doing killer product demos jeff zimmerman october 2010 1
TRANSCRIPT
Doing Killer Doing Killer Product Product DemosDemos
Jeff ZimmermanJeff ZimmermanOctober 2010October 2010
1
What Is a Product What Is a Product Demo?Demo?
““A dramatic A dramatic visualization of product visualization of product superiority or a superiority or a product breakthrough”product breakthrough”
- Scott CookScott CookFounder of IntuitFounder of Intuit
2
Goals Of This Goals Of This PresentationPresentation
Learn Learn general principlesgeneral principles and and practical tipspractical tips for creating and for creating and giving great product demosgiving great product demos
Broadly applicableBroadly applicableLive demos to sales prospectsLive demos to sales prospectsLive demos to internal Live demos to internal
stakeholdersstakeholdersRecorded demos (Flash, YouTube)Recorded demos (Flash, YouTube)Static screenshotsStatic screenshots
3
Why Are Demos Why Are Demos Important?Important?
People judge the demo … not People judge the demo … not the productthe product
PR coverage is free … great PR coverage is free … great bang for the buckbang for the buck
Increasing use of visual Increasing use of visual media in marketingmedia in marketing
4
Jeff’s “Top 10” Jeff’s “Top 10” Principles for Principles for
Creating and Giving Creating and Giving Killer DemosKiller Demos
5
#1. Know Your #1. Know Your ObjectiveObjectiveThe goal is to The goal is to wowwow the audience the audience
Make them think “I gotta have Make them think “I gotta have that!” or “my friend needs this”that!” or “my friend needs this”
Who is the audience? (e.g., Who is the audience? (e.g., prospect, journalist, sales team)prospect, journalist, sales team)Does the person have direct Does the person have direct
experience for this problem or experience for this problem or product? product?
What do you want them to believe What do you want them to believe after the demo?after the demo?
6
#2. Focus!#2. Focus!Limit the demo to 2 or 3 Limit the demo to 2 or 3
major pointsmajor pointsDemo only the bestDemo only the bestBenefitsBenefits
You control the takeawaysYou control the takeawaysAudience assumes the restAudience assumes the rest
7
#3. Keep It Short#3. Keep It Short
Live demos: < 30 minutesLive demos: < 30 minutesLitmus testLitmus test: can you hit the main: can you hit the main
points in 10 minutes?points in 10 minutes?
Recorded demos: < 2-3 minutesRecorded demos: < 2-3 minutes
Enables conversational meetingEnables conversational meetingAllows time to get “off track” to Allows time to get “off track” to
address questions … what the address questions … what the audience cares aboutaudience cares about
Easier to keep the audience’s full Easier to keep the audience’s full attentionattention
8
#4. Set Up The #4. Set Up The ProblemProblem
Why should the audience care?Why should the audience care?
How many people are How many people are impacted by this problem?impacted by this problem?
How severe is the impact?How severe is the impact?
Would people pick up a Would people pick up a magazine to read about this magazine to read about this problem?problem?
9
Where’s The Customer Where’s The Customer Problem?Problem?
10
Confidential
#5. Bring It To Life#5. Bring It To Life““Bring to life” both the problem Bring to life” both the problem
and the solution to drive home and the solution to drive home the pointthe point
Techniques:Techniques:Visuals … including physical objectsVisuals … including physical objectsAnalogiesAnalogiesBefore and after Before and after Direct comparisons to competitorsDirect comparisons to competitorsStatistical data to prove your pointStatistical data to prove your pointCustomer testimonials and storiesCustomer testimonials and stories
11
12
Before Before After After
13
Visual, ComparisonVisual, Comparison
#6. Slam The #6. Slam The CompetitionCompetition
Are you comparing your Are you comparing your product to the competition or product to the competition or an older version of your an older version of your product?product?
Think broadly about Think broadly about substitutes, not just the substitutes, not just the direct competitiondirect competition
If you are making If you are making comparisons, be explicitcomparisons, be explicit
14
15
MGD 64 v. Bud LightMGD 64 v. Bud Light
#7. Use Structure For #7. Use Structure For EmphasisEmphasisCreate the demo around 1-3 key Create the demo around 1-3 key
pointspoints
Create a “module” for each pointCreate a “module” for each pointEach module is a mini-story, with a Each module is a mini-story, with a
beginning (the key benefit), the beginning (the key benefit), the middle (the demo … proof) and the middle (the demo … proof) and the end (restate the benefit)end (restate the benefit)
Be willing to change the orderBe willing to change the order
Remember high-school English Remember high-school English classclass
16
#8. Don’t Forget #8. Don’t Forget LogisticsLogisticsBe wary of Internet connectionsBe wary of Internet connectionsFor in-person demos, face the For in-person demos, face the
screen toward the reporter … not screen toward the reporter … not yourselfyourself
Position yourself properly relative Position yourself properly relative to the computer and the audienceto the computer and the audience
Talk to what you’re doing … Talk to what you’re doing … navigate slowly and obviously … navigate slowly and obviously … show them where to lookshow them where to look
Be prepared to fill “dead air”Be prepared to fill “dead air”Use large fonts and/or resolutionUse large fonts and/or resolution
17
#9. Invest In Sample #9. Invest In Sample DataDataShow the feature at its bestShow the feature at its best
Clear customer problem that is Clear customer problem that is visibly solvedvisibly solved
Avoid the non-demoAvoid the non-demo““I want to show you ____, but it I want to show you ____, but it
doesn’t work in this demo”doesn’t work in this demo”““If this was set up, you could see If this was set up, you could see
how it could save you time”how it could save you time”
18
Quicken Bank Account Quicken Bank Account ForecastForecast
19
20
Clearent Profitability Clearent Profitability ReportReport
#10. Build A Great #10. Build A Great Product!Product!If the product addresses a If the product addresses a
real customer problem and real customer problem and solves it well, you have the solves it well, you have the foundation for a great demofoundation for a great demo
The demo can be a litmusThe demo can be a litmustest for new productstest for new products
21
ChecklistChecklist1.1. Know your objective Know your objective … to “wow” the … to “wow” the
audienceaudience
2.2. Focus! Focus! … 1-3 major points … only the best… 1-3 major points … only the best
3.3. Keep it short Keep it short … 30 minutes max… 30 minutes max
4.4. Set up the problem Set up the problem … why is this important?… why is this important?
5.5. Bring it to life Bring it to life … visuals, before>after, data, … visuals, before>after, data, etcetc
6.6. Be willing to slam the competitionBe willing to slam the competition
7.7. Use structure to reinforce pointsUse structure to reinforce points
8.8. Don’t forget the logisticsDon’t forget the logistics
9.9. Invest in compelling sample dataInvest in compelling sample data
10.10.Build a great product!Build a great product!22
