Product demos are a necessary evil that is expensive, inefficient, and unmeasurable. Even in the best of times, product demos are difficult because only a small fraction of people tasting the product are likely customers. And they all but disappeared in the pandemic.
The old playbook was having people demo in-store. The new playbook is digital product sampling.
Impact at a glance
“We were in our first year of launch so we needed to drive trial and awareness. During our first three months with Social Nature, over 12,000 people signed up to try our products. We received very good reviews and nearly 80% said they would buy the product again. This is the type of trial and awareness we were looking to generate.”
– Tyler Mayoras, Co-Founder & CEO, Cool Beans
Real-time insights for real-time application
Cool Beans used digital product sampling in-market insights to improve the product usage experience of their frozen wraps.
Based on consumer reviews generated, Cool Beans is now adjusting cooking instructions for the wrap line to improve the overall product experience.
Elevating product experience will ensure that overall marketing investments generate better lifetime value with more repeat sales. Cool Beans has already started to communicate the improved instructions on social and other marketing channels.
Cool Beans is also leveraging Social Nature’s insights to refine product messaging and introduce the brand to new consumers and retailers. The reviews are syndicated to their website, which helps improve online discovery.
Emerging brands need to drive trial and build brand awareness. For us, Social Nature has been the most effective tool we have used for driving trial while also helping to build targeted awareness among high value consumers. We enjoy the quarterly insights downloads with the Social Nature team. They share a detailed analysis of how our products are doing relative to other similar brands and where we can improve our reach going forward. The team knows their business, knows the process, and is super clear with directions and requirements.