Demonstrations are a simple and effective way to highlight the unique features of your products. Having merchandise available for trade show attendees to look at, feel, test and use provides an excellent opening for interested parties to ask questions and learn more about your company.
Getting people engaged with offerings at your booth is also a good way to attract additional attendees. Large crowds make it easier to find the right connections and develop a number of potential leads during an event. So how can you make your demonstrations even more effective?
Appeal to all the senses
One major advantage of letting attendees test out products is that this provides them with sensory input on multiple levels. Not only are they seeing the merchandise and how it moves, but they get a sense of how easily it accomplishes tasks and how it might appeal to an audience. Wasp Buzz suggested taking this a step further to appeal to all the senses, as including pleasant smells and sounds can make products more attractive.
One significant success story regarding the use of multi-sensory product demonstration is the Swiffer. When Proctor and Gamble first introduced the mopping system, it failed to sell, but offering customers a chance to use it at trade shows helped sales take off. The fresh lemon scent of a clean floor also helped consumers picture the advantages of having the product in their homes.
Offer a virtual demo
Of course, not all companies produce physical items that attendees can hold in their hands. Fortunately, software programs and technical services can still be demonstrated with access to a tablet or computer. If possible, consider allowing attendees to access your program from their own mobile devices, as this makes the demonstration more personal.
Virtual demonstrations also work with more unusual products, according to American Image Displays. Video tours let guests see the features of homes, vehicles, parks and the like, even when the actual offerings are too large to fit within a conference center. However, the source also noted that it is important to maintain control of these demonstrations and create opportunities to ask questions and talk to potential leads.
Initiate one-on-one conversations
Even with the use of technology and live demos to attract attendees and educate them about products, the most reliable way to build leads is through personal interactions. Speaking with interested parties allows you to adjust your pitch to make it more effective, so the information gathered during these dialogs is an important part of the lead capturing process.
In addition to qualifying leads, these interactions can offer important feedback on product positioning or prototype development. Trade shows are great test markets, as they expose items to a wide range of audiences. Asking questions and holding one-on-one conversations can help you formulate the right approach for future events.
Including social media in trade exhibits is always a good idea. Social tools not only help you maintain contact after events, but can also guide your demonstrations. Soliciting feedback online can help you tailor your demonstrations to the audience and make them more effective. The questions and advice offered through social media will guarantee that you cover the information potential customers want to know.