If a picture paints 1,000 words, then a live, hands-on product demo of your product on the trade show floor is a full encyclopedia. Allowing your product to communicate its own benefits in front of potential customers enables said customers to experience their own “a-ha” moment.
Enabling prospective customers to see for themselves is one of the many benefits of exhibiting at a trade show. And while interactive, electronic demos are persuasive, sometimes going old-school with a physical demonstration is the better option.
So what are the best types of physical demos to create that a-ha moment, you ask?
In response, let us share five engaging demo techniques that 3D Exhibits client Huber Engineered Woods used to connect with its audience of builders at the 2018 International Builders’ Show.
1.Seeing is believing: the visual demo.
Intuitive displays can wordlessly demonstrate key product attributes. As attendees interpret a visual display, they experience the message, which creates an unforgettable impression that speaks for itself without the aid of graphics or copy.
At IBS, Huber Engineered Woods ran water over its ZIP System™ sheathing—for three days straight—with not even a leak. It was truly a memorable—and convincing—way to say “waterproof.”
2. Action: the automated demo.
Huber Engineered Woods drew attendees to a demo of its AdvanTech® panels by constructing a turning water wheel. Mounted at eye-level for easy viewing, this simple exhibit clearly demonstrated a key product attribute—the panels do not swell when exposed to water.
3. The side-by-side comparison demo.
There is no easier way to prove that your product works than by showing it in a comparison. Exhibit staff can use these demos to illustrate talking points and drive home key product features quickly and intuitively.
Huber demonstrated the strength of its AdvanTech™ subfloor adhesive by having attendees test it for themselves. In a side-by-side comparison, they could feel how little the AdvanTech panels once the glue is applied versus when it is not.
4. Try it, you’ll like it: the see-for-yourself demo.
People may forget what you say, but they will never forget how you make them feel. That’s why experiential demos that let customers feel the difference your products make for themselves are so powerful.
Huber highlighted different ways to flash using their revolutionary ZIP System™ stretch tape and liquid flash.
5. See for yourself: the self-guided demo.
Self-directed exploration is one of the most effective ways to educate attendees (think about all of the interactive museum exhibits that leverage this same technique). This technique creates immediate engagement. Once an attendee is engaged, your exhibit staff can then step in and before you know it, you’ve segued the prospect into a conversation about the product.
Huber used a series of movable cut-away panels to demonstrate the insulation performance of various combinations of its ZIP System® sheathing and tape. This approach was contagious. Once an attendee flipped one panel, they almost always continued to examine the rest of the samples.
Whether you use visual, experiential or self-guided product demos, letting your product do the talking is the most effective way to communicate with attendees.
What techniques do you use to engage attendees in your demos?