- If a brand manages to create a product that’s easy to demonstrate, it can be beneficial.
- Multiple brands have successfully used this marketing strategy for exponential growth.
In today’s competitive world, brands can surpass the competition by making the product easy to demonstrate. This ease of use can bring desired results. Showcasing people how to use a particular product can be easy or hard, especially if the product is complex and demands a learning curve.
The complexity of using a product can be a significant barrier; in such cases, the demonstration needs to be as simple as possible. In 1874, gun makers E. Remington & Sons in Ilion, New York, designed the first commercially successful typewriter. They were among the first to use the QWERTY keyboard, which is still used today.
The widespread acceptance of the QWERTY keyboard is a testament to Remington’s efforts to make the product easy to demonstrate. If a brand ensures that the technique of product demonstration is accessible, exciting and engaging, plus the pitch intrigues the audience, they can surpass the competition.
How LEGO Became a Master of “Make the Product Easy to Demonstrate” Marketing Strategy?
Lego, the brand of interlocking plastic building blocks used to create various shapes and figurines, is extremely popular among both young children and adults. Its popularity can be understood by its loyal fan base, people flocking to LegoLand amusement parks in thousands, and great sales figures.
Lego is believed to be a prime example of flawlessly incorporating the “Make the Product Easy to Demonstrate” marketing strategy. Interestingly, the product itself is the demonstration, and all their marketing strategies revolve around and reinforce this ease of demonstration. Lego’s success heavily relies on the synergy of product demonstration and marketing.
The Product Itself is the Demonstration
The simplicity of Lego bricks is the Ultimate Selling Point. People are fans of their ease of use, the click sound they make, and unlimited possibilities. Moreover, LEGO bricks are universally understood. Their uniform size and connection system facilitate engaging and interesting building experiences. No one needs to know engineering principles to play with LEGOs.
When you buy a LEGO set, you also receive step-by-step instructions for that set. For instance, buyers would get detailed instructions while building the Death Star. Plus, the uniformity of brick sizes and portability boost creativity and demonstrate the basic building processes while triggering users’ creativity.
The brand’s success relies on LEGO’s ability to be anything a builder imagines. This means that it is not only the Death Star; builders can use building blocks to build everything they want, and they are only limited by their imagination. Furthermore, this eliminates the need for singular demonstration and encourages user-generated creativity.
Marketing that Reinforces the Ease of Demonstration
LEGO believes in visual storytelling and relies heavily on engaging and exciting visuals in its marketing catalogs, website images, and even box art, showcasing the possibilities with vibrant colors and inspiring builds. This allows millions of potential buyers to see the finished product and engage in the building process.
Their advertisements focus on the joy and creativity enjoyed while building the set. Even though creating the final set is rewarding, the building process is more so. By showcasing the exciting journey of building, they quickly demonstrated the ease of building and triggered the creativity of its users.
LEGO’s iconic “Rebuild the World” campaign encouraged fans to rebuild everyday objects and famous landmarks using LEGO. This boosted user-generated content (UGC) of creative builds, reinforcing the “easy to demonstrate” concept and showcasing the versatility of the product.
Loyal fans assert that walking into a LEGO store is a great experience. You immerse yourself in the neverending world of products, pre-built models, interactive play areas, and staff demonstrations. All this is done to showcase the ease of building and the potential of imaginative play.
The Amalgamation of Product and Marketing
Considering its market stature and product reach, LEGO doesn’t need to explain how the bricks are connected or how to build something complex. Their marketing strategy reinforces this ease of demonstration by showcasing the immense possibilities, the joy of creation, and the seemingly endless potential of building anything imaginable.
LEGO is a prime example of an amalgamation of a well-designed product and user-centric marketing. The way they marketed their product, its ease of use, and unlimited building possibilities are testaments to their “having a product that’s easy to demonstrate” marketing strategy.
They also foster strong online and in-person community building, allowing fans to share ideas and creations. LEGO can be a classic example of the “ease to demonstrate” concept by showcasing endless possibilities. Their expansion in movies and video games uses familiar characters and storylines, reinforcing the core message that anyone can create their own stories and adventures with LEGO.
Why is the “Making a Product that’s easy to demonstrate” strategy Popular?
Consider a scenario where you have a revolutionary product capable of disrupting the market. Only by making the product easy to demonstrate can you do the magic trick; you would need it to amaze the audience and not leave them scratching their heads. Remington’s typewriters were so successful that now every device has a QWERTY keyboard.
