Unlocking the Full Potential of Sampling and Product Demonstrations: 10 Strategies for Success

 Picture this - you've identified a need in the market. You've dreamt of the perfect product to solve a problem. You've poured your love, sweat, and tears into the formula, packaging, and ingredients. The time has finally arrived to introduce your creation to the world.

Similarly to the philosophical question, 'If a tree falls in the forest and no one is around to hear it, does it make a sound?' If you create something but no one tries it, does it really exist?

Of course, but that's the challenge—getting a new brand into the hands of consumers with the goal of converting them into paying ones.

One of the most effective strategies for increasing product awareness, driving trial, and boosting sales is sampling and demoing.

Sampling involves giving potential customers a taste, feel, or try of a product before they make a purchase. Conversely, a demo typically involves a live demonstration of how a product works, often accompanied by an opportunity to sample the product. Both strategies allow consumers to experience a product firsthand, creating an immediate, tangible connection with the brand.

"Sampling is crucial for Pastazerts because our chocolate ravioli concept is completely unique and first-to-market, requiring customers to experience these desserts firsthand," said Stephanie Berwick, founder of Pastazerts. "Sampling helps overcome skepticism or questions about the concept and drives trial and in-store sales."

In celebration of Women's History Month 2025, five women-owned CPG brands were invited to sample their products at the Kendra Scott store in Manhattan's SoHo neighborhood.

Here are their tips for sampling new brands.

• Have a tangible takeaway. While it might not be economical to give away your product, a simple business card or piece of literature can go a long way. "We'd recommend handing out business cards and/or practicing a quick one-liner about the business," said Morgan Gold, co-founder of NOSH NYC. When sampling products, most people are shopping for a different reason, and it's easy to lose their attention."

• Be personable. "Be engaged; you never know who you will interact with," Stephanie said. "Create a memorable experience and try to tell your story; that's what folks remember."

• Say hi. "Talk to people regardless of whether they are interested in your product," said Veronica Panzardi, founder of Edggies Veggies. Ask them what they think of your branding, product, and marketing. Everything is a learning opportunity!"

• Practice makes perfect. "Get out and do it as often as you can," said Claire Matern, founder of JONI. It gets easier with practice, and it gives you a chance to change up your talking points, pitch your company multiple times a day, and connect with new potential customers."

• But tailor your pitch. Where you are sampling and demoing should dictate how to market your products. For example, a retail location with significant tourist foot traffic will have different people than a local mom-and-pop independent store. It’s essential to understand the customer base and adapt as needed.

• Have a trash bag or can close by. Trust us. You'll get tired of being asked where the garbage is for cups, napkins, plates, etc.

• Bring functional and versatile supplies. Budget accordingly for your visual display that will draw attention. A custom tablecloth or easy-to-assemble shelves are good options. Check out Claire's display and Dr. Corrie Amos, founder of The Spice Theory.

  
  

  

  
  

• Prepare accordingly. If your product complements something else (for example, seasoning), bring the other item to demonstrate the brand's versatility. For example, Veronica brought popcorn with Edggies Veggies already sprinkled in.

  
  

  

  
  

• Document. Take photos, record content, and ask people to pose with your product. This footage is perfect for social media, user-generated content, and external material (pitch decks, buyer sheets). Check out NOSH NYC's reel for reference. Also, read our blog post "Five Ways to Incorporate Video Marketing on a Shoestring Budget" for more ideas.

• Make connections. “The majority of demos are in retailers, mainly the grocery stores where we sell our products. But I like to find other ways to create a community of chocolate ravioli fans, so I appreciate these opportunities to get in front of potential customers in different venues,” Stephanie said. “If they see our ravioli on the shelf in a local store, they may be more inclined to purchase.”

Bottom Line: Sampling and demoing are indispensable tools for CPG brands looking to break through the noise and build a lasting relationship with consumers. Done correctly, sampling and demoing can be a powerful vehicle for growth, propelling brands to new heights in recognition, customer satisfaction, brand loyalty, and sales. "I appreciate these opportunities to get in front of potential customers in different venues," Stephanie said. "If they see our ravioli on the shelf in a local store, they may be more inclined to purchase."