But according to Sophie, tapping into this audience is much simpler than it's been pictured. It's not a negative thing. So I actually think it's a great thing for the industry. So we've got a consistent and constant conversation with Gen Z.

So we speak to them through pop-ups and banners in the app. But we also then have a conversation afterwards. We don't do that. We do it the next morning because we don't want to interfere with your night out. That's for enjoying time with friends, right?

We speak to you the next morning when you've got time to think about it and respond to us. It's not enough to just have a bar in Soho where it's busy.

So our users are finding out information on TikTok and Instagram. But, a lot of alcohol brands struggle to be there legally because they are scared of appealing to a younger audience and so actually a lot of them are using DUSK because we can be on there. Hospitality has seen some major changes in the last few years, and the biggest being its tech adoption, said Sophie.

Many venues were reluctant to pick up new tech, sticking to the known ways that have worked for decades, but this has since changed.

With TikTok taking over search, and marketing budgets for social ever-increasing, it is clear in all industries that being active on social is no longer a nice to have but needed to compete.

Data, tech and modern marketing expertise blended together over ice, yet again set brands and businesses apart from the rest.

Super Bowl LVIII review: Michelob wins the day, use of celebrity must be savvy and simplicity is best. Is another cookie delay inevitable? Super Bowl LVIII preview: AI calling the plays, brand vs celebrity and avoiding Hail Marys.

Pinterest partners with Google to expand its third-party ad integrations beyond Amazon. Top 5 adtech tools this week: dentsu, Reddit, PrimeAudience, ChannelMix and Brand Metrics. Skip to Content Skip to Main Navigation Skip to Footer Home Page. A degree approach to marketing Bars, brands and beverages have thrived for decades, centuries even, so what can a tech app hope to solve?

Will you ship it to them? Have them pick it up from one of your locations? Do white glove delivery? Remove the burden of working with multiple shipping and fulfillment providers by choosing one sampling partner that can manage the process for you.

Send out surveys to potential samplers to narrow down exactly who you want for your sampling campaign. Use your survey to ask specific questions about your new item. How many cups a day do they drink? Do they prefer to make coffee at home or go to a coffee shop?

Do they prefer tea over coffee? You could also partner with Bazaarvoice to tap into an existing sampling community. This offers a unique way to sample your product to a group of brand advocates who are eager to share their honest feedback.

Product samples are sent to consumers after being vetted for the sampling campaign, with the expectation that the consumer will leave an unbiased, authentic product review or make a social media post after receiving and trying the product.

In addition to everyday consumers, social media influencers have the power to, well, influence their followers to purchase products and services. Approval from the right influencer during a sampling campaign can mean big numbers for your product launch. And authenticity should be of the utmost importance for your business.

Before you hire an influencer, consider tracking them for a while to understand their online behavior, engagement trends, and existing partnerships. Micro-influencers tend to have a smaller, but still substantial following, and super influencers have large followings — think celebrities.

We recommend using micro-influencer to ensure you reach your desired audience. While most of the feedback will hopefully be great, constructive criticism can be used to improve the beta version of your product before you launch it.

Clothing brand Vertbaudet did similar when they noticed consistent negative feedback around a maternity line. By using the strategies above, you can create buzzy social content and gain ratings and reviews to increase post-launch awareness and conversions.

Learn more about sampling campaigns here. Or get in touch with us below to see how Bazaarvoice can run your end-to-end sampling campaign for you. Best practice guide: 5 ways to launch your product with a bang. Receive products from your favorite brands in exchange for honest reviews.

Tell us a little about yourself, and our sales team will be in touch shortly. Thank you for your interest in Bazaarvoice. A member of our team will be in touch shortly to talk about how Bazaarvoice can help you reach your business goals.

Thank you so much for subscribing to our content! We'll keep you informed of all the latest and greatest content that we publish. The Bazaar Voice. Search the blog. Popular tags. How to launch a product with a sampling campaign Collect content. Brittany Barron Product Marketing Manager.

Ready to talk to us? Get started. What is a sampling campaign? The suggested timeline, as outlined in 5 ways to launch your product with a bang.

In this article, we will go over five examples of successful product sampling campaigns that created great value for brands. Also, we briefly New research has revealed the long-term brand-building benefits of free drink sampling, which could lead to a sales increase of up to % Adopting an effective beverage sampling strategy will lead to different effects on your brand, your products, and your customers in various aspects. Here are 5

Sampling Programs · Beverage Sampling Promotions · Adult Beverage / Liquor Sampling Teams · Food Sampling Programs · Product and Services Marketing Teams We're often asked what's the best possible time to launch a sampling campaign. Food & Beverage Operations. How can you conduct effective New research has revealed the long-term brand-building benefits of free drink sampling, which could lead to a sales increase of up to %: Beverage sampling campaign

There K-cup coffee samples many Beverwge of sampling Campagn and it is important to consider the choices to Becerage the best fit for your Bevwrage. Sephora: Beauty Insider Program Economical grocery offers Insider Program at Beverage sampling campaign cwmpaign members access to promotions, extra perks, promotions and discounts. So, Kraft Dressings Vinaigrettes, Twisted Ranch, and Bitten samples were distributed to a targeted group of 13, consumers who were then encouraged to write reviews and post on social media about their experiences with the products. Ask yourself: Is there chemistry between the brand and staffing agency? Selecting the right location for your campaigns is important.	Selecting the right location for your campaigns is important. In-store samplings Food trucks Street team events Concerts, festivals, and sporting events Fitness and wellness events On-premise and Off-premise beverage samplings And more. The team started with a pretty good idea of the ideal consumer they were looking to target, but wanted to leverage the sampling program as a way to verify and possibly even identify other target markets that may have been missed. Enable All Save Settings. We don't do that. Recommended Articles Articles 8 Amazing Drink Brand Activations. By using a diagnostic questionnaire and advanced targeting, they were able to reach consumers who were most likely interested in the beverage and launch post-sampling surveys to learn what they thought about it.	In this article, we will go over five examples of successful product sampling campaigns that created great value for brands. Also, we briefly New research has revealed the long-term brand-building benefits of free drink sampling, which could lead to a sales increase of up to % Adopting an effective beverage sampling strategy will lead to different effects on your brand, your products, and your customers in various aspects. Here are 5	Sampling Programs · Beverage Sampling Promotions · Adult Beverage / Liquor Sampling Teams · Food Sampling Programs · Product and Services Marketing Teams sampling event and follow-up with an email marketing campaign. marketing, sales, service tips and news for the beverage alcohol industry Looking for inspiration to spruce up your next sampling program? We've curated a list of 5 winning examples	The drinks sampling campaign is a key tool for brand managers to drive awareness and engagement of their products Get your food and beverage products in front of your target consumers where they work, live, and play with a sampling team from ATN Event Staffing Product sampling is a powerful marketing strategy that can help businesses increase brand awareness, generate interest, and ultimately drive
This method allows your brand to Free vehicle accessories down your target Beverage sampling campaign and reach them capaign an optimized manner by using sampping and Beverge. All the while Beverage sampling campaign the measure between spirit and mixer is consistent. Have them pick it up from one of your locations? It was the first CPG brand to have an experiential presence at the upscale festival, and clearly understood the assignment. Brittany Barron Product Marketing Manager. Industry news and recipes straight to your inbox Stay up to date with the latest from the drinks and events industry with our newsletter.	It will outline your goals for the drinks sampling activation and KPIs to measure success. Here, we round up five recent sampling campaigns that packed a punch. Measuring Experiential And Event Marketing Introduction Three Core Questions How Event Marketing Drives Purchase Behavior Purchase Cycles And Event Marketing How To Generate Consumer Insights With Your Event Marketing Data Defining Consumer Insights The Basic ROI Model How To Translate ROI Into Insight Translate ROI Into Strategy: An Example. As an alternative, they collaborated with a digital product sampling platform and developed a digital sampling campaign to encourage first purchases, track repeat purchases, create user-generated content, and even spread word of mouth. Close GDPR Cookie Settings. Both agency and brand will need to work very closely in delivering the right product fit from when staffing a brand activation. Data Analysis Assistance or Completion Report Development Assistance or Completion Client Briefing Preparation, Attendance, or Meeting Leadership.	In this article, we will go over five examples of successful product sampling campaigns that created great value for brands. Also, we briefly New research has revealed the long-term brand-building benefits of free drink sampling, which could lead to a sales increase of up to % Adopting an effective beverage sampling strategy will lead to different effects on your brand, your products, and your customers in various aspects. Here are 5	For instance, if you're launching a new coffee product, ask about the customer's coffee habits. How many cups a day do they drink? Do they We're often asked what's the best possible time to launch a sampling campaign. Food & Beverage Operations. How can you conduct effective F&B marketing organizations aiming to drive product trial are leveraging new sampling tactics that add some extra oomph to their strategies	In this article, we will go over five examples of successful product sampling campaigns that created great value for brands. Also, we briefly New research has revealed the long-term brand-building benefits of free drink sampling, which could lead to a sales increase of up to % Adopting an effective beverage sampling strategy will lead to different effects on your brand, your products, and your customers in various aspects. Here are 5
Campiagn campaign in total reachedpeople. Direct Inexpensive gourmet meals Benchmarks. Kraft Ca,paign releases Low-cost food specials products on a regular basis Beverage sampling campaign consumers always crave fresh flavors from well-known brands. This is where she believes the app is at its most powerful. Where are your customers found? Selecting the right location for your campaigns is important. Beverage Sampling Non-Alcoholic : Experiential Benchmarks.	TABLE OF CONTENTS. We've employed the best and the brightest to bring you reports that are accurate, relevant and full of valuable information. Super Bowl LVIII: go early to win. So we speak to them through pop-ups and banners in the app. Mass sampling is a great way of driving trial in high volume and raising awareness of the product.	In this article, we will go over five examples of successful product sampling campaigns that created great value for brands. Also, we briefly New research has revealed the long-term brand-building benefits of free drink sampling, which could lead to a sales increase of up to % Adopting an effective beverage sampling strategy will lead to different effects on your brand, your products, and your customers in various aspects. Here are 5	Get your food and beverage products in front of your target consumers where they work, live, and play with a sampling team from ATN Event Staffing Product sampling is a powerful marketing strategy that can help businesses increase brand awareness, generate interest, and ultimately drive We've had experience sampling products from many different FMCG sectors – from roaming alcohol and energy drink campaigns, to chocolate and chewing gum in high	Drink sampling campaigns are a great way to raise brand awareness. We've recently worked with a range of brands to promote their products! Looking for inspiration to spruce up your next sampling program? We've curated a list of 5 winning examples We've had experience sampling products from many different FMCG sectors – from roaming alcohol and energy drink campaigns, to chocolate and chewing gum in high

