It is increasing important to understand and measure the success of any sampling program or promotion versus pre-determined goals and metrics. The best way to do so in a quantitative manner is to include pre/post consumer market research as a critical element of the program.

Active makes it easy for brands to incorporate market research into most of our sampling programs. We work with an outside market research vendor and your internal research team to design a study that will provide statistically significant results and meets your goals and objectives. The results can also be used to calculate ROI and compare across other sampling programs and/or tactical elements.

Two recent case clients illustrate the success rates of Active’s sampling programs and the quantitative metrics that market research can provide:

(Note that some facts and numbers have been modified to guarantee the confidentiality of our clients)

Example #1: Active was charged with creating a targeted sampling program for a new food/beverage product that catered to busy Moms. Via execution in YMCAs, community recreation centers, JCCs and suburban health clubs, Active designed and managed a program that reached the bulls-eye consumer at a relevant time and in an authentic manner. Research results provided confirmation of the success of the program:

Trial: 91%
Purchase Intent: 45%
Conversion (Lift): 22%

Example #2: A new men’s health and beauty client came to Active seeking to utilize our insight and access to the upscale, image/health conscious younger male consumer. Active created a sampling and branding campaign in top urban health clubs that catered to the younger, social male consumer. Check out the success numbers:

Trial: 74%
Awareness: 71%
Purchase Intent: 56%
Conversion (Lift): 28%

Overall Active’s sampling programs have consistently provided results far above industry averages due to our experience in designing relevant programs that reach each brand’s unique target consumer. Let us use our experience and knowledge to work with you to design the appropriate research component for your program. Please contact Greg Sonzogni (858-605-4770 or Greg.Sonzogni@activenetwork.com) or your sales representative for more information about measurement options for your promotion.