John Burke is Co-Founder and Commercial Director of Craft Clubs.
Over the last three years, we’ve worked with dozens of food & drink brands, sending their products to our targeted group of consumers. From cocktail mixers to crisps to chocolates, our audience has enjoyed our partners’ products in the comfort of their own homes. Through the campaigns that we run, we’ve learned a few things and realised that there’s no better way to spend your marketing budget than on in-home product sampling. Here are three reasons why.
1. Sampling drives sales
Return on investment is the key KPI for all marketers, and we’ve proven that in-home sampling can deliver just that by directly increasing sales both offline and online.
For example, as part of an offline campaign for the tonic and mixers brand Franklin & Sons, we sent a sample bottle along with a coupon for the brand’s new 500ml bottles to be redeemed in Sainsbury’s. The coupon had a tremendous response with 23% of our audience redeeming it meaning Franklin & Sons achieved a conversion rate 2300% higher than a standard coupon conversion rate.
For an online example, we worked with JJ Whitley on their new Rhubarb & Ginger Gin, sending a miniature bottle to our audience and arranging a flash sale of full-sized bottles. Within 48 hours of launching the sale, we sold 1600 full-sized bottles generating over £30,000 in sales for our partner.
2. Combined with content marketing, in-home sampling makes magic
Receiving a product sample is one thing, but receiving it with an entertaining backstory increases exponentially the impact of the sampling campaign. We’ve worked with the ethical chocolate company, Divine Chocolate, on several campaigns. Our in-house creative team generated amazing content about Divine tailored for our customers, telling them how Divine sets itself apart in a fun and engaging way. Shared on our social media channels, Divine’s story reached hundreds of thousands of people and garnered over 10,000 engagements with the brand.
Even when a company doesn’t have a gripping story to tell, we can always help them make some content magic. For Piper’s Crisps, our crisp and G&T pairing content campaign went down a storm with members, and ultimately reached more than half a million gin fans.
3. An engaged community amplifies results
When consumers sample products in their own homes, they become passionate brand advocates and are keen to share their experiences with others, particularly when those consumers are part of a broader community. We’re very proud of our community of engaged consumers whose engagement produces amazing word-of-mouth ROI for our partners. For instance, 65% of our customer base talks about their product sampling experience with more than five additional people.
Online, our customers share thousands of comments and images every month, tweeting their enthusiasm and spreading news of our partners on our Facebook page. This worked wonders for Pipers Crisps, whose crisps we specifically encouraged customers to pair with a Gin & Tonic, a campaign that generated over 300 images of the crisp and cocktail pairing. For Luxardo Maraschino Cherries, the campaign we ran generated thousands of comments such as “to die for” and “a new obsession” resulting in our community sharing their experience with 1 million people through word-of-mouth.
These are just a few examples of all the incredible ROI produced by in-home product sampling. So, whether you have a fabulous treat or a refreshing drink you would like to introduce to our customers, we’re happy to help – just contact us at [email protected] to find out more.
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