Customers are getting even more skeptical of advertising (only 13% of consumers say they buy products because of their ads).  As a result, product sampling may become the new advertising.

There is a trend toward what has been dubbed “tryvertising”:  ways of promoting the trial of a product, whether that be a 30-second sample of a song on iTunes or a Nike van that is currently touring the UK/Ireland, France, Italy, and Spain, stocking 1,000 pairs of shoes.  It’s a free trial with no strings attached.  The vans pop up in places where people actually run, from athletic events to well-known running spots.  Online retailers using “My Virtual Model,” a device that allows shoppers to “try on” clothes before purchase found consumers bought more and returned less. 

Product samples are popping up in hotels, airports, offices, even cruise ships.  Real world product placements work particularly well in environments of “voluntarily captive audiences” like waiting areas, lobbies, and work areas.  According to Brand Connections, a company that offers product sampling programs, “Give your target audience your product sample when they are most likely to try it, and associate unforgettable memories with the experience.”  Den-tek followed this advice when it sampled its floss product on bags of theater popcorn.

How could tryvertising be used in the professional dental market?  Well, already many companies offer free samples at dental conventions.  If you go through dealers, you may know that you can also have dealers pack samples of your products in their shipping cartons.  Think about other ways clinicians could try your products.  Are you able to offer a “try before your buy” or money-back guarantee on a piece of equipment?  This could well remove any hesitancy in a potential buyer and give you an advantage over the competition.  Does your product fit with another company’s products?  Consumer product companies have used this tactic (ever get a sample box of detergent with a new washing machine?).  How about product samples for new dentists or dental students? 

Look for opportunities to place your products where potential customers will have a chance to try them and like them.  The more barriers to purchase you can remove, the greater your success will be.  Getting your product into the dental operatory and giving the dental team experience with it is a great start.