Demo (marketing)
Encyclopedia
In marketing
, an in-store demonstration (or "demo" for short) is a promotion where samples of a product are distributed to customers within a store. The goal of an in-store demonstration is to introduce customers to the product in hopes of getting them to purchase that item. Products that often are sampled during in-store demonstrations are new products or new versions of already existing products that have recently been introduced to the commercial marketplace, and that the manufacturers are attempting to advertise
.
In-store demonstrations are usually performed at large places of retail, such as supermarket
s, department
or discount store
s, or in shopping mall
s. The products that are promoted at in-store demonstrations may be food
and beverages, food preparation equipment, housekeeping
products, personal care
items, or occasionally other types of goods. The samples that are distributed may either be in readymade packets pre-assembled for the demonstration, or are prepared on site by the demonstrator. Some demonstrations involve the distribution of prepared food, requiring the demonstrator to bring equipment such as a microwave oven
or hot plate
to the location.
Often, coupon
s for the product are distributed as part of the demonstration. Some demonstrations consist of coupon distribution only.
Demonstrators may be employees of the store where the demonstration is being performed, employees or the manufacturer of the product, or independent contractor
s who work for a temp agency
. Most are not trained to seek out customers likely to buy the product.
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
, an in-store demonstration (or "demo" for short) is a promotion where samples of a product are distributed to customers within a store. The goal of an in-store demonstration is to introduce customers to the product in hopes of getting them to purchase that item. Products that often are sampled during in-store demonstrations are new products or new versions of already existing products that have recently been introduced to the commercial marketplace, and that the manufacturers are attempting to advertise
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
.
In-store demonstrations are usually performed at large places of retail, such as supermarket
Supermarket
A supermarket, a form of grocery store, is a self-service store offering a wide variety of food and household merchandise, organized into departments...
s, department
Department store
A department store is a retail establishment which satisfies a wide range of the consumer's personal and residential durable goods product needs; and at the same time offering the consumer a choice of multiple merchandise lines, at variable price points, in all product categories...
or discount store
Discount store
A discount store is a type of department store, which sells products at prices lower than those asked by traditional retail outlets. Most discount department stores offer a wide assortment of goods; others specialize in such merchandise as jewelry, electronic equipment, or electrical appliances...
s, or in shopping mall
Shopping mall
A shopping mall, shopping centre, shopping arcade, shopping precinct or simply mall is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to easily walk from unit to unit, along with a parking area — a modern, indoor version...
s. The products that are promoted at in-store demonstrations may be food
Food
Food is any substance consumed to provide nutritional support for the body. It is usually of plant or animal origin, and contains essential nutrients, such as carbohydrates, fats, proteins, vitamins, or minerals...
and beverages, food preparation equipment, housekeeping
Housekeeping
Housekeeping is the act of cleaning the rooms and furnishings of a home. It is one of the many chores included in the term housework. Housecleaning includes activities such as disposing of rubbish, cleaning dirty surfaces, dusting and vacuuming. It may also involve some outdoor chores, such as...
products, personal care
Personal care
Personal care or toiletries is the industry which manufactures consumer products used for beautification and in personal hygiene.-Subsectors:Subsectors of personal care include cosmetics and feminine hygiene....
items, or occasionally other types of goods. The samples that are distributed may either be in readymade packets pre-assembled for the demonstration, or are prepared on site by the demonstrator. Some demonstrations involve the distribution of prepared food, requiring the demonstrator to bring equipment such as a microwave oven
Microwave oven
A microwave oven is a kitchen appliance that heats food by dielectric heating, using microwave radiation to heat polarized molecules within the food...
or hot plate
Hot plate
A hot plate is a portable self-contained tabletop small appliance that features one, two or more gas burners or electric heating elements. A hot plate can be used as a stand alone appliance, but is often used as a substitute for one of the burners from an oven range or the cook top of a stove...
to the location.
Often, coupon
Coupon
In marketing, a coupon is a ticket or document that can be exchanged for a financial discount or rebate when purchasing a product. Customarily, coupons are issued by manufacturers of consumer packaged goods or by retailers, to be used in retail stores as a part of sales promotions...
s for the product are distributed as part of the demonstration. Some demonstrations consist of coupon distribution only.
Demonstrators may be employees of the store where the demonstration is being performed, employees or the manufacturer of the product, or independent contractor
Independent contractor
An independent contractor is a natural person, business, or corporation that provides goods or services to another entity under terms specified in a contract or within a verbal agreement. Unlike an employee, an independent contractor does not work regularly for an employer but works as and when...
s who work for a temp agency
Temporary work
Temporary work or temporary employment refers to a situation where the employee is expected to leave the employer within a certain period of time. Temporary employees are sometimes called "contractual", "seasonal", "interim", "casual staff", "freelance", or "part-time"; or the word may be shortened...
. Most are not trained to seek out customers likely to buy the product.