Firms aim to constantly develop new products and selectively reveal information about those activities to influence different stakeholders. In this multi-study paper, the authors investigate by means of secondary data modeling as well as experimental designs, how the demonstration of new products may impact consumers’ online search behavior for the brand, and subsequently a firm’s market performance. The authors also explore how the relationship between new product demonstrations and the online brand search could vary with the product’s development stage at the time of the demonstration. Data from Google Trends and international automobile trade shows reveal that while new product demonstrations, on average, improve market performance through a boost in consumers’ online brand search, this relationship is stronger for new products at the middle stage of development, compared to early and advanced stages of development. Two experimental studies further validate the findings, while extending the results on causation and underlying mechanisms.