Key Takeaways
- 76% of retailers say product sampling is effective at generating sales, and 70% of consumers are more likely to buy a new product after trying it first.
- The workplace is an underused sampling channel: employees are 20% more likely to become word-of-mouth catalysts, and 96% of workers seek a co-worker's opinion before buying.
- Historically, workplace sampling has been too expensive to justify against total consumer engagements, leaving the opportunity largely untapped.
- A Little Bird's subsidiary MORSEL solves this with a crowd-sourced sampling approach and a proprietary AI-based data and analytics platform, at a fraction of the cost of standard sampling programs.
- Beyond exposure, workplace sampling programs like MORSEL give brands direct, measurable product feedback that can catch packaging or recipe issues before a wide rollout.
Quick Links
- Product Sampling: The Basics
- Why the Workplace Is a Sampling Advantage
- How MORSEL Makes Workplace Sampling Smarter
- Getting Started With Workplace Sampling
- People Also Ask
- Frequently Asked Questions
It's not a secret that food and beverage brands, for the most part, use sampling to get their products into the hands and hearts of prospective consumers. Whether in a retail environment or "in the wild," try-before-you-buy works.
In fact, a recent study from Cadent Consulting Group found that 76% of retailers felt product sampling was effective at generating sales. And they aren't wrong. In fact, 70% of us are more likely to buy a new product after first trying it.
When it comes to sampling, people are happy with free goodies and brands gain valuable exposure. In addition, sampling allows companies to reap the psychological benefits of being perceived as generous, activating the reciprocity principle, which often leads to purchase.
But while a bump in sales and brand recognition is attractive and noteworthy, it doesn't always provide brands with the data they need to make smart decisions related to everything from product quality to consumer targeting and distribution. Brands need a product sampling approach that helps them gain consumer insights, build up databases, re-target, increase loyalty, and keep the conversation going with consumers. Unfortunately, finding an environment that provides this kind of value isn't easy to come by. Until now.
Product Sampling: The Basics
Traditional sampling programs run the gamut from experiential (retail, street teams, brand events) to direct mail (ads, offers, subscription boxes), but generally when you think of free samples, you likely think of Costco. These "Sultans of Sampling" have made it possible for some consumers to piece together a pretty decent lunch by doing shameless laps around the store. Their approach to product sampling is hailed as genius, not only bringing in new customers but driving loyalty and sales, with some reports showing ROI upwards of 2,000% in some cases.
Ah, the power of free.
Yet, while slinging snacks and smiles seems straightforward enough (and has given Costco a reason to continue the tactic), most brands, especially emerging ones, need a highly optimized sampling program that allows them to gain lasting ROI that is mindful of inventory. It's for this reason that brands are increasingly looking for a venue where they have an engaged audience armed with access to technology, a location where word-of-mouth flourishes. They're looking to the workplace.
Q: What's the difference between traditional sampling and a data-driven sampling program?
A: Traditional sampling (retail, street teams, direct mail) drives a short-term bump in sales and awareness, but often without much usable data. A data-driven program is built to also capture consumer insights, build a retargeting database, and increase loyalty over time.
Why the Workplace Is a Sampling Advantage
For CPG brands in the snack and beverage space, competition is fierce. The ever-growing choices within each category can be overwhelming for consumers, and they create an environment in which new products are easily missed and often forgotten. But sampling in the workplace gives brands a captive audience in a place that contains very little competitive clutter. A marketing paradise, as it were.
When it comes to brand fans, the workplace is one of their biggest platforms. In fact, while at work, brand fans are 20% more likely to be word-of-mouth conversion catalysts within their peer groups or networks. Word-of-mouth among workplace consumers is 45% likely to be passed along to others in their external network, and of those, 48% are highly likely to lead to purchase. But perhaps most impressively, 96% of workers seek the advice of co-workers before making a purchase decision.
So, if the office is such a rich environment for engagement, why isn't everyone on the workplace sampling train? One would imagine it would be impossible to walk into an office building without tripping over samples galore. But the truth is, historically, workplace sampling has had an Achilles' heel. Most brands that have sought to engage consumers in the workplace found existing avenues too expensive when evaluated against total consumer engagements. So, while the opportunity is there, the bottom line hasn't always supported the investment.
