• Adweek, Tuesday, August 4, 2009 10:35 AM

In-store sampling not only boosts day-of-event sales, it can also drive long-term sales and cast a halo over the entire brand portfolio, Kenneth Hein reports. The "Report on In-store Sampling Effectiveness" conducted by Knowledge Networks-PDI on behalf of PromoWorks finds that sampling programs result in a 475% sales increase on the day of the event compared to non-sampled households. And those who sample an item are 11% more likely to purchase it again within 20 weeks and 6% more likely to buy another item from the brand franchise.

"It's always been understood to a certain degree that there is a lift during the event," says Neal Heffernan, svp, gm at Knowledge Networks-PDI. "The big 'a-ha' is the long-term impact and the effect a sampling event has on the franchise overall."

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