Food demonstration & sampling agency Demoworks (owned by Greg Partington) was recently commissioned by NZ Pork to lure Kiwi shoppers to the delights of its loin roast.
The ensuing in-store tasting and demonstration campaign resulted in an 18% increase in sales for NZ Pork proving, says Demoworks general manager Phil Neely, “that there really is no better way to get brands in front of consumers than sophisticated in-store marketing campaigns”.
Demoworks was commissioned to engage supermarket customers around NZ in an experiential demonstration. “Demoworks cooked the NZ Pork loin roast in-store, enticing shoppers with the mouth-watering aroma, letting them taste the delicious product for themselves,” Neely says.
“Demoworks’ style of in-store food demonstration is more effective than that of competitors because shoppers not only sample the cooked product but are educated on how to cook it themselves. This was key for NZ Pork as research has shown many consumers don’t know how to cook pork. The tips and advice consumers are given during the demonstration mean they walk away feeling confident about cooking it themselves.”
Neely says while in-store sampling and demos are not new to NZ shoppers, the platform is still widely under-used by most businesses operating in the field of fast-moving consumer goods (FMCG).
“Manufacturers recognise stores as vital locales for consumer marketing and yet we don’t see very high levels of participation from companies looking to increase sales through consumer trials. “There really is no better way to get their brands in shoppers’ hands – or mouths.”
Neely says that in foreign markets in-store sampling and demonstration campaigns are an integral part of any FMCG marketing mix and are used far more regularly to give customers a new experience as they fulfil their weekly grocery shop.
“Wal-Mart in the USA has even gone so far as to create its own demonstration/display stands for its suppliers to leverage, offering a streamlined, consistent demonstration platform to engage shoppers.”
More info at www.demoworks.co.nz.