Prepare Your Demonstrations

 

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Because reporters have a limited amount of time (especially at trade shows), you need to be prepared with three demos so you can match your demo to the reporter’s time as well as their importance to you. You should prepare the following demonstrations:

• A 30-second executive summary
• A one-minute overview of key features and benefits
• A five-minute in-depth examination

The 30-second demo hits the highlights. It’s used when reporters are on the run and don’t have time to see the whole demo. You need to give them the most essential information up front. If you’ve done an outstanding job, they will:

• ask for more information;
• come back later for an in-depth demo;
• ask for a press kit so they can write about the product; and/or
• ask for a product to review.

The one-minute demo is good for the “third-tier” reporter (see Targeting the Media). You want to be polite to these reporters, but you can’t afford to tie up personnel. This demo should cover the major points, so the reporter can write something about your product if they’re interested.

The five-minute in-depth demo is used for confirmed appointments, press conferences, and truly interested reporters who have graduated from the 30-second demo and want more information. Five minutes should be enough time to cover the major topics in detail and still hold the reporter’s attention.

During and after your demos, engross the reporter by asking questions such as “What do you think?” or “How does this fit in with any articles you’re planning to write?” Ask open-ended questions and keep the reporter involved.

Finally, you must create statements in advance that can clearly, but politely, end any demo. This will be important if you are pressed for time, as when an “A-list” reporter arrives at your booth while you are demonstrating the product to a “C-list” reporter. All demos can be cut short by asking the reporter if they would like you to send them a review copy. You can also have another executive answer any further questions posed by the “C-list” reporter, leaving you free to move on to the “A-list” reporter. For instance, you may say “If you have any questions, Janice will help you. I enjoyed meeting you.” then turn the reporter over to your staff member and step away.