Chapter 1: GENERAL KNOWLEDGE AND CUSTOMER SERVICE

As an Event Personnel Demonstrator, you are responsible for interacting with consumers, store personnel, local food brokers, manufacturer representatives and must be professional, reliable, and knowledgeable. Did you know that?

• Demonstrations have a higher return rate than any other form of advertising.
  
  
• There are more than 3 million sampling and demonstration days each year, accounting for millions of dollars in earnings for demonstrators and event personnel.
  
  
• Demonstrations increase immediate sales and create impulse buying.
  
  
• Demonstrations build brand awareness and create excitement in the store.
  
  
• Demonstrations let the consumer see the product, taste the product, and learn how to prepare the product.
  
  
• Demonstrating creates a great opportunity for new sales.
  
  

Everyone benefits from them steady growth of in-store sampling and demonstrations. Retailers welcome the extra traffic these events bring to their stores, manufacturers enjoy the special treatment of their brands, and shoppers look forward to the diversity sampling provides. The amount of product you sell directly affects the future of the in-store promotion industry.

Who is your "client" or "customer"?

Your client/customer can be any or all of the following:

• The demonstration company that hired you, gives you job assignments, and reimburses payment for your services
  
  
• The retail store in which you are performing the work
  
  
• The manufacturer or marketing company that has contracted with your local demonstration company to schedule you to conduct the event
  
  
• The customer in the store who will be buying the product
  
  

While all the "clients" listed above are equally important and each have different expectations of you, they all share the same purpose. That purpose is to provide your clients/customers the most memorable sales experience and in the process achieve a significant and powerful presentation of the product you are representing!

The best demonstrators know clients are important people; you care about them and want to meet and exceed their expectations. Below is a list of what ALL event-marketing companies expect when dealing with the client:

Ethical Behavior/Work Quality:

• Clients trust demonstrators with their promotional products (coupons, rebates, signage, etc.) and you, as a demonstrator, cannot abuse this trust.
  
  
• Always remember that your actions reflect on client and store images. Within the stores, and in all your contact with store personnel, you must conduct yourself in an exemplary way. This includes appropriate and professional dress, language and treatment of people, including team members, customers and store employees.
  
  
• Always present each product to encourage a sale, passing your knowledge onto the consumer accurately, and report your work in a timely manner.
  
  
• Work your scheduled hours; show up on time, take scheduled breaks, complete reports, make necessary telephone reports on a very timely basis.
  
  

Remember, you have chosen a career in sales and represent the manufacturer, marketing company and your demonstration company, along with the product.

Background Security Investigations:

Recently, more and more retailers and manufacturers are requiring a screening process of event personnel prior to scheduling them to perform events. Inquire with each agency that you are scheduled to perform events for as background checks from agency to agency may differ.

Demonstrators who go the "extra mile":

• Arrive at store knowing about the product to be sampled.
  
  
• Pay attention to the small details that are important and encourage the consumer to purchase the product.
  
  
• Assure adequate product is easily available for the consumer to purchase
  
  
• Accurately complete assigned paperwork and report information on time
  
  
• Develop a relationship with store personnel to assure a successful event
  
  
• Know their product, Know the store they are in, Know the consumers who visit that store.
  
  
• Will be rewarded by recognition and monetary rewards, as well.
  
  

What happens when you don't meet the needs of the client?

• Launching of a new product or a new variety will fail.
  
  
• Store will have "forced product" leftover, and will not be happy
  
  
• No Sales= Unsuccessful Event
  
  
• Demonstration companies will appear to have incompetent demonstrators
  
  
• Marketing Companies will contract with other Demonstration companies, not yours
  
  
• Marketing Dollars spent on an In Store event will be spent on other media, not demos