Try before you buy gets a targeted twist

  • Marketing
  • March 31, 2014
  • StopPress Team
Try before you buy gets a targeted twist

Nosh founder Clinton Beuvink and business partner Dianne McAteer have a new venture that aims to make in-home product sampling smarter than sending a shampoo sachet to a letterbox.

Sample Co Black Box sends packages of products to consumers that match the information they supply in a profile, then the recipient sends feedback to be eligible to get more items.

The service makes it easier for companies to get their brand in front of potential buyers and to hear what people think of their products, says Beuvink.

"It's the reality for a lot of marketers and brands that getting consumers to become aware of and try their products is becoming increasingly difficult with the changes in how consumers are getting messages. People are watching less TV and can deselect the brand messages. In most print media subscriptions are difficult to maintain."

It's a combination traditional try before you buy marketing and "new tech" with real time feedback from consumers, he says. The idea formed while Beuvink was working in marketing and management and later at Nosh, the specialty food market.

"A lot of marketers are saying how do you get the experiences, not just the message.

"From a Nosh point of view it was about the experiential elements of getting people to try the products before they buy it."

Sample Co has bought databases to aggregate about 30,000 contacts and wants to add signups from among groups that encompass particular demographics, like Grey Power and Plunket.

The first campaigns will start at the end of May or early June. The products won't be limited to supermarket and could include categories like hardware, specialty or pharmacy, says Beuvink.

Marketers pay from a ratecard based on factors like the size and weight of the product, and the unit price is cheaper with more boxes.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Neuroscience sheds light on media effectiveness
Sponsored content

Neuroscience sheds light on media effectiveness

An intriguing new body of research, which records how media impacts brain activity, has provided new insights into the best ways to structure advertising campaigns across multiple channels.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit