The Three P’s of the perfect tasting 🥃
In this post we describes how to have the perfect tasting, whether you’re in a Grocery Store, On/Off Premise or Trade Show.
This may sound like an obvious statement but where you set out your stall matters, a lot.
The attributes of perfect stall placement are:
Are you in the right category section? Selling your local Gin or Whiskey in the mixers section isn’t going to get the desired footfall from your target customer.You may by chance gain opportunist interest but that shouldn’t be the goal. Room to move around: Don’t create artificial barriers between you and your customers. Make sure you can move to them on either side of the stall. It’s all about body language, be open, move towards them to pour the sample. Remember that the stall is a reflection of the company and branding instrument. Keep it clean, hide used trash and make sure that not all the bottles are full on the stall, that shows others have taste tested.
Here is a quick 1,2,3 for the perfect pitch script, as you’ll hopefully be talking to a lot of customers on the day. To keep your energy levels high and give 110% to all, it’s good to have a structure to rely on.
[Intro] Hi, I’m __. I’d like to tell you a little about my product/s! Introduce yourself by sharing your name. It instantly creates a social comfort zone and sets you and the customer up for the remainder of your interaction. [Memorable Nugget] The product I’m showing today (recently won award X, employs X people in STATE, it was my wedding toast drink, etc.). This is all about being genuine, open and honest. Using and sharing a datapoint creates relatability, gives the customer a story that can be shared, creating an additional network effect. Most of all it makes the interaction less static/wooden.
[Feedback/Interest] What do you think of it? Is this something you normally drink? You’ve no better opportunity to get direct customer/potential feedback than at this moment. The major difference on this step is whether your tasting is outsourced or run by your normal team. Even if outsourced though, a vital requirement is to get a read of how well the product was received. This could be as simple as a score out of 10 that is tracked throughout the day. The key is to use something like Net Promoter Score (NPS), to filter out people being polite in the moment.
You’ll spend the day with your customers talking about your product, getting their feedback, and building your brand. Now that’ll all turn directly into an instant sales lift, right? Well, no. Unless your product falls into the FMCG category with potentially a low price point, your Return on Investment (ROI) will actually be captured over the next 2-6 weeks.
Consumer buying patterns and their purchase cycle will be what matters to the success of your product. For example, if your tasting took place on a Tuesday in May, your data points should be April’s sales, remainder of May and June’s sales. Services such as Gain Grain can also be used to give visibility on subsequent daily, weekly sales figures to calculate ROI.
The key metric you’re looking for is the peak above the norm. If your product sells 2 cases a week and then in the month of June sells 3 cases, that’s your ROI. Hopefully you’ve also generated a new returning customer, just by following the three P’s.
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