From Trial to Loyalty: How Promotions Fuel New Product Growth

Launching a new product has never been more difficult. Consumer attention is fragmented across platforms, shelves are more crowded than ever, and marketing budgets are under pressure to deliver both immediate sales and long-term loyalty. A product that doesn’t gain traction quickly risks being delisted or forgotten. 

In Episode 7 of Engagement Matters, 'From Trial to Loyalty: How Promotions Fuel New Product Growth', Snipp’s Christopher Cubba and Brendon Lemon unpacked how promotions can help brands overcome these challenges; de-risking trials, driving awareness, and building the insights that support lasting growth. 

Why Promotions Matter for New Product Launches  

The odds are stacked against new products. Promotional intensity has risen sharply, with both volume and discount depth increasing as brands spend more aggressively to defend and grow share. Consumers, meanwhile, are more value-conscious than ever, making promotions a critical lever for trial. 

Most launches underperform not because of weak products, but because brands fail to connect strategy and execution. The winners set clear KPIs, define goals, and balance tactics across advertising, sampling, and promotions. 

Promotions aren’t meant to replace other levers - they complement them. Ads generate awareness, sampling delivers experience, and promotions bridge the gap by lowering shopper hesitation and adding measurable impact. 

"If you’re in CPG, launching a new product isn’t optional. But with so many launches under pressure, promotions are one of the few ways to tilt the odds in your favor.” - Brendon Lemon, Director of Business Development, Snipp 

How Promotions Drive New Product Growth 

Promotions directly address the hurdles new products face: 

• De-risking trial: Coupons and discounts reduce the financial risk of trying something new. Promotions remain among the most effective triggers of purchase in competitive aisles. 
• Driving awareness and velocity: Promotions create urgency and visibility at the shelf and online, accelerating trial before distribution opportunities close. 
• Lowering friction: Digital-first formats - mobile coupons, QR codes, and instant rebates - remove the complexity of old mail-in systems, making trial seamless. 
• Controlling costs: Prize-based mechanics such as instant win or gift-with-purchase deliver outsized perceived value at relatively low cost. 
• Capturing data and insights: Personalization is the next frontier of growth, and promotions are one of the most scalable ways to capture the first-party data that makes it possible. 

“Rebates, coupons, sweeps - these aren’t gimmicks. Done right, they’re growth engines that reduce risk, capture data, and build loyalty.”  - Chris Cubba, Chief Revenue Officer, Snipp 

New Product Promotion Roadmap 

Promotions can’t be afterthoughts - they need to be built into launch strategy from the start. Brands with a disciplined, staged approach consistently outperform those that rely on ad hoc tactics. 

Here’s a roadmap for structuring promotions to fuel new product growth: 

Set goals for trial, repeat purchase, and penetration. Establish KPIs and identify the target segments most critical to success. 

Select promotion types that align with objectives. Coupons or sampling reduce trial risk. Rebates encourage repeat. Sweepstakes generate awareness and buzz. 

Balance in-store with digital - social, email, retail partnerships, and retail media networks - to maximize reach and relevance. 

Use burst campaigns for immediate impact or drip campaigns for sustained engagement. Align with distribution rollouts, retailer activations, and seasonal peaks. 

Highlight the benefit and call to action simply. Leverage on-pack and at-shelf cues to amplify visibility. 

Plan for coupon redemption flows, prize fulfilment, sweepstakes rules, and compliance early to ensure smooth execution. 

Examples and Case Studies 

Real launches show how promotions fuel trial and growth: 

1. Cheez-It Snapped 

Sampling was the turning point for this launch. As Brendon shared, he never would’ve picked it up on his own - but after trying it once, it became a regular purchase. This shows how sampling, backed by promotion, can move shoppers from indifference to loyalty in a single experience. 

2. Gatorade’s Twitch launch 

When Gatorade introduced its Twitch line, it wasn’t just about putting bottles on shelves. The launch was supported by one of the brand’s largest-ever promotional pushes, designed to reach digital-first consumers. That combination of scale and relevance helped the product gain rapid awareness and velocity in a crowded beverage market. 

3. Dole Wiggles 

Dole entered the kids’ snacking category with a fruit cup innovation positioned against indulgent, sugary options. Promotions helped secure early trial, getting parents to take a chance on a new concept. In a space where loyalty is built quickly and shelf space is tight, promotions gave Wiggles the momentum it needed to establish a foothold. 

4. Electrolit 

A Brooklyn sampling activation demonstrated the power of promotions to drive immediate sales. Stores saw products fly off shelves as soon as the campaign wrapped, showing how even localized promotions can accelerate sell-through and create strong proof points for retailers. 

Conclusion 

New product launches will always involve risk - but promotions tilt the odds in a brand’s favor. They reduce shopper hesitation, accelerate adoption, provide measurable insights, and fuel long-term loyalty. 

“Promotions aren’t just about trial. They’re the foundation for lasting growth.”  - Chris Cubba, Chief Revenue Officer, Snipp

Looking to fuel your next launch with smarter promotions? 

Discover how Snipp helps brands design programs that drive trial, capture data, and build loyalty here.