Distribution of free samples is now widespread in Switzerland, often at train stations. This technique, called “sampling” in marketing, can be very costly for businesses. Do they find what they’re looking for? Answer in Basik.
At the end of last summer, the biscuit manufacturer Wernli offered samples of its new product during operations at train stations. From the small cardboard box to the little chocolate bites, everything is in reduced format.
But here, the pleasure of giving is above all self-interested. Actions of this type are very widespread in Switzerland and fuel an entire economy.
Increase visibility
At Rivella, sample distribution is essential. The brand is cult. The first whey-flavored bottles date back to 1952. Since then, the company has diversified by adding Focuswater vitamin water to its portfolio. But in the drinks industry, relying on your notoriety is not enough.
“Each year, around a hundred sampling actions are carried out for the two brands combined Focuswater and Rivella throughout Switzerland,” explains Nora Botros, live marketing manager at Rivella for French-speaking Switzerland, on Monday in the Basik show.
For the new vegan Rivella, a million 20cl samples have been specially designed. “For us, sampling makes a lot of sense, because it will have an effect on the notoriety of the product and therefore also on its sales figure,” she explains.
Packaging sizes, choice of distribution locations, everything is carefully studied. Distribution actions involve significant logistics, but the company does not indicate the amount of its investments linked to sampling. “Without communication and visibility, a product cannot exist,” adds Nora Botros.
The added value of this old sample technique that we distribute in a station or in a store is the customer experience.
With 138 million francs in turnover in 2023, or 4.3% more than the previous year, Rivella plans to continue to expand its products.
Bring added value
Brands rely heavily on this technique, which is not new. “Today, there is a huge quantity of products or services that are similar on the market. However, when the consumer does not have the ability to differentiate them, we must provide added value,” explains Julien Intartaglia, professor specializing in neuromarketing in Neuchâtel.
“The added value of this old sample technique that we distribute in a station or in a store is the customer experience,” he continues.
An entire sector arises from these promotional actions. This is the case agencies specializing in promotional marketing. The Lauris agency, one of the oldest in French-speaking Switzerland, is present almost everywhere in the country. For his boss Edgard Lauris, the stations are a bit like his second office.
Out of 100 products distributed, we will have between 0.4 and 1 product purchased again in stores.
“A station like Cornavin has between 300,000 and 350,000 commuters per day. So imagine the number of contacts that we can make with sampling,” he says.
Interesting spinoffs
The CFF rents the locations for between 400 and more than 5,000 francs per half-day depending on the station. Edgard Lauris estimates that half a day in a large station can cost up to 50,000 francs. But that’s without taking into account the possible fallout.
“Out of 100 products distributed, we will have between 0.4 and 1 product purchased again in stores,” he explains. “It’s not huge, but when you distribute 50,000 or 60,000 samples throughout Switzerland, it can quickly build up volumes.” Sampling today represents 50% of its activity. With around a hundred clients each year, his business has seen steady growth.
But experimenting does not mean adopting. “To be able to be on the breakfast table of many homes, we will have to increase marketing operations that create a commitment between the consumer and the brand,” warns Julien Intartaglia.
Today, even the Post Office has started sampling with its subsidiary Promopost, dedicated to handling corporate advertising mailings. Shipments, samples and free products will therefore continue to punctuate your path, leaving a few traces along the way, in your wallet or elsewhere.
Jeanne Gerbaux/edel
