Even some of the most anticipated products in the world benefit from a public demonstration, just look at Apple’s track record for holding launch events to great fanfare. On a large scale, product demonstrations help build anticipation for an item or service from a well-known brand but there is something to be said for demonstrating your goods and services at all levels.
Inc.com’s editor, Geoffrey James says, “There is almost nothing more powerful than a great product demonstration. When done correctly, a demo allows the customer to see and feel how things will be better if they buy (and worse if they don’t).”
Small businesses can also benefit from properly demonstrating their products, showing them in action to potential customers and a try-before-you-buy trial that helps sway someone sitting on the fence. Let’s take a deep dive into the world of product demonstrations, looking at the ways retail companies can show them off and what the benefits are.
Different types of product demonstration
If you are considering rolling out a product demonstration it’s important to note that not all demonstrations are the same. There is a multitude of ways you can demonstrate the value of your product or service to potential customers.
In-person demonstrations
These types of demonstrations allow potential customers to get their hands on a product and test it out themselves. These work across many retail sectors, from golf simulators that allow players to practise using different clubs, to kitchen knives in homeware stores that highlight how impressively they can cut through various items.
In-person demonstrations also extend to test driving a car to give the potential customer a greater understanding of whether the vehicle fits with their expectations as the investment is a significant one. Furthermore, companies are now offering trial periods for their products, such as those for mattresses which promise you can return the mattress after X number of days if you are not satisfied.
These types of demonstrations are useful for several reasons. They:
- Give a potential customer an initial feel for a product in a store
- Allow customers to make their mind up whether a product is worth their investment
- Let the product quality speak for itself
Video demonstrations
Thanks to the power of social media and the internet, if you are interested in a product and want to find out more information you can search for it. In fact, that’s the first place many people turn to. Platforms such as YouTube allow companies to create product demonstrations where they showcase each feature in great detail and what is unique about them.
From helping people decide which coffee machine they want to the way a pair of trainers look and feel when worn, product demonstration videos can help with many purchasing decisions. Retailers can create their own product demonstration videos or commission product review influencers to put their wares to the test.
Software demos
One area where demonstrations can be particularly effective is in the introduction of new software. Whether you are a business looking to integrate a new project management platform or an individual seeking to find antivirus software that suits your needs, demos are important. For B2B, the experience of using a software demonstration or trial period allows companies to see if it is appropriate for their operations, allowing staff at all levels to give it a test run.
Product launches
We alluded to it in our introduction but product launches are a great way for companies to demonstrate the latest features in their new releases. Using Apple again as our example, most people know what to expect when using one of the California tech giant’s products at this stage.
But what Apple’s product launches do is showcase the latest features and elements of their products. This helps create a buzz for fans of Apple products as the new features are often the reason why customers will upgrade their version of its phone, watch, laptop or tablet. Product launches are not exclusive to tech giants, and they are a great marketing exercise for businesses of all levels.
How product demonstrations benefit your business
Demonstrations offer great marketing benefits for businesses. They help customers understand your brand better and ultimately boost brand awareness and sales.
Sharing product insights
You are the expert when it comes to your products, so you are perfectly placed to give insights to customers about the way your product works. This is your opportunity to highlight the specific features of your product that are most relevant to your customers’ needs.
It is also a great way to display your deep understanding of your product which helps customers build confidence in not just what you are showing them but your brand as a whole. Furthermore, showcasing your product insights during a demonstration helps differentiate you from your competitors while also making the experience more interactive for those watching and trialling.
Raising brand awareness
A successful product demonstration can leave a lasting impression on those who experienced it. Not only can it build confidence in your current product lineup, but also in your future launches. Additionally, the more that people can see your product is the real deal, the more your brand awareness improves.
The great thing about creating a video demonstration of your product is the higher level of exposure you can enjoy versus demonstrations in-store. They also allow companies to partner up with influencers for brand endorsements to target their specific market or expand into new ones.
Increasing sales
Ultimately, the point of engaging in product demonstration is to boost your sales. Whether that is for the launch of a new product or to help you fare better against your competitors, showing off your products through demonstrations helps boost sales.
An overwhelming majority of 69% of consumers believe a product demo best assists them when making a purchase decision, and it can go a long way to improving conversions versus other marketing techniques. Not only does a demonstration help convince buyers to make a purchase but it can accelerate their decision-making process when you convey the value of your product.