"This frustrating barrier to entry is something we have heard about time and time again from many of our clients at ALB," said Hogan Shrum, President at A Little Bird. "We knew the data surrounding workplace sampling was clear and represented an undeniable growth opportunity for our clients. It made our decision to act that much easier."
How MORSEL Makes Workplace Sampling Smarter
A Little Bird launched MORSEL, a subsidiary company that uses a crowd-sourced sampling approach coupled with a proprietary, AI-based data and analytics platform. By fusing ALB's marketing and experiential expertise with CPG partner needs and executive feedback, MORSEL speaks to the key components needed to achieve workplace sampling campaign ROI, and it accomplishes these goals at a fraction of the cost when compared to standard sampling and market research programs.
Through MORSEL, healthy snack and beverage brands participate in the same experience-driven, crowd-sourced sampling program. MORSEL serves as a stand-alone brand rather than a supporting service, allowing it to effectively and pragmatically support the workplace engagement channel for each client. MORSEL gives consumers amazing product experiences as they enjoy snacks, receive engaging social and digital content, and participate in the ever-expanding MORSEL community.
In exchange for snacks, office employees participate in MORSEL's Snack and Tell program. MORSEL gives brands in-depth, consistent, and measurable product feedback directly from consumers so they can continue to create better products and improve their value proposition. When it comes to new packaging, recipes, and other pilot products, MORSEL allows brands to catch issues before they're rolled out at scale. In fact, one snack client was able to identify a critical packaging flaw through the MORSEL program before it became a much larger problem.
Q: How is MORSEL different from a typical office snack program?
A: MORSEL isn't just free snacks in a breakroom. It pairs crowd-sourced sampling with a proprietary AI-based analytics platform, so brands get structured, measurable feedback on products, packaging, and messaging, not just exposure.
Getting Started With Workplace Sampling
For brands seeking sampling campaigns that offer more data and the opportunity to amplify their message at a fraction of the cost, workplace sampling might be the answer. Who knows? Your brand might just be the next big thing people are raving about around the watercooler.
Have questions about MORSEL or the value of product engagement at the office? Send us a note and let's talk through your sampling goals.
People Also Ask
Is workplace sampling effective for CPG brands?
Yes. Employees are 20% more likely to be word-of-mouth conversion catalysts, and 96% of workers seek a co-worker's opinion before purchasing, making the office a high-trust, low-clutter sampling environment.
Why hasn't workplace sampling been more common historically?
Most existing approaches were too expensive relative to the number of consumer engagements they produced, making the ROI hard to justify even though the underlying opportunity was strong.
What is MORSEL?
MORSEL is A Little Bird's subsidiary company that runs crowd-sourced workplace snack and beverage sampling paired with a proprietary AI-based data and analytics platform, at a fraction of the cost of standard sampling programs.
What kind of feedback can brands get from workplace sampling?
In-depth, consistent, and measurable product feedback, including insights on new packaging, recipes, and pilot products, that can help catch issues before a mass-market rollout.
Frequently Asked Questions
What is workplace sampling?
Workplace sampling is a product sampling strategy that reaches consumers in their office rather than a retail store or street activation, giving brands a captive, low-clutter audience with high co-worker trust.
How effective is product sampling overall?
76% of retailers say sampling is effective at generating sales, and 70% of consumers say they're more likely to buy a new product after trying it, according to industry research cited in this article.
What makes the workplace a strong sampling channel?
Very little competitive clutter, a high rate of word-of-mouth (45% likely to reach an employee's external network), and strong trust, since 96% of workers seek a co-worker's advice before buying.
What is MORSEL and how does it work?
MORSEL is A Little Bird's workplace sampling subsidiary. It combines crowd-sourced snack and beverage sampling with a proprietary AI-based analytics platform, giving CPG brands measurable feedback at a fraction of the cost of standard sampling programs.
How do I start a workplace sampling program with A Little Bird?
Contact us to talk through your brand's sampling goals, and we'll walk you through how MORSEL or a custom workplace activation could fit your budget and audience.