Field Marketing is More Effective
Field Marketing is more effective than any other form of advertising because it can measurably impact sales in a very direct and accountable way.
“Half of my advertising budget is wasted away. Unfortunately I don’t know which half” is the quote attributed to John Wanamaker, Philadelphia retailer and marketing pioneer. Even with the advent of digital advertising it is difficult to account how ads exposure and clicks translate into actual unit sales.
Difference Between Solid ROI and Lost Sales
“Per our study (Adweek), in the U.S. 39 percent decide brand choice inside the store and that decision is most frequently triggered by a product demo versus other activities. Twenty-nine percent of shoppers buy products impulsively in-store. How would you rework your marketing if you had this information about your brands?
Activating brands in-store is the single biggest investment most manufacturers should make today, and using a shopper insight-based approach will be the difference between solid ROI and lost sales.”
In Store Demo Campaign
Any field marketing manager can easily figure out the complete cost of in store demo campaign. Understanding factors that contribute to return on this investment is a little more challenging. Most brand builders realize that the product sales during in store demo are only one piece of this puzzle. While it is easy to measure it is only the tip of the proverbial value iceberg.
Another contributor to in store demo profitability is the product residual sales uplift that often lasts weeks after initial event. You need help from the grocer’s POS data or your distributor”s sales reporting to detect and measure it. Keep in mind that grocers benefit greatly from your in store demo investment, as these events lift sales of an entire product category and promote more traffic in their stores. Your demo reports data also has value to both grocers and distributors, and can be used to incentivise them to pool your information resources together as it enhance the value of this information for all.
Brand Awareness contribution of In Store Demo
Lastly, the brand awareness contribution to profitability of in store demo is often targeted, but rarely measured. We have borrowed a methodology from CAC (Customer Acquisition Cost) calculations as it is commonly used in digital marketing to simplify brand awareness contribution estimates and incorporated it into the Demo ROI Calculator available free of charge.
To build this Calculator, we analyzed data collected during thousands of in store demos, including sales numbers for demonstrated products, day of the week variations of foot traffic during the events, and number of shoppers who tasted a product without purchasing it. We also looked at follow-on sales of these items for four-five weeks after the events. This data is a critical asset in your drive to secure more and better shelf space in the stores.
Retail transactions done online afford customers, wholesalers, retailers and even the manufacturers, the luxury of conducting business anywhere at their own convenience. With speed and accuracy, operations can be carried out smoothly - one can therefore see the dilemma traditional independent grocers face. The concerns about falling traffic in your stores are very real as over 71% of consumers trust that they can find better prices online.
So how do you as a traditional retailer survive and most importantly thrive amidst the disruption and turbulence caused by ecommerce? Below are some ideas to increase sale in retail stores.
The first key to survival is to retain and increase foot traffic in your store - this is one of most important grocery store marketing strategies. The good news is that 94% of retail sales are still conducted in brick and mortar stores. Even with the ease of ecommerce, people still prefer a physical experience, a relationship, an interaction with the product or the retailer. This is what defines us as humans - our desire to interact.
The Major Keys to Survival in this Volatile Retail Environment
One of the best strategies to boost number of customer visits in your stores is to leverage this human desire to interact and to discover new experiences. Try to re-imagine your store as an event space which your customers see as being a fun place to visit - not just the place they need to go for weekly provisioning. Promoting limited time price discounts (TPR) on popular and well known products only leads to erosion of margin.
“If consumers come to expect price cuts as the rule rather than the exception, then price promotions lose their ability to boost sales and become unprofitable. “
Consequently, one of the major keys to survival in this volatile retail environment is the creation of exceptional customer experience in your stores. Retail leaders realize that customers now have a plethora of choices available to them. Surely, the store that provides the best experience is certainly where the customers will throng to. In essence, the traditional grocers have the advantage over ecommerce giants in providing quality customer experience through in store demo and other event based marketing strategies.
According to a survey of 1,786 US grocery shoppers conducted by Food Marketing Institute.
“Among all regular food shoppers, brick-and-mortar supermarkets continue to enjoy a clear edge over online grocery retail in perceived performance on key evaluation criteria, especially in providing fresher produce (a top store-selection driver) and better customer service,”
According To a Survey
With the ever dynamic nature of retail today, there is no way you can talk about improving customer experience without including in store demos. This refined tactic helps to draw customers, boost sales of demonstrated products and also improve the sales of other products in that category. To withstand the barrage of online competitors, you have to think of an in-store demo as a network of events rather than one elaborate show. Knowing the right product to demo, duration of each demo and location for the demo are very crucial to your stores survival. In order to measure the impact of in store demos on your stores’ Sales Per Customer Transaction, you have to consider
Understanding return on investment for these promotional strategies can go a long way in attracting the sponsors for them. Analysis of data, collected effortlessly by your POS, holds the key to leveraging vendor’s promotional budgets for increasing foot traffic in your stores. Any quality in store demo agency or vendor’s field marketing organization collects valuable data specific to the demo events they conduct. Cross referencing POS with demo data can produce empirical evidence, that would entice vendors to demos in your stores all day long, and that will lift:
In retrospect, arming yourself with the right information and tactics will give you sufficient leverage in the unstable 'waters' of retail. Reaching out to your customers, giving them the very best and improving on your operations are essential tips for relieving the pressure of online competitors.
