Anatomy of Effective Demo Program

How successful is your demo program? - Some people may think it is a trick question. Let me assure you it is not. Unfortunately some brands will only pay for demos because the retailers require them to support the "exposure" of their products. If this is your "strategy", the most successful demo is the cheapest one. In this case the demo budget is viewed by sales or marketing management as a promotional expense and no direct return is expected, except continuing to keep the product inventory on the store shelves. If you think that only major brands are big enough to afford aggressive field/experiential marketing, you are missing the point - it is their commitment to demo programs that made

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