Featured

Lidl’s Middle Class Wine Drinkers

We were blown away with the scale of our campaign for Lidl. To drive trial into a more mainstream ‘middle-class’ demographic we used Lidl’s outstanding and previously unheralded wine selection to make newspapers and magazines reconsider quality and upmarket credentials. The story went viral appearing in all national newspapers, and rippling out into digital channels and international media.

Five marketing trends for 2022

Once you have your purpose and identity cracked there are 5 things that every brand should have in their output for 2022. Here’s what we’ll be implementing in 2022…

1. Email marketing

Gone are the days of sending out blanket emails to customers. 2022 will see the emergence of hyper-segmentation of your subscriber database and increased email personalisation. Dynamic, interactive email content will be the key to engaging customers who are looking for more targeted communications this year.

Email marketing is crucial to the overall success of any company and as email allows much of the process to be automated, it’s a great tool for companies to use. For relatively minimal effort (compared to creating video content, for example) email allows consistent communication between brands and consumers.

It’s easy to personalise both the content and frequency of email communications. Plus, it’s private and highly visible, which is good for customers. However, remember it’s crucial that content is well-crafted, engaging, contains clear calls to action and communicates key brand messages effectively.

2. Video content

Marketeers will no doubt be aware of the new dawn of video content and the absolute power it holds. Social media channels such as Tik Tok and YouTube are trailblazers when it comes to the format. Customer engagement, content and interest continues to grown exponentially and shows no sign of slowing this year.

In 2022, short form video content will become the cornerstone of all marketing campaigns for companies. Social media and streaming TV platforms will introduce new advertising products that emphasise video.

Customers will also see the format emerge in the retail world with innovative new video content used to grab their attention and drive sales and revenue. Every marketing manager should be looking at how they can improve their company’s video output this year.

3. Direct mail

With more and more people trying to escape the digital white noise, a return to direct mail is on the cards. Savvy businesses are rediscovering the power of connecting with customers through the post box.

People are bombarded with digital messaging all day, every day, that’s why direct mail can break through in an authentic, nostalgic and tangible way. It’s also a highly targeted strategy based on location and demographic profile.

Integrated campaigns give businesses the opportunity to reach customers on a more personal level. One interesting trend is the use of postcards, a simple format that maximises ROI. Lightweight and visually appealing, they stand out in the post box. Good news for marketeers.

4. Podcasts

Love them or hate them, podcasts are here to stay. In fact, experts predict they’re going to become even bigger in 2022.

Companies can embrace the popularity of podcasts by creating their own, which will help elevate the brand position and communicate key messages to consumers. Or they can work with other guests and influencers to reach new audiences.

Podcasts are an excellent way to connect with audiences in a completely different way and add another channel to a company’s marketing strategy.

5. Livestreaming

According to figures, watch time for live content is up 250%. A rising marketing trend and highly effective format, livestreaming is a great way for brands to authentically showcase their personality and values.

It helps consumers connect with a brand and some of the people behind it. It also helps people feel more comfortable with making a purchase and recommending it to friends.

As clickable links can be shared on livestreams, customers can make a direct purchase then and there, which can help improve online sales. This type of social commerce will continue to gain momentum in 2022. Are you ready to embrace it?

How a Yorkshire food importer is navigating a perfect storm

Positioning experts in the news agenda

It has been fascinating working with Eurostar Commodities to leverage their years of expertise as global food importers to position them as commentators in the current news agenda.

Clients are often experts in their fields and we’ve found that once you start seizing opportunities and saying yes you can create a media-positive environment. When a company understands how the media operates and starts to think about their business in terms of stories then you are able to produce news hooks that may have otherwise have been overlooked.

And we don’t mean silly stories and crazy stunts and ideas, we mean that you need to understand the news agenda and consider how the expertise within your business can help journalists by providing insight.

