In-store demonstration

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^[1]. 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 supermarkets, department or discount stores, or in shopping malls^[2]. 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, coupons 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 contractors who work for a temp agency. Most are not trained to seek out customers likely to buy the product^[3].

Advantages

In-store demonstrations allow potential customers to touch or taste a product before they buy^[4].

History

The concept of the in-store demonstration started to boom in the 1980s^[5].

See also

• Freebie marketing

References

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