Joy Mangano

Joy Mangano

Conducting Successful Product Demos At Tradeshows

What You Should Know about Tradeshow Product Demos

• Nothing sells a product like a convincing demonstration

• Invite audience participation

• Tap into the fives senses and keep the demo under 10 minutes

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 consumers to an unfamiliar product. Similarly, infomercials would not occupy so many timeslots if they did not tap into our fascination with the art of the product demo. Who doesn’t know Ron Popeil and the Pocket Fisherman and Showtime Rotisserie?

Find a Charismatic Presenter

Choose a presenter who is charismatic, articulate, and familiar with both the product and its pitch. Let the presenter know that it’s not enough to simply repeat a spiel from memory, and its okay to ad-lib. 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.

Keep it Between 2-4 Minutes

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!

About the Author

Mel White is the V.P. of Marketing and Business Development for Classic Exhibits Inc., a designer and manufacturer of portable, modular, and hybrid displays. Mel White has spent the past 15 years immersed in trade show marketing, having worked for three trade show exhibit manufacturers and personally assisted hundreds of trade show clients. You can reach Mel at Classic Exhibits,
www.classicexhibits.com, through the Classic Contact Page, or the Ask Classic email submission form. I welcome your questions and comments and look forward to hearing more about your
trade show exhibit marketing goals.

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