The Land Of The Free
Freebies must be an effective tactic to lure and motivate shoppers in these difficult times. At our local retailers, it seems like every second aisle features a free sample table.
A stroll through Whole Foods provides a nice light lunch.
And it’s not just supermarkets. At a local mall, a cookware store hands out little cups of shave ice; a toy store gives balloons to little consumers; a large drugstore has 5 or 6 sample sites dispensing cosmetics, packets of dishwasher soap, and two competing brands of coffee.
This seems to be a newly substantial retailing trend that brand managers have to consider. Because the cost of such sampling (labor and product) comes out of the brand’s marketing coffers, there’s less money left for advertising.
Good idea (if they try it, they’ll buy it)?
Bad idea (cheapens the brand, reduces media budget)?
It’s unclear to us, but it’s happening.
Tags: labnotes, namelab, Naming, Strategic Branding