As the competition heats up on the show floor, many companies are turning to in booth product demonstrations to get their message out to attendees. Presentations can boost your booth’s visibility, traffic and memorability. Ask attendees what draws them into a booth, and they’ll most likely answer, “A product demonstration.” Exhibits with product demonstrations score the highest memorability ratings from show attendees. Why should visitors believe you when you say your product is the “greatest thing since sliced bread”? Attendees want proof. So give it to them. Help them make the leap. The goal, when arranging an exhibit demonstration, is to deliver the best message in a brief, effective, and entertaining approach. A good presentation keeps its message to two or three key message points. Emphasize benefits along with features. To keep your captive audience they must quickly be able to derive a benefit of your product to them directly. Will it save them dollars or time? Can it help them to work more effectively? An effective product demo should never exceed 10 minutes – the goal is to provide enough benefit information to grab attendees’ interest so they want to see more after the show. No attendee trying to get through a busy show is going to stand in front of a demonstration beyond 10 minutes unless you have a celebrity, a stripper, or are giving away money!
A good presenter connects with the crowd. He or she is always aware of the group’s nonverbal communication. Are they engaged or losing interest? Is everyone able to see the demonstration – you might need to elevate the product – or even, the presenter. Also, be aware in almost every set of show regulations there is a clause that allows show management to halt your demonstration if it is stopping movement in the aisle, too loud, or inappropriate. Almost any product can be demonstrated – no matter how large or small, simple or complex. Elaborate stage production is not necessary. Put the product into action. Movement and motion grab attention and interest. If your product has moving parts, find a way to keep it moving, and you’ve got an automatic traffic builder. If a product lights up – have it turn on and off, or if it blows air – aim the air to the aisle.
No demonstration sells all by itself. The purpose of a product presentation is to stop traffic so your booth staff can start a conversation. Use the demo as a “lead-in.” Let’s face it, attendees don’t just come to trade shows to be informed and educated. They also come to be entertained. People tend to remember the exhibits where they had a good time while also receiving valuable information. Strive for the right balance between education and entertainment. The best demonstrations take advantage of the trade show medium. Visitors attend shows to discover the product attributes that can’t be conveyed in a two-dimensional ad. They want to “try it” themselves. Product literature and trade advertising are designed to show a product in its best light. On the show floor, attendees are seeing a product for what it really is. Putting hands on a product and seeing it in action stimulates additional questions.
