We compare with the number of samples issued

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Conduct a promotional campaign.

Send out a mailing to sample recipients with an incentive offer for their first purchase.

Evaluate the results.

How to measure sampling efficiency
For promotions implemented in online sales channels, measuring the effectiveness is simple. It consists of the following steps:

Estimation of the number of samples distributed.

Conversion to subsequent purchase of the product, a sample of which was distributed.

Evaluation of commercial efficiency based on the calculation: Cost per promotion / Number of purchased SKUs of the product participating in the promotion. For example: we distributed 1,000 samples, the costs of production, logistics and distribution amounted to 100,000 ₽, as a result of the promotion with a conversion of 37%, we sold 370 SKUs of the new product.

To calculate the efficiency, we look at: 100,000 ₽ / 370 = 270 ₽ - this is how much one attracted purchase cost us. Then you can compare this indicator with the cost price of the product or its selling price. If it is higher, this is good, if lower, then you need to think about how to justify the efficiency further. For example, evaluate repeat purchases of a new product or compare your 370 sales of a new product with the number of sales at a retail outlet where the promotion was not held, etc.

Measuring the effectiveness of such a promotion in an offline channel will be more vp administration email list difficult, but also possible. If the channel has a loyalty program and we identify transactions:

After the promotion, we look at the number of receipts that meet the conditions for issuing samples.





If the numbers match, great, we've got the sampling volume.

We measure the number of receipts with the purchase of the promoted SKU for a certain period after the promotion and while it is running for clients who meet the conditions, and we calculate the conversion.

We evaluate commercial efficiency as in the point above.

How to improve sampling efficiency
Giving away free samples is an effective way to attract customers to your product and encourage them to test it. However, remember that the ultimate goal of any promotion is to increase sales.