Just like this profile in the Yorkshire Post:

How a Yorkshire food importer is navigating the perfect storm

As the nation prepares to see out 2021 with a heartfelt “good riddance”, there will be hopes, universally shared, that 2022 will bring something better. That the Covid winter will melt away, ushering in a spring of renewal, freedom and economic growth…

Read the full article here… https://www.yorkshirepost.co.uk/business/how-a-yorkshire-food-importer-is-navigating-the-perfect-storm-3497430

The Morris Project unveils stunning space

We have been delighted to work with, New York and London based, design studio, The Morris Project to launch their stunning interior space at London’s 22 Bishopsgate.

If we’re currently asking, what do companies need to do to get people back into the workplace? Then it is this! Commissioned by AXA IM and Sir Stuart Lipton for the Capital’s most eagerly anticipated new 62 storey building, The Market, is Europe’s first ever wellness food hall. It is UK’s first building built to the new Wellness Standard (and only the 2nd building in the world to have this accreditation)

The design team’s aim was to emulate London’s tradition of the guilds, of which there were once 90, whose purpose was to provide welfare to their members, and a place to gather and share ideas. After years of decline, urban guilds are experiencing a revival, and the design for 22 Bishopsgate seeks to emulate their noble objectives; encouraging the development of community while supporting collaboration, well-being, and discovery.

Key features of the 20,000 ft collaboration and wellness market include:      

  • The Restaurant & Terrace will provide a welcoming “local” for meetings and gatherings; The Terrace has its own bar and relaxed seating
    • The Market includes four kiosks which will offer a variety of nutritious & delicious options and highlight a diverse group of future tastemakers
    • The Market Hub Events Space will support dynamic programming of music, talks and private events
    • Floor-to-ceiling walls at 20% taller than in a market-standard building, give a sense of volume and space to increase wellbeing of residents. Triple glazed windows, which not only increase the energy efficiency of the building but also reduce noise and boost the level of natural daylight by 60%, reducing need for internal lighting and providing a healthier environment
    • Innovative technology creating convenience for residents who want their coffee ready to pick-up on arrival, or lunch delivered to their desk

Amy Morris is Founder of the Morris Project, and recipient of the prestigious James Beard Award for Outstanding Restaurant Design. Morris said; “Our number one goal was to design a space that is a hive for collaboration. Providing support for balance and wellbeing in business and daily life. I believe whole heartedly in 22 Bishopgate’s vision to radically embrace a new environment for the way we work. Your surroundings have a strong impact on your day. The Morris Project’s partnership with DesignLSM aims to create spaces that invite collaboration and spark ideas. It’s a dream project with a dream team in one of my favourite cities.” 

British artist, Sintra Tantra has created a unique installation, Illuminated (2021), which will stretch across seven arches. Sinta Tantra’s immersive site-specific frames the central social space of the building. The work draws inspiration from the rich history of the City of London to inform a contemporary reading of this dynamic new public space. A careful composition of geometric forms suspended in a formal tension creates a sense of harmony and balance, echoing the ethos of wellbeing and creative exchange at the heart of 22 Bishopsgate.



Introducing De Havilland gin

We are delighted to be launching a premium new gin, De Havilland. De Havilland gin is the new premium classic small batch London dry gin created by aviators.

De Havilland honours the world’s first commercial jet flight on 2nd May 1952 when history was made with the De Havilland Comet traveling from London, England to Johannesburg, South Africa.

The brand is inspired by the bravery, and pioneering spirit of those classic aviators and celebrates the best of the British and South African botanicals. Each bottle of small batch distilled gin is labelled with its own unique flight number and signed off with the pilot’s signature.

De Havilland gin has been created by aviator and pilot, Hiru Bathija who has been inspired by the magic of flight and his journeys across the globe, celebrating the people, the land, and the rich diverse cultures of the world.

