# Product Sampling Campaign Plan — Output Template

## Campaign Overview

| Field | Value |
|---|---|
| **Campaign Name** | [e.g., Q1 2025 Moisturizer Launch Sampling] |
| **Product** | [Product name, SKU, retail price] |
| **Objective** | [Primary goal: trial generation / conversion / feedback / awareness] |
| **Target KPI** | [e.g., 500 first-time purchases within 90 days] |
| **Budget** | [Total approved budget] |
| **Timeline** | [Start date — End date] |
| **Campaign Owner** | [Name and role] |

## Target Audience Definition

### Primary Segment
- **Description**: [Who they are]
- **Size**: [Total addressable audience]
- **Qualification criteria**: [Scoring methodology and threshold]
- **Data sources**: [Where you're pulling targeting data from]

### Audience Scoring Matrix

| Factor | Weight | Data Source | Threshold |
|---|---|---|---|
| Purchase history | 30% | [CRM / Shopify / etc.] | [e.g., 1+ purchase in 12 months] |
| Engagement score | 25% | [Email platform / analytics] | [e.g., 3+ email opens in 60 days] |
| Demographics | 20% | [Data provider] | [e.g., Age 25-45, HHI $60K+] |
| Psychographics | 15% | [Survey data / behavior] | [e.g., organic/natural buyer] |
| Recency | 10% | [CRM] | [e.g., Active in last 90 days] |

**Minimum qualifying score**: ___/10

### Final Target Pool
- Qualified recipients: [Number]
- Control group (10-15%): [Number]
- Sample recipients: [Number]

## Sample Size Calculation

| Parameter | Value |
|---|---|
| Confidence level | [90% / 95%] |
| Margin of error | [±5% / ±3%] |
| Estimated conversion rate | [%] |
| Calculated minimum sample | [n] |
| Non-response adjustment (×2) | [adjusted n] |
| **Final sample quantity** | [Number] |

## Distribution Plan

### Channel Mix

| Channel | Units | Cost/Unit | Total Cost | Timeline | Target Segment |
|---|---|---|---|---|---|
| [Channel 1] | [n] | [$] | [$] | [dates] | [segment] |
| [Channel 2] | [n] | [$] | [$] | [dates] | [segment] |
| [Channel 3] | [n] | [$] | [$] | [dates] | [segment] |
| **Total** | **[n]** | | **[$]** | | |

### Logistics Checklist
- [ ] Sample product manufactured/allocated
- [ ] Packaging designed and printed
- [ ] Shipping labels and tracking set up
- [ ] Insert cards with QR codes printed
- [ ] Fulfillment partner briefed
- [ ] Inventory staged at distribution points

## Feedback Collection Plan

### Touch Points

| Touchpoint | Timing | Channel | Incentive | Target Response Rate |
|---|---|---|---|---|
| In-package survey (QR) | At receipt | Physical → Digital | [e.g., 15% discount] | [e.g., 30%] |
| Follow-up email #1 | Day 7 | Email | [e.g., Free shipping] | [e.g., 20%] |
| Follow-up email #2 | Day 21 | Email | [e.g., Bundle offer] | [e.g., 15%] |
| Social listening | Ongoing | Social media | N/A | N/A |

### Survey Questions (In-Package QR)
1. How would you rate this product? (1-5 stars)
2. How likely are you to purchase this product at full price? (1-5 scale)
3. What did you like most about the product? (Multiple choice + open)
4. What would you improve? (Open text)
5. Where would you prefer to purchase this product? (Multiple choice)

## Conversion Tracking Setup

### Attribution Codes

| Channel | Discount Code | UTM Source | UTM Medium | UTM Campaign |
|---|---|---|---|---|
| [Channel 1] | [CODE-CH1-Q1] | [source] | [sampling] | [campaign-name] |
| [Channel 2] | [CODE-CH2-Q1] | [source] | [sampling] | [campaign-name] |
| [Channel 3] | [CODE-CH3-Q1] | [source] | [sampling] | [campaign-name] |

### Tracking Checklist
- [ ] Unique discount codes created and tested
- [ ] UTM parameters configured
- [ ] Conversion pixels installed
- [ ] CRM tags created for sample recipients
- [ ] Landing page live and tested
- [ ] Analytics dashboard configured

## Budget Breakdown

| Category | Cost | % of Total |
|---|---|---|
| Product COGS (samples) | $ | % |
| Packaging & inserts | $ | % |
| Shipping & fulfillment | $ | % |
| Technology (survey, tracking) | $ | % |
| Incentives (discount cost) | $ | % |
| Labor (campaign management) | $ | % |
| Channel fees (subscription box, events) | $ | % |
| **Total Campaign Cost** | **$** | **100%** |

## ROI Projections

| Metric | Conservative | Expected | Optimistic |
|---|---|---|---|
| Conversion rate | [%] | [%] | [%] |
| Number of converts | [n] | [n] | [n] |
| Revenue per convert (first purchase) | [$] | [$] | [$] |
| 12-month revenue per convert (LTV) | [$] | [$] | [$] |
| Total campaign revenue (12mo) | [$] | [$] | [$] |
| **Campaign ROI** | **[%]** | **[%]** | **[%]** |

## Timeline

| Week | Activity | Owner | Status |
|---|---|---|---|
| W1-2 | Audience segmentation and scoring | [Name] | [ ] |
| W2-3 | Sample production and packaging | [Name] | [ ] |
| W3 | Tracking setup and testing | [Name] | [ ] |
| W4 | Distribution begins | [Name] | [ ] |
| W4-8 | Feedback collection | [Name] | [ ] |
| W8-10 | Conversion tracking and analysis | [Name] | [ ] |
| W10-12 | Final ROI report and recommendations | [Name] | [ ] |

## Post-Campaign Analysis Template

### Results Summary
- Samples shipped: ___
- Survey responses: ___ (___% response rate)
- Conversions: ___ (___% conversion rate)
- Total revenue attributed: $___
- Campaign ROI: ___%

### Key Learnings
1. [What worked well]
2. [What to improve]
3. [Unexpected findings]

### Recommendations for Next Campaign
1. [Scaling recommendations]
2. [Channel optimization]
3. [Audience refinement]