Mars United has been executing sampling and demos in the ANZ region for over 10 years, and we have learnt a thing or two that we want to share!
If you’re interested in learning more about what we do, check out our Activation Services and reach out to [email protected], call +61 2 9966 4003 or use our contact form (not the form on the right – that’s for our global newsletter).
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The Sampling Heyday
There was a time when product sampling was the belle of the marketing ball, igniting excitement and driving sales. It wasn’t just a strategy; it was a proven powerhouse at captivating consumers and converting them into loyal customers.
Let’s be honest – everyone likes free stuff. Freebies fuel engagement. In fact, according to the Event Marketing Institute, 81% of shoppers would flock to a sampling stand, eager to try out a product, as opposed to discounts & specials only attracting 54%.
The same report cites that a whopping 73% of customers stated that they were likely to purchase a product after sampling it, compared to a measly 25% persuaded by TV ads – sampling is the ultimate persuader.
Sampling isn’t just about handing out products; it’s about experiences that linger in consumers’ minds- long after they leave the store. Rather than a billboard that they drive past or an advertisement they watch, sampling a product is something that customers consciously engage with- and in the vibrant landscape of connected commerce ecosystesms, product sampling stood tall as a beacon of success.
From Physical to Digital in the Blink of an Eye
As we all experienced, the pandemic ushered in an era of profound change, fundamentally altering the way we approach day-to-day life…and shopping. 67% of shoppers report that they shop differently as a result of COVID-19. Coronavirus wasn’t just a blip; it was a seismic shift in consumer behaviour:
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- E-Commerce Explosion: With physical stores closing their doors, e-commerce skyrocketed. Businesses hustled to adapt, embracing curb side pickups, third-party delivery, and enhancing online shopping experiences.
- Loyalty Limbo: Consumer loyalty took a nosedive. In mid-2021, over 80% of shoppers admitted to straying from their usual brands, exploring new options in an uncertain world. This was likely exacerbated by stock issues amid strained supply chains.
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Needless to say, during this era of isolation where in-store experiences faded and online shopping stole the show, product sampling took a hit. During this time, Mars United Commerce was able to accommodate businesses with pivoting traditional in-store sampling to different, more innovative experiential and online approaches to get product to customer, but overall, the pandemic still greatly disrupted the industry.
Back to the Future: The Revival of In-Store Sampling
Now that the dust has settled, product sampling is well and truly making a roaring comeback. It’s not just a return to normalcy; it’s a resurgence of consumer engagement and business adaptability. Traditional in-store sampling is reclaiming its throne as major global retailers like Costco and Sam’s Club are leading the charge, joined by local favourites like Coles and Woolworths all officially reintroducing regular product sampling into their stores.
Recent studies show that consumers are eager to try new products again. An overwhelming 81% are willing to embrace samples, eager for fresh experiences.
Leading the Charge in the Sampling Renaissance
At Mars United Commerce, we’re at the forefront of the sampling renaissance, spearheading innovative strategies across ANZ. Our recent Mars United survey revealed a staggering 98% of shoppers are ready to dive into sampling moments, with 66% already indulging in trials over the past year.
Sampling isn’t just about handing out products; it’s about forging connections and driving conversions. Our track record speaks volumes: in the last 12 months alone, we distributed nearly 4.5 million samples, resulting in over 450,000 sales directly attributed to sampling sessions. That’s a conversion rate of 1 in every 10 samplers!
As we charge ahead, it’s business as usual at Mars United. With thousands of sessions already scheduled for the remainder of the year, we’re committed to bringing businesses and their exciting products directly to shoppers, one sample at a time and you don’t want to miss out.
A Year in Review
The last 12 months have been huge for sampling, an opportunity you don’t want to be sleeping on. Across ANZ, in the last 12 months we have delivered:
20,000
SESSIONS
80,000
HOURS IN FIELD
5m
ENGAGEMENTS
4.5m
SAMPLES
450,000
ATTRIBUTED SALES
Shopper Feedback:
“I didn’t know this flavour existed… it’s my new fave.”
“This is unique, not like anything I have tried before.”
Client Testimonials:
A Big Thanks to Mars United for organising a great sampling activation for McCain Pub Size Meals! Over 16,000 samples over the last 4 weeks to feed hungry university students is HUGE! From strategy to execution the teams were so engaged and passionate to make this activation successful. The Brand Ambassadors were highly trained and represented our brand very well. Looking forward to making it bigger and better next campaign!
Lindt & Sprungli Australia has partnered with Mar United for the past two years, and their support has been instrumental in helping our brands stand out within the busy FMCG environment. The team is incredibly responsive and consistently steps up to the challenge, ensuring that we deliver the best brand experience for the shopper and our customers. Their dedication and attention to detail makes them a valuable partner in our success. We highly recommend Mars United for their exceptional service and commitment to excellence.
How can we help?
Check out some of our latest and greatest sampling work:
Let's Connect
Are you ready to get a sampling campaign off the ground in a matter of weeks? Then get in touch!
Let’s connect, contact us at [email protected] or call +61 2 9966 4003