Hiru Bathija, says; “Having traveled all over the world I wanted to create gin that is connected to the earth of two continents. We want to invoke that real sense of adventure and exploration into the unknown world that those early travelers would have felt. We have used botanicals from the shores of England, and the plains of the South African Highveld to distill a gin that is fresh, fragrant and elegant, invoking that same exciting feeling. We mix flavours of classic British cucumber and elderflower with South African botanicals like Buchu, Lion’s Tail, and Devil’s Claw. We are delighted with the result.”

With a RRP of £39.00, www.dehavillandgin.com De Havilland has a smooth, velvety nose that is rich with juniper, aniseed, and tantalising spice. De Havilland gin is deeply satisfying with a cool refreshing herbaceous length and a subtle vanilla finish.

WOLFCROWN CELEBRATES FESTIVAL DE CANNES

We are so proud to be working with Simon Procter and the Wolfcrown gallery. Simon has collaborated extensively with Karl Lagerfeld, Vivienne Westwood and John Galliano. Simon is one of the most collectable photographers of his generation. His artwork is held in prestigious collections and museums worldwide.

His new exhibition at the Wolfcrown Gallery celebrates Cannes women throughout the contemporary history of the festival in a series of portraits taken by Simon Procter. The exclusive collectable artworks are produced in limited edition Platinum Palladium prints.

Simon’s prints are hand printed by Master Printers in Paris, using this intensive, traditional technique with a certified precious metal content. The Platinum Palladium photographic process dates to the 18th Century and uses precious metals and UV light (originally sunlight) to express intensive warm black, to reddish brown, to expanded mid-tone greys. Platinum Palladium is an expensive and time-consuming process that is widely regarded by collectors as the summit of photographic art.

The collection features Saorsie Ronan, Emma Watson, Eva Green, Natalia Vodianova, Laetitia Casta, Natalia Imbruglia, Aishwarya Rai, Nora Von Waldstätten, Astrid Berges-Frisbee, Miranda July, Noemie Lenoir and Marina Vacht.

You are invited to visit the gallery at a time to suit you https://www.wolfcrown.net/  and for more information about Simon visit http://www.simonprocter.com/

Digital forecasts significant growth by 2026

Juniper’s new study from has found that the total market value of digital content will reach $432 billion by 2026; rising from $211 billion in 2021. This represents a growth of 105% over the next 5 years. This value takes into account pay-per-download revenue, in app content spend, subscription revenue and ad spend over digital content.

This may come as no surprise but it does focus the mind for brands on continuing to produce quality digital content organically, but also in continuing to spend advertising pounds online.

Digital games is the sector that is going to generate the highest revenue by 2026; accounting for 45% of the global market value. Juniper predicts that, as subscription services increase in popularity, digital games providers must differentiate their services through unique content. It also highlighted the immediate need for partnerships between digital content platforms and niche content to best position services for future growth.

Other key growth areas include:

Maximising the Value of Subscriptions

The report forecast that there will be over 3.3 billion games users by 2026; rising from 2.7 billion in 2021, and urged games publishers and digital marketing to capitalise on this growth by offering subscriptions that leverage extensive content partnerships to provide regularly updated content libraries that justify ongoing subscription costs.

Report co-author Saidat Giwa-Osagie remarked: ‘Over half of digital content spend will come from smartphones. However, as subscriptions become increasingly competitive, niche areas, such as augmented and virtual reality, will need to be considered when onboarding content partners.’

Content Consumption Habits Will Evolve

The report identified 2 key device channels for digital marketing that are anticipated to provide new revenue opportunities over the next 5 years; immersive reality headsets and smart speakers. It predicted that digital content revenue attributable to these device categories will grow from $2.4 billion in 2021, to $8.1 billion by 2026; representing a growth of 275%.

However, the research predicted that North America & Europe will account for over 50% of revenue from immersive reality headsets and smart speakers by 2026, and anticipated that high device ownership will result in these regions providing the most opportunities for monetisation and digital marketing over the next 5 years.

