Had to pop into the city today. At one of the main line stations (and presumably elsewhere) representatives of the local branch of Coca Cola were enthusiastically handing out free samples of “Coke Zero” (nicely chilled, I noticed, which showed some attention to detail) to every passer-by.
Let’s leave aside the issue that today was one of the coldest days of the year in Sydney (it’s mid-winter down here folks!) and that I for one was more inclined to opt for a Signature Hot Chocolate from Starbucks.
No, what struck me was that someone at Coca Cola Amatil clearly hadn’t read “Scientific Advertising” by the great Claude Hopkins (or if they had, they decided they know better).
Now, I’m writing a separate series of posts discussing the book (“Scientific Advertising In The 21st Century”) so I won’t go into too much detail here.
But chapter 13 deals with “Use Of Samples” and here’s just one of the points Hopkins makes…
“But we do not advocate samples given out promiscuously…The product is cheapened. It is not introduced in a favorable way.
Give samples to interested people only. Give them only to people who exhibit that interest by some effort. Give them only to people to whom you have told your story. First create an atmosphere of respect, a desire, an expectation.”
Look, Coca Cola can get away with this kind of stuff. But regular businesses can’t afford to throw money away for no return.
And I know this kind of advice goes against the idea that if you can get people to try your product then they are more likely to purchase. Well, that’s true provided you meet the conditions Hopkins sets out.
So yes, samples can be effective but use them wisely.
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