While most trade mxl tv exhibits highlight individual product presentations, there are times when an exhibitor might do well to stage a live presentation/demonstration to better present, explain and demonstrate its products and services in the often confusing trade show environment.
The idea of staging a live product presentation/demonstration is not at all new. Many corporations over the years have successfully used the live medium to communicate complicated product information to large audiences. There are many products and services whose features, benefits and sometimes complex applications might be more easily and effectively communicated by staging a live presentation/demonstration type show, rather than trying to rely solely on individual face to face sales in an exhibitor’s booth.
Studies show that sight is the most used human sense and that 75% of all environmental stimuli are received through visual reception compared to 38% from audio messages. According to a recent University of California at Los Angeles study, 55% percent of what an audience learns comes directly from the visual messages.
A Wharton Research Center study has also shown that the retention rate of verbal only presentations is approximately 10%. However, when you combine visual messages with verbal communication, you increase the retention rate to nearly 50%. And a cleaver use of audio, visual with an added feature of a light entertainment factor promises to increase retention even more dramatically.
A primary objective in deciding to embark on presenting a live presentation/demonstration at a trade show should be to have enough time and environmental control to cleverly and clearly communicate and deliver your information to more prospects and customers at one time than you could with the standard form using individual booth duty personnel.
There are many advantages and opportunities to be gained by designing, developing and presenting a live product or business presentation at any given trade show.
1. Maximize Your Visibility
A live presentation serves as a magnet to draw your target audience-prospects, existing customers, strategic partners, consultants, investors and the press-providing many opportunities to retain key customers, reinforce a company’s branding and positioning, introduce new products and services, and generate qualified sales leads.
2. Effectively Communicate Your Message
A significant portion of a salesperson’s time at a show is usually spent presenting a company’s products, services or solutions one-on-one with prospects. A live presentation uses the most effective communications techniques to achieve impact, understanding, and memorability to deliver that message to as many people as possible. Attendees learn more in less time, and key prospects will more likely stay in the booth longer to discuss their needs with booth staff at a higher level. As a result, the sales team is freed to directly address prospects’ applications, answer specific questions, and discuss the next step in the process of making and closing deals.
3. Engage the Most Qualified Prospects
A live presentation attracts, educates, qualifies, and connects potential buyers with booth staff. After the presentation, “tire kickers” usually leave, while key prospects are identified so sales staff can focus their attention on those attendees having a committed buying interest. The sales team benefits by talking with a constant flow of informed and pre-qualified prospects, motivated to take the next step.
4. Increase Memorability
On the tradeshow floor, surveys have shown that live theatrical presentations and demonstrations are the single most powerful factor in increasing brand and product memorability. 69% of attendees rated live presentation strategies (product demonstrations and stage/theatre presentations) as a factor in influencing memorability, compared to 64% for product interest and 51% for a well-known company. (Source: Center for Exhibition Industry Research (CEIR), “Most Remembered Exhibits: An Analysis of the Factors Affecting Exhibit Recall,” MCRR 5040.)
