#especially since hyper very clearly Does Not (depending on how connected you view them to be)

[rinofwater]

It's a new year

Time to post forbidden Kusu tiddie

[bbq-hawks-wings]

So I took a personality test to day and got the result of an Architect (INTJ) and for some reason Hawks just came to mind so I wondered, based on the Myers-Briggs classification what personality would he have? Also just out of curiosity, and you don't have to answer, but what would yours be? (I took the quiz on the website 16personalities)

Fantastic question, anon! Last I took the test a few years ago I was an INFP (The Mediator) myself which I think still largely applies. It can be easy to mistype yourself, let alone someone else, so I’m going to use evidence from the manga as much as possible and go through the individual traits one by one to see what I can find. I considered taking the test myself in character, but realized especially with how long the test is it could be easy to either overthink it or hyper-fixate on consciously or unconsciously preconceived traits, so I decided an evidence-based approach would be more accurate.

An important thing to know about Meyers-Briggs personality types is that they’re not all-encompassing, exclusive, or immutable. Some people have a tendency to make ill-informed preconceptions about people or treat it like a horoscope. This is the wrong way to apply a Meyers-Briggs personality type. They are insights to the instinctual way people are likely to act and perform and are only a tool to aid in things like working in a team, putting them on a path to personal success, and exercising emotional intelligence when interacting with them. Many people may still display a different “type” in different settings so I’ll be as cognizant of that as possible as I go through.

So with that, let’s get started!

Extroverted [E] or Introverted [I]?

This is a fantastic example of how preconceived notions  can completely mess up a characterization of someone as well as someone displaying a different type from what they might naturally display. Hawks is great with people, can work a crowd, and is a people-pleaser through and through. To many others, he would be a dead ringer for an extroverted. However:

In his own ideal world, Hawks has time to himself, to spend alone at home, doing whatever he wants freely. If he was an extrovert this dream might be a little more geared towards still being a top hero, but he’s said in so many words he wishes he was a little further down the ladder.

At this point I’d be remiss if I didn’t bring up that a false dichotomy of introvert/extrovert has developed over the years. Humans require interaction with other humans to stay healthy and they also require alone time. Too much or too little of either will give them problems over time. It’s a tad frustrating to me that this personality test requires an either/or answer since I thoroughly believe that Hawks enjoys human company and would naturally seek it out in his ideal scenario, just in greater moderation than he does now (which would make him more of an ambivert); but given the fact that at this point in time he seeks more opportunities for solitude, I’m going to answer that he lands, somewhat surprisingly in the Introverted category.

Observant [S] or Intuitive [N]?

This one is also tricky at first, but a deeper dive into their definitions gives us a pretty solid answer, I think. According to the website: 

“These traits describe what people are more likely to do with the information gathered from the world around them. Intuitive personality types rely on imagining the past and future potential of what they see. Those with the Observant style are more interested in observable facts and more straightforward outcomes. They prefer to avoid layering too much interpretation on what they see.“

So does Hawks take a complicated, theoretical approach to information he’s exposed to, or does he call it like he sees it? Does he act in the here and now, or is he more bigger picture?

While he’s actively working toward a definitive goal, he has a tendency to only focus on the information in front of him as it happens. Dabi’s going to release a super powered Nomu? Better get the best hero around to fight it. Need to infiltrate the League of Villains? Just hammer away at getting Dabi to trust him and open the door for him.

He tends to look at the road in front of him to figure out if he should go left or right, but doesn’t always seem to realize he could be being taken for a ride. In his section of the new character book, his relationship with Dabi is described as “they are using each other” (note the present continuous tense) meaning that Dabi is stringing along the number two hero for his own purposes, but Hawks seems to have no idea of it. Just his altercation with Dabi at the warehouse after High End is proof he’s too trusting of the information he’s given at face value.

He may have contingencies (such as holding onto the one feather), but they do not span very far and wide into the future depending on any way things go. It’s always, “If plan A doesn’t work, go to plan B” and never a step or two ahead of that or a consideration of other possible outcomes. Did he have a plan in case High End actually killed Endeavor? Based on his reaction, I don’t think he really thought that was a possibility even though in the end it almost happened and left him with a permanent scar.

This, to me, puts him safely in the Observant category.

Thinking [T] or Feeling [F]?

Hey, this one is actually easy! Hawks is incredibly intelligent, but he is far from rational. A good litmus test for this is to see how someone reacts to failure. A thinking individual will view an undesirable outcome as useful data for the future and possibly just a result of things beyond their control, but a feeling person will view the same as proof of inadequacy that needs to be remedied through personal improvement.

He consistently reacts to situations emotionally first. Even when Tokoyami really proved himself during his internship, it was an emotional response that changed his attitude towards training him and the next generation.

Even Endeavor describes him as,

Hawks has always been emotionally expressive, responsive, and driven. In his interactions with others, he displays a huge amount of emotional intelligence - you can see it in the way he ever so slightly adjusts his interactions with others based on the response to him and the outcome he’s looking for. He pauses for just a second to get a cool selfie perfect for a girl’s social media timeline, he’s polite and considerate carrying a little old lady’s bags up the stairs for her, and he appeals to a little boy’s sense of style and flair when asked to sign his bag. The way he and others feel at any given moment is almost paramount to him.

This is a trait I don’t see changing in his character over time unlike some of the others. He’s clearly a Feeling type.

Judging [J] or Prospective [P]?

This one I also think is easy to figure out. Basically, does he prefer a set, methodical schedule or is he a more spontaneous, spur of the moment person?

Yeah, this is Hawks we’re talking about. He’s shockingly adaptable and almost seems to fall into routine for the sake of others instead of his own sanity. Most of his decisions are made on the fly, and he’s known to improvise.

