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Hello there, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Action
Wednesday and we are going to take a look at something that you can do that will really
help move your products and that is the classic promotion of demonstrations.
When you take a look at society in general we are a very visual and emotional people.
We like to see things we like to experience things. I imagine the very first thing ever
sold back in the caveman days was demonstrated by once caveman to the next.
Now think about something like an infomercial. You’re watching the infomercial and it really
doesn’t matter what’s on there because it’s not of interest to you except if you
were out golfing that day and the infomercial is demonstrating how to improve your golf
swing. All of a sudden you’re looking at it, you’re emotionally attached to it, you
want to improve your game and perhaps on impulse you buy the contraption whatever it is sold
through the infomercial.
And I know firsthand that demonstrations work. Years ago I had the opportunity to support
a toy maker who made wooden toys and sold them in Laguna Beach at the Sawdust Festival
which was a seasonal summer festival. And I looked at his little booth and he had all
of his nice little toys out but they weren’t doing anything. And I asked him one time how
much sales are you making in your little booth and he goes oh about $10,000 a summer.
So, I said let me work with you and we started creating a way to put the puzzles in the hands
of the people that were walking by the booth. And before very long we started getting mass
crowds standing in front of the booth trying to solve the puzzles. And by the end of the
summer we took his sales from $10,000 to $80,000 a summer all through the fact that people
we getting to demonstrate and see these products work.
In my opinion, demonstrations are a strong way to create interest in a product and drive
sales. So, if it’s a physical product, where can you put a demonstration on so that people
can actually see your product being used. If it’s more of a service based product
perhaps it’s software, perhaps your sales people are highly trained on the ability to
show the capabilities of the software when they are demonstrating that in front of a
potential customer.
Another nice thing in today’s world of inbound social media marketing is that you can have
a website and people come to your site because they are interested in what you might have
to sell. There you can have videos that demonstrate how your product works.
I’m amazed at how many different companies don’t have any demonstration videos when
in fact I think demonstration is the most powerful way to sell a product. Also, you
could be a service based person like a consultant. How do I show off what it is that I do? But
I think when I give lectures about marketing and branding people can see my ideas up on
the PowerPoint and I think that helps convey an understanding of my abilities to do marketing
and that is in fact my way of demonstrating.
Your Action Wednesday is pretty simple. I want you to identify what you can demonstrate
about your product, identify where you can demonstrate and then start demonstrating.
And then monitor it and see how sales are doing as you demonstrate your product and
see if in fact you are creating a little bit more interest and final sales because of those
demonstrations.
Be sure to join us tomorrow for Recon Thursday. If you need branding support, please contact
me to discuss an online or face to face service engagement. You can find that information
at the end of this video. I am Jim Glover, That Branding Guy, for Once a Day Marketing
and we will see you next time.