Contents
- What is trialvertising?
- Why use trialvertising?
- Advantages of trialvertising
- Application methods of trialvertising
What is trialvertising?
Trialvertising is a unique marketing strategy that allows potential buyers to experience a product in their everyday lives. This technique is suitable for a wide range of products, from cars to cosmetics. The term "trialvertising" is derived from a combination of the English words "advertising" and "to try," which can be interpreted as "trial advertising."
A classic example of trialvertising is the test drive of cars, which has long been a standard practice. However, some companies, such as Nissan, offer longer test drives, allowing customers to use the car in their daily lives for several days. This not only helps buyers understand how well the product fits them but also creates an emotional connection with the brand.
Why use trialvertising?
The main goal of trialvertising is to integrate the product into the consumer's daily life. By using the product in a familiar environment—at home, at work, or during trips—the customer can assess its convenience and practicality. For instance, when considering sleep products like mattresses, the opportunity to try the product for a night allows the buyer to understand how comfortable it is.
Moreover, trialvertising helps to motivate purchases, as the experience of using the product significantly impacts the decision to buy it. This method is often compared to sampling, which involves offering trial samples. However, unlike sampling, trialvertising provides the customer with the entire product, allowing them to evaluate its quality, packaging, and usability.
Advantages of trialvertising
- Testing in context: Consumers can try the product in a familiar setting.
- Purchase based on experience: Customers make purchase decisions based on personal experiences.
- Distancing from intrusive advertising: Offering free trials creates more trust.
- Improving brand reputation: Brands that address customer doubts and offer trials become more favored.
- Receiving honest feedback: Companies can gather genuine user feedback without additional research costs.
- Promotion without budget: Well-executed trialvertising can increase awareness of a new product without traditional advertising expenses.
- Creating positive brand associations: Brands that care for their customers build friendly relationships and enhance loyalty.
Application methods of trialvertising
Having discussed the advantages, it's worth looking at several methods of applying trialvertising:
Testing
The testing phase is crucial in product development. It helps to determine whether the product meets audience expectations. Real users can provide more accurate feedback than artificially created groups. For example, Adidas offers its customers to test sports products for a period of 2 to 4 weeks, after which they must provide a report on their experience.
Product launch
When launching a new product, it is important to create interest and discussion. Instead of large advertising expenditures, companies can offer free samples. For example, Gillette distributed free dental wipes to passengers of KLM Airlines, which contributed to the discussion and popularity of the new product.
Attracting customers
Trialvertising also helps to quickly attract a new audience. Instead of listing product benefits, companies can simply offer a free trial. For instance, mattress manufacturer Casper gives customers 100 nights to try the mattress for free, significantly increasing the likelihood of purchase.