Home Cinema Insight | Demo Masterclass
“Preparation is key. Know your music and movie clips,
know where you are going to finish each clip, explain
why you are using that clip and point out what to be
listening or looking out for. The larger the group being
demonstrated to, the fewer questions you will be asked,
so you want to be able to cover all points, as you won’t be
prompted by questions.
“Prepare some bullet points for each clip, know the
benefits you’ll be highlighting and stick to the plan.
Remember, ‘features tell, benefits sell’, so there’s no point
in mentioning a feature if you can’t demonstrate the
benefit, so steer away from talking about products. Don’t
explain the model numbers of the screen and how the
different types of materials perform. Instead, play a clip
and demo the benefit.”
As an example, James explains that in AWE’s demo
suite, the company has two Draper projection screens –
ReAct and Matt White. The product details mean nothing
to customers, but the company can show the different
performance characteristics that would be appropriate for
the room the system will be going in. The same goes for
the projector.
James says: “Our cinema room features the Epson
laser projector, which boasts an unprecedented Absolute
Black contrast ratio. Will the customer understand
what that means? Not until they see it. For this reason,
I play a clip that features a lot of black frames and this
demonstrates the feature and benefit.”
Demo material is of course important: for movie-loving
customers James goes for Unbroken, as planes thunder
overhead in the opening scene offering an immersive
experience. To show the black levels produced by the
Epson projector, the opening scene from
Mad Max: Fury Road is a favourite. For
music lovers, James goes