Avoiding the CPG sampling black hole with SoPost digital sampling

For decades, the CPG mantra has been: get product into hands, boost sales. However, with the advent of social media and the proliferation of digital transformation, that’s changed. Traditional product sampling - from in-store samples to mass mailers - has become a costly leap of faith, rather than a strategic marketing spend. It’s clear that CPG sampling can work, but quantifying the true return on investment is an ongoing problem.

The ROI of a product sample: how data driven sampling is transforming CPG

The latest SoPost ebook is the definitive guide to understanding, executing and measuring the next generation of CPG sampling campaigns. In it, we’ll cover why the old model is broken, and why high cost, low clarity campaigns are notoriously inefficient - and what brands can do about it.

The lack of targeting, resource wastage and the almost impossible task of tracking a sample to a subsequent purchase, highlights the blind spots in traditional CPG sampling. For example, only 1% of samples distributed in-store convert to a sale, and this is often due to a failure to reach the right consumers at the right time.

What happens when consumers are targeted correctly is simple: the numbers flip. 73% of consumers are more likely to buy a product after receiving a sample - a powerful incentive, but only if brands can accurately identify high-value prospects.

Data-driven CPG sampling drives efficiency, and an astronomical ROI

The transformation of CPG sampling is enabling brands to transition from spray-and-pray distribution to hyper-targeted media placement - in other words, treating the sample itself as a high-value piece of media. By swapping guesswork for data, brands are seeing a massive conversion uplift, and real-world return on investment.

Data-driven CPG sampling lowers waste, provides brands with higher quality consumers, and a clear and measurable path from trial to ongoing brand loyalty.

Download your copy of our latest eBook and transform your CPG sampling strategy

The ROI of a product sample covers the metrics, the technology and the strategies global CPG leaders are using right now. We’ll show you how SoPost works with brands to leverage purchase history, lifestyle data and more to identify new-to-brand consumers with the highest propensity to convert - turning what was once a promotional cost center into a predictable, ongoing, profit-generator. 

Download your free copy of The ROI of a product sample: How data driven sampling is transforming CPG today: