“The most important part of an in-store engagement between a brand and consumer? It all comes down to the product. If it’s not good, nobody will stick around to hear the story”.

Ryan Devlin, Co-founder of This Bar Saves Lives

The impact demos

For brands with exceptional products, including product demos in your marketing repertoire is an absolute must. Product demos or samples give your consumers the opportunity to understand how your product works without the commitment of purchasing first. Customers need to be encouraged, convinced, and reassured; giving them a sample or conducting a demo not only brings them in, but greatly influences decision-making on a psychological level as well. In receiving something for free, they are encouraged to reciprocate, even to the extent of showing loyalty and gratefulness to the brand by making a purchase.

Demoing can come in many different forms: In-store, In-home, Trade shows, Fairs, Advertisements, Roadshows, and more. In-store demos, in particular, give you the opportunity to make two very important things happen: 1) Drive purchase. Demoing is a powerful and practical way to place your product into your customer’s hands at the point of purchase--nothing converts a “consumer” into a “customer” faster than a live sensory brand experience. Let’s face it, a free sample of a beverage, food, or vitamin, or demo of a consumer electronic will influence purchase decision and convert a consumer quicker than any other form of marketing.

2) Accelerate growth for your brand. Demos directly increase: Product interactions, Introductions, Conversions ("Consumers to Customers"), and Sales. This growth also goes beyond the brand and customer, presenting a unique opportunity for the brand to partner with stores for greater awareness, additional product placement, and a beneficial partnership with the store and potentially other brands.

When planned right and executed well, demos can elevate your brand and help you make lasting impressions with your customers. By making that connection, you increase engagement, strengthen your brand’s image, generate quality leads which increase conversion, as well as give valuable insight into your products.

Attack Marketing: Demo smarter

We believe in marketing that moves people, by creating powerful, memorable experiences that build brand awareness and loyalty, as well as drive sales and growth. Every interaction we have with our customers is an opportunity to collaborate, to build trust, and to tell a story that resonates with the brand and its audience. This rings true for demos. Putting together what we’ve learned over the years, we show clients how to demo smarter (not harder).
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These key elements are what we’ve learned, honed, and implemented here at Attack! over the last decade to ensure that our clients are successfully demoing every time, increasing in brand awareness and engagement and more importantly, bringing in the highest point of return on their in-store demos. We’ve witnessed the ‘if-then relationship’ in action: by implementing the following areas throughout your demo process, you significantly increase sales (current and future) and positively affect and raise overall program success.

Consistent, On-brand talent

Advantage

What is more valuable than a first impression? Attack! understands the power of that first moment with your consumer. On-Brand Talent ensures that the first point of consumer contact embodies your brand. The first contact between a consumer and your brand starts with your demo specialist. This moment must be enthusiastic, professional, and centered on brand knowledge to convert that consumer to an actual customer. It is key that your demo specialist or talent have the look, energy, and knowledge that personify your brand. Attack! has nearly 2 decades of experience in the natural products industry. From day one, we have a national network of on-brand demo specialists that understand the industry, product sets, and specific trends, terms, and concerns that drive successful consumer interactions. Our recruiting tools tell us more about each potential candidate’s specific look, experience, and relationship to the brand they will be promoting. This intelligent screening and interviewing process allows us to match the best people with the best brands and ensures that every program will have On-Brand talent that looks, speaks, and acts the part.

Benefit

On-Brand Talent at its most basic level is ensuring your brand is accurately represented. Nothing is worse than misrepresented brands at demos. Off-brand means you have confused your consumers whereas on-brand means you have energized and inspired them. That inspiration produces a higher ROI (Return on Investment) for the client because they attract more consumers and extend the typical engagement time--both of which improve the trial experience and increase onsite sales.

The "Respect the Ride" Campaigning

Core consumer insights

Advantage

One size does not fit all. This is why we dive deep into understanding your target consumer and the brand pillars that are intended to attract and convert that core consumer. It is that initial understanding and collaboration that allow us to begin recruiting and vetting candidates for your program. Because we are judged on performance, we leave nothing to chance.

Benefit

By gaining a more comprehensive understanding of who your core consumer is we are able to effectively target when/where they shop and reach out when they’re there. This also gives our demo specialists insight into their personalities and informs them on how to best interact.

