Everyone loves getting something for free. Soon, you may have to look no further than your mailbox for a free sample. The U.S. Postal Service is offering consumer package goods companies and other direct mailers a discount on sending product samples in the mail through the end of September.
“They’ll buy it, if they try it” is how the Postal Service is marketing its Product Samples mail promotion. It would seem that many marketers agree with that tagline. A marketing expert quoted in a recent article in Marketplace called sending samples “perhaps the single most effective marketing method there is, especially for new products.” But difficulty in measuring samples’ success, and a rise over the years in postage for sending samples through the mail, has made it something of a lost art. Some former users of product samples say the Postal Service’s pricing changes in the late 1990s helped kill this mail product.
Product samples have some challenges, however. One is how best to track sales leads from the distribution of a sample product. For example, a company handing out shampoo at a gym might not know if the sample was the reason someone later bought the shampoo. Marketers frequently include coupons or directions to an online offer. Coupons are ideal accompaniments to a mailed product sample, allowing the company to track response of the offer. The bigger challenge may be finding a workable price for product samples. The Postal Service needs to be able to find a price at which the product makes money, but is not so high as to make it unattractive to marketers.
Still, the biggest boon to the Postal Service might be in how Product Samples increase the value of mail. You can’t send a product sample by text message or email. The Postal Service has designed Product Samples to raise awareness of its Simple Samples offering, which gives users flat-rate pricing, volume discounts, and simpler mail-preparation requirements, including no need for outer packaging. Keeping it simple should help as well.
How do you feel about receiving samples in the mail? Are you more likely to purchase something if you have a favorable reaction to a sample? Could a resurgence of marketers using sampling techniques help improve the value of mail?