Has your recent FMCG sampling campaign failed? Chances are, it’s not the product, but poor execution. Picking the wrong channels or the wrong message is a recipe for failure.
Want to know how to run a successful FMCG sampling campaign? Keep reading, as we reveal what a winning FMCG sampling campaign looks like!
Why FMCG Sampling Campaigns Matter?
As an FMCG brand, sampling can do more for your brand than a generic ad campaign. This fundamental FMCG marketing aspect gives your customers a taste of what actually awaits them. It puts the product in their hands and kills the “what if?” element.
Do it right, and it will hit 3 birds with one stone:
- It converts a trial into a full purchase
- It gives the first-party data you need.
- It opens the door for ongoing conversation with customers.
But what if sampling ended the moment you give away the product? Then, the value is lost. And you’ll end up with 3 nos: No follow-up, no feedback, and no relationships. without any follow-up? It is a cue that you have a failing sampling campaign.
4 Mistakes That Kill A Sampling Campaign
When scrolling social media or checking unread messages, what would trigger you to claim a free sample? A giveaway alone won’t be enough. Beyond the prize, you typically expect something personal, clear, and easy.
So when it is your turn to launch an FMCG sampling campaign, avoid these killing mistakes:
Picking Unsuitable Channels
How often do you actually open promotional emails? Now compare that with the friendly and smooth experience of reading WhatsApp messages. Picking a channel that isn’t part of your audience’s routine is a crucial mistake.
Non-user-friendly Experience
Once people click your link, don’t lose them with mistake Number 2: overcomplicating their journey. Ask them to download an app or sign up on a different platform, and they’re gone. Keep things simple: click, fill, and all done.
Providing an Unclear Message
Another shortcut for your FMCG sampling failure is a lack of precision in sample description. Imagine saying your protein powder is a 30-day supply when the sample size only lasts for a couple of servings. Instantly, the trust you have been working hard to earn evaporates. Don’t confuse the full-size product with the trial version. Avoid raising the bar with something non-existent.
Leaving Customers on Their Own
The biggest mistake of all? Dropping the sample and disappearing. At any point, customers might face issues or have questions. If they are met with silence, the relationship dies. Offer support every step of the way through chatbots or real agents, when needed.
How Does WhatsApp Sampling Work?
Now that you’ve seen solid examples of pitfalls, it’s time to see firsthand how a successful WhatsApp sampling strategy works. As your personalized marketing consultant, we share our cheat sheet of the 4 winning steps.
Triggering Curiosity
Customers find a QR code on a package or ad. Driven by curiosity, they scan the code to unlock the hidden surprise. Instantly, they are redirected to a WhatsApp chat with a responsive bot.
Causal Interaction
At this stage, an interactive chatbot breaks the ice and leads a friendly conversation with the customers. While introducing the brand to them, the bot asks for relevant contact data, like name, age, location, and preferences.
Sample Delivery
By analyzing the data, we determine who receives which type of sample. Then, we seal, ship, and deliver the sample to their doorstep.
The Follow-up
After delivery, we keep in touch through an automated follow-up sequence that includes these procedures:
- Collecting Feedback about the sample.
- Sharing recipe ideas
- Updating promo and discount codes.
- Reminding them of nearby store locations or announcing new openings.
The outcome? 92% of the customers we reached out to opened the link. 67% provided feedback. And the repeated purchase rate just tripled in just 60 days.
Five Reasons to Go for FMCG WhatsApp Sampling
A successful FMCG WhatsApp sampling campaign isn’t a coincidence. It worked because it fully leverages what this channel has to offer.
Personal Outreach
People open WhatsApp messages without the stress of formal emails or the impersonal social media posts. The friendly, informal, and stress-free environment makes your audience more approachable.
Effortless Scalability
Run the camping through an automated flow. Then sit back and run a massive volume of audience without distraction or loss of personal touch. Whether you reach 10,000 or 100,000, the process remains consistent.
Real Data with a Quick Scan
Every scan and quick chat is a goldmine. With every new conversation, you collect crucial demographic data into your CRM.
Building Loyalty
You have your audience closer than ever. Keep the conversation flowing, and you earn their long-term trust.
Ending the Journey
FMCG Whatsapp sampling leaves no loose ends. It stays with the customers throughout the whole conversion journey. It starts with sparking curiosity, then sample delivery, all the way to making a sale, and finally, encouraging repeated purchases.
A free giveaway should have more valuable returns than just a one-time transaction. Proper WhatsApp sampling is your key to keeping in touch. Then, lure them back with new offers or products. Depending on how you orchestrate it, you can make a flop or top your competitors.
Stuck in the unread message zone? Let us help you lead the conversation with your customers. Contact us today and book a free consultation!
