5 Tips for Great Food Product Demos
If you’re selling your food product to retail stores, you’re playing a numbers game. Your sales volume and velocity are everything, and one way to increase them is to conduct product demos. Your retailers or distributors may even require you to do a certain number of demos. Whether you’re planning to do it yourself or hire it out, these are five tips that will help you put on effective food product demos that drive sales.
Make a great food product demo kit.
The best demo kit is one that works for you. But if you’ve never put one together before, make sure you’re carrying all the essentials in a portable way. Create a list that you can check off each time you leave the office, or home, so that you don’t end up at a retailer 50 miles away with no product or no marketing materials. Pre-portion your materials (gloves, toothpicks, cups, etc) so that you, or your demo assistant, can grab and go.
Pack your display with product information.
Your food product demo station isn’t just a place for customers to test your product. It’s also where they learn about and interact with your brand! Make sure that you’ve packed the most brand touch points into one small space as possible. Increase these touch points by wearing branded items, including marketing materials like sell sheets or stickers, and utilizing signage however possible. You’ll also want to include information that the store might require, like allergen warnings!
A good salesperson makes all the difference.
Good product demonstrators are hard to find. And finding one means the difference between wasting money and making sales. Teach your demonstrator to engage the customer, push the product, and know the brand like the back of their hand. They should be able to answer any question that could arise about your product! And if they don’t know the answer, they should be able to give brand-standard information and keep the customer interested.
Systems that scale.
Remember: a demo system that works for one person at one store may not work for 100 people at thousands of stores. If you’re creating unique sell sheets, keeping kits in someone’s trunk, or repeatedly buying small quantities of materials, you won’t scale. Demos are often a logistics game, so don’t be caught with inefficient systems. There will be enough hiccups along the way without your help!
You can hire help!
You likely don’t have time to be conducting these product demonstrations yourself. If it doesn’t make sense for you to fold this responsibility into someone on your team’s role, don’t worry! Plenty of third-party organizations can help manage your product demos for you. Agencies with on-call staff are a great option, but can be expensive (and should be vetted to make sure that the demonstrators actually know about your product). Hiring a single part-time contractor is often cheaper, but you’ll be tied to their schedule and restrictions. Weigh the pros and cons before making any decisions.