Dunn's Den of Knowledge.

Are you giving away the farm when you give away some of your product? Are you giving away your secrets, and not protecting your family’s jewels?

 Assuming you are a believer in your product and are proud of it, sampling is the most potent arrow in your marketing quiver.

 If a picture is worth a hundred words, then a taste is worth a thousand pictures. One definition of a sample is, “A representative part from a larger whole presented for inspection as evidence of quality.” How could there be a smarter prelude to winning marketing?

Some of the greatest food chains are Wegman’s (Rochester, NY) and Whole Foods.

You can’t get out of one of their stores hungry, because the have fed you with delicious samples.  And it’s hard to leave without spending a bundle.

There are many ways, other than eating, to sample your goods:

• Barnes Noble wants you to read books, so they make that inviting and easy. They don’t care if you mess up their displays or spill coffee.  You will ultimately buy books.
• A good car dealer lets you take a car home for the weekend.
•  A masseuse gives you a free neck rub.
• The “spritzer” in Macy’s cosmetics aisle gives you a breath of alluring air.
• A financial planner or a marketing consultant gives you a free hour of advice.
• A stand-up comedian starts with a chuckle, and preacher invokes hope.

It’s important to note that sampling should not be a preview of the price. It’s a demonstration of the confidence in your product. Don’t compete on price: only Wal*Mart can succeed in that game. Don’t give away too much.

Suppose that you are in a play-off with two others for a new customer, and you are each given thirty seconds.  The first two gave good, succinct “elevator speeches.” Then it’s your turn. You announce your name, your brand’s main benefit, and bestow a sample.  Guess who wins.

George Lemmond