Sampling to teens can build brands.(Brief Article)

Kate Carr explains how US sampling techniques to teens are guiding UK companies

A once often-derided activity, sampling has recently been given a 'Changing Rooms' style makeover. No longer the preserve of the bored student and shopping centre, this key one-to-one activity has been invigorated with a sense of enthusiasm right for the 21st century. The truth is that sampling always had a strong role to play in promotional activities, but one that became overlooked. Now, however, the pendulum has swung back in its favour.

The rise in popularity of sampling shouldn't necessarily come as a surprise. In an increasingly competitive marketplace, sampling is proving to be a key route to building brands. And as we witness a massive proliferation of new products without the corresponding increase in consumers' …