When the shopping environment changed very quickly earlier in the year, one of the first casualties was in-store demos. Retailers sent notices to suppliers that due to public health concerns, they would no longer entertain in-store demos. This is still a reality with most retailers.
It is a challenge, especially in the food industry where a consumer trying a product can lead to a purchase.
Similar to so many things in 2020, we need to explore options and find solutions. As we discussed last week, you still need to generate sales and find marketing and sales tactics that are effective in this new environment.
On April 22 in one of our first Recipes for Success we shared some insights about generating sales in this new environment.
Our experience has been solving problems in the new environment works best when you return to the reasons you want to implement a certain tactic or strategy. The objectives for in-store sampling are:
- Generate product trial
- Reduce risk for consumers to purchase
- Exposure for your product and brand
- Generating feedback from consumers
Our solutions in April
We offered a number of solutions to allow you to deliver the sales without the in-store sampling. These opportunities included:
- Work with influencers to reach their communities
- Increase your social media targeted at the right consumers
- Develop relationships for free or paid mass media advertising
- Re-visit your online community and develop those relationships
We have a new option for you...
We continue to bring forward solutions to some of the challenges you face. That is what we try to do here at SKUFood. After reading an article about Sampler we reached out to them to understand more about their programs. We are excited to tell you Meg Tsvetkova from Sampler will be joining us this week on our Recipe for Success, presented by FCC.
Sampler offers consumer packaged goods companies a solution to sampling that is more targeted and you will generate more feedback from the consumers who try your products. The company has been operating since 2013 and the whole shift in the market in 2020 has put more focus on their services.
We will talk to Meg about how Sampler works, learn about their exciting new e-commerce platform and find out how they can be a part of your next virtual conference strategy.
Join us Wednesday September 16 for our SKUFood Recipe for Success, presented by FCC. We will talk about Sampler and options to in store demos.
We are pleased to share a link to last weeks Recipe for Success, presented by FCC. We talked about the changing retail environment.
September Recipes for Success, presented by FCC
September 23- Developing relationships with existing and potential customers have moved to online meetings and trade shows. Your objectives are still the same, but the tactics you need to employ have changed. There are advantages to the new world we are all operating in and we will help you find them. Virtual meetings can be very effective and now you have the opportunity to attend trade shows anywhere in the world, while sitting at your desk. With proper preparation these platforms can have a very positive impact on your business. Alain Bosse, The Kilted Chef will join me to share some insights about how they have helped producers and processors develop relationships with customers and consumers. Just in time for everyone participating in SIAL!
September 30- Online shopping has increased dramatically since March. It has had a big impact on retailer’s operations but it also impacts producers and processors. Consumers shop differently when they order online. All of the investments made in store are worthless for the 10-15% of consumers who are now shopping online. We will discuss how you can communicate with them in advance and get on their list. The execution is different with each retailer and it will continue to evolve. Your strategy needs to be unique with each customer as well.
At SKUFood we understand it is important to give back. We have the ability to share insights and information you can use in your food business right away. If we were able to get in the same room for an event you would hear me say, “Success in the food industry is not just about making great products to sell; it is about selling the great products you make.” Communicating with your customers in these challenging times is an examples of this.
If you want to talk about generating sales in this new environment or need some advice just send me an email at Peter@SKUFood.com or give me a call at (902) 489-2900.