For a small business, a demonstration is often the most effective and cost-efficient selling tool. Demonstrations are often more expensive per sampled target buyer when compared to advertising costs per target reached. However, demonstrations are many times more effective than single advertising ad exposures in any media. And 79 percent of those sampled bought the product when they felt they needed it. It is estimated that over 85 percent of all grocery purchases are not planned in advance.
Buyers purchase many items on impulse because of a product or service demonstration.
A promotion demonstration often takes the form of a free product sample or free trial service. Demonstration personnel also act as a mini-sales force in explaining product features and benefits and providing personal consumption and use testimony. A small business is well-served to arrange as many promotion demonstrations and sampling opportunities as affordable on a continuous basis to build business. Product demos are very effective but service demos are sensational. The popularity of seminars is growing, as they are effective in enabling service providers such as financial planners, physicians, and dealers in art and antique items to target and educate their potential customers.