NHS enters the 100 Most Connected UK Brands Index

After an unprecedented year for the NHS it enters the UK’s most connected brand index for the very first time. Results show that the NHS brand is a crucial, indispensable and loved institution for British people.

The NHS enters the Index for the first time in 2nd place – ranking higher than Google, Netflix and Apple. Redefining what people think of brands, it ranks in the top 3 brands across all key measures, and holds 1st place in the dynamism and emotion measures.

Amazon continues to hold 1st place as it became a lifeline for older consumers who needed to shield.

Disney ranks 22nd, up 11 places from 2020, as the brand launched Disney+ just in time for the first national lockdown.

Tesla enters the Index for the first time as sustainability continues to hold a place in consumers’ consciousness.

Opinium today unveils the Top 100 Most Connected Brands in the UK. Now in its fourth year, the ranking is the first ever Index to be compiled by exclusively from consumer feedback. While Amazon tops the ranking for the fourth year, the NHS is a brand new entrant at second place, highlighting how influential it has been to consumers this year.

Opinium interviewed 6,000 consumers, collated 5,514 spontaneous brand mentions, and facilitated 46,256 brand reviews to identify the 100 Most Connected Brands in the UK: those that have succeeded in becoming indispensable to consumers’ daily lives. These brands challenge conventions build unbreakable bonds and define how consumers interact, whilst remaining true to themselves.

Wez Eathorne, Research Director at Opinium comments: “It has been a long and intense year of on and off lockdowns. Social limitations and closures of many places have greatly affected all our lives. In all this, it has been heart-warming to see how the NHS, a previously unmentioned competitor, has parachuted into 2nd place in the Index, ranking top 3 across all key measures.

“A previously undervalued brand that brought entire communities together each Thursday in applause, making everyone appreciate the dedication of those working on the frontline, the NHS rose to the challenge in the face of a global pandemic, doing all in its power to save lives. This ranking shows that this year consumers, now more than ever are looking for brands which offer safety and security.”

Top 10 Most Connected Brands in the UK

Why the NHS ranked so highly – and other chart toppers

The Most Connected Brands Index this year shows how the global pandemic has touched every facet of consumers’ lives. Forcing us to adapt how we shop, socialise, communicate, and work, it has coloured and shaped fortunes of entire sectors and brands.

A previously unmentioned competitor, and traditionally not considered a brand, the NHS has been a guiding light for the nation through this pandemic and has been at the forefront of nationwide campaigns. The NHS enters the Index this year in a strong position in 2nd place, ranking top 3 across all measurements and the highest out of all brands on the Index’s Dynamism and Emotion measures. For ten weeks in the original lockdown, the nation took to their doorsteps every Thursday to applaud the key workers saving lives and keeping the country going. As well as grass roots initiatives, the NHS was a key theme of the government messaging for the spring of 2020, where the nation was urged to “Protect the NHS”. In addition, the Government has been reported to have spent more than £184 million on Covid communications and advertising in 2020 alone. The emotional importance of the NHS to the nation can be clearly seen if we look at the emotions that people relate to the brand, with it achieving the highest score for belonging, hope and pride.

Meanwhile, Amazon continues to hold its 1st place on the Most Connected Brands Index. Along with Google, the brand has dominated the Prominence measure over the past 3 years, continuing to rank 1st place in this area. It also leads the way in Distinction, especially for those over the age of 50, as Amazon became a lifeline for older consumers who needed to shield.

Netflix keeps 4th place, making its way into the top 10 in terms of Prominence, increasing its position six places from 2020 and 48 places since 2019. While “Netflix and chill” might have become an illegal activity for those not in the same household in the past 12 months, alternative entertainment options have dwindled and by the summer of 2020 Netflix had 26 million new subscribers. It is among the younger generation (18-29) year olds where Netflix is most prominent and ranks second out of all brands, only just following Apple.