He’s more than capable of planning ahead, but prefers to operate as the wind blows which makes him a solid Prospective type.

Assertive [-A] or Turbulent [-T]?

For funsies, I just want to pop in and check in on this last trait since it’s here. Basically, all it asks is his confidence level and response to stress. I’ve more or less answered this earlier, but when encountering a situation potentially way over his head, he may outwardly display confidence and roll with the punches (his _S_P traits at work) but when it comes to results, especially failure, perfection and personal excellence are all that matter. I feel very confident classifying him as a Turbulent personality.

Final Results

So with that we get a final Meyers-Briggs personality type of ISFP-T which according to 16 Personalities is the Adventurer type personality.

“Adventurer personalities are true artists, but not necessarily in the typical sense where they’re out painting happy little trees. Often enough though, they are perfectly capable of this. Rather, it’s that they use aesthetics, design and even their choices and actions to push the limits of social convention. Adventurers enjoy upsetting traditional expectations with experiments in beauty and behavior – chances are, they’ve expressed more than once the phrase “Don’t box me in!” Adventurers live in a colorful, sensual world, inspired by connections with people and ideas. These personalities take joy in reinterpreting these connections, reinventing and experimenting with both themselves and new perspectives. No other type explores and experiments in this way more. This creates a sense of spontaneity, making Adventurers seem unpredictable, even to their close friends and loved ones. Despite all this, Adventurers are definitely Introverts, surprising their friends further when they step out of the spotlight to be by themselves to recharge. Just because they are alone though, doesn’t mean people with the Adventurer personality type sit idle – they take this time for introspection, assessing their principles. Rather than dwelling on the past or the future, Adventurers think about who they are. They return from their cloister, transformed.Adventurers live to find ways to push their passions. Riskier behaviors like gambling and extreme sports are more common with this personality type than with others. Fortunately their attunement to the moment and their environment allows them to do better than most. Adventurers also enjoy connecting with others, and have a certain irresistible charm.”

It feels like a pretty accurate assessment of his personality, so I think I did a good job. This was a lot of fun, and I feel like I’ve even gotten to know him a little better! Thanks for sending in the question, anon, I really enjoyed it!

And if you’re curious about Meyers-Briggs personality types or want to take the assessment yourself, go check out 16personalities[.]com!

[koopatzi]

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[glenmenlow]

Guide To Brand Sampling Program Success

In a hyper-competitive marketplace, the quest for a strategic advantage in connecting brands with target customers is endless. Sampling programs, a tactic as old as marketing itself can create an advantage when wisely executed. Depending on the category, sales conversions have been reported as high as 90%, bringing a new level of disruptive power for brands.

Sampling Connects The Brand With The World Around It

Of course, not all products or services can be sampled by giving them away. And just because you can sample your product or service, doesn’t necessarily mean that you should. In most cases, sampling should be considered as an opportunity to introduce a new offering with the brand’s clearly defined target group … and at a time and place that creates maximum synergy toward a measurable, strategic goal. In that way, sampling is not a strategy per se, but a means to accomplishing a strategy – a marketing tactic.

Eight Dimensions Of Sampling For The Brand Marketer:

1. Creating awareness and curiosity for the brand. That’s a big reason why sampling is so popular when launching a new brand. An important note here: It’s not enough just to sample a product. The sampling promotion must be adequately supported by whatever media (online, print, direct mail, etc.) works for your market. Your customer may respond: “I hadn’t heard of this brand before. This looks/tastes/feels/smells/sounds interesting.”

2. No or low risk to personally experience the brand by eliminating barriers to trial. “I wouldn’t risk paying for that, but since you’re offering it for free, I’ll be willing to try it.”

3. Association of the brand as something beneficial or pleasurable at a critical moment or point of decision. Sampling a product out of context, even it’s the right target group will be ineffective. “I was really thirsty and this tasted great. Next time I’ll consider this.”

4. Creates a reciprocal relationship between your brand and your customer. Your “gift” will be appreciated and may be passed along to someone else who will also appreciate it. Further, sampling triggers a psychological obligation to give back, or purchase.

5. Gathering valuable customer insight and reviews about a new product or service.

6. Establishing future purchase behavior, often by means of an added incentive. This also provides a much-needed metric to evaluate sales lift – particularly in a test market – before a larger rollout.  “This was good, and I can save on my next purchase, too.”

7. Creating talk and social media value about the brand. Social media, such as Facebook, is also being effectively used by brands to promote sampling programs and collect data on their new consumers. “You should try this brand. I did.” Or “I think I’ll ask for a sample of that while they last.”

8. Enhanced brand perception when sampled in conjunction with an event, cause, venue or organization aligned with the brand’s values. “This brand supports what I support in a very real way.”

Sampling Can Be A Part Of Branding “Generously”

Branding Strategy Insider Co-Author Mark Di Somma reminds us that brands can be more successful by being more generous. Giving products away, in the context of the right event, cause, emergency, or challenge, provides a very tangible empathetic message from the brand to those at their point of need, especially when the need aligns with the brand’s values.

Sampling Can Help Overcome Resistance To Change

Some brands will face a greater challenge than a competitor – they will face the challenge of changing perception in order to gain acceptance. As Steve Wunker describes in his piece on lowering barriers to product trial sometimes it comes down to fighting consumer inertia, as in the case of Trader Joe’s offering free samples of its private label products to promote trial and purchase. Or CLIF Protein Bars offering free tastes of its products at sports expos. Or any one of a thousand apps that are launched as freeware in order to find a spot on your smart phone and becoming a part of your life’s routine – and later even more so with subscription upgrades that enhance the experience and capabilities.

