In the B2B foodservice space, many manufacturers leverage industry trade shows to launch new products. And although the timing is great, all the ‘new’, ‘innovative’ and ‘must-see’ products can start to look alike after a while. That is, unless your launch looks very different.
At last month’s National Restaurant Association Show in Chicago, our team saw a lot of new products. But one launch stood out to me as really effective. Not because the new product was great, but because the company did a great job of demonstrating a rather abstract idea at the core of this new product – something that is often hard to do.
Explaining an ‘intangible’ isn’t the easiest thing to do, but this company employed three unique tactics to get people engaged and talking about the new product:
This product launch was among the most effective uses of booth space I’ve seen. And it gave the visitor the opportunity to experience the product in a way that simply isn’t possible with a simple product demonstration.
The next time your company launches an innovative, game-changing product, be sure the method by which you introduce it is just as innovative.
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