According to the Academy of Marketing Science, product demonstrations serve as a “powerful way to influence what people buy.”
And for the industrial products end users, these demos bring to life the benefits that can be hard to capture in a market where technology changes quickly. Often the question for users is not “Can you provide a list of the specifications?” rather, it’s “How can it solve my problem?”
But, according to AMS, it’s not as simple as industrial solutions providers speaking to an outcome; prospective buyers actually need to see it in action.
In a recent research study, AMS tested two types of product demonstrations to deem which was most effective. In the “process-focused” demonstrations, the sellers walked customers through each step of how to use the product. In the “outcome-focused” ones, they skipped the process and focused just on the final results.
They say there was a very clear winner between these two methods: process demos “consistently outperformed” the outcome-focused ones when it came to boosting a customer’s purchasing intentions.
It’s easy to see why. While we live in a digital world, new technology introductions can sometimes blend into the background among all the things competing for our attention.
We often hear from manufacturers regarding their production and operational challenges. What’s interesting is that many of the issues they need to target are being addressed by technology and equipment vendors right now – they just don’t know it. Perhaps it’s because they don’t have time to look up from their day-to-day firefighting, but manufacturers are, it seems, missing solutions that are hiding in plain sight.
I truly believe that this is why, despite a heavy emphasis on technology, manufacturing industry trade shows continue to flourish. When the pandemic nearly eviscerated trade show business in 2020 and 2021, many predicted it would never return. Instead, multiple industry events have since posted record numbers of both exhibitors and attendees. And it’s not just because they’re a refreshing break from the screen; these face-to-face displays and demonstrations truly illustrate the capabilities in a step-by-step method that buyers want and need.
And for trade journalists wishing to provide the most valuable industry information to our readers, we need to understand those problem-solving capabilities as well – which is why you’ll find us among the attendees at various industry events throughout the next six months.
Based on their merits, you might consider the following events as well:
MODEX: April 13-16, Atlanta
MODEX is where the manufacturing and supply chain professionals come together for the world’s largest supply chain experience. From hands‑on product demonstrations to one-on-one meetings and a conference (with four keynotes and nearly 200 sessions!), MODEX 2026 is where buyers come to see the latest equipment and tech, connect with their suppliers and make strategic buying decisions.
AUTOMATE: June 22-25, Chicago
Automate is North America's largest robotics and automation event. According to event host A3, the show floor features 1,000+ exhibitors including “the world’s leading automation solutions, from AI and robotics to motion control, vision systems, and more.” The educational conference includes 140+ sessions “led by the brightest minds in automation today.”
IMTS: Sept 14-19, Chicago
As the largest trade show in the Western Hemisphere, IMTS – The International Manufacturing Technology Show draws the innovators, sellers, and drivers of manufacturing technology together to “connect, be inspired, and find new solutions.” According to IMTS, employees who attend “become more motivated, more up-to-date on technology and trends, and more focused on reaching, and even exceeding, their company goals.
According to a 2023 study by Zippia, an online career guidance tool, nearly half of workers prefer in-person meetings over virtual ones. So the benefits of a handshake and a conversation impact buyers and sellers alike and it’s important that manufacturing industry stakeholders take advantage of the opportunities they have to understand the newest ways to solve their oldest problems.
Where will you be this year? Let us know and we’ll try to track you down. Email me at [email protected].