Every day, there are many customers who look for companies they can keep purchasing from and brands that can cater for their needs and in turn, increase their loyalty. As a brand owner searches for customers to love his brand, customers also look for brands to love.
Many customers choose a brand because of what their friends or relatives have said concerning the brands while some choose a brand based on reviews they have read on the internet via blog posts about the brand. With the limited time available to make choices, some customers simply find a brand and company they love and they stick with it.
So, as a brand owner, what is required to make customers like and eventually love and remain loyal to your brand? Just as human relationships are built on mutual understanding, a brand owner must understand the needs of his customers and make sure that his products provide solutions to those needs. Also, as a brand owner, you must build relationships with your customers and interact with them effectively.
Brand Creates a Difference
It is every business owner’s dream to have their brands which they have worked on tirelessly to be accepted byconsumers. In order to create brands that will be accepted and loved by consumers, you must know your consumers and know what they like. This can be achieved through surveys and polls.
As a brand owner, you can engage your customers in conversations whether face to face or via telephone or the internet. The more you speak with your customers, the more you get to know them and their preferences. The more you connect with a customer, the higher the chances of increasing the customer’s brand loyalty.
Customer’s brand love increases when a brand is experience based and not product based. When a brand caters for the need of a customer, the customer is most likely to be satisfied and happy thereby, increasing the customer’s love for the brand.
In addition, when a brand creates an emotional connection with consumers, it leads to a deeper sense of brand loyalty and advocacy.
Discounts and Special Offers
It is no longer a new thing that discounts and special offers bring more sales and increase the likelihood of a brand getting more awareness and consumers. Some producers think that offering discounts and special offers devalue their products and this in turn makes their brands appear cheap. Discounts are a helpful tool that can increase brand awareness and increase sales if used in the correct manner.
There are several clever ways to make people buy your products and many successful companies make use of discounts and promotions in a strategic manner to increase their revenue. Without discounts and special offers, many customers who might later become loyal customers might have never bought your brand.
Discounts and special offers, if properly and correctly run, can help increase long term profitability. Discounts, if used often, can become less effective and customers might wait till another time when your brand has a discount before they make purchase and this can lead to low profit rate.
In Store Demonstrations
In order to increase sales on your brand, your in store demonstrations must appeal to your customers. One quick way to start this is to change the job description of a salesperson to that of a consultant, an expert and a friendly person. Customers become more interested in your brands when they encounter a salesperson who is knowledgeable about the product and can answer questions effectively, giving necessary insight and details as at when needed.
In store salespersons must have the ability to connect with customers in a friendly and memorable way that will make them feel satisfied and in turn increase their likelihood to return some other time.
Also, you must figure out how to present your products in a very unique way that is different from your competitors’. Customers get fascinated by something new and just a little tweak can help boost sales and increase customers’ loyalty to a brand. One other important feature is the checkout. As much as possible, try to avoid keeping customers in long lines as this can discourage customers, resulting in many purchases getting abandoned.
Create a sense of community for your customers. You can organize events that can bring your customers together and can help them learn new things and discuss about your common ground.
Customer Service for Buyers
In order to promote sales and gain customers’ loyalty, customer service is an important feature that cannot be overemphasized. Many consumers expect brands to provide help even before they buy a product and after they make purchase. Customer service is a form of customer support that occurs throughout the whole buying process. Every interaction with a customer offers the opportunity to impress and convince customers to buy your brand. Create social support for your customers by utilizing customer service effectively.
Question 1: why do brands matter to consumers?
Brands are important to customers because it helps them identify what they like and what they dislike. As a result of trust and consistency, customers are more likely to buy the brands they are familiar with than one they are not familiar with and this in turn increases their loyalty to the brand. It saves customers decision making time. For instance, when a customer goes to the mall to buy a household appliance, instead of getting acquainted with new brands, he simply does a quick job of picking out the brand he favors and saves himself a lot of stress and time.
Question 2: how to attract customers to buy your brand?
