At the start of every International Trade Transaction, before the sales contract is actually agreed, the exporter will typically find the potential buyer eager to see a sample of the products they propose to buy… But is it worthwhile?
The distribution of samples is an effective marketing tool in certain circumstances:
- Low-cost consumer items, e.g. confectionery, stationery or cleaning materials;
- Low-cost specialist items, e.g. medical disposables, chemical products or packaging materials;
- More expensive goods which can be produced in sample size units, e.g. miniatures of alcoholic drinks;
- Goods which would be difficult to sell without samples, e.g. fabrics.
Costing of samples provision
The provision of samples can become a very costly part of the overall export marketing plan. When costing the provision of samples, the exporter must include freight and insurance charges. The following considerations should be observed:
- Control the distribution of samples. Ensure they reach the correct target in a suitable quantity. Samples of ‘attractive’ items have a habit of disappearing before they even reach the export market.
- Consider the outlets for samples, e.g. trade fairs, exhibitions or in-store promotions.
- Do not over-supply samples to agents, distributors or individuals – in some countries they are very likely to end up on the market!
- Be cautious of repeated requests for samples when orders never follow.
- Literature should be provided to support the samples.
- Incorporate a system of feedback if appropriate.
- Assess the feedback obtained after samples have been distributed.
Irish Exporters: Essential Facts is published by Round Hall Professional Publishing and written and edited by the Irish Exporters Association
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