When putting together an exhibit presentation, the objective is to bring the best message in a concise, effective fashion. Here are some ideas that will help you sharpen your demonstration message. Keep your demo to two or three key message points. Know who your target market is. What products do they need to have in place to use your product?

Too often, exhibitors focus on features. Features aren’t necessarily important to the person buying your product. They want to know the benefits they will derive if they buy. Is it going to save them dollars or time? Is it going to help them work more efficiently? Demonstrate the benefits to support other messages you’re presenting at the show.

Don’t exceed 10 minutes. Don’t do a full-blown demonstration; save that for one-on-one sales visits. The goal is to provide enough benefit information to stimulate attendees’ interest so they want to see more after the show. As you present, maintain eye contact with the crowd. If using a computer, use a swing-out keyboard and stand to the side. Watch their nonverbal communication. Are they engaged or losing interest? Consider using a giveaway as a reward for taking the time to watch the demo.