Traditional Product Sampling vs. Cool Ticketing

What is the best way to make a customer notice your new product (liquor, beer, coffee, soap)? Let them try or test it. If the sample impresses the customer, the chance of them trying to get more information, talking about it with their friends and eventually buying it — will rapidly increase.

We all know the traditional product sampling method. It’s been working for decades, but now, thanks to Cool Ticket, it acquires a new high-tech level and effectiveness. Effectiveness not only for the manufacturer, but also for the customer. Here are its key characteristics:

Presentation and distribution

  

 

Traditional way

Usually, you need to set up a presentation stand, hire and train the staff and to rent a suitable spot. Then you basically “catch” customers with the words “Please, try our offer”. Each of us has encountered that: you don’t know what to expect, you are pressured to praise the product, you are uncertain whether it’s not another “great” offer trying to force you to buy a new product.


 

Cool Ticket

Our method is nonviolent and thus way more effective. First, we offer a customer our electronic coupon for a product sample or a free service. There is a whole bunch of channels for its online delivery. It’s easy, as a “coupon for a free baguette in Prague” is unconventional and interesting for the customer.

After the customer saves the coupon to their smartphone, the application will offer them the closest place where they can collect their product sample. There is no need to arrange a presentation stand — we will direct the customer straight to the shop.

The electronic coupon would imply there is no public presentation of product samples awaiting the customer and that they will receive their free sample from the shop staff without the need of any further action. Ideally, the customer should be able to just take it and then try it at home or to sit down at the table (in case of restaurant) as a regular guest without any extra attention. At this stage, it is essential to let the desirable effects show up, i.e. taking a liking, memorizing, desire to find more information and to share it with their friends.

 

 

 

 

Who got how many samples?

Once we agree with the task submitter on the rule, according to which a sample can only be handed over in exchange for our coupon, we keep an eye on the user statistics very carefully. We guarantee that one sample equals one unique customer. It’s ruled out, that one person receives several samples or a staff member gets the sample instead of a potential customer. It’s impossible for the samples to disappear with no trace. The task submitter will have online statistics on how many coupons were delivered and how many were used.

The fact that the patent pending Cool Ticket gives no procedural troubles to the shop staff was already mentioned here. Low popularity of smartphones is also no more of concern by 2015. The coupon in our application has a merit of bringing you a solvent customer. In other words, there is quite a difference between a coupon saved on a several-thousand-crowns device and one scissored out of a newspaper. The user statistics mentioned earlier can reveal to you even the price of the user’s mobile device, which usually ranges from 2.5 and 25 thousand crowns.


 

Inventory management

A Cool Ticket coupon is valid for multiple locations, so that the customer could use the most convenient shop. It is also possible to set a certain number of samples for each location. When choosing, only the shops with available samples are shown to the customer, so the customer can be sure they get their product sample. To be more specific, the sample will be reserved for them until the coupon is expired. It can be set to be valid, for example, for 48 hours from the acquisition with its expiration point adjusted down to minutes. If the coupon expires and the samples are unclaimed, simply a new coupon available for a new customer is issued.

We already know from practice the conversion rate, i.e. how many coupons will be used from the total of downloaded coupons. It depends on the value of the coupon (sample), its period of validity and the number of places it can be used. These parameters are specified by the campaign submitter. The portion of used coupons is usually several tens of percent.

The campaign can also be used as a Brand Awareness strategy, where the goal is to get maximum coupon downloads with conversion rate (utilization) below ten percent.


How did you like it? Would you come again?

Another crucial question we can answer. Just set the time and query. The key here is the moment when the coupon is utilized (“punched”), after which a countdown can be set. After this period (e.g., 60 minutes), the customer will receive a notification on their phone, which asks for a feedback via survey. It works reliably, because we ask in time.

If the vendor gets a positive feedback, it would be a shame to not make use of it and send the customer an offer. If the customers receives a special “1+1 for free” offer within minutes of their response, the spiral goes on.

 

 

 

 

  

 

Cool Ticket is a unique product with characteristics making its coupons suitable for any goods, particularly in the so-called FMCG market. Join the numbers of our customers, which include Budweiser Budvar, Pilsner Urquell or Bageterie Boulevard. The campaign can be practically prepared in 24 hours and repeated in regular cycles. The aim is to continually acquire new customers and take care of them. If you won’t give them effective care, your competitors will.


  • Traditional Product Sampling vs. Cool Ticketing

Published 05.01.2015

Author:

Zdenek Novy

Zdenek Novy - Managing Director

Phone: +420 607 606 747

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