Apr 1, 2006 12:00 PM, Andrew Scott

One million consumers got a surprise last December when they opened their doors to the pizza delivery guy. Over the course of a week, consumers who ordered Domino's pizza received a complimentary 20-ounce bottle of Coca-Cola Zero, complete with neck ringers offering a holiday greeting and a coupon toward the purchase of a pizza and Coke Zero.

“It was a great way to build awareness and it fit perfectly with the holidays,” says Coke spokesperson Susan McDermott. “People always enjoy getting something for free. We saw high repeat usage scores as a result of consumers redeeming the coupons.”

Sampling, as part of an appealing experience, was a big push last year.

“The tactical side of sampling has changed,” says Arthur Averbrook, president of Hollywood, FL-based Co-Op Promotions. “Companies are moving from goody boxes to…experiential sampling meaning there are tours with big trucks to get consumers into the whole experience.”

For example, more than 100,000 Xbox gamers sampled newly released games during Xbox Game Live and Game Riot mobile tours last year.

“It's about brand building and getting these games in the hands of our 14- to 24-year-old male target market,” says Bill Nielsen, director at Xbox.

And La Costeña, a canned food manufacturer, celebrated Cinco de Mayo festivals across the country by giving attendees complete meals made with the brand's ingredients.

Spending on sampling was up 20% from 2003 to $1.8 billion in 2004, the latest figures available from Westfield Marketing in Greenwich, CT.

Experts say sampling's growth will continue, fueled by its measurability.

Last year, Hershey's used its Kissmobile — a 26-foot long, 12-foot tall specialty vehicle to introduce its Ice Breakers Fruit Sours. The vehicle has served up more than 4 million Hershey samples since 1997.

“You can't help but do a double-take when you see three gigantic Hershey's Kisses chocolates cruising down the highway and the interactive elements continue to excite and engage our consumers,” says Ernie Savo, marketing manager, promotion and strategy at Hershey's.

SNAPSHOT 2005

$1.8 billion spent on sampling

Sampling breaks through clutter

Measurable ROI

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