How to get GREAT RE­SULTS from your in-store dem­stra­tion

New Zealand Marketing - - The In Group -

For FMCG brands, in-store demon­stra­tions can be a pow­er­ful part of the mar­ket­ing mix. A well-planned and ex­e­cuted cam­paign can make sales soar and build re­tail con­fi­dence in your brand.

On the flip side, a poorly run cam­paign can waste mar­ket­ing bud­get and neg­a­tively af­fect your brand and your re­la­tion­ship with the stores. So, what do you need to do to make sure your in-store cam­paigns get great re­sults and de­liver strong ROI?

Firstly, make sure your ob­jec­tives are clear and re­al­is­tic and you know what suc­cess will look like. The most com­mon rea­sons for run­ning in-store demon­stra­tion cam­paigns are to drive sales, shape con­sumer be­hav­iour and build store con­fi­dence in a prod­uct’s abil­ity to sell. A suc­cess­ful cam­paign will de­liver strong sales dur­ing the demon­stra­tions and a sus­tained in­crease in sales after the cam­paign is fin­ished.

To achieve this is no mean feat, since it de­pends on get­ting many as­pects of your cam­paign ab­so­lutely right. At The IN Group, we run thou­sands of in-store demon­stra­tions a year with close to a mil­lion interactions. We have found that the most suc­cess­ful cam­paigns tend to have a num­ber of fac­tors in com­mon. Here are some of the key ones:

Lots and lots of stock.

We work closely with our clients’ ac­count man­agers to get as much stock as pos­si­ble on to the shelves in plenty of time for the demon­stra­tions. If you run out of stock to sell dur­ing a demon­stra­tion it is a lost op­por­tu­nity.

Strong sales staff.

Make sure the brand am­bas­sadors you are us­ing are ex­pe­ri­enced and know how to op­er­ate in a store en­vi­ron­ment. Make sure they un­der­stand your brand and what they need to do. I just can’t em­pha­sise enough how im­por­tant it is that the brand am­bas­sadors know how to sell (not just give out free stuff) and are well-trained on your brand! After stock, this is the big­gest in­flu­encer on sales on the day.

A great deal.

Shop­pers ex­pect a deal when they ap­proach a demon­stra­tor, so try to tie in your demon­stra­tions to a price pro­mo­tion, or at least a coupon. You will def­i­nitely see higher sales when you do this.

Stock close at hand.

If your de­mon­stra­tors have a stand, have them sell the prod­uct directly from the stand and po­si­tion them­selves near a prod­uct dis­play if pos­si­ble. If they don’t have a stand, they need to be in a busy foot traf­fic area close to the prod­uct. In our ex­pe­ri­ence, you will see at least 30 per­cent more sales if the demon­stra­tor can hand the prod­uct to the shop­per rather than di­rect­ing them to the aisle.

Pow­er­ful brand­ing.

Think of your stand, tray, uni­form, brand am­bas­sador etc. as a live bill­board. You must cap­ture shop­per in­ter­est and con­vey brand and key mes­sages in a glance. Once you have hooked a shop­per’s in­ter­est it is far eas­ier to get them to en­gage and buy. Nes­tle’s strong Kit Kat brand­ing (pic­tured) un­doubt­edly con­trib­uted to their in-store cam­paign suc­cess in 2017.

The right stores.

In most cases, the stores that you want to tar­get are those that have good foot traf­fic, high reach to your tar­get de­mo­graphic and show sup­port for your prod­uct. Keep in mind that small or re­mote stores don’t al­ways de­liver a good ROI.

The right days and times.

Don’t pre­sume that Satur­days and Sun­days are al­ways the best days for demon­stra­tions. We have found that foot traf­fic and pur­chase be­hav­iour pat­terns have changed a lot over the last few years.

De­tails, de­tails, de­tails.

Make sure your agency (if you are us­ing one) can con­sis­tently repli­cate your re­quire­ments en masse. If your prod­uct re­quires cook­ing or food prepa­ra­tion, this is es­pe­cially im­por­tant. We run many large cook­ing demon­stra­tion cam­paigns for Count­down’s shop­per pro­grammes and have found test­ing, pi­lot­ing and qual­ity con­trol are crit­i­cal to achieve strong re­sults.

Analysing and re­fin­ing.

Fi­nally, make sure you con­tin­u­ously mea­sure, an­a­lyse and re­fine your cam­paign while in progress to en­sure your re­sults keep im­prov­ing. As­sess and cri­tique on com­ple­tion and in­cor­po­rate find­ings into fu­ture cam­paigns.

Get these fac­tors right and you can’t help but get great re­sults!

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