Tips from Attack!’s top Experiential Marketing Managers to maximize your next retail demo campaign.
Updated: Aug 14, 2019
1) HIRE ON-BRAND TALENT
THE LIVE ENGAGEMENT BETWEEN YOUR BRAND AND A CONSUMER STARTS WITH A DEMO SPECIALIST. IT IS VITAL THAT YOUR TALENT LOOK, ACT AND PERSONIFY THE ATTRIBUTES OF YOUR BRAND.
FACT: On-Brand Talent will provide a higher ROI to any in-store event as they attract more consumers and extend the typical engagement time - both of which improve the overall trial experience and increase onsite sales.
2) STUFF TRINING, MAKE IT INTERACTIVE (AND FUN!)
TALENT WHO ARE TRAINED WELL, SELL WELL! A COMPREHENSIVE AND INTERACTIVE TRAINING PROGRAM FOR YOUR DEMO STAFF WILL PROVIDE THEM WITH DEEP PRODUCT KNOWLEDGE BEFORE THEY GO INTO THE FIELD AND RESULT IN MORE QUALITY CONSUMER INTERACTIONS AND HIGHER IN-STORE SALES CONVERSIONS.
FACT: Training programs using dynamic video content and certification increase both talent retention and demo sales numbers.
3) QUICK TURNAROUND REPORTING
TALENT WHO ARE TRAINED WELL, SELL WELL! A COMPREHENSIVE AND INTERACTIVE TRAINING PROGRAM FOR YOUR DEMO STAFF WILL PROVIDE THEM WITH DEEP PRODUCT KNOWLEDGE BEFORE THEY GO INTO THE FIELD AND RESULT IN MORE QUALITY CONSUMER INTERACTIONS AND HIGHER IN-STORE SALES CONVERSIONS.
FACT: Training programs using dynamic video content and certification increase both talent retention and demo sales numbers.
4) MEANINGFUL, MEMORABLE EXPERIENCES
RESPECT THAT SHOPPERS ARE BUSY AND PROVIDE THEM WITH A FUN, EDUCATIONAL AND IMMERSIVE EXPERIENCE TO SAMPLE YOUR BRAND. MOST PEOPLE WILL GIVE YOU 30-60 SECONDS TOPS, SO ITS YOUR JOB TO PRESENT THEM WITH SOMETHING HIGHLY ENGAGING TO MAKE YOUR BRAND STAND OUT (AND GET YOUR PRODUCT IN THEIR CART)
FACT: Sampling a brand before delivering product benefits and price points increases your odds of a demo-sale with first time customers
5) INCENTIVIZE YOUR STAFF
LOYALTY PROGRAMS WORK GREAT WITH YOUR CUSTOMERS, SO WHY ARE YOU NOT REWARDING YOUR DEMO TALENT? RECOGNIZING AND REWARDING YOUR TOP PERFORMERS IN THE FIELD IS A SUREFIRE WAY TO INCREASE ONSITE CONVERSION RATES, TALENT RETENTION AND OVERALL PROGRAM LOYALTY (NOTE ON ITS VALUE TO ROI)
FACT: One of the biggest challenges on an in-store demo program can be retaining your talent. Prevent this by keeping your staff motivated through incentives!
6) EXPERIENCED ACCOUNT TEAMS
DEDICATED IN-HOUSE ACCOUNT MANAGEMENT TEAMS UNDERSTAND THE COMPLEXITY OF RUNNING LARGE SCALE DEMO EVENTS AND WHAT SUCCESS IN THE RETAIL FIELD LOOKS LIKE. STRONG ACCOUNT MANAGERS ARE SOLUTIONS-MINDED, COMMUNICATION-DRIVEN AND MOTIVATED TO HIT PROGRAM GOALS AND KPI’S.
FACT: The effectiveness of your demo staff's training and effectiveness starts and ends with your dedicated in-house Account Manager. They are responsible for making sure that all staff are on-site and on-time, and that all event deliverables such as photos, reporting, inventory updates
7) SOCIAL MEDIA SMARTER
INSIDE/OUTSIDE TEAMS SHOULD BE EFFECTIVELY UTILIZING SOCIAL MEDIA TO BRING MORE PEOPLE AND ATTENTION TO EVERY ONE OF YOUR DEMO EVENTS. LOOK FOR DEMO TALENT WHO HAVE LARGE EXISTING SOCIAL COMMUNITIES AND ENCOURAGE THEM TO POST EVENT PHOTOS AND GET THEIR NETWORK TO THE STORE BEFORE AND DURING THE RETAIL EVENT.
FACT: The effectiveness of your demo staff's training and effectiveness starts and ends with your dedicated in-house Account Manager. They are responsible for making sure that all staff are on-site and on-time, and that all event deliverables such as photos, reporting, inventory updates
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Christian Jurinka serves as the CEO and oversees the business development and strategic vision for the agency. Attack! connects brands with consumers, driving loyalty, purchase and velocity through comprehensive, ROI-focused field marketing services.
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