How to get people to try your brand - 6 proven triggers for brand trial

Getting people to try your brand is not just about being known - it’s about activating the right psychological triggers at the right time. Whether you're launching a new product or reintroducing a brand to market, knowing what motivates trial can turn interest into action.

Below are six key trial triggers that influence behaviour and how to activate them effectively.

1. Spark curiosity with intrigue and excitement

People are naturally curious, especially when something feels new, different or exclusive. Leveraging curiosity can drive consumers to engage with your brand for the first time.

What works

• Experiential marketing campaigns that give people immersive, hands-on experiences with the brand.
• Engaging product demos that highlight unexpected benefits or unique features.
• Mystery or teaser campaigns that pique curiosity and build anticipation before launch.

Imagine:  A new tech gadget introduced through interactive pop-ups in high-footfall retail spaces, allowing consumers to experience the product in a fun, engaging way. Wouldn’t you take a look?

Why it works:

• Curiosity and anticipation encourage emotional connection
• Humans are wired to explore and discover
• Novelty makes experiences more memorable

2. Show clear value – is it worth my time and money?

People calculate what they’ll get in return before they try something new. Demonstrating value - whether through solving a problem or offering better quality - reduces hesitation.

What works

• Strategic retail sampling or service sampling that targets high-potential customers with relevant messaging.
• Trained brand ambassadors who can effectively communicate key benefits and tailor messaging to different customer needs.
• In-store and online consultations and support that guide customers through why the brand or product is worth trying.

Imagine:  A luxury beauty brand launches a new skincare line. Trained beauty consultants are deployed in select retail stores to provide free bespoke colour matches, demonstrating effectiveness while educating consumers on the product’s unique benefits. Yes please!

Why it works:

• Rational satisfaction supports the buying decision
• Highlighted benefits justify time or cost
• Clarity reduces risk and builds confidence in the brand

3. Use social buzz and scarcity to trigger FOMO

If it feels like everyone is trying something new, people want in. Creating urgency through exclusivity and peer activity drives instant interest.

What works

• Pop-ups, exclusive in-store events, or VIP-only access to new products.
• Influencer partnerships and peer-led advocacy
• Brand activations that emphasise scarcity- "only available today" or "limited stock."

Imagine: A limited-edition sneaker does a one-day event. Influencers, pop-ups and user content make it feel like the place to be.

Why it works:

• Fear of missing out pushes faster decisions
• Social relevance enhances desirability
• Scarcity boosts urgency and action to avoid regret

4. Let social proof do the talking

People trust peer recommendations and real-world validation over brand-led claims. Seeing others use and endorse a product makes it feel like a safe bet.

What works

• Brand advocacy through word-of-mouth marketing and peer-to-peer recommendations.
• Authentic reviews and testimonials from real customers.
• Live product or service demos where passersby can see others engaging with and enjoying the product.

Imagine: Launching a kitchen product in high-traffic shopping areas, with live demonstrations. Passersby see real people testing and enjoying the product - creating instant trust and ease.

Why it works:

• Peer approval builds trust faster
• Group validation reduces fear of being wrong
• Seeing others engaged normalises trial

5. Reach people at the right moment

No matter how good your product is, timing matters. Catching people when they’re open to trying something new increases conversion significantly.

What works

• Data-driven retail deployment for activations where and when consumers are already in a buying mindset (e.g. grocery store sampling during peak shopping hours).
• Contextual targeting customers in the right setting (e.g. energy drinks sampled at a marathon, not a quiet bookstore).
• Omnichannel strategies linking and prompting digital and physical trial

Imagine: A coffee brand samples at train stations during morning rush hour. The timing matches the moment of need -a caffeine fix - and drives immediate trial.

Why it works:

• Consumers are more open when needs align with context.
• Convenience removes friction making the decision easy.
• Relevance boosts openness and intent to purchase

6. Visibility and accessibility at the Point of Sale - Making trial effortless

Even the most exciting campaign falls flat if customers can’t find the product when they’re ready to try it. Strong in-store visibility and real-time stock matter more than you think.

What works

• Impactful POS with eye-catching shelf displays, end caps, and aisle takeovers designed to stop shoppers in their tracks and highlight the product’s benefits and urgency to act.
• Digital integration that displays offer instant access to product info, reviews, digital coupons, or even influencer videos.
• Merchandising teams to ensure stock is always available and track planogram compliance and correct product placement

Why it works:

• Visibility captures impulse decisions
• Digital links add credibility and detail
• Simplicity of access removes barriers

Get people to try your brand more effectively

For a sales outsourcing and customer experience agency like CPM, understanding and influencing these psychological drivers is key to getting brands into customers' hands at the right time, in the right place, and in the right way. With our wide range of data led direct and digital sales, sampling, brand activations and events, merchandising and auditing services we can provide and analyse what’s needed to get people to try out your products or services effectively and efficiently. Ask us how.