Disney ranks 22nd on the Most Connected Brands Index, up 11 places from 2020. Launched just in time for the first lockdown, Disney+ brought a new excitement into the competitive streaming service landscape, contending against Netflix’s $1bn UK budget.

Reflecting the events of this past year, new entrants in 2021 include Gucci, Tesla, National Trust, Mars, Curry’s PC World, Spotify, Etsy, FitBit and Xbox.

Alexa Nightingale, Research Director at Opinium comments: “Most Connected Brands was first published in 2018 – born out of the lack of brand rankings available, that simply asked the people who have the power to build, define and sometimes destroy the brands that marketers create: the consumers themselves. Fast forward four years and the idea of asking the people, and reflecting the human, lived experiences of the pandemic has never been more relevant.

“This year’s ranking is forged in the collective shared experiences of lockdown and loss, but also resilience, hope and opportunity. As restrictions start to ease across the UK, our belief remains that building connection has never been more important. Whatever your political, economic, or social viewpoint, 2020 has been a year of unprecedented rapid change that shows no sign of abating. The ability of people, brands and businesses to create lasting connections has become fundamental to both personal and professional success.”

Brand connection in the time of coronavirus

Changing how we work and where we work Arguably, the most influential change the pandemic has brought has been to our working lives. Even though our freedoms have been stripped away by the pandemic, we have never had greater freedom to determine our working patterns and routines. The requirement for non-essential workers to forgo their daily commutes and embrace virtual working has meant that the tools required to support this have therefore never been as important nor as high profile. This has led to a marked increase in the rankings for technology providers.

A health and wellness bug alongside a nation comfort eating A second trend has been the explosion in health and wellbeing as people found themselves anchored to their local areas with physical exercise one of the few pastimes available to them. This has led to brands like Nike and Fitbit surging up the rankings. Ironically confectionery brands have also benefited from the pandemic with a nation eager for a slice of happiness and distraction that can be bought over the counter.

A nation desperate for entertainment, escapism, and distraction Unsurprisingly, the pandemic and associated lockdowns have seen the entertainment sector thrive. Whilst it is easy to think that people have been living on a diet of Netflix boxsets it is not just streaming companies who have benefited. Brands such as Waterstones and the National Trust have powered up the rankings as consumers seek to escape the confines of their living spaces and look for screen-free sources of entertainment.

Signalling the death of the high street or just ‘non-essential’ shops? For retail, the term non-essential has become the difference between a thriving business and unemployment and store closures. Brands that were less affected by restrictions such as M&S and Boots have proven far more resilient than those deemed non-essential, with retailers like Primark and New Look facing an existential crisis as the pandemic has accelerated the adoption of online shopping.

Forcing people off public transport, with a greater environmental awareness One positive consequence of the first lockdown in March was the environmental impact as air quality dramatically improved with travel restrictions and reduced commutes. However, optimism that this would have a lasting effect on our relationship with the planet was quickly checked when the first lockdown finished. The public’s concerns over the safety of public transport coupled with the desire to escape their local areas meant car manufacturers surge up this year’s rankings. Nevertheless, sustainability has not been banished from consumers consciousness, with brands such as Tesla entering the Index for the first time.

The FULL Most Connected Brands 2021 ranking

  1. Amazon
  2. NHS
  3. Google
  4. Netflix
  5. Cadbury
  6. Apple
  7. Heinz
  8. Samsung
  9. Microsoft
  10. Boots
  11. Walkers
  12. Marks & Spencer
  13. Lego
  14. Tesco
  15. Aldi
  16. eBay
  17. Sainsbury’s
  18. Kellogg’s
  19. BBC
  20. Coca Cola
  21. Lidl
  22. Disney
  23. WhatsApp
  24. Sony
  25. Dove
  26. Dyson
  27. Ikea
  28. Morrisons
  29. Argos
  30. Nike
  31. John Lewis & Partners
  32. Lindt
  33. B&Q
  34. McDonald’s
  35. Mars
  36. Bosch
  37. Asda
  38. Nivea
  39. Nestlé
  40. b&m
  41. Curry’s PC World
  42. Nescafé
  43. Iceland
  44. Greggs
  45. Panasonic
  46. Sky
  47. Costa
  48. Adidas
  49. Ford
  50. hp

Experts predict a mass exodus from WhatsApp

We’re not sure how we feel about this because we love WhatsApp but the experts are predicting a mass extinction event.

