The most dynamic of all business - to
- business marketing tools:
By Mike Efford
There could be an awful
lot riding on your next sales presentation…
So doesn’t it make sense to think outside the same
old box, and consider new communications tools for
your marketing tool kit? Consider using computer
animation! As a marketing tool it can help
industrial decision makers visualize
solutions you’re selling, and tip the scales in your
favor when it’s time for them to write the big
Business to business marketing is
different...typically, a small number of influential
decision makers hold all the purchasing power, and
the magnitude of a decision to buy (or not to buy!)
is much more significant than a casual “impulse”
consumer purchase. There is usually much more riding
on each individual sales presentation.
good news? Of all b to b marketing tools, computer
animation can give your sales presentations a
special competitive edge.
Let’s look at a few b to b marketing problems
specific to industrial manufacturers, then later
we’ll see how computer animation can solve them.
Problem: your product has hidden value. Maybe
it’s sleek and streamlined on the outside, but
the real story lies inside it. All the vitally
important technical innovations are buried, and
tend to be ignored or underestimated. Out of
sight, out of mind.
Problem: your product is new and different.
What’s the problem with that? Nobody can figure
out how it works. The shock of the new can be
confusing. If the buyers don’t understand how it
works, they might not understand how it would
benefit them, either.
Problem: your engineered system is complex. It
requires a lot of detailed explanation. The
prospect’s eyes may glaze over with information
overload long before you’re finished describing
it. It would be nice if there was a faster way
to introduce it, no?
Industrial marketing strategy
are these problems so difficult? In part because the
industrial marketing strategy used by many
companies, specifically in their advertising
communications, tends to favor static media such as
print, that are not as capable at addressing those
problems as computer animation.
much industrial advertising is simply dull. To cite
just one example, it relies heavily on cliché
copywriting; how many times have you seen the
headline “The Source…” used in industrial trade
magazines? There’s a sameness about many aspects of
industrial advertising: same old line in the same
old kind of ad in the same old media.
result, any company willing to think outside the
static media box can stand out, by virtue of nothing
more than contrast with the average...
The potential of computer animation
by using computer animation, a company can raise the
market’s perceptions about them. And the great thing
is that if they really know how to use this medium
well, their advertising and sales presentations can
put them years ahead of those slow – footed rivals
who ignore the potential of new technologies.
one thing that’s been holding back many companies is
the lack of information on how to use computer
animation. Now it’s possible to get inside
information about this new media. Actually, this
“new media” been around for some time now…
if you have been taking the same – old, same – old
approach to media selection, time to check out
computer animation and play some catch – up!
reap the rewards
Let’s revisit that bullet – list of industrial
marketing problems and see how computer animation
can address them:
Business to business marketing tools
the real story lies hidden inside the product?
Several computer animation techniques can solve
Cutaway/Reveal: A computer animation can show
portions of the exterior of the product becoming
transparent, revealing the hidden value / and or
Zoom – In Close Up: From an overall wide shot of
the product or system, an animation can zoom in
rapidly through the outer shell to explore deep
inside, sometimes in an extreme close – up.
buyers won’t understand how it works? Computer
animation is great at showing a quick visual summary
of even the most unconventional product idea. Here
are just a few ways it can do this:
Mechanical Articulation Demonstration: An
accurate 3D simulation can show how all the
individual components function together, in
concert; rotating, moving, twisting, etc.
Animated Charts and Graphs: Abstract data,
rather than physical objects, can be animated in
the form of charts or graphs which build up to a
Cross – Sections: A 2D animated view of an
object, seen as if it were sliced in half, can
reveal its inner innovations, perhaps
introducing them to one new component at a time.
Complex engineered system:
It requires reams of detailed explanation, and the
people you’re presenting to are not necessarily
technical types? Animation can easily simplify
complex information. How?
Animated 2-D Diagram: For pure simplicity, a 2-D
diagram rates high in the minds of non –
technical people. The camera view is often
static and the overall graphic look is clean and
minimalist, helping to take the intimidation
factor out of technology.
Build – On Sequences:
Add industrial components, or phases of a
complex architectural / engineering development,
one by one, building the full system in a
logical order, one visual “bite” at a time.
each example, computer animation provides the right
b to b marketing tools for the job! And there are
many more…we have just scratched the surface of the
possibilities with this medium!
"Narrow - Casting"
Finally, one advantage that business to business
marketers have over most consumer goods
marketers is this: most often, sales
presentations are made in a boardroom; very much
a private audience. In contrast to TV
broadcasting, where a message is seen multiple
times across a vast, unrestricted audience, a
sales presentation behind closed boardroom doors
is “narrow – casting”.
There are certain strategic advantages to
“narrow – casting”. As a new product marketing
strategy, it’s far more focused; sales
presentations are exclusive to a select
audience. Competitors cannot easily monitor
Computer animation is an ideal
narrow – casting marketing tool.
A boardroom presentation that features a well –
crafted animation is twice as potent…it not only
helps the client visualize the product’s
benefits far better, but it’s also hard for a
competitor to respond to something they can’t
see. Even if it does come to a competitor’s
notice, often it’s too late; first strike
advantage from a powerful technology (computer
animation) that seals the deal is tough to beat.
And that advantage accrues to
you, if you’re willing to think outside the same
old marketing toolbox and try out some new b to
b marketing tools.
Copyright - Mike Efford. All Rights Reserved Worldwide