| “It
is not the horse that draws the cart, but the oats.” |
| -
Russian Proverb |
|
| Working
with the Pros
... live presentation
companies |
Let’s
be honest, not every company has that special someone that can do
a live presentation. Effective product demos and live presentations
can turn prospects into clients in minutes. On the other hand a
poor presentation may tip the scales in the other direction. There
are companies that can provide live marketing specialists for you.
They can be hired to do as little as acting as your spokesperson
for two to three days
…
www.livemarketing.com
Join Absolute Exhibits on Thursday, July 17 for 90 minutes
of incredible information from Live Marketing - at our Orange,
California showroom. Click here for complete information
and registration.
|
or
as much as providing a complete marketing campaign. Ultimately,
the goal of the presenter is to act as a people stopper and form
a bridge of communication between the exhibitor and the tradeshow
audiences. Enthusiasm is the fuel that sparks sales and the right
presenter in your booth will make your advertising message register |
| Two
Quick Ideas to Pull Them In ... As in every industry, even
the tradeshow industry … there are urban legends. This
idea for a show traffic builder is said to come from Electronic
Data Systems and kept their on hundreds of attendees’
minds and bodies. Everyone that visited the EDS booth was
given a numbered company badge and told to find their match
on the show floor. If they were successful, both could select
a prize. Not only did people happily wear the EDS badges,
but, of course they kept them visible while searching for
their matches. EDS was the buzz of the show. Similarly at
the ShowBIiz Expo a few years ago an exhibitor had people
lined up in the aisle waiting to receive a very hot looking
Tshirt. The gimmick? You could have one for free if you put
it on right then – or pay $15 if you didn’t want
to wear it at the show. The result – hundreds of traveling
billboards throughout the show. |
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|
|
 |
As the competition
heats up on the show floor, many companies are turning to inbooth
product demonstrations to get their message out to attendees. Presentations
can boost your booth’s visibility, traffic and memorability.
Ask attendees what draws them into a booth, and they’ll most
likely answer, “A product demonstration.” Exhibits with
product demonstrations score the highest memorability ratings from
show attendees. Why should visitors believe you when you say your
product is the “greatest thing since sliced bread”? Attendees
want proof. So give it to them. Help them make the leap. The goal,
when arranging an exhibit demonstration, is to deliver the best message
in a brief, effective, and entertaining approach. A good presentation
keeps its message to two or three key message points. Emphasize benefits
along with features. To keep your captive audience they must quickly
be able to derive a benefit of your product to them directly. Will
it save them dollars or time? Can it help them to work more effectively?
An effective product demo should never exceed 10 minutes - the goal
is to provide enough benefit information to grab attendees’
interest so they want to see more after the show. No attendee trying
to get through a busy show is going to stand in front of a demonstration
beyond 10 minutes unless you have a celebrity, a stripper, or are
giving away money! |
|
A good presenter connects with the crowd. He or she is always aware
of the group’s nonverbal communication. Are they engaged or
losing interest? Is everyone able to see the demonstration –
you might need to elevate the product – or even, the presenter.
Also, be aware in almost every set of show regulations there is a
clause that allows show management to halt your demonstration if it
is stopping movement in the aisle, too loud, or inappropriate.
Almost
any product can be demonstrated - no matter how large or small, simple
or complex. Elaborate stage production is not necessary. Put the product
into action. Movement and motion grab attention and interest. If your
product has moving parts, find a way to keep it moving, and you’ve
got an automatic traffic builder. If a product lights up – have
it turn on and
off, or if it blows air – aim the air to the aisle.
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No
demonstration sells all by itself. The purpose of a product presentation
is to stop traffic so your booth staff can start a conversation. Use
the demo as a “lead-in.” Let’sface it, attendees
don’t just come to trade shows to be informed and educated.
They also come to be entertained. People tend to remember the exhibits
where they had a good time while also receiving valuable information.Strive
for the right balance between education and
entertain-ment. The best demonstrations
take advantage of the trade show medium. Visitors attend shows to
discover the product attributes that can’t be conveyed in a
two-dimensional ad. They want to “try it” themselves.
Product literature and trade advertising are designed to show a product
in its best light. On the show floor, attendees are seeing a product
for what it really is. Putting hands on a product and seeing it in
action stimulates additional questions. |
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