Sampling

Traditionally, cooperative programs had two advantages. First, they had a lower delivery cost per sample and often, a higher perceived consumer value because of all of the samples in the pack. The thought was that consumers were more likely to keep and use a complete pack, as opposed to a single sample. Solo programs were preferred because the marketer could control all the variables: target, timing, reach, markets, etc. No compromises.

Much has changed recently to tilt towards solo programs. First, by working with your production team, co-packers and sampling supplier to wring out redundant processes and costs; solo sampling doesn't always have a higher price tag. Second, we've seen no difference in trial rates between co-op or solo programs. Deliver the same sample to the same consumer and the trial rate is usually the same whether delivered though a co-op bag or solo execution.

Controlling the variables has a much higher value to marketers today because it's common for sampling to be just one part of a larger, integrated campaign. To achieve the full value of the integrated plan, it's critical that marketers control all the variables across all of the tactics. It's often a false economy to sacrifice that control to save a cent or two on sample delivery, typically a small percent of the total sampling budget.