- Client: Popbox
- Campaign Type: In-store Demonstrations
- Campaign Duration: 4 Weeks
- Samples Distributed: 36,263
- Retail Partners: Coles and Woolworths (Australia)
- Products Sampled: Butter, Extra Butter, Sweet and Salty, Caramel Popcorn
Overview
Popbox, a premium popcorn brand, aimed to increase brand visibility and sales by engaging customers directly through in-store demonstrations across Australia. AMS Promotions was entrusted with managing the entire campaign, from securing retail bookings to coordinating the sampling process in various Coles and Woolworths stores. The campaign featured Popbox’s four signature flavours—Butter, Extra Butter, Sweet and Salty, and Caramel—and ran over a four-week period to maximize engagement and product exposure.
Challenge
With many popcorn brands in the market, Popbox needed to stand out and create a memorable in-store experience. The challenge was to attract attention in busy supermarkets and encourage customers to not only sample the product but also purchase it. Additionally, Popbox required seamless logistics, from booking retail locations to managing the demonstrations, ensuring that every detail was executed perfectly.
Solution
AMS Promotions, with its expertise in handling large-scale product demonstrations, was selected to manage the campaign. The solution included:
- In-store Demonstrations and Product Sampling: AMS Promotions conducted 200 in-store demonstrations over the campaign duration. Expert product demonstrators were placed in strategic locations within Coles and Woolworths stores, where they engaged with shoppers, offering samples of Popbox’s four flavours. This direct interaction allowed customers to taste the product and ask questions, ensuring they understood the product’s quality and appeal.
- Logistics Management: AMS Promotions managed all aspects of the logistics, including in-store bookings with the retailers, coordinating the set-up of the sampling stands, and ensuring the timely delivery of products and materials. The team also provided demonstrator overviews and briefing documents to ensure that every interaction was consistent, informative, and on-brand.
- Customer Engagement: The demonstrators were trained to engage shoppers with personalised interactions, encouraging them to try the samples and providing information about the brand’s commitment to quality and flavour variety. This direct engagement helped to create a connection with potential customers, increasing the likelihood of a purchase.
- Detailed Reporting: AMS Promotions provided detailed reporting on the campaign’s progress, tracking sample distribution, customer feedback, and overall sales. This data allowed Popbox to gauge the effectiveness of the campaign and make adjustments where necessary.
Campaign Execution
The campaign ran for four weeks, with 200 in-store demonstrations across various Coles and Woolworths locations. AMS Promotions ensured a smooth and organised operation throughout, from scheduling and setting up the demonstrations to managing the team of expert product demonstrators. A total of 36,263 samples were distributed across participating stores, with demonstrators interacting with customers and converting interest into sales.
Campaign Statistics:
- In-store demonstrations: 200
- Campaign duration: 4 weeks
- Samples distributed: 36,263
- Units sold during the campaign: 7,403
Results
The campaign exceeded expectations, driving both brand awareness and product sales. The 36,263 samples distributed contributed to a total of 7,403 units sold, demonstrating the effectiveness of direct customer engagement. The feedback gathered from customers was overwhelmingly positive, with many noting the premium quality and irresistible flavours of Popbox popcorn.
The seamless coordination of logistics, from store bookings to demonstration set-ups, allowed AMS Promotions to deliver a smooth and professional experience for both Popbox and the shoppers. The high conversion rate from samples to sales highlighted the success of the campaign in influencing purchasing behaviour.
Conclusion
AMS Promotions successfully executed a comprehensive in-store demonstration campaign for Popbox, delivering strong results in terms of sales and customer engagement. The campaign proved the power of personalised, face-to-face interactions in the retail space, significantly increasing Popbox’s market presence. Through expert planning, execution, and a focus on customer engagement, AMS Promotions ensured that Popbox stood out in a crowded market, driving both immediate sales and long-term brand loyalty. By managing every aspect of the campaign, from retailer bookings to demonstrator briefings, AMS Promotions allowed Popbox to focus on their core business while achieving tangible, measurable success.
AMS Promotions is a leading brand activation and promotional staffing agency operating across Australia. Ready to take your marketing strategy to the next level? Contact us today to learn how our team can transform your customer engagement and boost your sales. Let’s create memorable experiences together!
1300 368 969