1. Doing Killer Product Demos Jeff Zimmerman October 2010 1

2. What Is a Product Demo? “A dramatic visualization of product superiority or a product breakthrough” - Scott Cook Founder of Intuit 2

3. Goals Of This Presentation Learn general principles and practical tips for creating and giving great product demos Learn general principles and practical tips for creating and giving great product demos Broadly applicable Broadly applicable Live demos to sales prospects Live demos to sales prospects Live demos to internal stakeholders Live demos to internal stakeholders Recorded demos (Flash, YouTube) Recorded demos (Flash, YouTube) Static screenshots Static screenshots 3

4. Why Are Demos Important? People judge the demo … not the product People judge the demo … not the product PR coverage is free … great bang for the buck PR coverage is free … great bang for the buck Increasing use of visual media in marketing Increasing use of visual media in marketing 4

5. Jeff’s “Top 10” Principles for Creating and Giving Killer Demos 5

6. #1. Know Your Objective The goal is to wow the audience The goal is to wow the audience Make them think “I gotta have that!” or “my friend needs this” Make them think “I gotta have that!” or “my friend needs this” Who is the audience? (e.g., prospect, journalist, sales team) Who is the audience? (e.g., prospect, journalist, sales team) Does the person have direct experience for this problem or product? Does the person have direct experience for this problem or product? What do you want them to believe after the demo? What do you want them to believe after the demo? 6

7. #2. Focus! Limit the demo to 2 or 3 major points Limit the demo to 2 or 3 major points Demo only the best Demo only the best Benefits Benefits You control the takeaways You control the takeaways Audience assumes the rest Audience assumes the rest 7

8. #3. Keep It Short Live demos: < 30 minutes Live demos: < 30 minutes Litmus test: can you hit the main points in 10 minutes? Litmus test: can you hit the main points in 10 minutes? Recorded demos: < 2-3 minutes Recorded demos: < 2-3 minutes Enables conversational meeting Enables conversational meeting Allows time to get “off track” to address questions … what the audience cares about Allows time to get “off track” to address questions … what the audience cares about Easier to keep the audience’s full attention Easier to keep the audience’s full attention 8

9. #4. Set Up The Problem Why should the audience care? Why should the audience care? How many people are impacted by this problem? How many people are impacted by this problem? How severe is the impact? How severe is the impact? Would people pick up a magazine to read about this problem? Would people pick up a magazine to read about this problem? 9

10. Where’s The Customer Problem? 10 Confidential

11. #5. Bring It To Life “Bring to life” both the problem and the solution to drive home the point “Bring to life” both the problem and the solution to drive home the point Techniques: Techniques: Visuals … including physical objects Visuals … including physical objects Analogies Analogies Before and after Before and after Direct comparisons to competitors Direct comparisons to competitors Statistical data to prove your point Statistical data to prove your point Customer testimonials and stories Customer testimonials and stories 11

12. 12 Before  After

13. 13 Visual, Comparison

14. #6. Slam The Competition Are you comparing your product to the competition or an older version of your product? Are you comparing your product to the competition or an older version of your product? Think broadly about substitutes, not just the direct competition Think broadly about substitutes, not just the direct competition If you are making comparisons, be explicit If you are making comparisons, be explicit 14

15. 15 MGD 64 v. Bud Light

16. #7. Use Structure For Emphasis Create the demo around 1-3 key points Create the demo around 1-3 key points Create a “module” for each point Create a “module” for each point Each module is a mini-story, with a beginning (the key benefit), the middle (the demo … proof) and the end (restate the benefit) Each module is a mini-story, with a beginning (the key benefit), the middle (the demo … proof) and the end (restate the benefit) Be willing to change the order Be willing to change the order Remember high-school English class Remember high-school English class 16

17. #8. Don’t Forget Logistics Be wary of Internet connections Be wary of Internet connections For in-person demos, face the screen toward the reporter … not yourself For in-person demos, face the screen toward the reporter … not yourself Position yourself properly relative to the computer and the audience Position yourself properly relative to the computer and the audience Talk to what you’re doing … navigate slowly and obviously … show them where to look Talk to what you’re doing … navigate slowly and obviously … show them where to look Be prepared to fill “dead air” Be prepared to fill “dead air” Use large fonts and/or resolution Use large fonts and/or resolution 17

18. #9. Invest In Sample Data Show the feature at its best Show the feature at its best Clear customer problem that is visibly solved Clear customer problem that is visibly solved Avoid the non-demo Avoid the non-demo “I want to show you ____, but it doesn’t work in this demo” “I want to show you ____, but it doesn’t work in this demo” “If this was set up, you could see how it could save you time” “If this was set up, you could see how it could save you time” 18

19. Quicken Bank Account Forecast 19

20. 20 Clearent Profitability Report

21. #10. Build A Great Product! If the product addresses a real customer problem and solves it well, you have the foundation for a great demo If the product addresses a real customer problem and solves it well, you have the foundation for a great demo The demo can be a litmus test for new products The demo can be a litmus test for new products 21

22. Checklist 1. Know your objective … to “wow” the audience 2. Focus! … 1-3 major points … only the best 3. Keep it short … 30 minutes max 4. Set up the problem … why is this important? 5. Bring it to life … visuals, before>after, data, etc 6. Be willing to slam the competition 7. Use structure to reinforce points 8. Don’t forget the logistics 9. Invest in compelling sample data 10. Build a great product! 22

23. Thank You! Jeff Zimmerman jpzimmerman@gmail.com 23