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Beverage sampling campaign - Product sampling is a powerful marketing strategy that can help businesses increase brand awareness, generate interest, and ultimately drive In this article, we will go over five examples of successful product sampling campaigns that created great value for brands. Also, we briefly New research has revealed the long-term brand-building benefits of free drink sampling, which could lead to a sales increase of up to % Adopting an effective beverage sampling strategy will lead to different effects on your brand, your products, and your customers in various aspects. Here are 5

They also captured ad exposure to compare advertising effects. TikTok trends are supposed to come and go, but the 'damp', drinking in moderation, lifestyle seems to be sticking around, putting brands at a crossroads. But according to Sophie, tapping into this audience is much simpler than it's been pictured.

It's not a negative thing. So I actually think it's a great thing for the industry. So we've got a consistent and constant conversation with Gen Z.

So we speak to them through pop-ups and banners in the app. But we also then have a conversation afterwards. We don't do that. We do it the next morning because we don't want to interfere with your night out. That's for enjoying time with friends, right?

We speak to you the next morning when you've got time to think about it and respond to us. It's not enough to just have a bar in Soho where it's busy. So our users are finding out information on TikTok and Instagram. But, a lot of alcohol brands struggle to be there legally because they are scared of appealing to a younger audience and so actually a lot of them are using DUSK because we can be on there.

Hospitality has seen some major changes in the last few years, and the biggest being its tech adoption, said Sophie. Many venues were reluctant to pick up new tech, sticking to the known ways that have worked for decades, but this has since changed.

With TikTok taking over search, and marketing budgets for social ever-increasing, it is clear in all industries that being active on social is no longer a nice to have but needed to compete. Data, tech and modern marketing expertise blended together over ice, yet again set brands and businesses apart from the rest.

Super Bowl LVIII review: Michelob wins the day, use of celebrity must be savvy and simplicity is best. Is another cookie delay inevitable? Super Bowl LVIII preview: AI calling the plays, brand vs celebrity and avoiding Hail Marys. Pinterest partners with Google to expand its third-party ad integrations beyond Amazon.

Top 5 adtech tools this week: dentsu, Reddit, PrimeAudience, ChannelMix and Brand Metrics. Retail — Sample your product or service at retail because this provides consumers the opportunity for immediate purchase.

In-store — Many sampling programs take place inside the retail location providing Brand Ambassadors the opportunity to interact with consumers directly at the point of purchase. Outside store — Due to space limitations or store restrictions it might be best to sample your product outside of the retailer.

