The Free Sample Debate at Expos
There seems to be a free sample debate taking place in the supplement industry. And personally, I’ve seen this first-hand, so I’m willing to chime in with my two cents on the topic. Each brand has their own right to their opinion, but I’m going to lay out mine in this article.
If you’ve ever visited the Arnold Classic Expo, then you know all too well the haul of free samples you are able to leave Columbus with. Many people come with backpacks to fill, leave the expo once it’s full, dump out their stash, and then go back in for more. By the time the expo closes on Sunday afternoon, you could leave with hundreds, if not thousands of free samples. While this might be great for the consumer, it might be incredibly dumb for the manufacturer (and when I say might be, I really mean definitely is).
Let’s take a peek at the other side of the story and have a little free sample debate.
Do Brands Really Need to Give Out Free Samples at Expos?
The decision for brands to give out free samples at expos depends on various factors, including the nature of the product, target audience, marketing strategy, and budget considerations. Here are some reasons why brands might choose to give out free samples at expos:
- Product Exposure: Expos provide an opportunity for brands to showcase their products to a large audience. Offering free samples allows potential customers to experience the product firsthand, increasing product exposure.
- Product Trial: For certain products, especially in industries like food, beauty, or technology, giving out free samples allows consumers to try the product before making a purchase decision. This can be particularly effective in convincing customers of the product’s quality.
- Feedback and Market Research: Expos offer a chance for brands to gather direct feedback from consumers. By distributing free samples, brands can observe customer reactions, collect opinions, and gather valuable market research data.
- Building Brand Awareness: Free samples can contribute to building brand awareness. If attendees have a positive experience with the sample, they may be more likely to remember and consider the brand in the future.
- Generating Buzz: Offering free samples at expos can generate buzz and excitement around the brand. Attendees may share their experiences on social media, leading to increased online visibility.
- Competitive Advantage: In a competitive market, providing free samples can set a brand apart from competitors. It allows the brand to stand out and create a positive impression.
However, it’s important for brands to carefully consider the cost implications and whether the target audience at the expo aligns with their customer demographics. Additionally, some industries and products may benefit more from alternative marketing strategies.
Ultimately, the decision to give out free samples should be part of a comprehensive marketing plan that considers the specific goals, target audience, and budget constraints of the brand.
The Cost of a Booth Space and Free Sample
It’s easy to think that all of these vendors gather in one space to give out free samples and promote their newest launches to the public while having their athletes posing for pictures and signing autographs because it makes sense to do so. It’s not. In fact, it doesn’t make sense at all. It might sound easy to show up to an expo with a booth and hand samples out, however, the amount of coin given up to simply have a small 10×10 booth at an expo like the Arnold or Olympia is astronomical. That’s not even looking at the brands who double, triple, or quadruple that size. Hence this free sample debate.
There’s a reason you only see the large brands at these expos—because the smaller brands can’t afford the booth space let alone a hotel, food, pay for athletes or people to give out the free samples of their products, travel expenses such as a flight, and don’t forget about the shipping costs involved with getting the products to the venue and getting the backdrops/actual booth sent out.
At the end of the day, you’re looking at $100k+ in expenses. Many people might balk at the price and think brands can afford it. And many of them can. But, you have to remember, there is no direct ROI on being present at the expo if you aren’t trying to sell product on-site. And far too many people come to collect a free sample form every booth and don’t care who they come from. So, are they really valuable?
Many people who have booths don’t sell product, they only sample. This is mainly because of the number of people at the expo, and the amount of people at the booth where money is being transferred back and forth. Things can get a little interesting if at the end of the day your cash box doesn’t clear and you’re missing money. Then you have the uncomfortable and tiring situation of trying to figure out if the hired help at the booth has sticky fingers, if they were too dumb and couldn’t count the correct amount of change, or if someone came behind the booth and grabbed some money when no one was looking.
Too many things could go wrong with trying to sell product at an expo, but I respect the choice for those who do. So, what else should we look at regarding the free sample debate?
Personally, I’ve worked booths when I was at MET-Rx and it’s utter chaos inside the booth and there is no way I’d want money being transferred from hand to hand or moved around. Nope. My head hurts just typing this.
A Free Sample For Everyone — And Then Some
To go back to the point I made earlier about the sheer amount of free samples given out, think about society today. Everyone wants a handout. How many of the people taking samples will eventually be customers and buy a product they grabbed a sample of? A very small percentage, that’s who. Brands are literally lighting money on fire and watching it burn. You know who remembers the brands that don’t give out samples? Me neither. No one does. Because they are too focused on the loot they grabbed. No one would be saying, “man, I can’t believe ‘X’ company didn’t give out any free samples, what a bunch of losers.” Doesn’t happen.
You know what giving out a ton of free samples at an expo gives you? Overcrowded booth space and a bunch of moochers. There are people who literally go back two, three, ten times getting the same free samples. Look, I like free as much as the next guy, but I’m also respectful to those who give me a freebie to try. Remember, the brand owes you NOTHING. So, be respectful and quit mooching off of everyone. You look like a little panhandler out on the corner begging for money with your expo plastic bag open wanting a free sample. If you’re that strapped you shouldn’t be buying supplements in the first place.
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