Advertising · Promotion model and two field experiments
The Effects of Free Sample Promotions on Incremental Brand Sales
Marketing Science · 2004
Summary
Unlike coupons, the studied free samples produced measurable long-term sales effects observable up to 12 months later.
For your marketing
Possible founder application
Separate new demand from timing shifts and substitution when evaluating free access. Define incremental outcomes and follow customers long enough to see whether a free experience creates durable adoption.
Reported result
What the study found
Unlike coupons, the studied free samples produced measurable long-term sales effects observable up to 12 months later. Effectiveness varied substantially, even between brands in one product category; acceleration, cannibalization and expansion differed across promotions.
Research question
What the authors investigated
Do free samples create incremental sales, and how much comes from purchase acceleration, cannibalization or demand expansion?
Design
The authors develop a model separating three pathways and analyze two field experiments on free-sample promotions.
Sample and setting
Two consumer packaged-goods sampling promotions; the abstract does not state sample sizes or brands.
Scope and transfer
Limitations to keep in view
Consumer packaged goods, two promotions and study-specific brands; sampling economics differ from SaaS free tiers or trials. Effects varied enough that a single benchmark would be misleading.
Research sources
INFORMS-associated bibliographic record and abstract; the two field studies and sales pathways are directly described in the abstract.