When you have a brand that you need customers to buy, you have to make sure that the product is solution based. Customers will opt to buy a product that they know has the solution to their needs. Identify your client, think about what makes the person happy or relieved and make it available. Have a good knowledge of your industry and a firm understanding of your product. Customers will be interested if they know that you are knowledgeable in your field.
You must also know your customers. For instance, if your brand caters for the needs of the elderly more than the young adults, your target customers will be the elderly and not youths.
Retail is one business that entails a lot of effort to succeed; you can't just wake up one morning, cook up a marketing strategy and expect to flourish. Some retailers currently find themselves in a bit of a fix when it comes to marketing. There are strategies involved in making your product stand out from the rest of the pack, especially if you sell products that can be experienced by the shoppers, you will need something more than just some ads to impress. In store sampling is one of the most effective tools for that purpose.
Brand activation is the art of of driving consumer action through campaigns, brand interaction and experiences. As an upcoming or certified grocery store, in store demo offers are the most effective marketing strategies that help to promote a product. In retrospect, a successful in store sampling or product demo makes, for a strong brand activation.
Product demonstration literally allows the shopper experience every bit of the product and what better way of knowing the quality than tasting it. A bit of a statistics to water your taste buds - in store sampling is known to increase sales by as much as 2,000 percent. Invariably, majority of those shoppers that experience the product go on to make purchase - the very essence of business.
Therefore, it is not a function of how many ads you run - though still a viable marketing strategy, but the combination of in store demos would guarantee notable brand activation in the store, ultimately yielding to a spike in the store's revenue. Consequently, many retailers have adopted this form of field marketing and we will see why "one taste sells better than a 1000 ads".
In-store Demos Offers
These offers have a plethora of benefits to the retailer and the store. Not only does it help promote the product but an in store demo fosters connection. In store demo offers allow you to connect directly to the customer. Furthermore, interaction that spans within and outside the store can also emanate just from in store sampling. Consequently, with the relationship established with the shoppers, you can convert them into loyal customers, hence, the need for experienced brand ambassadors that will help push the right traffic for your product. In fact, the customer could even go about telling people about your product based on the rapport and experience at the product demonstration. The more your connection, the higher your sales. Also, in store demo offers afford customers the luxury of trying different varieties of your product. For example, if it is yoghurt you are trying to promote, you can bring different flavors some people have not heard, and let them try them.
In Store Sampling Survey
This survey is yet another reason to hop on the in store demo bandwagon. Let's check some facts. According to a study, more than a third of customers who tried samples said they bought the product during the same shopping trip. Put simply, more than three out of ten people bought the product after the product demonstration. Now imagine the numbers at the close of the store. You still want to get stuck on the numerous ad campaigns you ran before? In store demo offers also have the glittering reputation of not only increasing an item's sales but also boosting sales for all products in the line by as much as 177 percent on the day of the demonstration. This was according to a 2009 study, “Report on In-store Sampling Effectiveness”.
Brand Ambassadors Charges
Running numerous ads for your products can be time consuming and costly. In store demos are relatively low. Most brands pay $20-$35 per hour to Brand Ambassadors for promoting their products in the stores. Furthermore, there could be some additional charges to the fee if the influencer (brand ambassador) travels from a distance to the store. However, if this is becoming too hectic, you can have a fixed cost demo company as a partner. This will erase hassles that come with planning for a successful in store demo. Interestingly, you can get the attention of prospects through some field marketing techniques like coupons which go for less than a dollar. You might probably be thinking of how much you have spent on advertising online, but not to worry, it is not too late to add another weapon into your retail arsenal.
Retail is a volatile business. Without the right techniques to guide you through, it may be a disastrous journey. In order to swim comfortably and avoid the treacherous waves of retail, you will need to carefully plan your in store demo. No one says that advertising does not work, but with in store demo offers, you have an extra lift above your competitors. This is particularly needed for retailers in the food industry which is highly competitive. It is either you do things creatively or watch others dominate the market. The affordability, ease and luxury in store demos provide the retailers and the shoppers makes it clear to see why "one taste is better than 1000 ads"©. Brands understand this standpoint, hence, the reason they appeal to the emotions of customers all around. Notwithstanding, there are still many intricate details to make the product demonstration a success. Some of which are getting quality brand ambassadors, the right location and having the right product.
Finally, there is something that happens when you come in physical contact to the product or store. The experience cannot be compared to just watching on the TV or listening to the radio. So, we know why retailers and shoppers enjoy In store demo offers.
WHAT IS PRODUCT DEMONSTRATION?
A product demonstration is one of your best sales tools if you have a high-quality product. It is a marketing strategy that allows shoppers see what your product is really about. Here, there are no cameras, just the brand for people to see, feel, hear or taste depending on the type of product on display. Product demonstrations provide visual support to enhance the quality of your sales presentation. Prospects who are more visual or hands-on learners often need to see your product in action to fully grasp its value and potential. Product demonstration also supports what the brand ambassadors say or what the shoppers might have heard before they try the product.
