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The critical importance of “trial”

In the category of “duh” comes this from Brandweek:

Want to get someone to buy your product? Then give them one for free. While this might sound counter-intuitive, a new survey from Arbitron found sampling works. More than one-third (35%) of customers who tried a sample bought the product during the same shopping trip, per the poll of 1,857 respondents conducted earlier this year via the phone. Fifty-eight percent of those surveyed reported they would buy a product again after trying it. Perhaps the most surprising finding: Nearly a quarter of those polled (24%) said they bought the product they sampled instead of the item they initially set out to purchase.

In radio we spend so much time trumpeting our attributes we forget that the ballgame – especially in PPM – begins with the simple term “trial.”

What are you doing to induce sampling to your station by those who venture elsewhere?

After all, it is free.

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