Sampling Achieves What Other Marketing Communication Cannot

Sampling has the power of connecting the brand to the heart and mind of the consumer by virtue of a real encounter and personal experience with the brand in a way that is unachievable by any other means. Advertising and promotion may create awareness and may even place the brand on the consumer’s consideration set for a particular category, but it may not be enough to create an opportunity for the all-important trial purchase. Sampling can bridge the gap that stands between mere knowledge of the brand and true “ownership” of it through personal experience.

Sampling Differs From Trial Offers

With a trial offer, there is an implied or assumed future commitment to the brand by purchase or subscription (disclaimers “to cancel” at the end of the free trial period not withstanding). So with a trial offer, there may be a risk to some of an undesired commitment or entanglement should the experience be unsatisfactory. With sampling however, there is no such risk. There are no strings attached. It’s just free to enjoy in hopes that you will want to repeat the experience next time with a purchase.

Sampling And Event Synergy

Every July 4th, the world’s largest 10k foot race, the Peachtree Road Race in Atlanta, Georgia, attracts 55,000 runners and thousands more spectators along the course and at pre-race festivities. It also demonstrates the power of sampling by virtue of the 8 dimensions outlined above. For example, dozens of brands of waters, juices, ice creams, and fruit snacks (many of which are relatively unknown – see Point #1) sample their products to sweaty, thirsty, and hungry participants across acres of a downtown park at the finish line (Points #3, #6). It’s not uncommon to see hoards of tired runners board the buses and light rail for home, arms laden with free food and drink to share and consume with family and friends later (Points #2, #5). Brands that most likely would never find their way into the participant’s shopping cart are now suddenly, and happily, in their refrigerator, waiting to be tried and enjoyed. (Point #4). Probably no amount of advertising could have connected the dots so effectively as that. Not to mention the exponential brand exposure, post-event, to thousands more across an MSA of approximately 4.5 million.

Sampling And Timing Synergy

Sampling isn’t limited to packaged goods. Perhaps the best example of this is satellite radio and premium TV cable channels that sample their programming around weekends and holidays when potential subscribers are stuck in their cars or stuck in their homes with free time for some free entertainment. Sirius XM uses strong awareness campaigns to alert their target audience that their free listening event is happening, creating the urgency to tune in while it lasts. Just as with consumer packaged goods, these marketers are betting that this serendipitous effect with their potential audience will create enough trial to translate into customers for life.

Here are 10 fundamental questions every marketer should address when considering sampling as part of their brand’s marketing strategy:

Are you properly considering sampling as a tactic and not a strategy? Big difference. Sampling should be viewed as a means to an end: Introduction, awareness, trial, market share, etc. And you should avoid sampling to current users of your brand – you will not gain any more loyalty than you already have.

Are you carefully selecting the right venue and timing? Just because the opportunity is there to sample doesn’t mean it’s the best opportunity for your brand.

Are you supporting your sampling via marketing communication or promotion? Sirius XM is an excellent example.

Are you watching all of your logistical details? Sampled products must be fresh, packaging must be pristine, and the “brand ambassador” serving the product must be reasonably knowledgeable about the product, as well as a properly presented representative. Sample supplies must exceed anticipated distribution – don’t run out!

Are you providing any follow up incentive? Your mission is to convert prospects into customers. Provide an irresistible means of doing that with a strong, time sensitive offer.

Are you inviting engagement by means of surveying, rating, or referrals?

Are you tracking the results from your sampling promotion and are you learning anything? Note that measurement as it relates to sampling doesn’t mean how many products you gave away. It does mean comparing the sampling investment against the purchase conversion that results.

Are you connecting the prospect with your brand on a wider level? Are you inviting them to your website and social media to learn more and receive other offers?

Are you donating your unused samples to charity (if acceptable) or disposing of them?

Are you reaffirming your brand’s commitment and support for the cause or event where you are being sampled? Don’t assume the consumer will make the connection. Make the alignment stronger and more obvious between your consumer’s values and those of your brand’s by reinforcing it through your marketing communications.

The Blake Project Can Help: Accelerate Brand Growth Through Powerful Emotional Connections

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

FREE Publications And Resources For Marketers

from WordPress https://glenmenlow.wordpress.com/2017/07/03/guide-to-brand-sampling-program-success/ via IFTTT

[markjsousa]

Guide To Brand Sampling Program Success

In a hyper-competitive marketplace, the quest for a strategic advantage in connecting brands with target customers is endless. Sampling programs, a tactic as old as marketing itself can create an advantage when wisely executed. Depending on the category, sales conversions have been reported as high as 90%, bringing a new level of disruptive power for brands.

Sampling Connects The Brand With The World Around It

Of course, not all products or services can be sampled by giving them away. And just because you can sample your product or service, doesn’t necessarily mean that you should. In most cases, sampling should be considered as an opportunity to introduce a new offering with the brand’s clearly defined target group … and at a time and place that creates maximum synergy toward a measurable, strategic goal. In that way, sampling is not a strategy per se, but a means to accomplishing a strategy – a marketing tactic.

Eight Dimensions Of Sampling For The Brand Marketer:

1. Creating awareness and curiosity for the brand. That’s a big reason why sampling is so popular when launching a new brand. An important note here: It’s not enough just to sample a product. The sampling promotion must be adequately supported by whatever media (online, print, direct mail, etc.) works for your market. Your customer may respond: “I hadn’t heard of this brand before. This looks/tastes/feels/smells/sounds interesting.”

2. No or low risk to personally experience the brand by eliminating barriers to trial. “I wouldn’t risk paying for that, but since you’re offering it for free, I’ll be willing to try it.”

3. Association of the brand as something beneficial or pleasurable at a critical moment or point of decision. Sampling a product out of context, even it’s the right target group will be ineffective. “I was really thirsty and this tasted great. Next time I’ll consider this.”

4. Creates a reciprocal relationship between your brand and your customer. Your “gift” will be appreciated and may be passed along to someone else who will also appreciate it. Further, sampling triggers a psychological obligation to give back, or purchase.

5. Gathering valuable customer insight and reviews about a new product or service.

6. Establishing future purchase behavior, often by means of an added incentive. This also provides a much-needed metric to evaluate sales lift – particularly in a test market – before a larger rollout.  “This was good, and I can save on my next purchase, too.”

7. Creating talk and social media value about the brand. Social media, such as Facebook, is also being effectively used by brands to promote sampling programs and collect data on their new consumers. “You should try this brand. I did.” Or “I think I’ll ask for a sample of that while they last.”

8. Enhanced brand perception when sampled in conjunction with an event, cause, venue or organization aligned with the brand’s values. “This brand supports what I support in a very real way.”

Sampling Can Be A Part Of Branding “Generously”

Branding Strategy Insider Co-Author Mark Di Somma reminds us that brands can be more successful by being more generous. Giving products away, in the context of the right event, cause, emergency, or challenge, provides a very tangible empathetic message from the brand to those at their point of need, especially when the need aligns with the brand’s values.

Sampling Can Help Overcome Resistance To Change

Some brands will face a greater challenge than a competitor – they will face the challenge of changing perception in order to gain acceptance. As Steve Wunker describes in his piece on lowering barriers to product trial sometimes it comes down to fighting consumer inertia, as in the case of Trader Joe’s offering free samples of its private label products to promote trial and purchase. Or CLIF Protein Bars offering free tastes of its products at sports expos. Or any one of a thousand apps that are launched as freeware in order to find a spot on your smart phone and becoming a part of your life’s routine – and later even more so with subscription upgrades that enhance the experience and capabilities.

Sampling Achieves What Other Marketing Communication Cannot

Sampling has the power of connecting the brand to the heart and mind of the consumer by virtue of a real encounter and personal experience with the brand in a way that is unachievable by any other means. Advertising and promotion may create awareness and may even place the brand on the consumer’s consideration set for a particular category, but it may not be enough to create an opportunity for the all-important trial purchase. Sampling can bridge the gap that stands between mere knowledge of the brand and true “ownership” of it through personal experience.

Sampling Differs From Trial Offers

With a trial offer, there is an implied or assumed future commitment to the brand by purchase or subscription (disclaimers “to cancel” at the end of the free trial period not withstanding). So with a trial offer, there may be a risk to some of an undesired commitment or entanglement should the experience be unsatisfactory. With sampling however, there is no such risk. There are no strings attached. It’s just free to enjoy in hopes that you will want to repeat the experience next time with a purchase.

Sampling And Event Synergy

Every July 4th, the world’s largest 10k foot race, the Peachtree Road Race in Atlanta, Georgia, attracts 55,000 runners and thousands more spectators along the course and at pre-race festivities. It also demonstrates the power of sampling by virtue of the 8 dimensions outlined above. For example, dozens of brands of waters, juices, ice creams, and fruit snacks (many of which are relatively unknown – see Point #1) sample their products to sweaty, thirsty, and hungry participants across acres of a downtown park at the finish line (Points #3, #6). It’s not uncommon to see hoards of tired runners board the buses and light rail for home, arms laden with free food and drink to share and consume with family and friends later (Points #2, #5). Brands that most likely would never find their way into the participant’s shopping cart are now suddenly, and happily, in their refrigerator, waiting to be tried and enjoyed. (Point #4). Probably no amount of advertising could have connected the dots so effectively as that. Not to mention the exponential brand exposure, post-event, to thousands more across an MSA of approximately 4.5 million.

Sampling And Timing Synergy

Sampling isn’t limited to packaged goods. Perhaps the best example of this is satellite radio and premium TV cable channels that sample their programming around weekends and holidays when potential subscribers are stuck in their cars or stuck in their homes with free time for some free entertainment. Sirius XM uses strong awareness campaigns to alert their target audience that their free listening event is happening, creating the urgency to tune in while it lasts. Just as with consumer packaged goods, these marketers are betting that this serendipitous effect with their potential audience will create enough trial to translate into customers for life.

Here are 10 fundamental questions every marketer should address when considering sampling as part of their brand’s marketing strategy:

Are you properly considering sampling as a tactic and not a strategy? Big difference. Sampling should be viewed as a means to an end: Introduction, awareness, trial, market share, etc. And you should avoid sampling to current users of your brand – you will not gain any more loyalty than you already have.

Are you carefully selecting the right venue and timing? Just because the opportunity is there to sample doesn’t mean it’s the best opportunity for your brand.

Are you supporting your sampling via marketing communication or promotion? Sirius XM is an excellent example.

Are you watching all of your logistical details? Sampled products must be fresh, packaging must be pristine, and the “brand ambassador” serving the product must be reasonably knowledgeable about the product, as well as a properly presented representative. Sample supplies must exceed anticipated distribution – don’t run out!

Are you providing any follow up incentive? Your mission is to convert prospects into customers. Provide an irresistible means of doing that with a strong, time sensitive offer.

Are you inviting engagement by means of surveying, rating, or referrals?

Are you tracking the results from your sampling promotion and are you learning anything? Note that measurement as it relates to sampling doesn’t mean how many products you gave away. It does mean comparing the sampling investment against the purchase conversion that results.

Are you connecting the prospect with your brand on a wider level? Are you inviting them to your website and social media to learn more and receive other offers?

Are you donating your unused samples to charity (if acceptable) or disposing of them?

Are you reaffirming your brand’s commitment and support for the cause or event where you are being sampled? Don’t assume the consumer will make the connection. Make the alignment stronger and more obvious between your consumer’s values and those of your brand’s by reinforcing it through your marketing communications.

The Blake Project Can Help: Accelerate Brand Growth Through Powerful Emotional Connections

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

FREE Publications And Resources For Marketers

[davisgordonc]

Guide To Brand Sampling Program Success

In a hyper-competitive marketplace, the quest for a strategic advantage in connecting brands with target customers is endless. Sampling programs, a tactic as old as marketing itself can create an advantage when wisely executed. Depending on the category, sales conversions have been reported as high as 90%, bringing a new level of disruptive power for brands.

Sampling Connects The Brand With The World Around It

Of course, not all products or services can be sampled by giving them away. And just because you can sample your product or service, doesn’t necessarily mean that you should. In most cases, sampling should be considered as an opportunity to introduce a new offering with the brand’s clearly defined target group … and at a time and place that creates maximum synergy toward a measurable, strategic goal. In that way, sampling is not a strategy per se, but a means to accomplishing a strategy – a marketing tactic.

Eight Dimensions Of Sampling For The Brand Marketer:

1. Creating awareness and curiosity for the brand. That’s a big reason why sampling is so popular when launching a new brand. An important note here: It’s not enough just to sample a product. The sampling promotion must be adequately supported by whatever media (online, print, direct mail, etc.) works for your market. Your customer may respond: “I hadn’t heard of this brand before. This looks/tastes/feels/smells/sounds interesting.”

2. No or low risk to personally experience the brand by eliminating barriers to trial. “I wouldn’t risk paying for that, but since you’re offering it for free, I’ll be willing to try it.”

3. Association of the brand as something beneficial or pleasurable at a critical moment or point of decision. Sampling a product out of context, even it’s the right target group will be ineffective. “I was really thirsty and this tasted great. Next time I’ll consider this.”

4. Creates a reciprocal relationship between your brand and your customer. Your “gift” will be appreciated and may be passed along to someone else who will also appreciate it. Further, sampling triggers a psychological obligation to give back, or purchase.

5. Gathering valuable customer insight and reviews about a new product or service.

6. Establishing future purchase behavior, often by means of an added incentive. This also provides a much-needed metric to evaluate sales lift – particularly in a test market – before a larger rollout.  “This was good, and I can save on my next purchase, too.”

7. Creating talk and social media value about the brand. Social media, such as Facebook, is also being effectively used by brands to promote sampling programs and collect data on their new consumers. “You should try this brand. I did.” Or “I think I’ll ask for a sample of that while they last.”

8. Enhanced brand perception when sampled in conjunction with an event, cause, venue or organization aligned with the brand’s values. “This brand supports what I support in a very real way.”

Sampling Can Be A Part Of Branding “Generously”

Branding Strategy Insider Co-Author Mark Di Somma reminds us that brands can be more successful by being more generous. Giving products away, in the context of the right event, cause, emergency, or challenge, provides a very tangible empathetic message from the brand to those at their point of need, especially when the need aligns with the brand’s values.

Sampling Can Help Overcome Resistance To Change

Some brands will face a greater challenge than a competitor – they will face the challenge of changing perception in order to gain acceptance. As Steve Wunker describes in his piece on lowering barriers to product trial sometimes it comes down to fighting consumer inertia, as in the case of Trader Joe’s offering free samples of its private label products to promote trial and purchase. Or CLIF Protein Bars offering free tastes of its products at sports expos. Or any one of a thousand apps that are launched as freeware in order to find a spot on your smart phone and becoming a part of your life’s routine – and later even more so with subscription upgrades that enhance the experience and capabilities.

Sampling Achieves What Other Marketing Communication Cannot

Sampling has the power of connecting the brand to the heart and mind of the consumer by virtue of a real encounter and personal experience with the brand in a way that is unachievable by any other means. Advertising and promotion may create awareness and may even place the brand on the consumer’s consideration set for a particular category, but it may not be enough to create an opportunity for the all-important trial purchase. Sampling can bridge the gap that stands between mere knowledge of the brand and true “ownership” of it through personal experience.

Sampling Differs From Trial Offers

With a trial offer, there is an implied or assumed future commitment to the brand by purchase or subscription (disclaimers “to cancel” at the end of the free trial period not withstanding). So with a trial offer, there may be a risk to some of an undesired commitment or entanglement should the experience be unsatisfactory. With sampling however, there is no such risk. There are no strings attached. It’s just free to enjoy in hopes that you will want to repeat the experience next time with a purchase.

Sampling And Event Synergy

Every July 4th, the world’s largest 10k foot race, the Peachtree Road Race in Atlanta, Georgia, attracts 55,000 runners and thousands more spectators along the course and at pre-race festivities. It also demonstrates the power of sampling by virtue of the 8 dimensions outlined above. For example, dozens of brands of waters, juices, ice creams, and fruit snacks (many of which are relatively unknown – see Point #1) sample their products to sweaty, thirsty, and hungry participants across acres of a downtown park at the finish line (Points #3, #6). It’s not uncommon to see hoards of tired runners board the buses and light rail for home, arms laden with free food and drink to share and consume with family and friends later (Points #2, #5). Brands that most likely would never find their way into the participant’s shopping cart are now suddenly, and happily, in their refrigerator, waiting to be tried and enjoyed. (Point #4). Probably no amount of advertising could have connected the dots so effectively as that. Not to mention the exponential brand exposure, post-event, to thousands more across an MSA of approximately 4.5 million.

Sampling And Timing Synergy

Sampling isn’t limited to packaged goods. Perhaps the best example of this is satellite radio and premium TV cable channels that sample their programming around weekends and holidays when potential subscribers are stuck in their cars or stuck in their homes with free time for some free entertainment. Sirius XM uses strong awareness campaigns to alert their target audience that their free listening event is happening, creating the urgency to tune in while it lasts. Just as with consumer packaged goods, these marketers are betting that this serendipitous effect with their potential audience will create enough trial to translate into customers for life.

Here are 10 fundamental questions every marketer should address when considering sampling as part of their brand’s marketing strategy:

Are you properly considering sampling as a tactic and not a strategy? Big difference. Sampling should be viewed as a means to an end: Introduction, awareness, trial, market share, etc. And you should avoid sampling to current users of your brand – you will not gain any more loyalty than you already have.

Are you carefully selecting the right venue and timing? Just because the opportunity is there to sample doesn’t mean it’s the best opportunity for your brand.

Are you supporting your sampling via marketing communication or promotion? Sirius XM is an excellent example.

Are you watching all of your logistical details? Sampled products must be fresh, packaging must be pristine, and the “brand ambassador” serving the product must be reasonably knowledgeable about the product, as well as a properly presented representative. Sample supplies must exceed anticipated distribution – don’t run out!

Are you providing any follow up incentive? Your mission is to convert prospects into customers. Provide an irresistible means of doing that with a strong, time sensitive offer.

Are you inviting engagement by means of surveying, rating, or referrals?

Are you tracking the results from your sampling promotion and are you learning anything? Note that measurement as it relates to sampling doesn’t mean how many products you gave away. It does mean comparing the sampling investment against the purchase conversion that results.

Are you connecting the prospect with your brand on a wider level? Are you inviting them to your website and social media to learn more and receive other offers?

Are you donating your unused samples to charity (if acceptable) or disposing of them?

Are you reaffirming your brand’s commitment and support for the cause or event where you are being sampled? Don’t assume the consumer will make the connection. Make the alignment stronger and more obvious between your consumer’s values and those of your brand’s by reinforcing it through your marketing communications.

The Blake Project Can Help: Accelerate Brand Growth Through Powerful Emotional Connections

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

FREE Publications And Resources For Marketers

from WordPress http://ift.tt/2sklgUd via IFTTT

[montydozier]

Guide To Brand Sampling Program Success

In a hyper-competitive marketplace, the quest for a strategic advantage in connecting brands with target customers is endless. Sampling programs, a tactic as old as marketing itself can create an advantage when wisely executed. Depending on the category, sales conversions have been reported as high as 90%, bringing a new level of disruptive power for brands.

Sampling Connects The Brand With The World Around It

Of course, not all products or services can be sampled by giving them away. And just because you can sample your product or service, doesn’t necessarily mean that you should. In most cases, sampling should be considered as an opportunity to introduce a new offering with the brand’s clearly defined target group … and at a time and place that creates maximum synergy toward a measurable, strategic goal. In that way, sampling is not a strategy per se, but a means to accomplishing a strategy – a marketing tactic.

Eight Dimensions Of Sampling For The Brand Marketer:

1. Creating awareness and curiosity for the brand. That’s a big reason why sampling is so popular when launching a new brand. An important note here: It’s not enough just to sample a product. The sampling promotion must be adequately supported by whatever media (online, print, direct mail, etc.) works for your market. Your customer may respond: “I hadn’t heard of this brand before. This looks/tastes/feels/smells/sounds interesting.”

2. No or low risk to personally experience the brand by eliminating barriers to trial. “I wouldn’t risk paying for that, but since you’re offering it for free, I’ll be willing to try it.”

3. Association of the brand as something beneficial or pleasurable at a critical moment or point of decision. Sampling a product out of context, even it’s the right target group will be ineffective. “I was really thirsty and this tasted great. Next time I’ll consider this.”

4. Creates a reciprocal relationship between your brand and your customer. Your “gift” will be appreciated and may be passed along to someone else who will also appreciate it. Further, sampling triggers a psychological obligation to give back, or purchase.

5. Gathering valuable customer insight and reviews about a new product or service.

6. Establishing future purchase behavior, often by means of an added incentive. This also provides a much-needed metric to evaluate sales lift – particularly in a test market – before a larger rollout.  “This was good, and I can save on my next purchase, too.”

7. Creating talk and social media value about the brand. Social media, such as Facebook, is also being effectively used by brands to promote sampling programs and collect data on their new consumers. “You should try this brand. I did.” Or “I think I’ll ask for a sample of that while they last.”

8. Enhanced brand perception when sampled in conjunction with an event, cause, venue or organization aligned with the brand’s values. “This brand supports what I support in a very real way.”

Sampling Can Be A Part Of Branding “Generously”

Branding Strategy Insider Co-Author Mark Di Somma reminds us that brands can be more successful by being more generous. Giving products away, in the context of the right event, cause, emergency, or challenge, provides a very tangible empathetic message from the brand to those at their point of need, especially when the need aligns with the brand’s values.

Sampling Can Help Overcome Resistance To Change

Some brands will face a greater challenge than a competitor – they will face the challenge of changing perception in order to gain acceptance. As Steve Wunker describes in his piece on lowering barriers to product trial sometimes it comes down to fighting consumer inertia, as in the case of Trader Joe’s offering free samples of its private label products to promote trial and purchase. Or CLIF Protein Bars offering free tastes of its products at sports expos. Or any one of a thousand apps that are launched as freeware in order to find a spot on your smart phone and becoming a part of your life’s routine – and later even more so with subscription upgrades that enhance the experience and capabilities.

Sampling Achieves What Other Marketing Communication Cannot

Sampling has the power of connecting the brand to the heart and mind of the consumer by virtue of a real encounter and personal experience with the brand in a way that is unachievable by any other means. Advertising and promotion may create awareness and may even place the brand on the consumer’s consideration set for a particular category, but it may not be enough to create an opportunity for the all-important trial purchase. Sampling can bridge the gap that stands between mere knowledge of the brand and true “ownership” of it through personal experience.

Sampling Differs From Trial Offers

With a trial offer, there is an implied or assumed future commitment to the brand by purchase or subscription (disclaimers “to cancel” at the end of the free trial period not withstanding). So with a trial offer, there may be a risk to some of an undesired commitment or entanglement should the experience be unsatisfactory. With sampling however, there is no such risk. There are no strings attached. It’s just free to enjoy in hopes that you will want to repeat the experience next time with a purchase.

Sampling And Event Synergy

Every July 4th, the world’s largest 10k foot race, the Peachtree Road Race in Atlanta, Georgia, attracts 55,000 runners and thousands more spectators along the course and at pre-race festivities. It also demonstrates the power of sampling by virtue of the 8 dimensions outlined above. For example, dozens of brands of waters, juices, ice creams, and fruit snacks (many of which are relatively unknown – see Point #1) sample their products to sweaty, thirsty, and hungry participants across acres of a downtown park at the finish line (Points #3, #6). It’s not uncommon to see hoards of tired runners board the buses and light rail for home, arms laden with free food and drink to share and consume with family and friends later (Points #2, #5). Brands that most likely would never find their way into the participant’s shopping cart are now suddenly, and happily, in their refrigerator, waiting to be tried and enjoyed. (Point #4). Probably no amount of advertising could have connected the dots so effectively as that. Not to mention the exponential brand exposure, post-event, to thousands more across an MSA of approximately 4.5 million.

Sampling And Timing Synergy

Sampling isn’t limited to packaged goods. Perhaps the best example of this is satellite radio and premium TV cable channels that sample their programming around weekends and holidays when potential subscribers are stuck in their cars or stuck in their homes with free time for some free entertainment. Sirius XM uses strong awareness campaigns to alert their target audience that their free listening event is happening, creating the urgency to tune in while it lasts. Just as with consumer packaged goods, these marketers are betting that this serendipitous effect with their potential audience will create enough trial to translate into customers for life.

Here are 10 fundamental questions every marketer should address when considering sampling as part of their brand’s marketing strategy:

Are you properly considering sampling as a tactic and not a strategy? Big difference. Sampling should be viewed as a means to an end: Introduction, awareness, trial, market share, etc. And you should avoid sampling to current users of your brand – you will not gain any more loyalty than you already have.

Are you carefully selecting the right venue and timing? Just because the opportunity is there to sample doesn’t mean it’s the best opportunity for your brand.

Are you supporting your sampling via marketing communication or promotion? Sirius XM is an excellent example.

Are you watching all of your logistical details? Sampled products must be fresh, packaging must be pristine, and the “brand ambassador” serving the product must be reasonably knowledgeable about the product, as well as a properly presented representative. Sample supplies must exceed anticipated distribution – don’t run out!

Are you providing any follow up incentive? Your mission is to convert prospects into customers. Provide an irresistible means of doing that with a strong, time sensitive offer.

Are you inviting engagement by means of surveying, rating, or referrals?

Are you tracking the results from your sampling promotion and are you learning anything? Note that measurement as it relates to sampling doesn’t mean how many products you gave away. It does mean comparing the sampling investment against the purchase conversion that results.

Are you connecting the prospect with your brand on a wider level? Are you inviting them to your website and social media to learn more and receive other offers?

Are you donating your unused samples to charity (if acceptable) or disposing of them?

Are you reaffirming your brand’s commitment and support for the cause or event where you are being sampled? Don’t assume the consumer will make the connection. Make the alignment stronger and more obvious between your consumer’s values and those of your brand’s by reinforcing it through your marketing communications.

The Blake Project Can Help: Accelerate Brand Growth Through Powerful Emotional Connections

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

FREE Publications And Resources For Marketers

from WordPress https://montydozier.wordpress.com/2017/07/03/guide-to-brand-sampling-program-success/ via IFTTT

[joejstrickl]

Guide To Brand Sampling Program Success

In a hyper-competitive marketplace, the quest for a strategic advantage in connecting brands with target customers is endless. Sampling programs, a tactic as old as marketing itself can create an advantage when wisely executed. Depending on the category, sales conversions have been reported as high as 90%, bringing a new level of disruptive power for brands.

Sampling Connects The Brand With The World Around It

Of course, not all products or services can be sampled by giving them away. And just because you can sample your product or service, doesn’t necessarily mean that you should. In most cases, sampling should be considered as an opportunity to introduce a new offering with the brand’s clearly defined target group … and at a time and place that creates maximum synergy toward a measurable, strategic goal. In that way, sampling is not a strategy per se, but a means to accomplishing a strategy – a marketing tactic.

Eight Dimensions Of Sampling For The Brand Marketer:

1. Creating awareness and curiosity for the brand. That’s a big reason why sampling is so popular when launching a new brand. An important note here: It’s not enough just to sample a product. The sampling promotion must be adequately supported by whatever media (online, print, direct mail, etc.) works for your market. Your customer may respond: “I hadn’t heard of this brand before. This looks/tastes/feels/smells/sounds interesting.”

2. No or low risk to personally experience the brand by eliminating barriers to trial. “I wouldn’t risk paying for that, but since you’re offering it for free, I’ll be willing to try it.”

3. Association of the brand as something beneficial or pleasurable at a critical moment or point of decision. Sampling a product out of context, even it’s the right target group will be ineffective. “I was really thirsty and this tasted great. Next time I’ll consider this.”

