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How to Create Marketing Demos That Sell Products

by Amy Gesenhues  |  
April 22, 2008
  |  15,315 views

One of the biggest challenges that marketing departments face is producing marketing tools that actually get used by the sales team.

If you are like many frustrated marketing professionals, you spin your wheels trying to create effective marketing communication materials that are left unused; or worse, you give up hours and hours fine-tuning your product's messaging to communicate key features and benefits, only to hear each salesperson giving a different pitch.

You want to create marketing tools that help sell products, not collateral that sits on a shelf. So how do you do it? How do you create a marketing tool that not only gets used but also can reinforce your marketing messaging so that everyone is speaking the same language?

A professionally produced product demo can do wonders for your marketing initiatives. It can accelerate your sales cycle and generate qualified leads. You can leverage it on multiple platforms and within various campaigns, from your site to your tradeshow booth, on marketing CDs and in email marketing efforts. And when done right, a great demo can get everyone speaking the same language.

Four Questions to Ask Yourself


Before you begin building your demo, you have to answer the following four questions:

  1. What's your demo's objective?
  2. What type of demo will best fit your needs?
  3. How do you build a demo so that it gets the maximum return on investment?
  4. Do you have the resources to build your demo in-house, or should you outsource it?

Producing an effective demo that gets used on a regular basis can be an overwhelming task—but it doesn't have to be. Once you go through the following four questions and corresponding answers, you'll be able to start your demo project with confidence and end up with a marketing tool that sells your product.

What's your demo's objective?


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Amy Gesenhues is the Director of Marketing for Autodemo LLC (www.autodemo.com), a developer of software and Web site demos. She can be reached at amy@autodemo.com.

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  • by Skip Mays Tue Apr 22, 2008 via web

    Don't forget to include a functional, tangible reminder to trigger recall of your demo. When properly intergrated with your presentation, clipboards, coffee mugs, mouse pads and similar (but appropriate) materials will keep your demo fresh in your recipient's mind. Perhaps a custom made leave-behind might even be better. Don't think of them as trinkets. They really work and help cut through the fluff and clutter.

  • by Chris Keller Tue Apr 22, 2008 via web

    In our own product demos, I have found it very valuable to use site survey data to know what people have a hard time doing on our site or what they have a hard time grasping.

    Viewing user click traffic across our site also drives our content.

  • by Kelly Tue Apr 29, 2008 via web

    We use Macromedia Captivate to develop our demos in house. It is an affordable solution.

  • by Tim Nguyen Tue Mar 16, 2010 via web

    Are there stats on Flash Demo's? What is it worth in a marketing effort?

  • by Suvish Viswanathan Tue Jul 6, 2010 via web

    The concept of using product-centric demos for the software products is very rightly said, but isn't that only limited to advertise unknown products to the targeted segments? I have to handle pre-sales activities for my software products so stuck in using some Demos for the products, after reading this article i conclude i should go with product-centric demos. suggest some tools for the same as the budget is limited

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