Releasing The Power of Product Demonstration Videos

• Quickly educating or reminding the sales team on how to present the product to potential customers.
• Potential investors to understand the capabilities of a company’s products.
• Keeping team members across the organization informed and aware of their products.
• Keeping suppliers or potential suppliers informed and aware of the company’s products.
• Ensuring that everyone gets a consistent product message.

• What market segment(s) is your product targeting?

• Who is the typical buyer or user of this product?
• What demographic, industry group, location, income bracket, lifestyle, etc.?

2. Explain the Market Need or Problem.

• What customer issue(s) is this product designed to satisfy?

• Are there specific problems that it addresses?
• Is there a desire or need that the customer has that the product satisfies?
• Does it appeal to a higher purpose or calling that a customer may aspire to achieve?
• Does it provide improved performance measures (e.g., lower cost, easier maintenance, etc.)

3. Tell the Value Proposition or Unique Selling Proposition.

• What does the customer get that is valuable to him or her?

• In one or two sentences, use your Value Proposition and/or your Unique Selling Proposition to help articulate the value that the customer is getting when they buy your product.
• Value Proposition – concise statement that tells a customer that if they buy a particular product, they will get specific benefits.
• Unique Selling Proposition – concise statement explaining why a particular product is better than others at addressing the needs of the customer and therefore, making a compelling reason to purchase the product.

4. Focus on Customer Purchase Criteria.

• What specific needs and wants will the target customer seek as they evaluate your product and your competitors’ products, in order to decide which one to buy?

• Show the benefits of the features and functions that speak directly to your target customer’s purchase criteria.

5. Show the Product in Action. 

• Show the product working — let the target customers see it in action.

• Don’t waste a lot of time teasing the audience or talking incessantly, but quickly get into showing the product and demonstrating its benefits.

6. Inspire People to Try It, to Buy It.

• Appeal to the senses and emotions to make the product look fun, pleasurable, tasty, beautiful, exciting, etc.

• Examples:

• Juicy hamburgers that make you really hungry.
• Exercise equipment that “looks easy & fun.”
• Beautiful styling lines and colors on a car or printer.
• Upbeat music that stimulates and excites.
• Lighting and decor that create an appealing ambiance.
• An attractive model that captures one’s attention.
• A remote control toy helicopter that looks a little challenging but a lot fun.
• Visuals that inspire the audience to think, “Wow…I’d really like to try that!”

7. Alleviate Fears.

• Customers have the same fears we all do about a product, such as:

• Will it perform to my expectations?
• Will it work reliably for a long period of time?
• How much will it really cost me to operate and maintain?
• How easy is it to use?
• What will I do if I have a question or a problem?
• Is it safe?

• Identify your customers’ biggest fears and take steps to mitigate them in the demonstration.

8. Consider the Competition.

• It can be helpful to compare the performance of your product to competitors (directly by name or by inference), or to state how your product is different compared to alternatives solutions.

• There can be legal issues associated with making claims about competitors so be careful.

• There are also different marketing theories that should be considered (pros & cons) on when to make comparisons to competitors.

9. Make it Credible and Believable.

• Typically, it takes an outside, 3rd party, unbiased, objective source to validate the credibility and believability of your product.

• Consider the following:

• Use performance test results done by an independent testing authority (metrics can show how your product compared to competitors or how it compared to a benchmark or standard).
• The testimony of current customers who use the product, who will vouch for its performance.
• The testimony of experts, celebrities, or people who have integrity with your target customers.
• Media attention in trade journals, online placements, newspapers, TV news, etc.
• “Seal of Approval” from rating agencies, professional societies, or industry associations.

10. Move Along Quickly, Clearly, Effectively.

• The video “story” should flow and move along quickly. It should not be boring, drag, or waste the time of the target audience.

• Speech and images must be clear and easy to understand.

• People want to see the product as soon as possible.

• All spoken words and text should be succinct “sound bites” that explain things with razor sharp clarity.

• Test the video and its “message” before release — let others see it and get their feedback.

• Too Much Information — People have little patience and short memories — they want to know those one or two compelling reasons why they must have your product…!
  • Target one to three minutes duration for a product demonstration video. If you need more time, consider making additional videos that focus on specific topics related to the product.

Remember:

• Make sure people are dressed appropriately:

• Clean and proper attire: uniforms, suits, shirts, etc.
• Consider timeless fashions for clothes, glasses, shoes, hairstyles, etc. to extend the life of video and not make it appear dated in a couple years.
• Don’t have T-shirts or signs in the background with logos or promotional materials from other companies, sports teams, etc.

• Make sure no one in the background is doing something inappropriate (e.g., yawning, putting on make-up, etc.)