WHAT IS THE DEMONSTRATION METHOD?
It is very easy to miss the mark when planning for an in store demo program. However, you should have some rules to guide you.
Understand that each customer is unique. So, customize your in store demo to suit the customers. One way you can easily understand unique characteristics is by conducting research and getting information from the employees.
Tell the customer's story. Let the customer feel attached to the product by providing information that links them to the product.
Rehearse, rehearse, rehearse.
Test everything beforehand.
After the demo, close the deal.
In store demos are used in department stores and grocery supermarkets in order to introduce customers to products and by doing this, increase their chances of purchasing the product. A retail in store brand ambassador showcases products and give potential customers the opportunity to experience, sample or taste the product. Demos can be effective in increasing sales if handled properly. As a retailer, you must be aware of your customers’ needs and make necessary provisions for these needs. One of the features of demos that can increase the chances of attracting potential customers is the cleanliness of the demo table and surrounding space. When planning an in store demo, put in mind the size of the store and create enough space between aisles and keep walkways free of merchandise. As much as a demo is meant to increase the probability of a customer buying a product, it can also reduce sales if there are cramped spaces in the store due to a product demo and it can turn off potential customers. Below are some of the important tips for a great in store demo:
Engage Your Consumer
In order to have a great in store demo that will add value to sales, you must be willing to engage your consumers. Speak with them and know more about their needs. The more people get to know you, the more they trust you and the more they are likely to buy your product. Most consumers make buying decisions based on their emotions and the more you connect with your potential consumers during in store demos, the higher their chances of buying your product and there is a likelihood that they might become loyal customers.
Have a Great Story
During an in store demo, a product demonstrator must be able to inject anecdotes and funny stories instead of making the potential customers feel like they have been sucked into a sales pitch. For example, if the product is about kids and your potential customers have their kids with them, you can tell a story about how much your kids love the different flavors of the product you are demonstrating. This will make your demonstration more like a friendly conversation and it can make your customers stick around if you can find a way to relate to them and this in turn will increase their likelihood of purchasing the product.
Have a Great Brand Ambassador
One of the key features that can improve in store demo sales in any retail center is the in store demonstrator. An in store demonstrator is the one who introduces a customer to a product and helps them try it as well. The importance of a great in store demonstrator cannot be overemphasized. Customers will most likely prefer to listen to a friendly and knowledgeable sales person than an aloof and overly professional one. Having an air of friendliness and professionalism can improve customers’ willingness to buy a product.
Pick Items that You and Other Staff Members Really Like
During an in store demo, your display of enthusiasm towards a product can increase the likelihood of a purchase. When you like a product and you have full knowledge about it and how it works, you will be very enthusiastic to introduce it to potential customers and your enthusiasm can be infectious thereby, prompting consumers to purchase the item. The next time you want to do an in store demo, choose a product that you like and watch your sales increase as a result of your enthusiasm.
Have the Product Nearby
Another important point to note during an in store demo is the ready availability of the product. Consumers are more likely to buy a product if they can grab it right away than when they have to walk down the aisle to find the product. In case of the latter, there is a probability that they might forget about it by the time they get there.
Have Adequate Knowledge About the Product
Customers like to ask questions about a product and as an in store demonstrator, you must have adequate knowledge about the product as this will give customers the assurance that they are in good hands. When customers ask questions and they are not satisfied with the answers, this can decrease the probability of them purchasing the item.
Question 1: Do In Store Demo Work?
Yes, if carried out effectively. In store demos are a great way to bring customers in touch with products and if done in the right way, it increases sales and can also promote customers’ loyalty to a brand. Most consumers get stuck in the routine of buying the same products over time but in store demos is a great way to showcase new products to consumers and give them a taste of something different from their regular routine and this in turn might increase their likelihood to purchase a product thereby, increasing sales.
Question 2: Who is a Brand Ambassador?
A Brand Ambassador or a product demonstrator is a person who shows consumers how to use or sample a product and helps them try it. Often, a product demonstrator is a store employee and an expert on the product at hand. There is nothing more powerful than a great product demonstration. When done correctly, it allows the customers to see and feel how things will be better if they buy a product and it takes the skill of an experienced and skilled demo person to sway the emotion of potential consumers. A product demonstrator does not have to be necessarily expensive to afford instead, any member of the staff who has adequate knowledge about the product and has an aura of friendliness and professionalism can be a good demo person. The person must be enthusiastic, outgoing, well spoken and quick to learn. The person must possess good communication skills and must be able to draw from personal experience during a product demonstration.