Our President and CEO Ken Roshkoff recently wrote for Quirk’s magazine on using consumer insights to achieve the greatest ROI for sampling programs and event marketing initiatives in “Capturing consumer insights: FMCG product sampling and event marketing.”
In the article, he emphasizes how product sampling and event marketing are powerful tools for building awareness and prompting consumer trials especially for FMCG brands—but they can be costly if not tested and optimized. Gathering and analyzing consumer insights at these events from various data sources is crucial for optimizing the tactics and venues that are used in future sampling or event marketing programs.
“Capturing consumer insights: FMCG product sampling and event marketing” also touches on how utilizing tech, such as mobile surveys and social media analytics, enhances the ability to capture real-time consumer feedback—facilitating quicker decision-making and strategy adjustments. Collaborating with consumer insights providers who understand how to do this best can ensure brands prioritize spending for maximum ROI.
At AMC Global, we use our proprietary tool SampleTrak™ to provide cost-effective insights into the impact and ROI of sampling and event marketing. It helps brands evaluate program effectiveness, determine purchase conversion rates, establish costs per consumer subsequently converted to first-time purchaser, and helps them understand the demographic profile of sample recipients. SampleTrak also assesses the impact on brand equity and perceptions, and measures results by each venue and tactic. This allows clients to make informed decisions and maximize ROI for future campaigns.
Read Ken’s article in Quirk’s to learn more about how capturing consumer insights at sampling events should be a strategic imperative for FMCG brands!
