We opened the show with the current product, complete with a live demonstration. In this way, we positioned the company as successful, with industry leading products and results that the audience could see with their own eyes.
An actor on the stage interacted with the large multi media screen in the background, explaining the products. The second actor was in the audience as a potential “client”, asking the difficult questions the audience may have wanted to ask. Having a “spokesperson” diffused the audience’s possible criticisms and led to a more open-minded audience when presenting the product itself.
Then, we dropped the bombshell, introducing the new product that would shake up the industry. In order to clarify that the new product was pre-launch, it was introduced on screen by the product manager, still working on the development.
Due to this arrangement of the show, the audience was able to recognize HP’s market leadership with current products, and garnered trust when introducing the revolutionary product.