The Santa Clause Principle
The Santa Clause Principle is all about the power of social sampling. Who is the best person to run your sampling program ? Your customer. If you do it right, your fans are the best samplers in the world. They will tell the story best and know which friends should try your product. As a bonus, they do it for free. Check out the video for more details. As a postscript to the video: you can do this both offline and online (on demand samples via a social network or another website).