A new national survey has revealed the full extent of the WhatsApp mass exodus, with 12.6 million Brits either having deleted the messaging app or planning to do so, as concerns about data sharing with parent company Facebook seemingly reached a peak before the 15 May terms agreement cut-off date.

The fully-representative survey of 2,000 people across the UK, commissioned by YEO Messaging and carried out by OnePoll, found that 19 percent of respondents – 12.6 million people when the percentage is extrapolated to the whole nation – are either planning to stop using the app (11 percent) or have already abandoned it (8 percent).

Of those people, 31 percent say they took the decision because they don’t trust Facebook, 30 percent say it’s because they don’t want their data misused or sold and 26 percent stated they had read a news article about the Facebook data controversy and got concerned.

Facebook’s chat app has been trying to get users to accept the new policy for months. But on May 15, the grace period ends – meaning that millions of users will either accept the terms or be locked out of it.

The survey revealed that Gen Z youngsters suffer the most when it comes to messaging privacy breaches.

Four in ten (40 percent) of 18 to 24-year-olds say that someone used a picture or text they sent on a messaging app to harm them – more than double the 16 percent national average.

Almost half of Brits (49 percent) have avoided sending information to friends and family over social media or messaging platforms due to concerns over how they collect and use private data – and this figure was much higher for Gen Z respondents (61 percent).

Alan Jones, Co-Founder and CEO of YEO Messaging said: “Our survey shows that there is a real hunger for apps such as ours which allow everyone to take control of their own messaging privacy, safe in the knowledge that their personal data is not sold for a profit or misused.”

The research also revealed that 46 percent of people would be happy to communicate with their doctor or bank via a messaging app if the business or people were verified as legitimate.

There was a gender divide on how much privacy is valued, with 62 percent of women stating they very much value privacy when using messaging apps, compared with only 54 percent of men.

The survey is not great news for Telegram, as 61 percent of respondents stated they would not trust a Russian owned messaging app with their private messages.

Protesters look to hurt Man Utd sponsors where it hurts most $$$

In a really interesting cyber protest Man Utd fans are intensifying their campaign against owners, the Glazer family by racking up fake clicks on sponsors online ads.

Digital analysis of United fans’ #NotAPennyMore campaign suggests online targeting of sponsors’ Google Ads could rack up millions of pounds in online overspend

Manchester United’s club sponsors could be facing digital advertising bills running into the millions, according to new evidence.  

Global brands like Adidas, Chevrolet and Tag Heuer are being dragged into the #NotAPennyMore anti-Glazer fan campaign, which comes off the back of the Glazer’s attempt to become founder members of the failed European Super League.

Now protestors are appealing to fans to click multiple times on any of Manchester United’s 50 listed sponsors’ Google Ads. The action of clicking on the online ads immediately threatens to rack up worrying bills for the club’s sponsors, which one digital specialist says could very easily run into ‘millions of pounds.’  

Mediaworks, the future facing digital marketing agency headquartered in the North of England, has been analysing the digital impact of the action from the Manchester United anti-Glazer protesters, which has turned its sights on the club’s commercial partners.

CEO and founder at Mediaworks, Brett Jacobson said: “When looking at the digital evidence, it’s very easy to see how this could very quickly start costing Manchester United’s sponsors a lot of money. This could easily run into sums comfortably into the millions.

“We’ve already seen one major sponsor pull back from a new deal this week and this move by the fans to light the match on some digital dynamite as a means to remove the Glazer family as owners of the club has every possibility of having the desired effect. There could be some very awkward boardroom conversations between United and their sponsors if this plays out as the fans hope.”

