SAMPLING VS MAIN MEDIA ADVERTISING
On average shoppers visit supermarkets 2 times per week, thats 5 million New Zealand shoppers visiting supermarkets every week. Why don’t food and beverage brands use shopper store visits to raise awareness of their products in the stores they are listed?
Instead most food and beverage brands advertise their products using the main media, TV, radio, print and online advertising, interacting with potential customers away from the point of purchase at a time when shoppers are not thinking about their shopping list.
Using repeat advertising creates brand awareness which ultimately translates to sales, almost inevitably at a huge cost per sale. In 2016 the Advertising Standards Authority http://www.asa.co.nz/industry/asa-advertising-turnover-report/ reported that advertising revenue across all main media was 2.572 billion dollars for the 12 months ended 31 December 2016.
Instead most food and beverage brands advertise their products using the main media, TV, radio, print and online advertising, interacting with potential customers away from the point of purchase at a time when shoppers are not thinking about their shopping list.
Using repeat advertising creates brand awareness which ultimately translates to sales, almost inevitably at a huge cost per sale. In 2016 the Advertising Standards Authority http://www.asa.co.nz/industry/asa-advertising-turnover-report/ reported that advertising revenue across all main media was 2.572 billion dollars for the 12 months ended 31 December 2016.
The Interactive Advertising Bureau http://www.iab.org.nz reports the 2016 total Interactive advertising revenue was $890.86m of which 13.30% was advertising for food and beverage. Assuming that 13.30% represents the total food and beverage advertising revenue for all main media, then over 342 million dollars was spent advertising food and beverage in 2016 in New Zealand.
If this budget was spent on instore tasting then over 343 million people would personally interact with the food and beverage instore and 157 million shoppers would have personally tasted food and beverage in their favourite store. Thats all 1.7 million New Zealand households interacting with F&B brands 16 times per month in stores across New Zealand.
Inztore is making sampling a more easily accessible & repeatable method of promotion at a much lower cost per interaction and taste. The combination of a distributed team and a clever sales support platform makes it possible for food and beverage brands to give shoppers the opportunity to taste and talk about products on sale in their favourite store everyday.
If this budget was spent on instore tasting then over 343 million people would personally interact with the food and beverage instore and 157 million shoppers would have personally tasted food and beverage in their favourite store. Thats all 1.7 million New Zealand households interacting with F&B brands 16 times per month in stores across New Zealand.
Inztore is making sampling a more easily accessible & repeatable method of promotion at a much lower cost per interaction and taste. The combination of a distributed team and a clever sales support platform makes it possible for food and beverage brands to give shoppers the opportunity to taste and talk about products on sale in their favourite store everyday.
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The problem with most sampling campaigns is they are expensive and take a lot of the brand managers time to organise often resulting on one off promotions, with very limited non aggregated data from sampling sessions.
Inztore captures every interaction and sample provided as well as the geo location of the rep in relation to the store, sales, stock status and comments. There is also a feature in the application that records the product facing on display in the store, a picture of the stand, and a copy of the receipt for samples and materials used in the tasting. This information is recorded in “Photo Stream” a historic record of time and store the tasting session was conducted in.
Inztore captures every interaction and sample provided as well as the geo location of the rep in relation to the store, sales, stock status and comments. There is also a feature in the application that records the product facing on display in the store, a picture of the stand, and a copy of the receipt for samples and materials used in the tasting. This information is recorded in “Photo Stream” a historic record of time and store the tasting session was conducted in.
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The Inztore support platform and distributed team allows food and beverage brands to conduct tasting sessions in New Zealand & Singapore
Founded in 2014 for FMCG Brands. INZTORE.com: Is a "In Shop Support & Reporting Application” with a team of shared reps and a cloud based reporting platform based in New Zealand & Singapore. Providing visible & affordable in store merchandising and in store sampling services."