5 Tips For a Successful Demo

In-store demonstrations are probably the best single tool that brand managers can use to accelerate consumer take-away of their products, through one-to-one sampling or couponing at the point of purchase. Demonstrations can be targeted to designated stores, chains, and geographic areas. They are particularly effective in launching new products needing to secure a permanent home in retail. Product sampling goes beyond same day sales with strong impact on future purchases. 81% of people who bought the product after sampling plan to buy it again in the future. Sales can increase by up to 400% from in store demos! However demonstrations can be a large investment and should be carefully planned. Here are 5 tips to create a successful product demonstration program.

1. Plan your coverage sensibly

With 68% of in store purchases being impulses, in store demonstrations are undeniably attractive as a marketing method. However, it is not always cost effective to use your budget on all stores. You should take time to analyze the store lists and target certain stores based on demographics or volume that best matches your target audience.

2. Coordinate inventory and displays

Demos should be scheduled in accounts that support them with displays and additional merchandise on the retail floor. Demonstrators should be located in the closest high traffic area to the product while not blocking the view of the product being promoted.

3. Enhance Sales with coupons

For your product to stand out more during the demonstration coupons and brochures really enhance sales. Find out what the typical traffic flow is in that store for that number of hours and plan on having at least 50% of that number in coupons. For example, if a drug chain normally rings up 25 stores per hour, you would need at least 50 coupons for a 4 hour demo.

4. Train the demonstrator

Remember that the demonstrator is representing your company to the consumer. The consumer thinks they are the expert on your brand. An experience demonstrator knows how to sell the benefits and not confuse consumers with too much technical information and should be well informed on your product to have confidence while performing the demo. Product sent to the demonstrators should not be detailed marketing facts, but rather the information needed to impart to consumers. Product training information should be under 2 pages and include great selling tips. 70% of purchase decisions are made in store, so the extra effort definitely has its rewards.

5. Use a company that understands your products and the chain

Did you know that the CosPro Agency has access to over 1000 make up artists with at least 2 years of experience? Our special 3 step training program insures that every demonstrator is prepared before they show up at the store. In addition, we have approved programs at Walgreens, Kmart, Sears, Rite Aid and others that can simplify the whole demo process. Call the CosPro Agency for information on one of our customized in store demo programs.