A product demonstration, also known as a “demo,” is a marketing technique used to showcase a product to potential customers to encourage them to make a purchase. During these demonstrations, you may receive samples of new products, updated versions of existing products, or products that have recently been introduced to a new market.
When a sales team uses a product demonstration during a sales presentation, it can improve the quality of the presentation by providing visual support. This is an effective way to address any concerns the prospective customer may have about the product. Such types of video demonstrations enhance the sales strategy and optimize the conversions of prospective customers.
What Is a Product Demonstration?
A product demonstration is a way for companies to show potential customers the value of their product or service. It is usually a display or presentation that highlights the features of the product or service that customers would want to know before buying.
Product demonstrations can take place either in front of a live audience or as online presentations with recorded videos and graphic designs. For example, a company may have a product demonstration at a trade show or an online webinar. The purpose of these demonstrations is to give customers an understanding of how the product or service works, so they can make an informed decision.
Product Demonstration Advertising Examples
1) Dyson Handheld
https://www.youtube.com/watch?v=81GdmRVPE0I – add this YouTube video
The product would make an ideal candidate for a demonstration, as most of our company videos focus on showcasing the product as the hero.
2) Blendtec – will it blend
https://www.youtube.com/watch?v=lBUJcD6Ws6s – add this YouTube video
The content produced by Blendtec videos is considered to be of excellent quality. The videos showcase the blender’s durability and engage with consumers by asking for suggestions on what to blend. Additionally, they stay up-to-date with the latest news and blend new gadgets to maintain their relevance.
Objectives of a Product Demonstration
1) To introduce your product and explain its main features
A product demonstration should highlight the features of your product or service, so customers know what they are getting. You should explain how it works and why it is better than the competition.
2) To persuade customers to purchase your product
Your goal in a product demonstration should be to convince potential customers that your product or service is the best choice for their needs. You can do this by emphasizing the advantages of your product and showing how it solves problems that other products don’t.
3) To answer questions and address any concerns
Customers may have questions about your product or service that need to be answered during the demonstration. It is important to address these questions to give customers a better understanding of the product, so they can make an informed decision.
4) To generate interest and encourage sales
The ultimate goal of a product demonstration is to generate interest and encourage customers to make a purchase. You should highlight the benefits of your product, so customers can see how it can help them. Product demonstrations are an effective way to showcase your product or service and persuade potential customers to purchase.
Types of Product Demonstrations
1) Store demonstrations
Companies can showcase their products in physical stores such as department stores and supermarkets, which enables them to market their items to potential customers who may be interested in making a purchase. Sales representatives have the ability to directly address the needs and interests of potential customers through their expertise and knowledge.
2) Video advertisements
Sharing a video online can boost customer engagement with your brand as it allows people to learn about your product from a remote location, which many individuals prefer.
Creating a video demonstration requires a full script and a production team, in addition to similar components found in a live event. To represent your brand, you may incorporate video techniques such as a unique font or music genre.
3) Digital advertisements
Many companies use digital advertisements on social media, blogs, and newspapers. These ads include written content and graphic design to promote their products or services. This option provides upfront information about product features instead of live demonstrations or samples.
4) Trade shows
A trade show is an event where businesses in the same industry display their products on a large scale. It’s similar to in-store demonstrations, but the guests are usually customers who are interested in that industry, allowing companies to appeal directly to their target audience. The events involve multiple sales representatives selling their products, resulting in concise and brief presentations.
How to make a great Product Demonstration Video
1) Identify what the goal of your product demo video is
Before you begin creating your video, it’s important to determine what the main goal of the product demo is. You should find the answers to the following questions – What is the desired outcome for the audience? Is the goal to encourage them to subscribe to marketing emails or make a purchase right away? Or is it more important to educate them and improve their perception of the brand?
2) Identify who the target audience for your product demo video is
Will the product demo video be targeted towards returning customers to showcase new features or towards potential new customers? It’s important to determine the buyer persona you want to focus on while creating the video. Keep in mind your ideal customer and refer to them throughout the video’s creation to ensure that it will appeal to them.
3) Understand where you want your video to be hosted
Product demo videos created for Youtube have different requirements compared to those made for Tiktok. The video needs to be suitable for the platform where it will be uploaded. For instance, Youtube videos are usually in landscape format and can vary in length whereas Tiktok videos are in portrait format and should not exceed one minute.
4) Set a budget and timeframe for your video
To ensure a successful video production process, it’s vital to establish a realistic budget beforehand. Consider various factors such as video type, length, talent, creative style, and pre/post-production costs when determining the budget.
5) Choose between live-action and animated video
Both live-action and animated videos have their advantages and disadvantages. Animated videos are more suitable for online products like apps, while live-action videos are better for physical product demos as they demonstrate the product’s real-world capabilities.
6) Decide the length of the video
For effective audience engagement, a product demonstration video should be ideally shorter than two minutes in duration. However, for more intricate products, it may require a longer duration to fully explain their purpose. It’s important not to overlook significant details just for the sake of brevity.
7) Employ an agency or create the video in-house?
Hiring a video production agency might not be feasible due to budget constraints, but it’s still a worthwhile option to think about.
If you want to turn your creative idea into a marketable product, hiring a video production company staffed with experienced industry professionals is a wise choice. Video production involves both creative complexity and logistical challenges.
8) Formulate an effective structure for your video
When conveying your goal to the audience, it’s crucial to choose an effective method of communication. Additionally, starting with a captivating introduction can help maintain their interest.
9) Write a script
Writing a good script for your demo video is crucial for its success. The script determines the pace, tone, and message of the video campaign. Ensure that you include all the necessary details in your script, as it will help your audience engage better with your video.