Comprehensive training

Advantage

Comprehensive training and program testing/certification increase field accountability wherein we involve our client's knowledge about the brand and our program goals. Talent who are trained well, sell well. Attack! ensures that all demo talent complete a comprehensive and interactive training program on every retail event which will include a complete overview of program KPIs (Key Performance Indicators), key product benefits, and a full play-by-play of what a successful interaction with a consumer looks like. Providing our talent with clear expectations and deep product knowledge before they go into the field results in more quality consumer interactions and higher in-store sales conversions. Attack! is known for both fun live and web-based program training sessions which typically include messages from representatives of the brand, demo role-playing, and product/program quizzing and certification.

Benefit

One of the biggest complaints we get from new clients is that the past demos have not been getting the sales results they were after--and a core reason for that was attributed to the complacent or “uninvolved” attitude of the talent when engaging with consumers during the demo experience. Our program training curriculum was developed to give staff the information, resources, and positive motivation they need to be highly successful and convert sales in the field.

Staff incentive programs

Advantage

We create loyalty programs with our talent that reward and recognize our top performers in the field. We’ve seen these types of motivators increase onsite conversion rates, talent retention (meaning we get talent to stay on for the whole duration of the program, which can run months at a time), and overall program loyalty (note on its value to ROI).

Benefit

One of the biggest challenges of a demo program can be retaining your originally hired staff. Having to constantly rehire and retrain new talent can be expensive, frustrating, and counterproductive.

Quick turnaround reporting

Advantage

Our demo specialists will complete custom event reports on their smartphones at the conclusion of each demo which means you'll have near-instant access to your events KPIs, conversion metrics, product inventory, event photos, and all pertinent custom program info requested. We know how important it is that you’re able to access and see program results, so we’ve built a client portal that provides field data that is simple to sort, batch, and export.

Benefit

Getting quicker access to reporting means our client can better optimize the program as a whole and their budgets as we go (meaning they’ll know what locations are producing the highest sales numbers and where foot traffic and numbers are not as great). They can then take the info they have from these reports and adjust our efforts accordingly.

Experienced account teams

Advantage

Dedicated in-house account management teams understand the complexity of running large events and what success in the retail field looks like. Our account managers are communication-driven with our talent and clients alike, and are determined to hit program goals and KPIs. Attack! only brings in seasoned, experienced account managers who are exemplary listeners, communicators, and problem solvers. This is not a “9-to-5” industry and our teams use our proven systems and talent networks to make sure that every event is organized and that talent is prepped and ready for success. The biggest compliment we receive is when clients come back to us time and time again because of the relationships they’ve created with and the success they’ve received from our account managers. Account teams keep weekly meetings slated with clients to keep everyone informed of the project’s progress, to address new information, to share updates, and to look forward while also looking back. Teams who manage your staff and logistics are hand-picked and the very best in the industry. Your dedicated account manager is also with you every step of the way in activating the demo schedule. Think of us as your outsourced field marketing department.

Benefit

The effectiveness of the brand ambassador's training and the overall flow of communication and program logistics start and end with your dedicated in-house account manager. Our account managers are trained to have contingency planning in place at every turn and to ensure that every staff member is at every event on time and fully prepared to deliver. They are also responsible for confirming that all event deliverables such as photos, reports, inventory updates, KPI tracking, etc., are received post program and plugged into our system. Attack! staff show rates are typically above 99% and a big for reason this is the skill and effectiveness of our account teams.

Let’s speak to our team

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“In-store demos now offer an opportunity to connect directly with the customer. The more connection, the higher the sales.
”Kirsten Osolind, CEO Re:invention

Conclusion

You hire professionals in all areas of the event experience you are building for your clients. From production to a/v to premiums, fabrication, security, and catering. Why wouldn't you hire experts in event staffing for the same reasons? Hire the best so that you can focus on the master plan of the event and the experience of your clients knowing full well you have a partner that will take your vision and manage it with excellence.
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During the demoPresent content that is relevant to your audience.Tell a story. Present a solution, not just facts and figures.Be engaging, clear, and concise in your delivery.Manage your time by monitoring questions and knowing when to listen.Remember to present the big picture as well as the details (tangible benefits).Document by taking photos, taking note of questions, answers, and highlights.
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After the demoClose the sale.Maintain the connection, follow-up.Track performance and sales.Analyze the data for future sales.Improve where needed.

Before the demoPlan your strategy.Have the right people in place, i.e. talent that is consistent, on-brand.Practice, train, and perfect.Know your audience well. Do your research. Modify your approach accordingly.Use the power of social to attract your audience.Choose your location well.Have your own equipment and test.

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