So you’ve developed a great product. The funding is locked down, a marketing plan is set into gear and the product is ready to be launched into the world. Before you release your new product into the wild, you might want to consider developing a product demonstration. A demo can help a company validate and solicit feedback regarding its product or solution, as well as be used to educate and create awareness and buzz with target audiences.
Product demos are valuable for two reasons. The first is product demos can validate whether or not a product or solution will resonate with a target audience(s). A company invests a lot of time, effort, and money into developing a product and it is important to understand whether the product is of value to your target audience. This could be done in two ways – one way is to develop a beta version or test drive of your product and use this as a means to solicit early feedback from customers. Another way is to create a traditional product demo that can be seeded with industry analysts and other influentials to secure feedback and allow a company to tweak the product before it is released.
Earth Class Mail is one company that is leveraging product demos to help potential customers understand how its product works. The company recently launched an interactive “test drive” of its online mail management solutions. The test drive incorporates innovative technology to simulate a true user experience without requiring users to sign up for a trial account. In addition, the company hosts a more traditional video demo on its website offering potential customer two ways to learn about their products.
The second reason product demos are valuable is that they can be a great way to create engagement and spur conversation. A compelling product demo (such as the recent demo of Apple iPad) can create broad awareness and buzz and drive discussions in articles, on social media platforms such as Facebook and Twitter and word of mouth.
Apple is a great example of a company that has successfully used product demos to build buzz and broad awareness with consumers, media and other audiences. Two to three times a year, Apple and more specifically, CEO Steve Jobs, steps on stage to present the company’s latest innovation to a plethora of reporters, developers and Apple enthusiasts. Many of these reporters and enthusiasts post photos and videos of these demos with follow-up pieces including detailed information about every aspect of the product. These demos and resulting stories create a rolling thunder of conversation leading up to the product’s release.
Consider these tips when creating a product demo:
- Keep it short – a demo should only take five to 10 minutes to conduct. You want to give the audience a taste of what the product is about and pique their interest in learning more.
- Be sure to discuss and/or demonstrate the benefits for the end user. The key features and functionalities of a product are important, but ultimately, a potential customer wants to know how this product is going to make their life easier or better.
- Consider creating a demo potential customers can interact with not just watch. By offering an opportunity to interact with the product in a test drive scenario, you’re enabling them to use the product in a way that’s meaningful to them.
Companies should consider strategically incorporating product demos into their marketing and PR plans. A compelling product demo can be extremely valuable in the development of a product and can go a long way in educating potential customers, driving broad awareness and influencing purchasing decisions.
For more information on how to leverage product demos, please contact us at info@communiquepr.com.
Jeff Wilson and Melissa Liton