Go Try's new tool for marketers – multi-brand sampling platform

India's only multi-brand sampling platform plans to expand to 10 cities by yearend

Sohini Sen | Mumbai | August 1, 2013

Marketing a product properly is half the battle won. With proper visibility and reach, a product can become popular, which is the aim of marketing after all. And there is a new sampling platform to help this objective. Go Try, India's first and only multi-brand sampling platform, is present at high footfall malls for brands seeking precision sampling for their products. Brainchild of Dhurv Kalra, Go Try was launched after pilot testing in August 2012.

Go Try works in a simple way. There are Go Try kiosks in four malls in two major cities as of now. In each of these kiosks there would be Go Try buddies who would help the target audience or potential consumers register on their iPad. Once registered, the system selects the products which are relevant to that person – depending on age, gender, occupation, etc. – and sends an SMS. On showing the SMS at the kiosk, the customer can get free samples of the different products.

This marketing platform is also beneficial for a client in multiple ways. Go Try aims at solving the challenges posed by traditional random sampling methods such as cost and reaching the correct target audience. On top of that, it ensures visibility of a brand in high footfall areas for months.

The second part of the process involves feedback from consumers. Since it is a one-time registration process, the consumers can come back to the kiosk every time they visit the mall and take another set of samples. They are asked to give a feedback of the last samples they had received, which goes to the client afterwards.

Dhurv Kalra

"We make sure that it is relevant sampling and both the consumer and the client come out as winners in this. There is also the exclusivity factor. We make sure if there is a shampoo on our list, we will not sign up with any other shampoo brand for that time period. With minimum chances of overlapping, clients are happy," said Dhurv Kalra, Founder, Go Try Marketing.

Go Try has four kiosks in Delhi and Mumbai – MGF Metropolitan Mall (Gurgaon), Great India Place Mall (Noida), Inorbit Mall (Vashi, Mumbai) and Growel 101 (Kandivali). As part of its aggressive expansion plans, it aims to target 10 major cities in the next one year.

Maximum sampling is done by FMCG and F&B companies including well-known clients such as Pond's, Vaseline, Quaker Oats, Dabur Real, Nivea, Comfort, Knorr, Hippoo, Surf Excel, Tang, L'Oreal, Garnier Light, Pepsodent, Veet and Vanish. Go Try has a registered consumer base of 45,000 people and more than 250 new users register on a daily basis at each kiosk.

Watch how Go Try works:

Sohini.Sen@BestMediaInfo.com

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