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WHY SAMPLING?

             ° Sampling programs foster more intimate interaction with brands,
               and events afford even longer brand interaction.

             ° Sampling is the only promotion tactic that allows brands to connect
               with consumers through trial and awareness.

             ° Sampling provides the opportunity to engage, educate, and convert.

             ° Sampling reinforces brand equity and stimulates repeat purchase.

             ° Sampling often leverages incremental case support, force-outs,
               or incremental merchandising space [end caps].

COMPELLING STATISTICS

Numerous studies of sales promotion techniques provides valuable insights into the use of product sampling--how effective it is, and which vehicles consumers prefer.

More than 4,000 consumers in 21 cities were interviewed for the study, The Second Annual Survey of Consumer Preferences for Product Sampling. Among the major findings:

             ° Free samples were the number-one brand influencer, with a rating
               of 7.78 on a scale of 10. They outranked word-of-mouth (7.18),
               coupons (5.91), advertising (5.61), and games & contests (1.24).

             ° More than seven out of ten "special event" respondents said that
               a free sample would encourage them to try a product.

             ° Nearly seven out of ten respondents at special events said that they
               would switch brands if they were satisfied with a free sample.

According to the recent PMA Grocery Incentive Survey:

             ° 68.5 percent of the 951 consumers responding agreed, "samples
               [over all other incentives] motivated them to buy a product or brand
               that they did not plan to purchase beforehand."

             ° 68 percent stated, "They pay more attention to samples, than to
               checkout coupons."