When you have a new product or service, your customers will likely never take the risk of purchasing it unless you offer them a free sample first. Sometimes the free sample may come in the form of a gift from another person. I never considered getting a massage until I received one as a gift. I always felt awkward about the concept of a stranger giving me a message. Yet, when I received it as a gift, I felt compelled to get my first message because the giver would surely ask me about it later. The door was opened and I purchased a few more after that first experience. Had I not gotten the “free sample,” I would never have opened that door.
Proctor and Gamble made their business by giving away micro samples of toothpaste and detergent. Sam’s Club, Costco, and many high-end grocery stores often employ people to provide samples of the products they sell. All too often I have tasted a sample and then went on to buy the product before leaving the store. I would never have looked at the label of an unfamiliar product and added it to my cart without first trying it to see if I liked it. Often the introduction gives way to making it a staple product going forward.
In yet another example, I would never think about buying an expensive or even a moderately priced bottle of wine without first trying the brand or at least getting a strong recommendation from a friend. Product sample sizes are not full portions and are much smaller– They’re just enough for you to sample and leave you wanting more.
Samples are not restricted to products. Lawyers often provide 15 or 20 minutes of free consulting. I have also seen 10-minute massages given away for free at the mall. Even industries that can’t give away a sample, such as car dealers, may allow you to take a car you had your eye on home with you overnight. Free samples are a powerful marketing tool.
