Making In-Store Sampling A Consumer Hit

Consumers are naturally drawn to free trials. Brandweek published an article that reveals good news that in-store sampling boosts repeat purchases. Though the report proves it’s worthwhile to offer free trials, brand managers need to measure the success of the promotion for real results.

We’ve conducted surveys that show the majority of event marketing promotions, such as in store sampling, are not conducted properly. Whether it’s free samplings in a package, coupons, or in store promotions, your brand event success is determined by its performance with customers. Therefore, success depends on how well you “inspect what you expect.”

Brandweek reveals consumers who sampled an item where 11% more likely to purchase it again. This presents amazing opportunities for brands to introduce new items or give a boost to current product lines. In order for the repeat purchase to happen, your brands even must be successful. So how do you measure the success of your event?

The best way to measure your event is through a third party auditor. Why? Third party’s are expects at looking for specific details which may be unknown to brand managers or event marketing staff. Independent company who knows the industry and its complexities are best qualified to provide an unbiased evaluation of your program. With that being said, there are specific areas that a third party company should provide your brand with. They include:

1) Timely reporting of the data. Weeks and months should not go by for your brand to see the reports of the event. This is crucial period where adjustments and changes can be made to improve the next event. Simultaneously, the third party audit needs to occur during the entire event. Including pre and post event items. Partial audit of the last hour doesn’t provide comprehensive data.

2) A clear understanding of the results. You don’t to invest in any auditor to examine your event. You need someone who is an expert in your industry. Whether you’re a CPG brand, Travel, Financial, or Hospitality. An expert’s advice is well worth the investment.

3) Relevant formatting of the findings. A post even report has no meaning unless the findings are concentrated on the areas that directly affect the brand. Areas that is meaningful and significant for the brand’s overall success.

Sampling and other event marketing programs can bring your brand to the front line of consumers. If you’re going to count on making a presence with your consumers, count on measuring your events performance for best results.

For more information on our case studies and steps to ensure your event marketing is a success, refer to our white paper “Event Marketing For Brands”

Innovative In Store Marketing Campaigns

Retailers and brands are getting creative with in store promotions. The retail industry is weighing the options of slashing prices or changing marketing methods. Some attempt to do both, others are putting their dollar on creative promotions.

UTalkMarketing.com this week highlighted using the sense of smell to enhance the customer experience. Woman’s fashion store, Burger King, and even a Las Vegas casino have increased sales with using ScentAir. ScentAir’s brand delivers custom aromas for each business. The aromas tap into the customer’s sense of smell which helps the mind recall positive experiences. So far, the science of smell has proven beneficial.

Diageo, creator of Guinness and Johnnie Walker, newest in store promotions is “cooling” the air. The company has developed huge walk in refrigerators which will house the brand and allow the customers to walk out with a chilled beverage. The brand is hoping to the refridgerator idea will boost beer sales in supermarkets across the nation. (Source WSJ)

When sales are hurting, the worst thing brands can do is disconnect from their consumer. Brands and retailers are having to make a hard decision from discounting the brand name with slashed prices or attracting consumer when they are most receptive. Brands thinking long term are looking for creative solutions which will maintain their customer presence when recovery hits.

In-Store Promotions: New Balance’s Quest

New Balance will be emphasizing in-store marketing campaigns in hopes to reach consumers at point of sale. AdAge article discusses how New Balance has decided to reduce media advertising while focusing on in-store efforts. The promotions, targeted at the shelf, will be boosting consumer’s knowledge on style and availability. A campaign to hopefully strengthen the brand as one that meets every runner or athletes needs.

Will In-Store Promotions Work?

New Balance advertising execs understand the athletic consumer. In particular, consumers buying athletic shoes are making the decision at the point of sale. Unlike deciding which milk to purchase, running shoes require the consumer to read labels and physically try on the brand. This is why in store campaigns make sense.

Brands who understand their shopper’s behaviors can customize their in-store marketing to grab the consumer’s attention. For example, New Balance would benefit from promotions which highlight the benefits of the brand. The shoe’s support, width choices, and fit are all deciding factors for runners. The key is to ensure the in-store advertising is done correctly and consistently.

If not done correctly, in-store promotions can be a major failing point in reaching consumers. The promotions need to be done consistently to maintain quality. The only way to ensure quality campaigns, is to measure the promotions. The key lies in the old saying, “Inspect what you expect.”

The critical issue in all of this is to know how to monitor and verify a program. This is where the issue moves to another level. Monitoring and verifying performance is prudent. However, the real payout comes in being able to use the data to not just improve the next program, but to improve the
current program as it is being run.

Tags: in-store promotions, New Balance

Why consumer’s switch brands

Over the holidays I was shopping in Wal-Mart. Passing through the toy section, I noticed Mattel had a beautiful in-store promotion for the Barbie Brand. I was interested in what the promotion involved so I walked over to it. The booth was empty. The person responsible for handling the promotion was not around. I walked away disappointed. The Barbie brand’s promotion failed at the most important level – the consumer.

Brand’s want to positioned above the competition. You want to build loyal customers and have them pick your brand every time. To do so, a brand implements a strategic marketing plan. A successful marketing strategy encompasses understanding why consumers pick the other brand over yours.

Taken from the book “Loyalty Myths: Hyped Tactics That Will Put You Out of Business – and Proven Tactics That Really Work”, co-authored by Terry Varva, here are three reason why consumers switch brands:

1. The preferred brand is out of stock.

2. A competing brand offers better value because of a special promotion.

3. Different occasions dictate the need for products of differing levels of quality.

4. Variety or novelty is desired.

As a brand, you don’t want your consumer’s to pick the competitor. For a strategy you may focus on working with retailers to ensure your brand is never out of stock, have your retailers carry all variety’s of your brand (if applicable), and start in-store promotions.

You’ve implemented them, but how effective are they working? As a brand you might implement a nation wide in-store promotion but the follow through may be less than par. The in-store promotion could be jammed behind extra cases of soda stacked by a merchandiser where consumers would never see it. Or in my case, where the promotion lacked the person.

In-store promotions, stocking, and brand placement should be measured by a third party. Promotions and marketing costs a brand too much to be wasted on lack of at retail follow through.

What ways do you see brand’s promotions not effectively being followed through?