Digital specialists at Mediaworks have evidenced more than 51,000 uses of the #NotAPennyMore hashtag on social media platforms, with daily use rocketing 62% to peak at more than 7,000 mentions a day.

At the same time, assessment of Google Trends data suggests that popularity of searches for just five of Manchester United’s key partners – Adidas, Chevrolet, Tag Heuer, Kohler and AON – have doubled in the last 48 hours just in the UK alone.

Using freely available Google Ads data to calculate what that could mean to advertising costs for these brands, Mediaworks says it paints a bleak picture for the marketing budgets of those in the firing line.

Brett Jacobson explained: “We’ve looked at the top end cost per click data for just those five brands, a price they could reasonably expect to be charged by Google for this type of fan activity. Generously assuming that only one quarter of those choosing to look up these sponsors in the last 48 hours decide to click just once on their Google Ads, that could be an eye-watering bill in excess of £1.2m they could be collectively facing this month alone. And that figure could easily skyrocket.

“Manchester United has 50 listed key partners and sponsors that the #NotAPennyMore activists claim they’ll target. As Glazer’s Stateside accountants might be nervously whispering right now, ‘you do the math’.

“With The Hut Group withdrawing from a rumoured £200m, ten year deal to join the list of sponsors for the club for fear of the negative associations, you do fear that this is just the tip of the iceberg for the Glazer’s fan troubles.”

Sampling is eternal and here’s why…

Benefits of giving out free samples

You might be a little reluctant to give away free samples or demonstrations of your products and services. After all, there’s no guarantee that you’ll see a return on your investment. However, isn’t that the same for any other form of marketing? Promotional merchandise is all about raising brand awareness and associating your brand with generosity.

When you’re giving out samples or demos of your product itself, however, it can seem like you’re throwing your money away. It’s what you do best, and you know it’s a worthy product or service that should be able to prove its worth, so why should you give it away for free? However, free samples can work if they’re given out thoughtfully and in the right quantities. We’ve compiled a list of some of the benefits of giving away product samples for free:

1: Spreads the word

If you’re giving out free samples, you’re immediately increasing awareness of your brand. Work out the best way of getting free samples to your target market and let them spread your brand with others in their friendship group.

2: Shows your generosity

Giving out free samples shows that your firm is generous. You’ve given out free samples with no strings attached. You don’t expect feedback, a tip or a future purchase – you’re just trusting them to use or consume the product and judge it for themselves.

3: Gets feedback

Of course you might not expect feedback, but that doesn’t mean you won’t get any. If you’re giving out free samples in person, you might be able to receive some instant feedback. Include a hashtag or your Twitter handle on the packaging, and it’s likely you’ll get some online feedback. You can retweet the most positive endorsements that your product receives, further improving brand awareness.

4: Tries out potential new products

Once you’ve undergone a rigorous testing procedure for new products, you might want to produce some samples for your target market to try out before you commit to mass producing the product. If you hear great feedback, it might be all you need to get the go-ahead from the manager to order the new product for bulk manufacture.

5: Tempts existing customers

Why not tempt your customers to spend a little more by offering free samples when they spend above a certain threshold? The samples could be for new product lines or related products – anything that’ll tempt them to buy that product in the future.

6: Receives publicity

If your free demos or samples are given out in a particularly noteworthy way, you might receive some press coverage or internet buzz about your company and your products. Obvious publicity stunts don’t always go down well with the public, however, so be subtle.

7: Shows confidence in your product

If you’re willing to give out free samples of your product, it shows that you expect to hear only positive feedback in return. Companies that have no confidence in their products are hardly likely to want to stop groups of people on the street, only to hear that they don’t like the product.

Of course, free samples are just another form of marketing. They might not work for your company, but they are particularly effective if you’re selling food, drink or cosmetics.