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Frothers. (Coffee & Tea Products).

SNAPSHOTS

Sponsor a "Froth It Up" Recipe Contest that calls upon your customers to create original recipes that require the use of a hand-held frother in their preparation.

Ask the professionals to think up ways to use the frothers other than with milk and contribute their ideas to your monthly newsletter. Each month this year, feature a frother, a chef, and his or her ideas/recipes in your newsletter.

If you already have a self-serve coffee area for customers, add a frother to the mix and allow them to really feel special as they whip up their own foam.

Last year, we declared that frothers comprise a great accessory or add-on sale for coffeemakers. With the influx of hand-held, battery-operated units on the market, we're betting quite a few customers have already picked up this handy kitchen tool.

So now, as Emeril would say, we're kicking it up a notch.

Let's get cooking merchandising and promoting frothers by hosting a recipe contest, donating units to local culinary schools, and holding innovative demonstrations.

THE CHARGE

Lead the way to innovative frother use by sponsoring a "Froth It Up" Recipe Contest, calling on your customers to create original recipes that require the use of a hand-held frother in their preparation. Divide the contest into categories, such as breakfast, dinner, and dessert. Provide customers with your own examples--the fluffiest souffle ever, or a mighty mousse. Entice customers to enter the contest and purchase frothers by creating a sales promotion around the contest by providing an add-on sample-sized flavoring syrup or gourmet spice with every purchase. Invite local chefs along with a local food writer to judge the recipes.

Have the judges select six finalists--two in each category--and invite them to your store to prepare their recipes for a final cook-off. Announce the cook-off in the local papers with a list of the finalists' names.

Don't forget to include coffee drinks in this promotion. Feature recipes for drinks during the recipe cook-off in your store. Set up a free coffee bar that features flavoring syrups and specialty coffees. Have the bartender whip up wonderful coffee drinks to serve throughout the event. Your customers will witness not only some truly innovative uses for the frother, but also the tool's original use.

Create a Frothing Kit that contains a battery-powered frother, a coffee mug, a mini bottle of flavoring syrup, and a shaker of cocoa powder or cinnamon for one great price. Display the Frothing Kit near the coffee bar. Assemble another packaged deal for the event day that allows customers to purchase two frothers at a discounted price--they can store one near their coffeemakers and the other in their kitchen tool drawers!

PROFESSIONAL SEAL

Work with your local culinary schools or chefs to develop a professionally recommended program that incorporates the use of frothers. Donate 12 frothers to different chefs and culinary teachers, asking them to provide feedback on the tool. Ask the professionals to conjure up ways to use the frothers other than with milk, and contribute their ideas in your monthly newsletter. Each month this year, feature a frother, a chef, and his or her ideas/recipes in your newsletter.

Emphasize the message with an in-store Frother Display that offers the chefs' suggestions on three-by-five cards. The display doesn't have to be an entire table presentation. Instead, mount a cardholder near your regular frother area so that customers can easily grab the suggestion cards. The various ideas will froth up some excitement amongst customers, as well as your sales.

When creating full displays, be sure to accessorize your frothers with milk pitchers, cappuccino cups, mixing bowls, and dessert cups--anything and everything that can be used in conjunction with a frother. Frothers create foam milk for the perfect cappuccinos, lattes, and mochas in just seconds, but the appliance also beats eggs, whips cream, and blends salad dressings. Be sure to relate these stories in your merchandising displays.

DEMONSTRATION CLASSES

No matter what kind of class you're holding, frothers can be incorporated into it. If the class recipes never call for something to be whipped or frothed, simply serve some coffee to your students. Have a frother and milk standing next to the coffee service area, and encourage students to pick up the tool and operate it themselves.

During your regular store hours, frothers can serve as a wonderfully inexpensive static demonstration on their own. If you already have a self-serve coffee area for customers, add a frother to the mix and allow them to really feel special as they whip up their own foam. If you prefer live demonstrations, frothers provide one of the easiest and most cost-effective displays. All you need is some milk, a small space, and some chocolate syrup. Have a staff member serve up cool chocolate milks all summer long as they explain and demonstrate the simplicity of frothers. Add in a microwave and you can extend the demo through the cold winter months by serving hot chocolate and happiness with your handy-dandy frothers. Be sure store personnel explain that the best frothing results are acquired by using nonfat milk, providing customers with even more incentives for purchases.
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Title Annotation:store displays
Publication:Gourmet Retailer
Article Type:Brief Article
Geographic Code:1USA
Date:Aug 1, 2002
Words:858
Previous Article:French presses. (Coffee & Tea Products).
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