person holding a bottle of hand sanitizer on a plane
Product sampling works best in times where the consumer is changing habits.
Kacy Burdette

By Cindy Johnson

1 hour ago

As spring 2021 arrives, marketers are preparing to unleash spending in anticipation of unprecedented consumer demand. They’re so confident, that some CMOs are planning their biggest marketing initiatives in history. The CMO Council found that a whopping 65% of members recently surveyed expect to increase marketing spend this year to make up for lost revenue and profit in 2020. 

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Cindy Johnson

Adweek opinion contributor Cindy Johnson is president of Sampling Effectiveness Advisor.