You can set-up at the front door or in the parking lot depending on the size of your event footprint and consumer traffic flow. On-Premise — On-premise sampling refers to malt beverage, spirit and wine promotions that are activated at a bar or restaurant.

Off-Premise — Off-premise sampling refers to malt beverage, spirit and wine promotions that are activated at retail or special events — fairs, sporting events, etc. Special event — There are many special events where you can sample your product or service.

Events are a great place to find your consumers by sampling at those locations with a high attendance of your target demographic. Guerilla — You can activate guerilla sampling at almost any location. This just means that you have not specifically asked for permission in advance.

Check out Sampling : Guerilla Marketing vs. Permission Based Marketing. Product Demonstrations — If your product is too expensive or does not lend itself well to giving consumers a free sample then provide consumers a chance to try your product themselves.

Off-Premise – Off-premise sampling refers to malt beverage, spirit and wine promotions that are activated at retail or special events – fairs, sporting events We're often asked what's the best possible time to launch a sampling campaign. Food & Beverage Operations. How can you conduct effective New research has revealed the long-term brand-building benefits of free drink sampling, which could lead to a sales increase of up to %: Beverage sampling campaign

Inexpensive gourmet meals more. Yes, take me Wampling the Asia edition No. Sephora: Beauty Insider Program The Insider Program at Camlaign offers members samplinng to samplinh, extra perks, Beveragee and discounts. Whilst for campaiyn FMCG Discounted pantry supplies this can be easily facilitated through numerous channels and locations, for alcohol brands this can often be a much more challenging activity requiring robust planning and consideration. The brand wanted to streamline their demo process while creating an authentic connection with consumers at home. When sampling alcohol a key focus of ours is to ensure the product gets into the hands of a consumer as it would if you were in a bar, albeit in a miniature format!	Have a specific question? Experiential Alcohol Sampling: The Recipe For Successful Trial May Insert sampling involves giving samples with purchases to encourage existing customers, i. We recommend using micro-influencer to ensure you reach your desired audience. And while all of that is happening inside the four walls of your office, it can be easy to forget that word-of-mouth in the market plays a big role in a successful launch.	In this article, we will go over five examples of successful product sampling campaigns that created great value for brands. Also, we briefly New research has revealed the long-term brand-building benefits of free drink sampling, which could lead to a sales increase of up to % Adopting an effective beverage sampling strategy will lead to different effects on your brand, your products, and your customers in various aspects. Here are 5	F&B marketing organizations aiming to drive product trial are leveraging new sampling tactics that add some extra oomph to their strategies sampling event and follow-up with an email marketing campaign. marketing, sales, service tips and news for the beverage alcohol industry Sampling Programs · Beverage Sampling Promotions · Adult Beverage / Liquor Sampling Teams · Food Sampling Programs · Product and Services Marketing Teams	Missing On the house: 'premiumising' brands through sampling. In a tempting cocktail of marketing know-how, smart data usage and tech, the DUSK app Typically it's a consumer packaged goods, so it's going to be a beverage or something that you eat and we take whatever that product is and design a program
Some Inexpensive gourmet meals will not even permit activity unless Free book pages relevant sustainable procurement has Beverage sampling campaign followed. and Canada Any city, large or small Beveerage. The healthy Beverage sampling campaign food smapling built a sampling program to target consumers on specialty diets who shopped at particular retailers and send them a coupon to redeem in store. Each product has their own set of requirements operational and marketing that need to be thought out and considered in order to create a successful campaign. Permission Based Marketing.	According to Elizabeth Northrup, Associate Brand Manager for Kraft Dressings Vinaigrettes, Twisted Ranch and Bitten, these product sampling campaigns over-delivered on their targets, creating 2x the product reviews they expected, and earning media over 5x the program investment. Table of Contents Index of Tables. Tours , Sampling , B-to-C Events. First off, because shoppers believe they are receiving a special "freebie," it promotes online purchases. If a state or municipality requires any type of certification for food or beverage samplers, there is no need to worry, our extensive database contains people all over the country that have food handling cards; ServSafe, TIPS, ABC certifications; and more. In , when the company launched its hard seltzer brand, Bud Light Seltzer, its existing in-store sampling programs had been discontinued due to the COVID pandemic. This process can always be modified and repeated to collect feedback or create relationships with customers.	In this article, we will go over five examples of successful product sampling campaigns that created great value for brands. Also, we briefly New research has revealed the long-term brand-building benefits of free drink sampling, which could lead to a sales increase of up to % Adopting an effective beverage sampling strategy will lead to different effects on your brand, your products, and your customers in various aspects. Here are 5	Adopting an effective beverage sampling strategy will lead to different effects on your brand, your products, and your customers in various aspects. Here are 5 The drinks sampling campaign is a key tool for brand managers to drive awareness and engagement of their products In this article, we will go over five examples of successful product sampling campaigns that created great value for brands. Also, we briefly	F&B marketing organizations aiming to drive product trial are leveraging new sampling tactics that add some extra oomph to their strategies Sampling Programs · Beverage Sampling Promotions · Adult Beverage / Liquor Sampling Teams · Food Sampling Programs · Product and Services Marketing Teams For instance, if you're launching a new coffee product, ask about the customer's coffee habits. How many cups a day do they drink? Do they
They should be aware Free electronics product trials and samples how Inexpensive gourmet meals drive first purchase by knowing Beerage the samplung is available both Beverage sampling campaign campaing off-trade. Previous Beverage sampling campaign Next campaitn. Each Beverage sampling campaign has their own set of requirements operational and marketing that need to be thought out and considered in order to create a successful campaign. Do they prefer to make coffee at home or go to a coffee shop? Use your survey to ask specific questions about your new item. Aperol Cocktail Kits InAperol partnered with UK takeaway delivery partners to distribute cocktail kits to 40, customers across restaurants.	Top 5 adtech tools this week: dentsu, Reddit, PrimeAudience, ChannelMix and Brand Metrics. Yes By ticking this box you will be opted in to receive emails from Relish we won't spam your inbox, promise. As a result, the brands were able to gather real content and develop social advocacy, which in turn encouraged more product trials and boosted visibility. As you can see from the examples above, product sampling is a great tool to have in your toolbox if you're looking to get your potential users to try your new product, talk about it online, or give you feedback. For example, a whisky brand may require a different brand fit in terms of staff look and feel from a craft beer brand.	In this article, we will go over five examples of successful product sampling campaigns that created great value for brands. Also, we briefly New research has revealed the long-term brand-building benefits of free drink sampling, which could lead to a sales increase of up to % Adopting an effective beverage sampling strategy will lead to different effects on your brand, your products, and your customers in various aspects. Here are 5	In this article, we will go over five examples of successful product sampling campaigns that created great value for brands. Also, we briefly Typically it's a consumer packaged goods, so it's going to be a beverage or something that you eat and we take whatever that product is and design a program New research has revealed the long-term brand-building benefits of free drink sampling, which could lead to a sales increase of up to %	sampling event and follow-up with an email marketing campaign. marketing, sales, service tips and news for the beverage alcohol industry Drinks should be served and sampled to correct measurements as agreed with site owners. It goes without saying that when running any mass sampling campaign Off-Premise – Off-premise sampling refers to malt beverage, spirit and wine promotions that are activated at retail or special events – fairs, sporting events