10) Make sure you include a call to action
Including a call to action in your product demo video is crucial. A call to action (CTA) prompts potential customers to take specific actions, like interacting with or buying from your brand, increasing the chances of a response.
11) Create a marketing strategy or align with the current plan
A marketing strategy is a plan that a business develops to reach potential customers and turn them into loyal ones. This plan includes a company’s message, policies on corporate social responsibility, data, demographics, and other important elements.
What should you include in a Product Demonstration?
1) Plan of action
When conducting live product demonstrations or webinars, it’s important to have a script outline and a clear schedule of events. This will help you to prepare and allocate the appropriate amount of information for each step while considering the time required for each.
Creating a timeline with a clear structure can also showcase your readiness and competence in responding to inquiries. You can use this ordered plan as an example outline for a product demonstration –
- Introduction – To start your demonstration effectively, it’s recommended to greet your potential customers and inquire about their backgrounds and motives for being present.
- Description of the product – During a product demonstration, it’s common to focus on a few important features of the product that the customer may find interesting.
- The product’s value – You could enhance your demonstration by highlighting how your product can address specific challenges that your customers face and enhance the quality of their lives.
- Opportunity for the customer to try the product – Consider allowing your audience to sample or test the product to ensure its usability.
- The explanation for how to purchase the product – It’s important to conclude a product demonstration by providing information about the product’s price and guiding customers on how they can purchase it.
2) Product Specialists
A product specialist is someone who has a deep understanding of a specific product or service and can describe its features to customers in a way that’s easy to understand. They tend to be enthusiastic about the product and are skilled at connecting with potential customers.
If you’re a sales representative and have to conduct product demonstrations, hiring a product specialist could be beneficial. For example, if your company is selling an alcoholic beverage, it would be wise to hire a skilled bartender for the demonstration.
3) Storytelling techniques
Narrative techniques can be employed to structure your demonstration in a way that is engaging and emotionally compelling, which will enable you to make a stronger connection with potential customers.
To captivate potential customers with your product’s narrative, try introducing suspenseful or nostalgic elements.
4) Test products or samples
To enhance your product demonstration, consider offering test products or samples to give potential customers a chance to experience how your product works, looks, or tastes (if relevant). Make sure to provide a secure and convenient way for them to test or sample your products, so they can make an informed decision about whether to buy. If you’re selling items like clothing, furniture, technology, or food, it’s important to use test samples.
5) Customer testimonials
Including quotes or video footage from satisfied customers can be a valuable addition. You could choose a customer who has been using your product or service for a while and has positive feedback about it. Using testimonials from current customers can be more effective in building a relationship with potential customers compared to relying solely on sales representatives.
Strategies for Conducting an Effective Product Demonstration
1) Learn information about your target audience
To better understand your customers and know how to highlight important information during presentations, use data-collecting software or surveys to gather information like their age, profession, and hobbies. This can guide your decision-making process based on their preferences.
2) Build rapport
To form a stronger bond with potential customers, it’s recommended to inquire about common problems they face and explain how your product can address those issues.
To better understand each person’s story, try to speak less and listen more. Additionally, customers may appreciate more casual and conversational language instead of technical jargon.
3) Rehearse your Demonstration
To sound more natural during your live demonstration, it’s recommended to practice your speech a few times beforehand. It’s even better if you can rehearse at the presentation location to feel more at ease during the actual event.
Rehearsing your script before filming a video can improve its quality and reduce mistakes, ultimately saving time.
4) Test your Equipment
It is crucial to check if your technological equipment is working properly before giving any presentation. If you’re going to do a live product demonstration or webinar, ensure that you test all required computer equipment well in advance.
5) Follow up after your demonstration
To improve the chances of selling a product, it may be helpful to follow up with customers after demonstrating it. This also shows that you are concerned about their satisfaction and want to ensure that the product meets their needs.
Benefits of Conducting Product Demonstrations
- Makes sales processes more efficient: Providing customers with important details about a product can expedite their purchase decision, ultimately boosting sales and streamlining the sales process.
- Offers evidence that the product works: Product demonstrations can increase customers’ confidence in the brand by showing how the product works effectively.
- Provides direct feedback: During a product demonstration, it is advisable to directly ask customers if they have any questions, concerns, or suggestions regarding the product. The feedback gathered can offer valuable insights for improving the product.
- Allows customers to experience ownership: Trying out a product in a demonstration can make customers feel more involved in the decision-making process before purchasing.
- Promotes the company’s brand: By using the style, language, and tone of your brand in your product demonstration, you may make it more memorable for your audience and help them remember your company in the future.
Let’s create an outstanding product demo!
To increase sales, it is important to use virtual product demonstrations as they offer customers a more in-depth understanding of the features and advantages of your products.
In today’s competitive selling world, marketers frequently surpass traditional demos to create virtual demos that stand out and meet expectations.
If you understand what virtual product demos are, you may wonder what to do next. To excel, create virtual demos that provide a memorable experience and generate sales for your prospects.
FAQs
What makes a product demo good?
In general, here are the factors that make a good product demo-
- Personalization of the demo
- Provide sufficient details to answer basic inquiries without overwhelming
- If the demo can be accessed repeatedly
- If there is time for Q&A, the demo will include information on both the benefits and features
- If the demo can be modified and updated as needed to reflect any changes to the product
What is the difference between sales demos and product demos?
Sales demos can be referred to as product demonstrations, sales demos, SaaS demos, or simply “demos.”
According to Hubspot, there is a distinction between product demos and sales demos. Sales demos are provided to potential customers, while product demos are given to existing customers. But, Jacco van der Kooji, a thought leader in the SaaS industry, believes that they are identical.
What is a product demonstration meaning?
A successful product demonstration is a process of effectively demonstrating how a product functions and highlighting its advantages. It is a persuasive tool that engages customers and encourages them to make a purchase.
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