The Hindu Business Line : Finding Demo

EVERYONE in brand marketing is looking for demonstrable success. Every company is looking out for that demonstrable success. Let us call it `Demo.' So every company out there is searching for a Demo. The Indian consumer is also looking for demonstrations from products and services so that they can be convinced to buy the brand to improve the quality of their life. They too, are in the process of `Finding Demo.'

During a recent visit to a mall, a young girl was selling branded brooms of a certain brand name. The powerful demonstration technique was getting her a lot of sales. This salesperson and the brand were constantly `finding Demo' and convincing consumers through this strategic weapon.

In another case, at an international brand store in India, a lady was trying to sell a cappuccino machine, but was only talking and not demonstrating. She was not trying to `find Demo' and therefore was not finding customers.

At a Sony showroom, the latest VAIO laptop was selling like hotcakes even though it was expensive, because the salesperson was being given a full-fledged demonstration and patient explanation. The brand and the salesperson were constantly finding customers — `finding Demo' is a potent way of convincing consumers about the perceived value of the brand.

In another case, many years ago, a portable fire extinguisher brand was sold to many people. Mentally, it was very reassuring, but physically it was a disaster. As no demonstration had really been given, when an actual fire took place the consumers were left high and dry because they did not know how to use the extinguisher. So the consumer during the fire had to find out to his horror that he did not know how to use the fire extinguisher after purchasing one.

For many years, brand marketers have used various elements of marketing strategically, but may have ignored one of the most strategic weapons or may have underplayed it.

That very effective and potent weapon is: Demonstration. It is very important that a demo is used in a significant and in a wholehearted manner. I would recommend that the brand marketing fraternity should start `finding Demo.'

Samsika has developed the Finding Demo Module of six elements to help increase brand image, credibility and sales through the process of demonstration. India is a growing market with many new categories and concepts being launched and many unsaturated areas getting addressed by the marketing community.

The first element is attracting `never used' consumers. Whether it is a first-time user of a mobile phone or the first time user of a carton drink, a demonstration always helps. Such a consumer is not only using the brand for the first time, but is also using the category for the first time. It is very important to `find Demo' and its effectiveness in the entire integrated brand strategy.

The second element is increasing consumption of `ever used' consumers. Sometimes, this type of consumer is using a part of the menu of features and therefore is not able to increase consumption. Through demonstrations, the `ever used' group can be moved from being an occasional to a regular consumer.

The third element is new concept marketing. In the growing economy of India, many new concepts have been launched in various fields, whether agricultural, pharmaceutical, or consumer durables. Demonstrations are the best way to educate consumers about the benefit of a new concept.

The fourth element is improved brand offering. Customers have many apprehensions when they buy. Demonstrations are able to bring out benefits and are the best way to provide a brand experience. This way, improvements in an existing brand can be showcased. It could be a test drive or demonstrations of the various features of a new car model.

The fifth element is problem solving. Many consumers look for benefits which can solve their problems. The latest campaigns of Harpic or Vim or anti-dandruff shampoos or fairness creams all point towards using demonstrations and evidence to convince consumers. These brands seem to have found the demo as a useful tool to move ahead and convince consumers and increase sales.

The sixth element is maximising usage of many applications. Whether it is a musical instrument or a consumer durable product, the various applications being offered by the brand should be demonstrated so that the consumers pick up the maximum usage of the brand. `Finding Demo' is one of the most powerful ways to increase sales and conviction of your brand among consumers. Go on finding Demo and I am sure you will go on finding more sales and customers.

(The writer is Managing Director of Samsika Marketing Consultancy.)

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