“Product Sampling is all about manufacturers letting their consumers try their products prior to making a purchasing decision.  Going mobile is the key to successful product sampling campaigns”……..Scott Walker

There is no better means to achieve this than via the use of sampling vehicles be they a van conversion, chassis cab or exhibition trailer.

But before I go further, may I say that product sampling is, in my experience, far from restricted to food products and tasting.  At MVTech we have been involved in creating van conversions designed to demonstrate products ranging from vending machines to pipe fittings, radiators to power tools. Sampling campaigns are highlyeffective in both consumer and industrial markets.

In this blog I wish to focus on just a few of the features and services that we can create and install into most types of food sampling/demonstration vehicles to perfectly present your product for a successful roadshow and leave product demonstration to another Blog.

But first let us consider some common fbasics that apply to both.

Getting the basics right for product sampling

In the early days of my career, I attended a Tack Sales Training Course (now TackTMI) and the four basics for achieveing higher sales they taught me then, still apply today. Whilst terminologies have changed over the years, I find that when starting a new design project nothing can surpass the simplicity and accuracy of the original Tack mantra of:

Attention   :   Interest   :   Desire   :   Action

With our product sampling vehicles and trailers we always aim to ensure they follow this pattern by creating the attention to attract the target audience in the first place.  The “theatre” of the sampling has to generate interest, followed by the desire to purchase. And no campaign can be regarded as successful or cost effective unless we create a means for action (that is…allowing the customer to make a purchase either immediately or in the future!)

Attention

The first thing we consider is attracting the attention of your target audience and we achieve this by putting a bit of shape to existing vehicle features by the addition of flags, bunting, banner boards, display panels serving counters and display cases.  I would not discount the value of accessories, which we strongly recommend, and can include café barriers and rope barriers, seating, tables, parasols, pavement signs and “A” boards, menu stands.  All of course branded with the appropriate strap lines and messages.

One shouldn’t of course forget the overwhelming importance and impact of vehicle graphics where a full vinyl wrap can totally transform external appearance.

Interest

A theatrical demonstration or presentation is a must and although we can provide the props much has to rely upon experienced event staff. We have worked with numerous great teams who can very quickly whip up interest in an

audience. Our role is to provide the back drop and any catering equipment and services that may be required for food preparation or even cooking, along with appropriate hygiene facilities.  Thankfully we have a wide experience in the design and construction of catering vans and trailers, so this knowledge is very easily transferred to the sampling market.

One way that we can provide additional support is via the installation of CCTV linked to externally positioned screens supported by a good sound system.

Desire

Well. Here we do need to rely heavily on the appeal and taste of the food being promoted!! But we find that only top-quality producers are comfortable promoting via product sampling, so this is never really an issue.  BUT we do need to ensure the overall appearance and the ensure the quality of the detail of our build or conversions work to ensure it does not detract from the appeal of the product itself.

Again, we can provide the hardware, but it is the skilled event staff who can make it work and produce the results. It would be wrong of me not to highlight this important component of a successful roadshow campaign which is why we always prefer working alongs side event staff so we can work together and build what suits them too.

Action

The best action of all is to carry stock on board the van and to sell the product after sampling.  This isn’t always possible with items such as frozen foods but where it is we encourage on board stocks for both giveaway samples and also for sale.  If the customer has to prepare the sample at home then the acceptance of a sample is an an acceptable action.

That said action can be equally good when in the form of mailing list building which we can facilitate via self-registering kiosks and the use of competitions or rewards.  Coupon distribution too will encourage action, all be it delayed.

Thinking of a Product Sampling Campaign?

If you’re considering or planning a product sampling campaign and would welcome some creative thinking and fresh ideas, then do give us a call.  We may not have a flashy creative agency name (or indeed image)…but we do have the experience, the knowhow and the wherewithal to enable you to run a very successful cost effective and results driven roadshow. Our creative team is always happy to prepare visuals, which we do without any obligation on your part.

In so far as budgets go, we are just as happy to work on restricted budgets as we are on the rather more generous ones and if this means we opt for either a new vehicle or look towards a secondhand van conversion we can help source something suitable for you. No job is too small and no job too large for us to be able to handle.

How best to contact us about your product sampling roadshow

You can discuss your project with us on 0116 326 0989 or write to us at sales@multivehicletechnology.co.uk