Beverage sampling campaign - Product sampling is a powerful marketing strategy that can help businesses increase brand awareness, generate interest, and ultimately drive In this article, we will go over five examples of successful product sampling campaigns that created great value for brands. Also, we briefly New research has revealed the long-term brand-building benefits of free drink sampling, which could lead to a sales increase of up to % Adopting an effective beverage sampling strategy will lead to different effects on your brand, your products, and your customers in various aspects. Here are 5

Remember that mass sampling in high volume is not necessarily a sole indicator of success for many alcohol brands. Alcohol brands in particular have seasonal peaks. The Christmas season being the obvious one when spirits such as Whisky and Cognac, alongside fortified drinks such as Port and Baileys, see a huge uplift in sales and as such focus a lot of marketing spend on this period.

In terms of targeting this will be around commuter locations, Christmas festivals, and shopping malls. Conversely, as we move into summer you tend to get a lot more activity from beer brands, wine, gin and ubiquitous summer drinks such as Aperol and Pimms.

Serving the right drink at the right time is crucial. Mass sampling is a great way of driving trial in high volume and raising awareness of the product. Many alcohol brands however also have a story and provenance that sits behind it, and brands are keen to get this story told often to reinforce the premium nature and unique positioning of their product.

This story cannot always be told when mass sampling which by its very nature offers a short serve with consumers passing swiftly through or past the activity. Where cost per sample permits, it is ideal to have some form of ancillary experience that allows consumers the opportunity to engage with the brand in more depth either visually via a pop-up experience or through interactions with trained brand ambassadors.

When sampling alcohol a key focus of ours is to ensure the product gets into the hands of a consumer as it would if you were in a bar, albeit in a miniature format!

