Which type of demo is right for your product? The pros and cons of different types of demo
When done correctly, few sales and marketing tactics are more powerful than a product demonstration. You can wax lyrical about a product’s features and USPs, or you can simply let people see and experience it for themselves. However, there’s an art to getting it right.
For a demo to be successful it needs to fit the product and the objectives; there is no one-size-fits-all option. Knowing what you want to achieve is vital to selecting the right type of demo. Do you want to increase your brand presence? Are you introducing a new product to the market? Are you trying to highlight a particular product feature?
Our partnership with Costco has led us to develop four different demonstration methods; matching our services with the needs of our client and their wide range of products. So, how do you know which service is right for you? Here’s everything you need to know…
Single demo
The simplest and most cost-effective way to let customers experience a product in Costco, this type of demo runs for one day from a standard WDS demonstration stand. It features up to two products and benefits from the knowledge and communication skills of brand ambassadors.
In addition to giving out the samples, brand ambassadors are there to answer questions, relay product features and highlight reasons to buy.
Pros:
- Cost-effective
- Fast turnaround (3 week lead time)
- Gets your product and brand directly into customers’ hands
- Simple
Cons:
- Less flexible than other demo types
- Unable to combine with other products/brands
- Cannot be specifically branded to product
- Smaller visual impact
Super demo
Is it a bird? Is it a plane? No, it’s a super demo. As the name suggests, this type of demo comes with a bit of drama and spectacle. Super demos are high-impact, high-profile warehouse events that last for a week, operating from open to close each day. Essentially, they supersize a brand’s impact, driving maximum consumer interest, whatever the product.
For an added sense of theatre, vendors can also add optional branded extras like pull-up banners, pop-up counters, pallet wraps and bespoke point of sale materials.
Pros:
- Larger footprint for maximum visibility within Costco’s warehouses
- Incremental floorspace
- Highly branded to both brand and product being promoted
- Can feature multiple products and brand ambassadors to maximise customer experience and ROI
- Drives footfall to activity
- Creates a sense of theatre around your brand
- Great for highlighting brand suitability to particular seasons and other peak retail periods
Cons:
- Higher cost than other service levels
- Longer lead times (typically 6-8 weeks)
- Requires additional approvals with Costco
- Must be staffed throughout opening hours
Dual demos
Whether it’s strawberries and cream or bread and butter, some things work better together. Dual demos feature two complementary products from different vendors, combined to make both sparkle and stand out even more. This type of demo runs for two consecutive days, with each vendor paying for a single day.
Pros:
- Allows two products longer time ‘in the spotlight’
- Increases the customer experience and better highlights a product’s benefits
- A good opportunity to surprise customers and demonstrate product versatility/flexibility
- Has the simplicity of a single demo
- Low lead times
- Low cost
Cons:
- Not suitable for all product types – some products are harder to partner than others.
- It may not always be possible to find a willing partner
- May not be suitable for more complex products
Special events
Perfect for new or limited edition products, this type of demo is presented in a roadshow format, showcased by our specialist teams in a select number of Costco Warehouses over 5-14 days. As well as driving consumer interest in specific locations, our special events are also an opportunity to experiment and test reactions to product categories that are not usually available in Costco.
Pros:
- Increases the customer experience by delivering a ‘treasure hunt’ approach of introducing new/unseen products and brands for a limited time
- Allows new products and brands to be introduced on a limited scale to test suitability
- Perfect for smaller/fledgling brands with smaller resources, unable to supply and demonstrate across all UK locations
- More flexibility in presentation, branding etc.
Cons:
- Can be logistically challenging
- Costs can be higher, depending on the ‘kit’ that needs to be delivered to each location
- Requires specialist set-up and pack-down outside of opening hours
Knowing which type of demo is right for you comes down to your particular product and what you want to achieve. If your focus is increasing brand visibility and awareness, a single demo is probably not going to help you meet your objective. Similarly, if you want to get your product into consumers’ hands with a short lead time, a super demo is probably not the best choice. By establishing your goals you can clarify exactly which type of demo will best serve your needs.
To discuss which option is right for your Costco brand, contact our team today on 01306 644 665 or email service@warehousedemo.co.uk.
