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Is low engagement sampling damaging your brand?

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For decades brands and agencies have been telling themselves – if people would only try it, they’ll buy it. It’s on that belief the traditional cost-per-sample measurement of sampling was built. Put the product into as many hands as possible for the smallest price and (fingers crossed) watch the ROI roll in.

And once upon a time, that may have worked.  But now, thanks largely to mobile phones, we’re exposed to over 4,000 brand messages daily. Our minds are busy, bombarded and fatigued. Having a sample thrust into our hands just isn’t enough to create mental availability.

This got us thinking. Are the challenges posed by our smartphone-centric culture also an opportunity? What if we treated sampling as an antidote to the one-dimensional advertising we’re encountering digitally?

Enter Sensory Experiences. It’s our BrainKind approach to sampling, using smell, sound, touch and taste to draw consumers into the moment in a tangible, and crucially, memorable way.

We put it to the test. In our recent neuroscience study we measured the cognitive effect of Sensory Experiences versus low engagement sampling on brand reappraisal using EEG (electroencephalography). We found conclusively that low engagement sampling had a negative impact on purchase motivation. And for Sensory Experiences, the opposite was true.

belVita engaged sight and sound to create mental availability and deliver Good Mornings, this ensured 69% of people we engaged with went on to purchase.

Here’s our 5-step plan to make your samples stick for a better return: 

  1. Make your sample punch above its weight by integrating multisensory cues.
  2. Find the optimum balance of reach and engagement to drive mental availability and purchase intent.
  3. Engage your audience at relevant moments when they aren’t bombarded with messages.
  4. Leave a positive imprint of the brand beyond the physical interaction.
  5. Measure behaviour change not reach.

Want to know more? Get in touch and we’ll take you through all our findings: hi@heyhuman.com, or download our white paper here:

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About Author

Aimee Okafor
Aimee Okafor

Director of Experiential @ HeyHuman

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