In 2015, UnReal candy wanted to do a short, intense in-store demo campaign to promote their Halloween seasonal products for the 3 weeks leading up to Halloween. They couldn’t start sampling too far before the holiday, or consumers wouldn’t be ready to purchase, but they didn’t want a lot of post-Halloween product left on shelves after the holiday was over. They needed a fine-tuned coordination team to put this all together, and enthusiastic, sales-driven Brand Ambassadors who could rally to perform 3 to 5 demos per store within 3 weeks at NE Whole Foods locations.
In-store demos are a chance to build a relationship with your audience, and that’s exactly what we do.
WEEK SAMPLING CAMPAIGN
Turn-Key and UnReal hosted a live training in both Boston and NYC so that BAs would be fluent with the brand, how to assemble custom-built, UnReal kiosks, and how to communicate with stores regarding ordering up and maintaining stock for our back-to-back demo program. Our team of 22 BAs performed 382 demos in 69 NE Whole Foods Market locations during the 3 weeks leading up to Halloween. Instead of traditional demo tables, we used branded Halloween sampling kiosks, which were eye catching and provided a matching display to the seasonal product end caps and islands. Additional promotional décor and signage were sent to stores and buyers were contacted the month prior to the demos to support the program. Store employees were ecstatic with this fun, totally unique demo approach. They embraced the seasonality of the promotional items and elaborate store displays to help generate additional sales among consumers and fellow employees.
22 Turn-Key BAs distributed 68,500 samples during the 3-week demo campaign! Sales numbers and store & consumer enthusiasm were so high during the Halloween campaign that UnReal continued the streak and partnered with Turn-Key again for targeted Valentine’s Day and Easter demo campaigns the following year.