E.Z. Earl
08-03-2007, 05:21 PM
This thread is a collective answer to several makers (and for any other person of interest) who have requested input regarding my recent sample program for Blazin’-Hot & Smokin’-Hot Sauces. The questions asked are simple, but the answers to them are very complicated. My sampling project was highly successful for Branding Iron Foods, but may not be for another sauce maker. Following are some thoughts that may help a manufacturer make a decision on whether or not to sample.
First, here is “E.Z. Earl’s Anatomy of a Sale”, which governs every single marketing decision I have ever made. A sales transaction has to make a progression through four distinct stages: 1) Curiosity, 2) Interest, 3) Knowledge, and finally 4) Belief. It is easy to generate Curiosity, and even move that to Interest, but between Interest and Knowledge (accepting product information) is a strong barrier of resistance. Therefore it is critical to build sufficient momentum in phase 1) and 2) to penetrate that barrier. Most sales are lost at this point. Once a customer is receptive to receiving the sales presentation it is up the skill of the sales person to make sure the Knowledge automatically generates Belief in the product.
Second, and most crucial to a decision to rely on a sampling program – is to determine whether or not the product has what I call “Legs”. As I put it, if the product is so outstanding that it would run out and sell itself if only it had the “legs” to do so; then it wouldn’t need a marketing program. After winning a HUGE award (NWFS Best of Show) on the first day Blazin’-Hot Sauce was unveiled, I knew immediately I had produced a sauce with incredible “Legs” potential. This became the key factor in the decision to implement a sampling program as the preliminary market penetration technique. I knew I didn’t have to get in front of each and every customer to pitch the sauce – I had lonely to pass them a sample and let the sauce make its own presentation. In affect, the samples represent attaching “artificial legs” to the product line.
Third, with my Bazin’-Hot & Smokin’-Hot Sauce sample program I intentionally reversed the stage 3) Knowledge procedure. Typically a salesperson gives the pitch, hands over some literature, then demos the product. In my sampling program I created the Curiosity and Interest on the web site and at restaurant shows. Then I made the person come to me and request a sample. I sent the sample, but the key part of the mailing was the enclosed 3-fold brochure and Gold Medal cut sheet with numerous third party reviews and comments. So after tasting the outstanding flavor the recipients presented themselves with the detailed "Knowledge" by reading the literature.
Fourth, beware of sampling if your product is not head and shoulders above the competition !! Sampling is costly, time consuming, and very tricky. If it is not done correctly, with a properly evaluated product, it can (and probably will) generate a negative domino effect that will be difficult to overcome in the future – even with improved product quality.
If I were writing a marketing textbook this sampling subject would take up an entire chapter, so the ideas here simply skim the surface of the subject. I hope it helps. - E.Z.
First, here is “E.Z. Earl’s Anatomy of a Sale”, which governs every single marketing decision I have ever made. A sales transaction has to make a progression through four distinct stages: 1) Curiosity, 2) Interest, 3) Knowledge, and finally 4) Belief. It is easy to generate Curiosity, and even move that to Interest, but between Interest and Knowledge (accepting product information) is a strong barrier of resistance. Therefore it is critical to build sufficient momentum in phase 1) and 2) to penetrate that barrier. Most sales are lost at this point. Once a customer is receptive to receiving the sales presentation it is up the skill of the sales person to make sure the Knowledge automatically generates Belief in the product.
Second, and most crucial to a decision to rely on a sampling program – is to determine whether or not the product has what I call “Legs”. As I put it, if the product is so outstanding that it would run out and sell itself if only it had the “legs” to do so; then it wouldn’t need a marketing program. After winning a HUGE award (NWFS Best of Show) on the first day Blazin’-Hot Sauce was unveiled, I knew immediately I had produced a sauce with incredible “Legs” potential. This became the key factor in the decision to implement a sampling program as the preliminary market penetration technique. I knew I didn’t have to get in front of each and every customer to pitch the sauce – I had lonely to pass them a sample and let the sauce make its own presentation. In affect, the samples represent attaching “artificial legs” to the product line.
Third, with my Bazin’-Hot & Smokin’-Hot Sauce sample program I intentionally reversed the stage 3) Knowledge procedure. Typically a salesperson gives the pitch, hands over some literature, then demos the product. In my sampling program I created the Curiosity and Interest on the web site and at restaurant shows. Then I made the person come to me and request a sample. I sent the sample, but the key part of the mailing was the enclosed 3-fold brochure and Gold Medal cut sheet with numerous third party reviews and comments. So after tasting the outstanding flavor the recipients presented themselves with the detailed "Knowledge" by reading the literature.
Fourth, beware of sampling if your product is not head and shoulders above the competition !! Sampling is costly, time consuming, and very tricky. If it is not done correctly, with a properly evaluated product, it can (and probably will) generate a negative domino effect that will be difficult to overcome in the future – even with improved product quality.
If I were writing a marketing textbook this sampling subject would take up an entire chapter, so the ideas here simply skim the surface of the subject. I hope it helps. - E.Z.