Why Demonstrate Products and Give Samples at Exhibitions?

Ah, exhibitions and trade shows.

The hubs where brands battle for recognition, competitors size each other up, and attendees wander around clutching tote bags filled with free pens, brochures, and the occasional edible treat. For small and medium-sized businesses, exhibitions are an investment. A chance to stand shoulder-to-shoulder with industry giants and get your products noticed.

But how do you ensure you’re not just another booth blending into the background?

One word: experience.

Demonstrating your products and handing out samples isn’t just a nice-to-have; it’s a game-changer. Let’s break it down.

1. Because Seeing Is Believing

Imagine you’re shopping online (bear with me here). The product photos look amazing, the description promises the world, and the reviews are glowing. But when it arrives… disappointment. It’s smaller than expected, feels cheap, and doesn’t quite match the hype.

This is why product demonstrations are gold at exhibitions. They bridge the gap between “sounds good” and “this is amazing!”. When visitors see your product in action, they’re not relying on guesswork - they’re experiencing the benefits first hand.

• Show, don’t just tell: if your product makes life easier, solves a problem, or saves time, demonstrate that in real-time. Whether it’s a quick demo of your software or showing off a gadget’s clever features, seeing it in action builds trust and excitement.
• Create those “aha!” moments: you know, the ones where people’s eyes light up, and they say, “Oh, I get it now!” or “Wow, that’s amazing!”. That’s where the magic happens.

"52% of visitors are more likely to visit a stand if they offer a giveaway" [1]

2. Samples: A Taste of What’s to Come

Let’s talk about samples. They’re like an appetiser for your business - just a small taste, but enough to leave people wanting more.

Picture this: You’re at a food and beverage exhibition. One booth offers free samples of their artisan chocolate truffles, while another just hands out a leaflet saying “We sell amazing chocolate.” Which one are you more likely to remember? Exactly.

• Tangible takeaways: samples put your product into people’s hands (or mouths), letting them experience its value without committing to a purchase.
• Freebies work wonders: there’s something irresistible about free stuff. Whether it’s a mini skincare product, a trial-size gadget, or a bite-sized snack, people love getting something for nothing. It’s the ultimate icebreaker.

3. It Makes Your Booth the Star Attraction

Let’s be honest, people flock to booths that look lively. If you’ve got an interactive demo or a queue of visitors sampling your wares, others will want to see what the fuss is about. It’s the exhibition equivalent of a restaurant queue: if everyone’s lining up, it must be good.

• Create a buzz: a hands-on experience generates excitement. Add some friendly chatter, and suddenly your booth becomes the talk of the aisle.
• Leverage social proof: when passers-by see others enjoying your samples or engaging with your demo, it validates your product. “If they’re interested, maybe I should be too!”

4. It Turns Browsers into Buyers

Ever heard the phrase “You don’t buy a car without a test drive”? The same applies at exhibitions. People need to see, touch, and feel the value of your product before they part with their hard-earned cash, or even just their email address.

5. It Helps You Stand Out in a Sea of Competitors

Trade shows can feel like speed dating for businesses. You’ve got seconds to make an impression before attendees move on to the next booth. A compelling demo or free sample is like a winning pick-up line. It hooks them in and leaves them wanting more.

• Be memorable: long after the event, attendees might forget the booth with the pretty posters, but they’ll remember the one where they tasted your award-winning chilli sauce or saw your clever gadget in action.
• Outshine the competition: while others rely on brochures and buzzwords, you’re showing visitors why your product is the real deal.

6. It’s the Perfect Icebreaker for Conversations

Approaching strangers at a trade show can feel a bit awkward for both parties. A demo or sample takes the pressure off. Instead of diving straight into a sales pitch, you can start with:

• “Would you like to try this?”
• “Let me show you how this works, it only takes a minute.”

Before you know it, you’re chatting naturally, and the conversation flows from there.

A Quick Anecdote

A small skincare brand at a beauty expo once set up a demo station where visitors could try their exfoliating scrub. It wasn’t fancy - just a basin, a bottle of scrub, and a few towels. But the results spoke for themselves.

Visitors raved about how smooth their hands felt, asked questions about the product, and snapped up bottles on the spot.

The brand? They sold out halfway through the second day.

Tips for Making It Work

• Keep it simple: a quick, hassle-free demo or sample is more effective than a long-winded explanation.
• Be prepared: make sure you have enough samples and that your demo runs smoothly. Nothing kills the mood like technical hiccups.
• Get your team on board: everyone working the booth should know how to demonstrate the product confidently and answer questions.

The Bottom Line

Demonstrating products and offering samples isn’t just about grabbing attention. It’s about building trust, creating connections, and giving people a taste (literally or figuratively) of what you can deliver.

So, next time you’re gearing up for an exhibition, don’t just tell people why you’re great. Show them. Let them see it, feel it, and experience it. Who knows? That free sample or quick demo could be the spark that turns a curious visitor into a loyal customer.

And hey, if it works for artisan chocolate and exfoliating scrubs, it can work for you too!

Liked this article? Check out our guide on how to build brand presence at exhibitions!

References

1. ‘The UK Exhibition Industry: Report & Statistics 2024’, The London Display Company https://www.thelondondisplay.com/uk-exhibition-industry-report-statistics-2024/.

2. ‘30+ Interesting Trade Fair Statistics and Facts in 2025’, Fairpoint https://www.fair-point.com/en/blog/35-interesting-trade-fair-statistics-and-facts?id=66.