A performance that is a thrilling whirlwind – one that captures the audience's imagination and sends them off to fantasy worlds in which they can spend budgets they don't have on technology that does not yet exist – will come to a sudden, coma-inducing stop if the demo crashes.
For marketers and staging specialists, a crashed demo means losing the imagination of the audience and, more importantly, their next contract with that vendor.
For product champions a failed demo means public ridicule from outside the company and twice or three times as much pressure from their own bosses to get the tech to perform even better than expected, ship exactly on time and cost less than it possibly could.
Blowing a high-profile demo in a high-profile event can kill a product all by itself. Usually it just kills all the product's second chances, making any delay or mistake later in the production process fatal rather than inconvenient.
Every new technology comes with a quota second chances, because it is new. Everyone knows new things have to be tweaked to get them to work right.
A new product can ship late, cost more than predicted, ship without key features, or even ship with one faulty component that has to be replaced almost immediately.
Products that have all those problems will either be killed or get a new project manager before they ship.
Products that fail spectacularly in most-visible venue they could possibly find – under conditions that must be presumed to be absolutely ideal to make that product work, ensuring it never would in a customer's less perfect environment – those products are already hanging by a thread. One more real problem could cut the string.
Lying works, especially in trying to sell new tech; unless you get caught
There are a lot of good reasons to run video rather than a demo.
There are more serious ones to not do it, especially if you decide not to tell anyone.
Do you remember her for anything else?
You won't forget Intel, but running a video of a demo instead of a live one won't increase the level of trust in Intel or Ivy Bridge.
Intel should know that. Any vendor would. Running a video, even if you tell the audience what you're doing, but especially when you don't, makes people believe that even the manufacturer doesn't believe in its own product.
It makes them think you're so much farther behind in your production schedule than you've said that they can no longer count on you delivering the functions they were waiting for.
Since they usually can't wait, they will go look for alternatives more likely to ship on time, with the features they want, working correctly in real life rather than on video.
IDG News Service