5 of 5: Survive Range Changes Using Trade Event Days
To adapt the eloquent words of the English poet WH Auden, “Range change reviews …are like the distant roll of thunder at a picnic.” In Auden’s original context, he refers to death, but for many brands who haven’t consistently driven their sales, it amounts to a similar outcome. In addition to driving immediate and sustained sales growth at stores (as explained above), you should use experiential sampling trade days to present your brand at the head offices of your retailer. By focussing at least one day of activity at the head office of your customer you will:
1. Give the lead buyer and their wider category buying team the chance to interact with your brand in your creatively branded experiential environment, to understand your product proposition, elevating it beyond the balance sheet numbers alone.
2. Demonstrate how you are investing in driving sales, by showing them the amazing sampling roadshow that you are touring across their stores.
3. Create the high visibility brand presence for your buyer to have publicly backed, endorsed and stood shoulder to shoulder with your brand – in front of their direct buying team colleagues and the wider remit of head office employees too.
4. Spread-bet the sometimes limited tenure of buyer relationships caused by employees moving on, by showing off your brand experience roadshow to multiple colleagues in the trade buying team.
QUICK CASE STUDY: PRINCES TINNED FISH. To establish their new ranges of tinned fish with the category buying teams across the UK’s leading supermarket chains, Princes used a trade roadshow to introduce 12 of their new season’s flavours. Non-traditional lines were served with meal accompaniments to show them at their best, such as Mexican mackerel served warm on a bed of baked nachos and Indian style fish korma served with a toasted naan bread. Market research was obtained on site from amongst the buying team’s peer group, showing that the huge demand was there for the national listings which they then went on to secure.
If you are interested to find out how sampling can help your brand attain, secure and grow your listings – get in touch for an informative discussion. You will receive expert advice from industry experts – and a range of scalable options to consider for your further review.