Melvin Scales, consumer promotion manager at Lifesavers Co., Winston-Salem, N.C., is a strong believer in product sampling. "Sampling is probably the biggest opportunity for gaining trial," he says. In planning a sampling program, it's important to concentrate on the product's point of difference, he says. If it is adequately expressed during the sampling program, that will be reflected in consumer conversion rates. Lifesavers' new Stick-Free brand of chewing gum stands alone in the ...
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