In-store sampling events work so well at generating new product trial, building brand equities and driving volume that many brand marketers willingly shell out millions of dollars to put programs into the field. Retailers know this, too, and lately a handful have begun charging brand marketers for the privilege of store access. Fees of $5 to $8 per store day are not uncommon, especially in East and West Coast markets, with charges at a few bold retailers approaching the $40 level. For a ...

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