Anyone who has ever been involved in a cooking demonstration or promotions involving the sampling of food and drink (aka wet dems) knows the challenges of ensuring a professional execution in store.
“Previous campaigns have clearly indicated that when you allow shoppers to sample a product before they purchase they are far more inclined to purchase the product as the risk factor has been reduced. It is a highly influential factor but as a promotional agency we are often hesitant to encourage our Clients to cook or sample in-store because of the logistical issues that may impact negatively on the product,” says Lisa Nicholson of Promotional Intelligence.
First challenge – get the table up. Sounds simple but often a store restricts the usage of tables as it blocks the shoppers path and a promoter will often have to forego the table and find alternative solutions to hold the product. Crates, shelves, trolleys are all alternative ‘tables' that have been witnessed being used in-store. Besides the health risk the overall quality perception of the promotion is severely jeopardised.
Second challenge – find electricity. There are limited electricity points in a store and there is no guarantee that a promoter will be able to secure these sites. The system works on a first-come, first-served basis and this can result in a promoter not securing an access point or securing an access but far removed from the category they are promoting.
Third challenge – keep food samples warm and appetising. Often cooking utensils are limited and once the food is cooked it is difficult to keep warm. Samples can dry out and taste and look unappealing. Pre-cooked food brought into the store can not be compared to a freshly prepared meal in-store and can reduce the attractiveness of the product.
Fourth challenge – creating an overall hygienic, high quality perception for the promotion. It is vital that the overall image projected by the promotion is conducive to encouraging shoppers to stop and sample product.
Fifth challenge – acquiring co-operation from store staff. This can have an enormous impact on the overall success of any campaign. Store staff who are made aware of the promotion can ensure that stock levels are appropriate and assist on the day of promotion to ensure promoter is set up in the correct area and is able to work productively.
The above obstacles were motivations for the establishment of the What's Cooking? service, a new product offering from Promotional Intelligence, which will bring a professional, quality touch to in-store promotions.
What's Cooking? is a formalised Retailer endorsed in-store promotional service in selected Retail stores providing a great platform to promote your product and drive sales. Promoters are trained to an excellent standard (well groomed, understands store environment, good product knowledge) and adhere to strict hygiene standards in line with Retailer Food Safety Standards. The promotion is supported with a striking, eye-catching wrap and located in key trading space. Each table is equipped with an oven, hot plate and cooking utensils.
The strong retailer endorsement and subtle manufacturer branding creates a positive passive endorsement to the product and adds credibility to the promotion. It also drives the curiousity factor and shoppers are enticed to approach the promoter to determine what is on offer.
“What's Cooking? is the perfect solution – it addresses these common logistical problems and promotional objectives are achieved without compromising the brand proposition.”
For further information contact Lisa Nicholson on 031 266 8668 or email: lisa@promointel.co.za
Visit our PRESS OFFICE: Promotional Intelligence is a ombination of advertising, brand management, research and promotional experience.- more....
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