IPC Reveals Power Of Sampling In Magazines
New research from IPC Innovator has revealed that sampling of beauty products in consumer magazines can increase product awareness, the chance of readers trying a product and the likelihood of further sales.
The research, conducted in collaboration with advertising consultancy Sampling Innovations, consisted of telephone interviews with 1,000 Marie Claire readers and established key differences between readers exposed to an ad campaign that included a sachet and another display page that did not.
IPC claims its research found a 56% increase in the likelihood of readers purchasing a product that had been sampled from an advertising sachet. The research also revealed that 64% of the readers interviewed had removed the specificly researched sachet, while 80% of those readers had used the product. IPC found that once sampled, the probability of making a purchase was drastically increased.
In addition, 42% of the 1,000 readers questionned stated that sachets make them take more notice of display advertisements as well. IPC states that research of this kind has been rare in the past, but that its findings validate the instincts of many advertisers who choose to sample through magazines.
Commmenting on the study, Martin Corke, group advertisement director of IPC Innovator, said: “The research findings prove that readers positively embrace sachets in magazines and are significantly more likely to make a purchase as a result of sampling products in this way. This research is especially timely as increasing numbers of firms are considering sampling in magazines and we now have proof that it adds real value.”
Derek Lockyer, managing director of Sampling Innovations, added: “This research proves a simple fact: that sampling works in extending brand awareness and increasing sales.”
Earlier this year IPC SouthBank introduced a new look for Marie Claire, featuring a revised format for the iconic women’s fashion title including an editorial overhaul and a lower price to entice new and established readers alike (see IPC Cuts Size And Price In Marie Claire Revamp).
IPC Media: 0870 4445000 www.ipcmedia.comRecent Magazine Stories from NewsLine Emap Unveils New Look FHM To Boost Readership Figures Juicy New Title To Poach Sleaze And Face Readers Dennis Closes Jack Following Disappointing Sales
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