DEMO: The Launchpad for Emerging Technology

DEMO vs. Conducting a Press Tour

Demonstrating at DEMO is a steal, compared to traditional marketing efforts. On the surface, DEMO costs about the same amount of money as sending three executives around the country to conduct a two- or three -city press tour. However, a press tour results in merely 8-10 meetings. At DEMO, 60+ journalists attend, all wanting to investigate the new technologies being launched. Additionally, DEMO yields potential customers, partners, and investment funding - none of which is possible on a press tour.

DEMO vs. Having a Tradeshow Booth

Potential demonstrators should weigh the cost of a DEMO show ($18,500) vs. that of a tech tradeshow ($100,000+) such as Comdex or TechX. DEMO offers an intimate environment where companies can begin relationships with influential IT buyers, media, VCs and potential partners and customers. Each DEMO attendee is actively involved in the tech industry and, as a result, deals are often struck at DEMO that result in funding or customer announcements in the weeks immediately following the conference. Tradeshows, on the other hand, are chaotic and extremely expensive. The number of exhibitors at a typical tradeshow is so overwhelming that reporters and investors don't have time or energy to devote appropriate attention to the technologies on display.

DEMO vs. Producing a Proprietary Press Event

A proprietary press event that attracts 60+ journalists is also extremely expensive and time-consuming to produce, once you include costs for space rental, giveaways, marketing/PR/speaker consultant support, catering, etc. A company launch held in 2000 that drew 100 journalists and yielded over 1100 hits in broadcast and print outlets () cost the company $125,000. There is also an unquantifiable element that should be considered: perception and reputation. Selection to participate in DEMO provides an immediate boost in credibility and cache and gives the new product a head start in the industry's acceptance and adoption.

Media coverage of DEMO products is tremendous -- in the 200+ million impressions range. The coverage is distributed among all the demonstrating companies and includes both trend round-up articles and in-depth product features. Publications that send reporters to DEMO represent every aspect of the technology industry: national business magazines; local and national broadcast outlets; major metropolitan daily newspapers; consumer and technology trades; and international consumer, technology and business publications