by Kim Lavine
You can use a tradeshow to market a product you haven’t even produced, based on just a prototype. Believe it or not, many products are actually launched this way.
There is nothing wrong with going to a tradeshow, showing a prototype, and telling customers that it will be delivered in four months.
People do it all the time
When I was at my two separate visits to QVC at their New Product Search, at least one quarter of the exhibitors there trying to sell product were selling it from prototypes alone.
One lodged in my memory because we shared a table to present on, was an in-home airbrush tanning system. Two guys in suits had brought along an airbrush, which you can buy in any art supply store, and a cosmetic case they had picked up at Walgreen’s on the way there.
The buyer for QVC practically bought the concept on the spot.
She would have, in fact, if they answered the basic questions of
- Key Features
- Merchandising adequately.
They had spent so little time putting this concept together they couldn’t answer these questions as the buyer asked them.
If they had spent more time preparing, they could have become the next “Today’s Special Value,” with the possibility of becoming “instant millionaires.”
I don’t know what happened to them
They should have gone home, worked out the kinks, called the buyer and sat on QVC’s step until she met them again. But I doubt they did.
That’s how easy it can be to make a million dollars! And that’s how some people just blow it by not doing simple homework or recognizing opportunity.
An Excerpt from MOMMY MILLIONAIRE
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