Blog posts tagged coffee

Would you like a sample, sir?

On Saturday I went to the inaugural Bath Coffee festival. By Sunday morning I was still so wired from indulging in the free samples that I found myself thinking about writing a blog for the Marketing Donut. On a Sunday. So here we are: inspired by my experiences at the caffeine-based foodie-fest, these are my tips for getting the most out of an important aspect of exhibition marketing — samples.

• Make it clear whether your samples are free or require a nominal donation to charity.
• Make your samples a true sample — miniature versions of the product are perfect and if people like it they will look to buy the full product.
• The best stands at the coffee festival gave small shot-sized samples of their product. Some stands were offering full-sized coffees and fared less well.
• Stick out like a sore thumb — from my own buyer behaviour and looking at the tweets of attendees, I could tell that a lot of tea was bought at the coffee festival. There were just two tea exhibitors present, their alternative choice proving a winning formula.
• A free sample does not guarantee a sale; but you can seal the deal with a coupon on the packaging or accompanying marketing collateral.
• Make your product available to buy at the event and use an event only offer. One stall was selling their coffee in packs of three for £5. Standard retail price per pack is approximately £2.70.
• Ask visitors to try a sample and complete a form for a prize draw in order to capture customer data. Stick to the data protection rules!
• Think about what others might offer and whether your offering has extra appeal. Attendees are likely to walk away from an event with bags of literature, samples and, er, bags of bags. Don’t allow your sample or accompanying literature to be the uninteresting one that is first in the bin.
• Make sure people know you are there and appeal to their senses — I was sold hook, line and sinker by the gentleman casually walking around the arena with a tray of freshly-baked goods which he deliberately carried at nose level. Just you try and resist it!

If you like this sample of content about exhibitions, why not try our full range of content on exhibitions and events.

• The Donuts will be exhibiting this Thursday and Friday at ExCeL, London, as part of Business Startup 2010. Get your FREE tickets.

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