When is the Best Time to Schedule Your Demo?
While there is something to be said about the quantity of the shoppers, the most important factor is the QUALITY of the shoppers that visit the demo table.
Timing of a demo is extremely important. Most folks make the assumption that in order for a demo to be effective, you want as many people as possible stopping at your demo table during your event.
For example, if you are planning a demo sampling event for a new line of organic baby food for babies 6 months and older, you would be missing your mark by booking a demo on a weekend from 11-3pm.
While you’ll see a lot of shoppers during the premium weekend time slot, the percentage of shoppers who are in your target demographic will be really low. As almost any new mother will tell you, she is probably not going to be shopping mid-day on a weekend.
Statistics show that most likely the woman is the decision maker in the baby food dept. If a mother is staying-at-home all week with the baby, she is going to want to get out on the weekend and enjoy time with friends and family while she has help from her partner. Most likely, shopping will be done during the week during the baby’s nap time or in the evening when she can sneak out.
Natural Selection Promotions completed a campaign for this exact type of product a few years ago, we found that demos completed on weekdays saw slightly less shoppers, but sold twice as much. Overall, the conversion rate, number of sales divided by the number of shoppers who stopped at the demo table, ended up much higher at the weekday demos. Due to this, we ended up running the campaign on weekdays only after a few test demos.
This is just one of many examples that demonstrate how important it is for you to step into your target demographics’ shoes and imagine when they will actually be doing the bulk of their grocery shopping.
On the weekend, a shopper may run into the store to pick up a sandwich for lunch or a case of beer before heading to an afternoon BBQ, but they may not be in the mood to be receptive to purchasing a new grocery item.
Be smart with your marketing budget and target the right shoppers, rather than just casting a wide and expensive net and hoping to catch a few new buyers in the process.
If you have questions about demo coordination services from Natural Selection Promotions, give us a call or send an email to us today. We are always happy to discuss your needs.