Mixtape Marketing have launched a new online platform for brands to sample directly to consumers, called Samplify.
"Over the past few months, we have been looking at new ways for brands to connect with consumers,” saidAlbi Larkin, director at Mixtape. “Everyone still likes getting free product samples, so we’ve created a platform where consumers can sign up and get a box of free goodies every month. Registration is easy and it’s completely free to the end user.”
Fellow director Niamh Kellett points out that brands usually supply large volumes of sample stock for goodie bags at events up and down the country. With none of those events happening for the foreseeable future, Mixtape Marketing are conscious that there are likely to be warehouses of stock, gathering dust and going out of date.
“We wanted to create a route for these samples to still make it into consumers’ hands,” she said. “With the sample, brands can include a voucher or coupon and some product information. We will ask consumers to share their honest reviews with their peers, encouraging them to become micro-influencers. When someone tags #samplify in a social post, they’ll be entered into a draw to win prizes.”
'Natural Extension'
According to Neil Devlin, director with Mixtape, Samplify is a natural extension of their service offering.
“As the market changes, we need to adapt to the needs of our clients, and how we interact with their consumers,” he says. “People will always want to experience a new product so, as an experiential agency, we need to create more opportunities to allow brands to connect in a memorable way.”
Samplify has already signed up 5,000 ‘samplifiers’ who will receive the first delivery in August, and by September the community will boast 10,000 members, a respectable sample size for any sampling campaign.
The August delivery contains a mixture of day-today grocery brands, some new product launches, and a unique gifting idea. From a demographics perspective, the Samplify community is thus far made up of approximately 60% females.
New Platform
Over 70% of the community fall into the 18 to 39 years age category, and 80% of those registered to date are urbanites. Samplify wants brands to use this new platform to not only sample to the community, but to also engage with them.
“The option is there to upgrade the package to include some product information, a voucher for money off your next purchase, or a follow up consumer survey and post campaign report,” said Larkin. “All logistics are handled via the Mixtape Marketing warehouse in Blanchardstown where the boxes will be picked and packed by hand and delivered next day by a reliable courier partner. The concept has already optioned brands for September, October, November and December deliveries, with initial interest in the service proving to be extremely positive.”
The website samplify.ie is now live for consumers to register, and brands can find out more by emailing [email protected] to book in a campaign.
Mixtape Marketing are an experiential agency based in Blanchardstown since 2012.
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