One of the most often overlooked customer touchpoints in the B2B food ingredient marketing world is also one of the most critical: when your customer has a sample of your product in their hands. What better time to continue telling your brand story and move customers along the sales cycle than when they’re about to work with your products? But often, food ingredient companies don’t fully consider everything that’s needed for a first-rate sampling program–something that can elevate your brand, move a lead closer to that sale and show that your company is proud of what it has to offer.
Use samples to show off your company’s quality
Your samples SHOULD NOT appear like an afterthought when someone first opens a package with your company’s logo on it (speaking of … are your shipping containers properly branded?) Take the time to properly design and produce high-quality labels, shippers, containers, packing tape, and whatever else is needed to help your brand stand out among competitors and position your company as a leader. When laying out and assembling the entire branded package, make sure there’s room to include any sales literature, nutritional information and spec sheets so that your customers have everything they need to consider whether to take the next step.
Shipping samples but delivering ideas
Successes in the world of food and beverage manufacturing start with great ideas and bringing them to your customers can inspire them toward their next “big thing.” If your team has the culinary capabilities, put them to work to develop application ideas or product concepts that highlight the benefits of your products and how they align with today’s consumer purchasing trends. Do your homework and learn what kind of applications or product introductions your customer may be pursuing so that you can show how your product can accelerate their initiatives.
Consider the entire experience
Think beyond the actual samples and printed pieces. Steal a page from the playbook of one of the biggest companies out there–Amazon–and apply it to your sampling program. Create an all-encompassing customer experience to gather valuable data that helps refine your products and move prospects closer to the sale.
For instance:
– After a sample request is received, send out an email letting a customer know their samples are on their way to generate excitement. Have a CRM system in place that can help automate this.
– Have your sales team follow up with customers after the sample has been received to continue the conversation.
For an example of how these ideas can all come together for a powerful experience, check out the work we did for Blue Diamond Global Ingredients, and if you’re interested in how our team can help with your sampling program, reach out.