Brands and retailers face the ever increasing challenge of breaking through the competing noise to engage with shoppers. The practice of holding in store events continues to be one of the most effective marketing strategies to help them achieve increased sales at the point of purchase.

FMI run in-store events for some of Ireland’s leading retailers and brands. Our objective for all in- store events is to ensure that our approach and ideas surprise and delight customers, whether this is through creative stand displays, novel and educational sampling, or the sheer scale and variety of products displayed. Well run in-store demonstrations not only create a buzz and increase sales but they build brand loyalty with shoppers.

Here we look at three example of how FMI achieves just this through some of the campaigns we have recently run.

Creative, Eye Catching Stands

A special sampling event was hosted in SuperValu to mark the arrival of our new sleek stylish demo stands. The stands are bright and eye catching. They have a modern look that immediately attracts shoppers’ attention. Importantly, they are easy to assemble and provide a fantastic presence for brands in-store. This sampling event included multiple stands from a variety of leading retail brands such as hot chocolate by Mondelez, Denny sausages from the Kerry Group, SuperMilk by Avonmore and Lindor chocolates from Lindt. The response and engagement from customers in-store was overwhelmingly positive, these destination stands tempted shoppers to an additional impulse purchase that they may not have otherwise considered.

Own Brand Promotions:

Having a strong theme for in-store events helps cut through the other retail noise in store. During November and December Dunnes and FMI conceptualized an ‘own brand’ in-store campaign to promote all of Dunnes ‘own brand’ products. FMI were tasked with managing and implementing this national campaign. FMI and the Dunnes store operations team worked together to plan a working schedule to accommodate the mammoth task of providing sampling of all their ‘own brand’ products from all departments. To achieve this, an impressive 100 stands were built and run in-store during December.

The challenges to deliver this type of campaign are numerous, but the key focus was to ensure that FMI was able to train personnel and staff the stands during the busiest time of the retail year, with a view to promoting their client’s brand. With the focus being on accentuating and promoting Dunnes’ own brand, this helped to grow customers’ awareness of the Dunnes products in-store and provided an alternative to other retail brands during the premium retail period of the year.

The scale and consistency of this campaign worked remarkably well for Dunnes, and it is an example of the magnitude of scale of in-store events that the FMI team are able to deliver.

From Taste to Till

Engaging with shoppers is one thing, but allowing them to experience the product can lead to spur of the moment impulse purchases, encouraging shoppers to add products to their baskets that they did not originally set out to buy. An example of such a nationwide in-store event campaign is the one FMI ran for Flahavan’s Oats in Ireland. This was a joint campaign with RTE’s, ‘Operation Transformation’, to raise awareness of the importance of porridge in people’s diets, in order to Live Longer, Live Better.
The FMI team engaged customers by demonstrating in-store how to cook breakfast oats correctly. The secret to perfectly made porridge is not in a microwave, but to cook the oats in a pot. This was demonstrated in-store by giving customers tastings of the delicious porridge along with healthy, tasty toppings, while at the same time educating customers about the benefits of slow-release carbohydrates, which help you feel fuller for longer. This demonstration convinced customers to consider Flahavan’s Oats as the perfect breakfast to start the day.

As in-store events continue to grow in popularity, the above tactics are critical in differentiating your brand, however, having the right staff is an equally invaluable and highly influential factor that determines the success of in-store events.

FMI have the market knowledge, the creative expertise, the skills and resources to recruit and train the staff to deliver national in-store events in Ireland. Should you want your brand to be outstanding in-store get in touch with our team to find out how we could help grow your business in Ireland today!

Brands and retailers face the ever increasing challenge of breaking through the competing noise to engage with shoppers. The practice of holding in store events continues to be one of the most effective marketing strategies to help them achieve increased sales at the point of purchase.

FMI run in-store events for some of Ireland’s leading retailers and brands. Our objective for all in- store events is to ensure that our approach and ideas surprise and delight customers, whether this is through creative stand displays, novel and educational sampling, or the sheer scale and variety of products displayed. Well run in-store demonstrations not only create a buzz and increase sales but they build brand loyalty with shoppers.

Here we look at three example of how FMI achieves just this through some of the campaigns we have recently run.

Creative, Eye Catching Stands

A special sampling event was hosted in SuperValu to mark the arrival of our new sleek stylish demo stands. The stands are bright and eye catching. They have a modern look that immediately attracts shoppers’ attention. Importantly, they are easy to assemble and provide a fantastic presence for brands in-store. This sampling event included multiple stands from a variety of leading retail brands such as hot chocolate by Mondelez, Denny sausages from the Kerry Group, SuperMilk by Avonmore and Lindor chocolates from Lindt. The response and engagement from customers in-store was overwhelmingly positive, these destination stands tempted shoppers to an additional impulse purchase that they may not have otherwise considered.

Own Brand Promotions:

Having a strong theme for in-store events helps cut through the other retail noise in store. During November and December Dunnes and FMI conceptualized an ‘own brand’ in-store campaign to promote all of Dunnes ‘own brand’ products. FMI were tasked with managing and implementing this national campaign. FMI and the Dunnes store operations team worked together to plan a working schedule to accommodate the mammoth task of providing sampling of all their ‘own brand’ products from all departments. To achieve this, an impressive 100 stands were built and run in-store during December.

The challenges to deliver this type of campaign are numerous, but the key focus was to ensure that FMI was able to train personnel and staff the stands during the busiest time of the retail year, with a view to promoting their client’s brand. With the focus being on accentuating and promoting Dunnes’ own brand, this helped to grow customers’ awareness of the Dunnes products in-store and provided an alternative to other retail brands during the premium retail period of the year.

The scale and consistency of this campaign worked remarkably well for Dunnes, and it is an example of the magnitude of scale of in-store events that the FMI team are able to deliver.

From Taste to Till

Engaging with shoppers is one thing, but allowing them to experience the product can lead to spur of the moment impulse purchases, encouraging shoppers to add products to their baskets that they did not originally set out to buy. An example of such a nationwide in-store event campaign is the one FMI ran for Flahavan’s Oats in Ireland. This was a joint campaign with RTE’s, ‘Operation Transformation’, to raise awareness of the importance of porridge in people’s diets, in order to Live Longer, Live Better.
The FMI team engaged customers by demonstrating in-store how to cook breakfast oats correctly. The secret to perfectly made porridge is not in a microwave, but to cook the oats in a pot. This was demonstrated in-store by giving customers tastings of the delicious porridge along with healthy, tasty toppings, while at the same time educating customers about the benefits of slow-release carbohydrates, which help you feel fuller for longer. This demonstration convinced customers to consider Flahavan’s Oats as the perfect breakfast to start the day.

As in-store events continue to grow in popularity, the above tactics are critical in differentiating your brand, however, having the right staff is an equally invaluable and highly influential factor that determines the success of in-store events.

FMI have the market knowledge, the creative expertise, the skills and resources to recruit and train the staff to deliver national in-store events in Ireland. Should you want your brand to be outstanding in-store get in touch with our team to find out how we could help grow your business in Ireland today!

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