Product Demos
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Choose a staffer who is charismatic, articulate, and familiar with both the product and its pitch. Let the staffer know that it’s not enough to simply repeat a spiel from memory, but its okay to ad-lib as well. Invite one or more of the audience members to participate in the demo as well. Back in the 1980s, Bruce Springsteen would invariably invite a female audience member onstage for a dance during his concerts. Bruce knew it was a sure fire way to make the audience feel included. Come up with a role suitable for audience participation. Remember to keep it simple and safe. No audience members handling sharp cutlery at a food industry show! Consider using games or fun quizzes as a way to involve attendees in demonstrations. Try to tap into as many of the five senses as you can with your demo. Don’t exceed the ten minute mark if you want to hold people’s attention. An optimum length of time for a demo is more in the realm of two to four minutes. You can opt to hire a professional to deliver the demo, but it would behoove you to find someone in your company who can do it if at all possible. The Home Shopping Network failed to move Joy Mangano’s “Miracle Mop” until the plucky housewife turned inventor began hawking them herself. Now she’s a millionaire! There is something to be said for the personal touch. Regardless of who conducts your demo they need to be relaxed, confident, well prepared, and above all have fun! Mel White |
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Brochures and promotional items are nice, but nothing sells a product quite like a convincing demonstration. Consider the history of Tupperware, which was first introduced in 1946. Sales of the innovative product were flat until the first Tupperware party was held two years later. These in-home demonstrations introduced a generation of housewives to an unfamiliar product which has since become ubiquitous. Similarly, infomercials would not occupy so many time-slots if they did not tap into our fascination with the art of the product demo.