Скачать или смотреть Stop Mailing Sample Boxes. Start Building Belief.

Most manufacturers invest millions in product development, compliance testing, and distribution networks. Then they treat sampling as a logistics problem—ship it out, check the box, move on.

​The result? Samples arrive with peeling labels, smudged finishes, and zero information architecture. But architects and designers are making million-dollar specification decisions based on that first physical impression. If your sample looks like an afterthought, so does your brand. It’s a critical failure point that happens thousands of times a day, costing you projects you’ll never even know you lost.

​Join Michael Bustin (Material AF) for a direct conversation about the gap between what manufacturers think they’re communicating and what specifiers actually experience. Whether you’re competing for high-end specifications or breaking into new international markets, how your material shows up is the highest-leverage marketing decision you’re probably not making.

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What We'll Cover:

​The details that define your brand – Why label alignment, edge finish, and protective packaging matter more than you think

​The misalignment problem – Why sampling gets treated as a logistics task instead of a sales opportunity, where the process breaks down between departments

​AF scorecards – How Material AF evaluates material brand experiences across packaging integrity, information clarity, brand consistency, and the overall "specifier experience"

​What manufacturers can do differently – Aligning operations, marketing, and sales around the sample experience, why this investment has exponential ROI, and what "experiential marketing" actually means for building products

​Who Should Attend:

✔Building product manufacturers who send samples but don't track what happens next

✔ Material marketers who suspect their packaging isn't doing their product justice

✔ Sales teams frustrated by leads that go cold after sending samples

✔ Architects, designers, and specifiers who've received one too many disappointing sample boxes

✔ Anyone curious about why brand experience matters in an industry that talks mostly about technical performance