Marketing

Sampling as a Growth Strategy: How De Soi Engages Customers

January 13, 2026 Maddy E. No comments yet

Introduction to Sampling as a Growth Strategy

Sampling is more than just handing out free products. For brands like De Soi, it’s about creating an experience that communicates the unique value of their offerings. The brand’s focus on experiential marketing and strategic sampling has not only increased its subscriber rate but also established a deeper connection with consumers. By offering a taste of their distinctive botanical flavors, De Soi allows potential customers to experience firsthand what sets them apart from competitors.

The Importance of Experiential Marketing

Experiential marketing is about engaging customers in a way that allows them to experience a product’s benefits directly. For De Soi, this approach is crucial. As Scout Brisson, CEO of De Soi, highlights, the addition of ingredients like chamomile tea can dramatically alter the taste and feel of their aperitifs, something that cannot be fully conveyed through descriptions alone. This realization has led De Soi to prioritize sampling as a key component of their marketing strategy, ensuring that potential customers can truly appreciate the nuances of their products.

Aligning Sampling with Customer Purchasing Behavior

Effective sampling requires more than just distributing products; it demands a strategic approach that aligns with how customers purchase. De Soi understands that sampling is only valuable if there is a clear path for customers to make a purchase afterward. This means ensuring that their products are available both online and in physical locations where sampling occurs. By focusing on areas where they have strong distribution channels, De Soi maximizes the impact of their sampling efforts, turning curiosity into confidence and ultimately driving sales.

Types of Sampling: Conversion vs. Awareness

De Soi distinguishes between two main types of sampling: conversion-focused and awareness-focused. Conversion-focused sampling, such as grocery store demos, aims to drive immediate purchases. These events are meticulously planned to ensure that customers can try the product and make a purchase on the spot, with success measured by sales metrics.

On the other hand, awareness-focused sampling is about creating memorable experiences that encourage trial and discovery. Events like rooftop movie screenings or family-friendly gatherings are designed to build brand recognition and affinity, even if they don’t lead to immediate sales. De Soi evaluates the success of these events using a mix of qualitative feedback and quantitative metrics, understanding that not every sampling moment needs to convert immediately to be valuable.

Effective Execution of Sampling Strategies

The execution of sampling strategies is critical to their success. De Soi’s team initially conducted demos themselves to understand what resonated with consumers. This hands-on approach helped them refine their messaging and identify effective techniques for engaging potential customers. As the brand scaled, they developed a robust training program for brand ambassadors, ensuring that those representing De Soi were passionate and knowledgeable about the product.

Every sampling event is designed to minimize friction, providing clear information and easy paths to purchase, such as QR codes and takeaways. By treating sampling as a serious acquisition channel, De Soi ensures that each event contributes to their overall growth strategy.

Conclusion: The Impact of Strategic Sampling

Sampling, when executed thoughtfully, can be a powerful growth lever. For De Soi, it’s not just about getting products into hands but about creating meaningful experiences that resonate with consumers. By aligning sampling efforts with customer purchasing behavior and focusing on both conversion and awareness, De Soi has turned sampling into a foundational element of their marketing strategy. Other brands can learn from their approach, recognizing that when a product needs to be experienced to be appreciated, strategic sampling can drive significant growth and customer loyalty.