Getting started with sampling communities - Your audience is waiting! - Intelligent CXO
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Getting started
with sampling
communities
Your audience is waiting!
SoPost | 2021 | Getting Started with Sampling Communities
Want to reach precisely targeted and
exceptionally engaged consumers for
your next product launch or
promotion?
They’re already waiting for you — at
sampling communities.
One of the most efficient ways to target and
execute digital sampling campaigns is
through online communities. Communities
are opt-in groups of consumers who have
already raised a hand to say: “I’m in-market
and want to try your products.”
In this guide, you’ll discover what online
communities are all about, how to leverage
them to grow your brand and revenue, and
what successful campaigns look like.
Let’s go!
SoPost | 2021 | Getting Started with Sampling Communities
What you’ll 01
What is a sampling
02
Why community
learn in this
community? data is so valuable
guide
03
What the consumer
journey looks like
04
The unique benefits
of SoPost-powered
communities
05 06
The results other How to get started!
brands are getting
SoPost | 2021 | Getting Started with Sampling Communities
SoPost | 2021 | Getting Started with Sampling Communities What is a sampling community? Online communities like PopSugar Dabble, Marie Claire Beauty Drawer, and OK! Beauty Club, are platforms where consumers can opt-in to receive sample offers based on their preferences. By providing profile information, they can receive free sample offers that are relevant to their interests. New moms looking for the best products for their babies; beauty buffs who love to try the newest shades, scents, or serums; foodies; fitness fans, and many other categories of consumer provide profile information in order to receive products to try. Marketers like you can then segment and target the community with sample offers and see measurable growth in awareness and purchases because the audience is so relevant and engaged.
Granular data
you can trust
for targeting
Communities offer exceptional high-quality
data that is safe and fraud-free
c Community members build their own
personal profiles. They share their name,
email address, shipping address, age and
gender.
c Personal characteristics and preferences are
captured in question categories like beauty,
family, or health.
c Aggregated data can then be segmented to
enable brands to target only the community
members who meet their criteria.
SoPost | 2021 | Getting Started with Sampling Communities
They Join
You Target
Consumers sign up to the You target your sample offer to the
The community community and create profiles.
Personal characteristics and
relevant member segment. You
can include diagnostic tools so
consumer journey preferences are captured in
question categories like beauty,
family, or health.
consumers who request samples
can choose a shade, flavor, or other
option. Consumers can also opt-in
to further marketing at this point.
We Deliver
They Review
Your sample is delivered to Consumers provide feedback
the consumer’s doorstep. All on your products, and answer
fulfillment and packaging is any custom questions you
handled by SoPost.
create for future product or
campaign development.
They Purchase
You Analyze
Follow-up messages and any We provide rich, detailed
incentives are delivered via email post-campaign analytics on
to capture intent and drive sales every aspect of your
directly.
campaign and the
consumer experience.
SoPost | 2021 | Getting Started with Sampling Communities
The bene ts of
Highly relevant data segments
High response rates
Stronger, deeper audience data A highly engaged audience
for precision-targeted results in excellent response
the community
fi
campaigns, reaching only the rates. Click-to-purchase is also
most relevant consumers. consistently higher than average
channel
AI-driven filtering validates your at 27%.
audience to minimize waste.
Trusted, brand-safe Rich data and analytics
environment
SoPost’s advanced technology
Trust in the community partner platform gives you robust data
brand means better results for for both quantitative and
you. And as the user journey is qualitative analytics.
fully self-contained, it’s 100%
safe and fraud-free.
Enthusiastic engagement
N o variable media spend or
The opt-in format, a personal surprise fees
community dashboard for each N o need to buy traffic or social
consumer, free samples, and a paid promotion SoPost :
great consumer experience add Communities are an end-to-end
up to guaranteed consumer channel solution with no hidden
engagement. fees.
SoPost | 2021 | G etting Started with Sampling Communities
Case study: Pollen
A 10,000 member
focus group
9,984
9,984
targeted consumers
targeted consumers
Pollen wanted to drive sales and With PopSugar Dabble powered Requested a sample
received a sample
awareness of its products while by SoPost, Pollen was able to
gathering insight and consumer sample three of its products to a 3,046
3,046
five-star reviews five-star reviews
feedback along the way. But highly engaged and carefully earned
earned
CBD-containing products face curated audience. The campaign
certain advertising restrictions in simultaneously served as market 57%
57%
the United States, so Pollen research for Pollen, allowing the consumers opted-in of consumers
turned to sampling as a way to brand to better understand how to further marketing
opted-in to further
reach their goals and stay the different sampled products marketing
87%
compliant. were received.
of consumers would
87%
recommend CBD
of consumers would
Gummies to a friend
recommend CBD
Gummies to a friend
SoPost | 2021 | Getting Started with Sampling Communities
SoPost | 2021 | Getting Started with Sampling Communities
Case study: IMAGE Skincare
Spas closed, but
communities stayed open
73%
IMAGE Skincare products of consumers said they
25-34 on an active beauty
would switch to IMAGE
are normally sold in spas, but community with an audience
Skincare’s Vital C
during the pandemic, that eager to provide product Anti-Aging Serum as
channel to loyal customers feedback.
their everyday serum
was cut off. The brand was
looking for a way to engage Once activated via Dabble, 96%
customers directly while also IMAGE Skincare was able to of consumers would
learning more about their recommend Vital C
quickly distribute their samples
Anti-Aging Serum
D2C audience.
and in turn gather detailed to a friend
insight on the serum as well as
On PopSugar Dabble, IMAGE overall brand feedback.
57%
Skincare was able to run a of consumers were likely
targeted sampling to buy within the next six
campaign to women aged months
SoPost | 2021 | Getting Started with Sampling Communities
With SoPost,
it’s seamless.
With SoPost communities, Ready to tap into sampling
we take care of everything communities powered by
f rom end to end, including SoPost?
point of activation,
fulfillment and feedback. Build an engaged audience of
brand and category
SoPost is a technology
enthusiasts by sending
company that works with
product sample opportunities
many of the world’s leading
directly to consumer inboxes.
brands to help them run
It’s a powerful way to reward
their online product
existing customers, acquire
sampling campaigns. We are
new customers, and drive sales.
also the engine behind the
leading online communities
for digital sampling, making
the entire campaign process
effortless for brands.
SoPost | 2021 | Getting Started with Sampling CommunitiesRelevance. Data. Analytics.
Your product samples in the
right hands.
Contact us on sales@sopost.com
to learn more.
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