“Every dark cloud has a silver lining.” Remember that saying? For Brand Ambassadors and for brands banking on demos as a means for driving trial of your products, it’s certainly easy to see the COVID-19 pandemic as a dark cloud. So where is the silver lining?
At the beginning of the unfolding COVID-19 emergency, we posted about “doubling down” on the type(s) of promotion that brands should be doing during the pandemic. As it turned out, our ideas have largely been proven correct. However, there has been some contrary - we'll even call it bad - advice going around, so we’d like to go one step further and clarify what that bad advice is, as well as what brands should be doing instead and why.
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.
Without a doubt, demo day profits are one of the most important metrics of any retail demo program – after all, you only get one chance to maximize this number! So, given the limited time for in-store demos, it’s vital to capitalize on every minute your Brand Ambassadors are in front of shoppers.
We know that designing a winning demo starts with one single factor: hiring the right Brand Ambassador. The quality of your BA can have the single most important impact to the bottom line on your investment. Therefore, you would be wise to spend some quality time preparing an interview process that will result in only GREAT brand ambassadors representing you.
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