Tryvertising!

The “Tryvertising” concept was a Japanese idea which came from The sample lab Tokyo, a store which makes business by selling nothing.

The idea is simply: the consumer is invited to test free products in exchange of a good comment or criticism on this product. It can be about the price, the offer, the color, the smell, etc…

The approach is based on the relation between the product and the consumer. The “Tryvertising” is used because trying a new product is the best advertisement that a company can do to promote its products.

This technic is based on the relational marketing.  The main goal is to offer to the customers a new experience and to familiarize them with the product. Companies which use the Tryvertising hope that the consumers will become the ambassadors of their products and will communicate their thoughts about it on social networks, with their friends, their families, etc...

Some studies were made about it and prove that the majority of the customers wants to be part of the Tryvertising, 35% of the consumers buy the product the day of the commercialization of this one, 24% of the customers buy the product that they have used instead of the product they wanted to buy before this experience.

To do this experience, customers have to go to a “Trystore”. There, they have the choice between different products and brands. They use and try the product and then, answer some questions about the product. They can also use it at their house. Customers have to pay between 3€ and 7€ per visit and 6€ or 7€ per year to become a member of a “Trystore”.

Consumers can also register themselves on a “Trystore” website. This option is free and works as the same as the physics “Trystores”.

Every sector can use this kind of marketing. It can be the fashion sector, the cosmetics sector, the food one, the high tech one, etc…

This technic is new and can be a good way to promote a product. This one can also be a way for the customers to have some fun by trying some products!

Pauline HAOND