the object of sampling is just that – to offer folks a sample of your business with no strings attached. You won’t win over 100% of those who sample, but for some who never have broken the invisible plane to enter your business, they will now feel comfortable having experienced this sample – and their lifetime value as a customer is worth far more than the sample.
Here is a link to a ResultsRevTV archive where a photography studio owner in Michigan shared extensively her strategy and plan for using sampling and service donations to non-profits as a primary marketing tactic. It’s a 30+ minute show, but an entertaining guest full of valuable ideas for your small business.
Here are two other ideas for using the concept of “sampling” as a marketing tool that other business owners shared with us.
BAG STUFFERS
Debra Yergen, owner of DY&Co, offers a detailed strategy for using bag stuffers for goodie bags at non-profit events to gain exposure for your business. Here’s her advice:
“If you do have a product business, such as a restaurant, give a free drink or food item, and DO NOT REQUIRE an additional purchase. If you require an additional purchase, many people will save it for later and later may never come. It it’s completely free, most people will buy something else, maybe a whole lot of something else, while they’re there.”
GIFT BAG WITH PURCHASE
Kathy Dalton, of The Kadis Group and co-founder of Little Stinker skin care line, loves sampling because “it gets results. People love to talk, especially about their favorite products or services, and they’re also more likely to trust a product recommendation from a friend over a commercial or other traditional marketing method.”
Kathy suggests using mini-samples or a gift bag with purchase sample. When distributing the sample, she says to include stickers or business cards. But, she insists, don’t just hand out ONE flyer or business card; hand out three so your potential clients can share with friends! There’s that word of mouth marketing being encouraged while offering a sample… sounds like a magic formula to us!
What say you? Have you used sampling to market your business? How did you do it, and did it work for you? What results have you seen?
Photo Credit: Mr. T in DC (bubble tea sample)
