Product Sampling in London

Organising a product sampling activation in London can be quite a daunting prospect. There are so many things to consider such as stock, storage, sampling units, staffing, permits, transport, Congestion Charge, Low Emission Zone, uniforms, branding, photography & social media.

Whilst it may seem like a minefield, product sampling in London doesn’t need to be a headache. We’ve put together a few tips and ideas below to help you do it yourself. However, feel free to get in touch if you’d like Quirky Group to make it happen for you.

Quirky Group staff with a product sampling Trike get ready for a busy day of sampling for Fentimans on Valentines Day in central London.

Location & Permits

Where to undertake your sampling activity is likely to be the biggest decision that will affect everything else. You can book spaces in London (e.g. in or outside train and Tube stations). The cost is likely to be several thousand pounds per day and will require lots of planning and submission of thorough plans to the landlord in advance. 

If you are on a budget or have less time though, you can actually activate in many high footfall areas without any permits. Rules vary by London borough, but rather surprisingly for many people, Westminster Council (which covers lots of key areas in central London) is quite relaxed when it comes to sampling:

“Distributing free literature/samples is not a licensable activity within Westminster so a street trading licence is not required. Authorities such as police may move people on if the activity is viewed as causing a nuisance or an obstruction to pedestrians. Organisers are responsible for clearing away disregarded products to ensure they comply with other statutes.” Westminster.gov.uk (as of on 11.05.2020)

So long as you are mindful of not causing a nuisance, you should be fine. Good to know!

Mobility

Parking can be a nightmare in London, so getting all your stock and kit dropped off in exactly the right location can be challenging. That’s why we are big advocates of using sampling units on wheels. This has the benefits of helping you get your stock from a van to the right location, it enables you to move to a second or third location, and in case the Police ask you to move on it makes that easy too.

Branding & Distribution

Inevitably, consumers in London are often in a hurry, especially at rush hour. So the sampling ‘transaction’ needs to happen quickly. Don’t expect your staff to be able to engage many consumers for long periods of time; it’s just not realistic. It is better to train your staff to deliver a very short, clear phrase with the product (e.g. ‘Free Tea’) to encourage uptake, and let the product talk for itself. Or you could deliver the sample with a flyer (but this increases complexity, hands required and risks littering).

Given the sampling transaction needs to happen quickly, and your staff will get somewhat lost visually in the crowds, having elevated branding is hugely beneficial. It improves brand recognition and flags to consumers that there is something happening or being sampled before they’ve even seen your staff. It often means they actively search out your staff, making the whole sampling exercise quicker and more effective.

Elevated branding can be as simple as a branding panel on a pole, a branded helium balloon, or a bar, sampling unit or Tricycle with a raised branding panel.

Branded t-shirts or hoodies for staff will add impact and brand cohesion to the activation. Make sure you consider the time of year and likely weather you’ll be undertaking the activity in, to ensure your staff are warm enough and the branded garment is on display.

Transport and Logistics

Thorough planning is essential for an effective product sampling campaign. It’s worth considering the volume of stock and other kit you need to bring, how you’ll get it there and away and if you’ll need parking.

It’s also worth checking if you’ll be entering the London Congestion Charge zone or Ultra Low Emission Zone and if the vehicle you are using is liable for these charges.

If you are sampling a product best served chilled, consider the air temperature at that time of year and consider if a refrigerated van or insulated sampling unit is required.

Quirky Group helped Teapigs activate Free Tea Day in Waterloo station, London.

Marketing Communications

A great way of amplifying your sampling activation is through great imagery and social media content. Engaging a professional photographer, an agency or one of your staff to pre-announce your activity to your followers and then to post some images and videos across your various social media platforms, is a great way of getting additional brand traction from the activity. 

Quirky Group is an events agency that regularly help brands with their Product Sampling activities in London. Get in touch if you need some help.