Last week, I shared 5 visual communication tools that I use to inspire R&D and creative work, test ideas, sell products, and communicate complex technology. But after spending 26 years at Procter & Gamble, 3 years in television stations and another 10 years consulting on visual communication, I’ve learned that product and concept demos can go way beyond what you put on videotape. To be sure, video demos are important, but let me take you beyond the videotape. Here’s where my theater background comes into play!
When you hear the term “product demonstration,” you typically think of a TV commercial showing how your product delivers its brand promise. Over the past 38 years, I’ve created hundreds of product demos for television for some of the leading consumer product companies, including Procter & Gamble, Keurig Green Mountain Coffee, and Unilever. But I’ve also developed several other creative ways to use visual communication, particularly video, to inspire R&D and creative work, test ideas, sell products, and communicate complex technology.
Here are 5 of my favorite visual communication techniques that help build brands:
Last week I discussed the critical role that claims and demos play in positioning and differentiating brands, and the 5 key principles that lead to compelling visualizations. In this post, I'll discuss how to organize for successful claim and demo development and the process for bringing claims/demos to life, from inception to market.
Communicating product benefits is crucial to establishing your product's competitive market position and breaking through the onslaught of commercial messages consumers receive every day. Claims clarify product benefits. Demonstrating claims brings “theater” to the messaging that helps customers and consumers visualize how your innovation addresses their needs. But where do you start? Do you establish a claim first, and then try to demonstrate it? Or, does the process of using your product reveal the most compelling claim? Which comes first ... the claim or the demo?
If you want to grow your brand or product, you need more users.
Simply put, trial barriers are the reasons why a target consumer does not purchase (shopping trial) or regularly use (usage trial) your brand/product.
Deeply understanding what your trial barriers are is the first step to breaking through those barriers. (Here, I'm writing in the context of consumer products in a brick-and-mortar shopping environment, but similar concepts could apply to other products/services and customer outlets.)
Finding trial barriers can be as easy as asking target non-users “why don’t you buy/use X?” But there are often unspoken, even unconscious, reasons that require more in-depth consumer understanding.
Brand personifications, observational research, and emotion-based research can reveal underlying strong barriers to trial.
It is helpful to think about the full range of barriers across various consumer touch points: