subject: How To Market A Product That Can't Be Demonstrated At Your Trade Show Booth [print this page] There are many reasons why a product can't appear at the actual trade show booth. Whether your item is simply too large or too dangerous, the item in question is clearly not suitable for trial at the convention. For many companies, this might seem like a good reason to avoid conventions entirely and market through other means. Many top companies are seeing around the perceived limitations and observing the advantages of using marketing when the product is seen, but not tried.
Types Of Products That Can't Be Tested At Trade Show Booths
The fundamental problem with some items at a convention is the sheer press of people. When you are facing large crowds, people get bumped and jostled. It's impossible to know that you will have enough clearance to handle something delicate or dangerous. For that reason, many companies simply can't present actual samples of their products. Even if a staff member were demonstrating the product, it might still be too dangerous.
Apart from dangerous items, some others are simply too large to even fit inside the convention space. Even the largest exhibits can't accommodate airplanes and large machines. They may not be dangerous at all, but bringing them would still be impractical. Small merchandise may have the same problem, but on a smaller scale: it can't be directly tested because its impact would not be obvious.
Why Marketing Through A Booth For A Trade Show Can Still Work
Typically, the best way to market any product is by having individuals actually test it. If the product can't be brought to the convention, it certainly can't be tried out in person. The way to circumvent these problems is through the use of carefully crafted video. You can attempt to find nearby demonstration locations where crowds would be more manageable and space less tight, but such a search might end in futility. You will certainly be permitted to place TV monitors throughout your trade show booths, making a recording a safe bet.
The Key To Great Trade Show Booth Video
If your product cannot be tested by visitors, then you need to create media that makes them feel as though they are testing it. One technique for accomplishing this is to create a detailed video (or series of videos) that explains the product in detail and is accompanied by explanatory animations. Videos of this nature are a great resource and don't require an overly large budget. Most companies find that more media is better when substituting for an ability to try out the product. Film as much as you can, keep it tightly edited for quality, and offer many sources of information.
Computer Programs To Simulate A User Experience
Although video is an excellent way to promote a product that can't be tried, creating a computer simulation is even better. The process is often prohibitively expensive and may not be worth it, considering how low cost the other media options are. However, if the budget is available, having a demonstration program of your product can make a big difference to your trade show booths' traffic. Simply be mindful of having enough computers for most of your visitors to partake; long waiting lines at your booth for a trade show may lead to unhappy visitors, not increased sales.
How To Market A Product That Can't Be Demonstrated At Your Trade Show Booth