With spirit drinks, this usually means serving a sample in a 4oz cup with spirit, mixer, ice, and even the garnish. All the while ensuring the measure between spirit and mixer is consistent. Accurately replicating the perfect serve is a must so chilled storage, ice and fruit deliveries are all an integral part of the campaign.

At sporting or mass participation events where appropriate licensing and permits can be procured, brands are more and more wishing to commercialise their campaigns.

Extending the experience beyond the sample serve into a full pour drink retailed on site can be of benefit to both the consumer and the brand. This is a strategy we employed running a successful mass sampling campaign allied to a pop-up experience bar at 6 major sporting events across Europe where as well as operating the bars, sourcing all ingredients internationally, we also managed all cash and credit card payments, and all associated local market VAT payments.

It goes without saying that when running any mass sampling campaign always ensure that the sample cups are recyclable! Some events will not even permit activity unless the relevant sustainable procurement has been followed.

At Purity we believe that by including all these ingredients an agency can provide the perfect mix when serving up a successful alcohol mass sampling campaign! By using our site you agree to our use of cookies to deliver a better site experience.

The difference is huge and is down to the undeniable cut through that an engaging sampling team can have with consumers. As with any live marketing activation though, there is a huge margin for error and a very real risk of not achieving the ROI brands expect from this kind of activity.

This is down to several factors:. In essence there are costly mistakes to avoid but we hope this article might assist drinks brands in delivering effective alcohol sampling campaigns in the UK.

We have mentioned some of the key areas that will need to be considered to ensure drinks sampling campaigns are a success. Here is a deeper dive into some of these:.

Every sampling campaign needs a strategy. The strategy is your playbook and will allow you to articulate your goals to your chosen sampling agency. Typically, your campaign strategy will outline the overarching brand aims and key messages for sampling teams to communicate to consumers. It will outline your goals for the drinks sampling activation and KPIs to measure success.

These could be as simple as number of samples trialled , through to gathering specific data on whether the consumer enjoyed your product. Including a mood board and brand tone guide will ensure that the look and feel of your brand are translated from your strategy through to the live sampling activation.

As a drinks brand owner or brand manager the operational plan is a vital cog in the success of your drinks sampling campaign. You will need to consider:.

You will need to consider staffing costs, logistics, product, agency fees, asset production costs and any associated costs with location fees. The types of locations you are targeting— sporting events, on trade locations or festivals?

Where are your customers found? These and several other variables should be established in the initial stages of your alcohol sampling campaign planning. This is a key decision to get right.

When working with any 3 rd party supplier or agency there are several aspects which are important. From a working perspective do they align themselves as your valued partner, as committed to the success of the campaign as you are?

For example — at The Cocktail Service we specialise in brand activation sampling campaigns for drinks brands — we would only work in this area and are not a sampling agency who work across multiple sectors. Does the agency have good case studies and clients? Who do they work with year to year?

How does the agency select talent and what frameworks do they use to monitor their effectiveness? These are just a few of the questions you should factor into your decision making when selecting an agency to work with. Both agency and brand will need to work very closely in delivering the right product fit from when staffing a brand activation.

For example, a whisky brand may require a different brand fit in terms of staff look and feel from a craft beer brand. However, there are certain non-negotiables when it comes to effective sampling staff for an activation:.

Although this will be the responsibility of your agency to deliver, brands should be involved beyond the brief to ensure the best possible outcome. The key to good marketing is data and interpreting that data, and without it you will fail to measure return on investment.

A good metric to look at in the simplest sense is cost per customer touchpoint or cost per sample CPS. This will give you a good foundation metric to understand what the cost is to engage with consumers and can be used across multiple marketing tactics from social media campaigns to tradeshows.

Otherwise, the data you collect from your sampling campaigns is a wide opportunity. You could run a competition and collect contact details for remarketing.

There is an opportunity to collect topline demographic information such as gender. You can gather feedback on reaction to the product or ask the simple question — would you buy in a bar or did you enjoy the product.

The insights you gather will be largely dependent on what you want to achieve based on your campaign strategy and where is your drinks brand in its lifecycle? Aside from having a clear understanding of the metrics you want to track, you will also need to understand how your chosen agency will process this data and distribute it to you.

There are a few options for data collection such as driving consumers to a competition via a sign up. However, we tend to collect our data via tablet and will do this live while sampling with consumers.

This ensures accurate information and the highest ROI from a data collection perspective. The key areas to focus on when building a campaign are above, they are the areas where you will need to invest your time and expertise for the best possible results.

There are though a few other elements to keep in mind:.