An easy-to-demo product marketing strategy reduces friction, increases engagement, enhances credibility and facilitates faster sales cycles. A seamless demo would keep the audience focused on the product’s value, not its technical hiccups. It can also boost audience engagement by providing clear explanations and interactive exploration that could keep the audience engaged.
Also, a well-polished presentation builds trust and portrays your product as user-friendly and well-designed. This can significantly enhance a product’s credibility and potentially lead to a faster sales cycle. It also impresses audiences, as they are more likely to connect with the ease that leads to quicker sales wins.
What are the Keys to Crafting a Demonstrable, Delightful Product?
If you want a product that’s easy to demonstrate, your marketing strategy must incorporate the following key features.
- Intuitive Interface
- Focus on Benefits
- Pre-built Demo Content
- Interactive Elements
- Clear Visuals
- Compelling Narrative
- Anticipate Questions.
We’ve all tried to make our elders explain the usage of smartphones and their features. Now, imagine if the features were simple and easy to demonstrate. This could have been a smoother learning experience for elders. Brands must focus on a product demonstration that’s clear, logical, and has a minimal learning curve.
Your product might have 100s of benefits, but focusing on features that solve a burning problem makes it easier to market. For instance, Apple’s laptop and personal computer products are easy to access, while competitors offer numerous options with varied features. Users want simplicity, and Apple’s simple-to-understand product range focuses on the benefits of simplicity while portraying an easy-to-demonstrate marketing strategy.
Creating pre-populated demos showcasing the product’s core functionality saves users time and ensures a consistent message. Intriguing buyers to develop user-generated content could also be helpful. When brands successfully use Pre-built demo content, it saves time and resources.
Allowing the viewers to “play” with the product during the demo fosters hands-on learning experiences. Through its #AssembleTogether campaign, IKEA allowed users to play while assembling the product; posting assembly online created ease-of-demo. Using screenshots, screen recordings, and well-designed presentations can guide users visually.
While IKEA’s compelling narrative of #AssembleTogether was that of # LEGO, with its ease of build and unlimited creative possibilities, it also portrayed a compelling narrative. Brands must try to craft a story around their product, explaining how it can transform a situation for the better. Marketers must be ready to answer common inquiries and provide clear and concise answers.
What Could be the Advanced Demo Tactics?
Brands can use the following advanced demo tactics to successfully incorporate a “having a product that’s easy to demonstrate” marketing campaign. It involves multiple demo formats, like exciting and engaging video demos and interactive tutorials, or it could be a demo app for a wider reach. Equipping the sales and marketing team with knowledge and skills to deliver impactful demos could also be beneficial. Remember to ask for feedback after demos to identify the areas of improvement.
Pros and Cons of “Make the Product Easy to Demonstrate” Marketing Strategy
Like any other marketing strategy, the “make the product easy to demonstrate” strategy also has pros and cons, as discussed below.
Pros
These easy-to-understand demos could lead to a quicker understanding of product value, helping to boost sales and conversions. A smoother and more exciting product demo experience can set a positive tone for potential customers. Users and marketing teams can also learn from these demonstrations, reducing the additional training costs and resources.
A well-designed product could foster trust among the audience and position your brand as user-friendly. The ease of demonstration directly leads to a broader market reach through online channels to expand the reach to global audiences. When a product can sell itself through demonstrations, it leads to faster and deeper market penetration.
Cons
When a brand focuses solely on demonstration, it could steer away from and neglect
advanced functionalities. Sometimes, easy demos might only cover some features requiring additional support materials. Oversimplification is only sometimes the right approach, and marketers could miss crucial details.
Highly technical products could require in-depth demos explaining complexities. People might not appreciate the how-to-use backpack demo video because they know it, but they might understand the how-to-use drilling machine video because only some know it. More than relying on demos could downplay the importance of solid salesmanship and storytelling. Also, designing a user-friendly interface and pre-built demos requires upfront investment.
Although the “make the product easy to demonstrate” strategy is powerful, it’s not a one-size-fits-all solution. Brands must find the right balance between innovation, ease of demonstration, user-friendliness, and long-term objectives. They should consider the target audience’s technical expertise and tailor the demo’s complexity level accordingly.
While showcasing the ease, marketers should also show the product’s core features that address customer needs. Providing in-depth guides or tutorials for the audience looking for advanced functionalities can equip the sales and marketing team to handle complex questions beyond the basic demo.
Finally, this marketing strategy can be a well-rounded approach leveraging the power and potential of easy-to-understand product demonstration. It can boost sales and user engagement, generate revenue and make a brand memorable.