1. Sampling
Boomerang Media

2. What is sampling? Drive trial of your product through sampling
The benefits
Drive trial of your product through sampling
Get your product directly into the hands & homes of the consumer
Drive future purchase of your product

3. Sampling networks Health Clubs Playhouse Leisure Centre Schools
Available networks
Health Clubs
Playhouse
Leisure Centre
Schools
Golf Clubs

4. Sampling to a receptive audience
96% of respondents have used or will use a sample
43% say sampling would make them more likely to buy a product in the future
72% of health club members love getting free samples at their club; they feel it is a great place for them to learn about new products & brands that support their active, healthy lifestyle
55% of gym members are likely to buy a product if they can try a free sample first

5. Passive sampling
Samples distributed via a desktop or floor-standing unit
Generally located at reception
Standard-weight of 1,500 samples for a 2 week campaign
Available across health clubs, leisure centres, golf clubs, playhouses and schools

6. Active sampling 1 x 6 hour session per venue
Minimum booking of 20 venues
Full venue briefing included
Sampling staff to be supplied
Available across health clubs, leisure centres, golf clubs and playhouses

7. Controlled sampling Samples issued by member of staff/handouts/lockers
Product demonstrations Also available in-venue
Available across health clubs, leisure centres, golf clubs and playhouses

8. Desktop unit

9. Desktop unit

10. Floorstanding unit

11. Floorstanding unit

12. Floorstanding unit

13. Floorstanding unit

14. Locker drops

15. Text mechanic

16. Product swaps

17. Staff handouts

18. Vita Coco
Vita Coco wanted to tap into the New Year’s resolution buzz to surprise gym goers with a sample of coconut water, which has no added sugar, boosts electrolytes and rehydrates quickly offering a healthier alternative to other sports drinks. We distributed samples to lockers across the country surprising gym goers with a post- workout pick me up. Money off coupons were included in the campaign to drive purchase.

19. Sanex
Our health club network allowed Sanex to promote their in shower body wash in a highly targeted environment. We distributed 273,000 samples across health clubs and leisure centres in close proximity to the male changing room. The campaign enabled them to increase brand awareness and get their product into the hands of consumers.

20. Clinique
Continuing our successful relationship with Clinique, they wanted to promote their Men’s moisturiser and face scrub products in front of an image conscious male audience. As 66% of male health club members use moisturiser and face creams, our network provided the perfect environment through sampling activity.

21. Dove
With the knowledge of health club members being likely to be image consciousness, it seemed natural for Dove to promote their colour care female hair product in our health clubs. We distributed 500,000 samples across the network to reach their target audience of image conscious females and get their product in the hands of the consumer.

22. Nivea
As another brand capitalising on our sample campaign success, Nivea wanted to get their in-shower moisturiser product in the hands of consumers. We distributed 800,000 samples across our health club and leisure centre network, which enabled them to target an image conscious audience in an environment where they may use in-shower moisturiser products.

23. Lab Series
Lab Series wanted to promote their male anti-ageing skin product in front of affluent, image conscious gym-goers. Our health club network provided the perfect environment to reach their target audience at a time when they are looking to improve themselves. We distributed 40,000 samples across our David Lloyd network.

24. PG Tips – Green Tea
Following the success of their previous campaign, PG Tips decided to run a similar sampling campaign in our gyms to promote their Green Tea range. Over 500k samples were distributed, each containing a 50p off coupon mechanic. Individual clubs also used their social media platforms to draw attention to the promotion.

25. Brut
BRUT wanted to get their new deodorant directly in the hands of consumers for their #MANOFSPORT campaign. They wanted to reach a new, young and active male audience in 2 major cities in the UK, and with a high concentration of clubs in London and Manchester, our Pure Gym network was a perfect fit deodorant samples were trialled by gym members.

26. Clinique
Clinique used sampling in David Lloyd health clubs to encourage upmarket women who enjoy luxury skincare products to try the Superdefense SPF 20 moisturiser. as health club members are 66% more likely to use face creams and lotions. Sampling units were distributed across the network.

27. Alpecin
Our health club network was the perfect fit for Alpecin to reach their target audience of image conscious males. They ran a shampoo swap sampling campaign where members could bring in their existing shampoo and swap it for a bottle of Alpecin.

28. Clarins
Clarins wanted to target affluent and image conscious men to promote their range of male products. They ran a sampling campaign across David Lloyd, Nuffield Health and the Reebok Club (Canary Warf). The samples were very popular.

29. Lanes Health
Lanes Health distributed 25,000 samples of Polar Frost pain-relieving gel in more than 25 Fitness First gyms around the UK. The campaign targeted people engaging in high-impact physical activity.

30. Vagisil
Vagisil ran a sampling campaign across Health Clubs to promote their shower gel range among young, active women. The sampling units were located in or near the female changing rooms meaning women could pick them up privately.

31. Ribena
Ribena wanted to get their new Ribena Mini’s in the hands of parents and children. Our playhouse network provided the perfect opportunity to communicate with parents whilst their children are front of mind. We distributed 500,000 Ribena bottles across the network, which were given out as take-home gifts ensuring trial of the new product. Feedback showed the product was a big hit amongst visitors.

32. Toys ‘R’ Us
ToysRUs were looking for a way to get their new Christmas catalogue directly into the hands of children and their parents. Our playhouse network provides a rare opportunity to communicate with both children and parents at the same time when family is front of mind. We distributed Christmas catalogues in high footfall areas of play centres, encouraging parents to read the catalogue whilst waiting for their children and then take it home.

33. Lego
We helped promote the Lego’s Junior range amongst young boys & girls during the Xmas holidays. The campaign featured a competition to win a set of their choice - with 600+ entries across 20 venues - as well as activity sheets & sample boxes to engage the children.

34. Bear
Bear Foods wanted to encourage trial of their Alphabite cereal range. As such, we distributed 50,000 samples in playhouses, which were supported by child-engaging activity sheets and a money-off coupon for mum to utilise later. Some centres also received a visit from ‘Bear’, which proved extremely popular!

35. Weetabix
Weetabix promoted their new banana flavoured variant, running a sampling campaign with an interactive unit, that encouraged parents to enter a Facebook competition by uploading pictures of their kids interacting with it. 50p off coupons drove subsequent purchase.

36. Vita Coco
Vita Coco wanted to reach families with young children to promote their Kids variant. Playhouses were the perfect environment and we ran an active sampling campaign with ambassadors handing out drinks and 50p off coupons.

37. Kellogg’s
Kellogg’s gave away 700,000 packs of Rice Krispies multi-grain shapes in more than playhouses across the UK. The aim was to target young children out with their parents during the summer holidays. 6-sheet posters, activity sheets and “£1 off” vouchers (which enjoyed a 6% redemption rate) supported the promotion.

38. Summary
Drive trial of your product through sampling and get your product directly into the hands and homes of the consumer
3 types of sampling:
Passive
Active
Controlled
Available in various networks:
Health Club
Playhouse
Leisure Centre
Schools
Golf Clubs

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