Encouraging Product Trials

Promotional tactics such as free samples and discounts are often used to encourage consumers to participate in product trials.

Learning Objective

Give examples of incentives used to encourage product trials

Key Points

Adjusting price, product, and place enhances both the trial offer and appeal of the final product or service for consumers.
Repackaging the offering so that consumers can test the product allows them to assess whether product benefits outweigh price and other factors during the buying process.
Radio and television advertisements, public relations events, and mailings comprise some of the tools companies use to promote the availability and appeal of product trials.

Term

opt-in
The property of having to choose explicitly to join or permit something; a decision having the default option being exclusion or avoidance; used particularly with regard to mailing lists and advertisement.

Full Text

Encourage Product Trial

Running a product trial is a common promotional tactic used by brands looking to enter a new market, release a new product, or increase existing sales. It is particularly useful for targeting specific audiences who are loyal to specific brands or are price-conscious. Product trials include free samples, price reductions, or other purchase incentives designed to encourage consumer use during and after the trial.

Free Samples

Companies offer free samples to encourage consumers to participate in product trials.

Product trials are useful when companies need to adjust parts of their marketing communications strategy to successfully target a market segment. For example, college students may be particularly budget-conscious and choose products based on price rather than quality or popularity. Repackaging the offering so that students can "test drive" the product allows students to assess whether product benefits outweigh price and other factors during the buying process.

Promotional Tactics

To encourage consumers to participate in free trials, brands can bundle their offers with other incentives and discounts. Perks such as free shipping and handling and future coupons can all drive consumers toward making a purchase after the end of the free trial period.

Adjusting these three variables – price, product, and place (distribution or location) – enhances both the trial offer and the appeal of the final product or service. Developing communications for selected audiences most receptive to the brand's offer, reduces time and money spent on implementing promotional programs.

Some of the promotional tactics companies employ to encourage consumer participation in product trials include:

Advertising in media that target consumers are most likely to read or listen to.
Sponsoring or exhibiting at an event related to the target consumers' interests and following up with press coverage in local and national publications.
Using an opt-in database to send mail-outs or email newsletters with information on how to take advantage of the product trial and related promotions.
Promote the product trial online via websites, social media, and paid and non-paid search marketing programs.

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