Bragging Rights: 5 Tips for Using Demos as a Marketing Tool
We all know that proper positioning of our products is essential. But for a strong and lasting business, even the most brilliant positioning will never take the place of showing off your great offering using demos. When you have great product, bragging rights apply.
So use demos to showcase your offering while building awareness and understanding. Product demonstrations hold enormous sway in the sales cycle, and if done properly and can significantly speed the process. And they do not only have to be part of a one-to-one or one-to-group sales presentation. That opportunity may take a long time presenting itself. Or worse yet, it may never do so. Demos should be accessible to prospects during the information gathering process, as well as being an integral part of outbound communications.
Some here are some recommended guidelines when creating your product demo:
Keep it light.
In part, your demo is a highlight reel of how your product works, why it’s important to the marketplace, and how users can benefit. So keep it brief, informative, lively, and showcase your best stuff.
Keep it accessible.
If you’re concerned that your competitor will gain access to your demo, guess what? They’re intensely more motivated than your prospects, so they’ll gain access regardless of the roadblocks you put up. So what you’re really doing is blocking access to your prospects. Don’t make it hard for anyone to see your overview demo.
What to see more? Then take names and emails.
You want to collect some contact information so you can remarket to those who have shown more than just a passing level of interest. One great way of proceeding is to create a shorter overview demo, and offer a second demo that’s more in-depth and detailed. Open access to the detailed demo by requiring a name and email. If someone balks at leaving behind their information, odds are they were never intent on becoming a customer anyway.
And then…..gently use those names and emails.
The point of building this contact database to remarket, but not more frequently than every 2-3 weeks or so.
There are many very good demos out there to provide you with inspiration. I recommend scouring the sites of competitors and also those outside your marketplace. This will give you ideas to allow you to broaden your approach and allow you to produce a truly standout demo.
One final tip:
Pay very close attention to the scripting of the demo. While all components – graphics, branding, imagery, pacing, background music, vocal choice, and so on – are important, you’ll find a clear, concise script that ties into your overall messaging and brand promise is the foundation for making an impactful video.
Online demos are just one tool in your marketing arsenal. For those of you who create educational products and services, you’ll get a deeper look at others in the free 13-page pdf guide The K-12 Marketing Toolkit: 11 Essential Components.
Photo: Richard Croft