In the last 2-3 weeks, in-store demonstrations have become a virtually non-existent activity as grocery and food retailers across the country scramble to serve shoppers preparing for extended periods of quarantine due to the COVID-19 crisis.
In our previous post, we discussed how both perception and reality are important factors to consider in formulating a strategy for how best to proceed in today’s uncertain environment.
The Coronavirus COVID-19 epidemic is currently posing unique challenges for businesses in virtually every industry. While it’s naturally human to fear the unknown, all the facts are indicating that this is not a virus that poses an existential threat. Nevertheless, it’s sparking panic and decisions like the postponement of Expo West 2020 – a huge hit to our industry. For an emerging consumer goods brand looking to grow their business in stores, what to do? It’s an interesting question, and one for which we have a pretty clear answer.
If you’re a brand on retail store shelves, there’s a high likelihood you’re running some sort of trade promotion. The sole purpose of trade promotions is to move the brand’s products off the shelf and into the shopper’s cart. It’s the primary way that brands partner up with retailers to drive more sales to consumers.
Demo reports are one of the biggest missed opportunities in field marketing today.
The good news is that these shortcomings are easily remedied. It turns out that consumers actually want to provide their inputs… to a limit. Companies simply need to learn what to ask, and how to ask it – and then be disciplined about asking for answers that will positively impact their bottom lines.