4. Creates a reciprocal relationship between your brand and your customer. Your “gift” will be appreciated and may be passed along to someone else who will also appreciate it. Further, sampling triggers a psychological obligation to give back, or purchase.

5. Gathering valuable customer insight and reviews about a new product or service.

6. Establishing future purchase behavior, often by means of an added incentive. This also provides a much-needed metric to evaluate sales lift – particularly in a test market – before a larger rollout.  “This was good, and I can save on my next purchase, too.”

7. Creating talk and social media value about the brand. Social media, such as Facebook, is also being effectively used by brands to promote sampling programs and collect data on their new consumers. “You should try this brand. I did.” Or “I think I’ll ask for a sample of that while they last.”

8. Enhanced brand perception when sampled in conjunction with an event, cause, venue or organization aligned with the brand’s values. “This brand supports what I support in a very real way.”

Sampling Can Be A Part Of Branding “Generously”

Branding Strategy Insider Co-Author Mark Di Somma reminds us that brands can be more successful by being more generous. Giving products away, in the context of the right event, cause, emergency, or challenge, provides a very tangible empathetic message from the brand to those at their point of need, especially when the need aligns with the brand’s values.

Sampling Can Help Overcome Resistance To Change

Some brands will face a greater challenge than a competitor – they will face the challenge of changing perception in order to gain acceptance. As Steve Wunker describes in his piece on lowering barriers to product trial sometimes it comes down to fighting consumer inertia, as in the case of Trader Joe’s offering free samples of its private label products to promote trial and purchase. Or CLIF Protein Bars offering free tastes of its products at sports expos. Or any one of a thousand apps that are launched as freeware in order to find a spot on your smart phone and becoming a part of your life’s routine – and later even more so with subscription upgrades that enhance the experience and capabilities.

Sampling Achieves What Other Marketing Communication Cannot

Sampling has the power of connecting the brand to the heart and mind of the consumer by virtue of a real encounter and personal experience with the brand in a way that is unachievable by any other means. Advertising and promotion may create awareness and may even place the brand on the consumer’s consideration set for a particular category, but it may not be enough to create an opportunity for the all-important trial purchase. Sampling can bridge the gap that stands between mere knowledge of the brand and true “ownership” of it through personal experience.

Sampling Differs From Trial Offers

With a trial offer, there is an implied or assumed future commitment to the brand by purchase or subscription (disclaimers “to cancel” at the end of the free trial period not withstanding). So with a trial offer, there may be a risk to some of an undesired commitment or entanglement should the experience be unsatisfactory. With sampling however, there is no such risk. There are no strings attached. It’s just free to enjoy in hopes that you will want to repeat the experience next time with a purchase.

Sampling And Event Synergy

Every July 4th, the world’s largest 10k foot race, the Peachtree Road Race in Atlanta, Georgia, attracts 55,000 runners and thousands more spectators along the course and at pre-race festivities. It also demonstrates the power of sampling by virtue of the 8 dimensions outlined above. For example, dozens of brands of waters, juices, ice creams, and fruit snacks (many of which are relatively unknown – see Point #1) sample their products to sweaty, thirsty, and hungry participants across acres of a downtown park at the finish line (Points #3, #6). It’s not uncommon to see hoards of tired runners board the buses and light rail for home, arms laden with free food and drink to share and consume with family and friends later (Points #2, #5). Brands that most likely would never find their way into the participant’s shopping cart are now suddenly, and happily, in their refrigerator, waiting to be tried and enjoyed. (Point #4). Probably no amount of advertising could have connected the dots so effectively as that. Not to mention the exponential brand exposure, post-event, to thousands more across an MSA of approximately 4.5 million.

Sampling And Timing Synergy

Sampling isn’t limited to packaged goods. Perhaps the best example of this is satellite radio and premium TV cable channels that sample their programming around weekends and holidays when potential subscribers are stuck in their cars or stuck in their homes with free time for some free entertainment. Sirius XM uses strong awareness campaigns to alert their target audience that their free listening event is happening, creating the urgency to tune in while it lasts. Just as with consumer packaged goods, these marketers are betting that this serendipitous effect with their potential audience will create enough trial to translate into customers for life.

Here are 10 fundamental questions every marketer should address when considering sampling as part of their brand’s marketing strategy:

Are you properly considering sampling as a tactic and not a strategy? Big difference. Sampling should be viewed as a means to an end: Introduction, awareness, trial, market share, etc. And you should avoid sampling to current users of your brand – you will not gain any more loyalty than you already have.

Are you carefully selecting the right venue and timing? Just because the opportunity is there to sample doesn’t mean it’s the best opportunity for your brand.

Are you supporting your sampling via marketing communication or promotion? Sirius XM is an excellent example.

Are you watching all of your logistical details? Sampled products must be fresh, packaging must be pristine, and the “brand ambassador” serving the product must be reasonably knowledgeable about the product, as well as a properly presented representative. Sample supplies must exceed anticipated distribution – don’t run out!

Are you providing any follow up incentive? Your mission is to convert prospects into customers. Provide an irresistible means of doing that with a strong, time sensitive offer.

Are you inviting engagement by means of surveying, rating, or referrals?

Are you tracking the results from your sampling promotion and are you learning anything? Note that measurement as it relates to sampling doesn’t mean how many products you gave away. It does mean comparing the sampling investment against the purchase conversion that results.

Are you connecting the prospect with your brand on a wider level? Are you inviting them to your website and social media to learn more and receive other offers?

Are you donating your unused samples to charity (if acceptable) or disposing of them?

Are you reaffirming your brand’s commitment and support for the cause or event where you are being sampled? Don’t assume the consumer will make the connection. Make the alignment stronger and more obvious between your consumer’s values and those of your brand’s by reinforcing it through your marketing communications.

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