Demos by Diane finds success serving free samples in stores

When free food samples are handed out at grocery stores, shoppers are much more likely to grab that item from the shelf.

Nearly 86 percent of consumers who purchase a product for the first time do so as a result of a free product sample, according to industry studies.

A growing Roselle business knows that taste is the bottom line. Demos By Diane was founded 25 years ago and has become a recognized in-store demonstration agency in the area.

When Diane Bednarz launched the company from her home, Kehe Food Distributors was her first account.

Bednarz, who operates the company with her two daughters, now has a database of 2,000 demonstrators who work for her at an array of Illinois and Wisconsin grocery and retail chains including Dominick's Finer Foods, Jewel, Sunset Foods, Treasure Island and Woodman's.

"Our emphasis is on communication," Bednarz said. She believes it's vital that her demonstrators are trained well to inform shoppers about the product. "Making sure we have the right person for the product and for the store is important," she said.

She requires that all demonstrators are sharply dressed in black aprons, bow ties, hats and a white shirt.

"When I first started, I came up with the idea, 'smile, sparkle and sell.' That was my philosophy," she said.

The retailers and manufactures took notice and her business began to grow. She now operates the family business at 948 W. Lake St. where a warehouse is also housed. "My enthusiasm created sales in the stores," she said.

That enthusiasm is contagious. Daughter Denise Mackowiak joined her mom in the business.

Mackowiak graduated from North Central College with a major in communications and minor in marketing and joined the business 13 years ago.

"She moved the company to the next level," Bednarz said. Daughter Corrine Battaglia, a resident of Bartlett, serves as office manager and demo coordinator. She has worked at the growing business for 22 years.

Demo's by Diane averages about 300 demonstrations, they call events, each weekend. They sample mainly food items, from yogurt to pizza, as well as nonfood items.

Retailers like what they see. Paul Salerno, owner of Family Foods in Warrenville, has been using Demo's By Diane since its conception.

"The detail they put into the demos makes a difference," Salerno said. "They are able to help the product move," he said.

He added that the demonstration firm tackles a great deal of samplings for special events at his store including the Super Bowl, graduations and Memorial Day displays.

"People are more likely to buy the product when they taste it," Salerno said.

The demonstrators are paid hourly. They don't receive commission, but the more they are able to get customers to buy, the more jobs they are asked to work.

Because the demonstrators are the people the shoppers come in contact with, Mackowiak said it's important that they're properly interviewed and trained. She holds quarterly seminars where they talk about selling and sampling.

This is important as about 66 percent of consumer purchasing decisions are made in the store and that about 53 percent of these decisions are unplanned, Mackowiak said.

Even if the shopper doesn't buy the product that day, Salerno said the sample creates awareness for a future trip.

Same day purchase is encouraged, Mackowiak said. Nearly 40 percent of customers buy the product that they have sampled, according to a University of Virginia School of Commerce study.

It also found that 92 percent of consumers would rather be offered a free sample than a coupon.