Advanced media platforms are where customers or potential clients live today. Ignore that and you’ll be forced into the slow lane enduring the dust of your competition speeding by you.
The Setup: A potential client contacts you regarding a re-branding effort, specifically new collateral materials to support their sales department and increase market share. Flash, they believe – as in visually cool brochures, etc., not the software – is key to engaging new potential clients and reviving a struggling campaign.
You perform your due diligence; review their current collateral materials and visit their website to become more familiar with their products and services. For the sake of this article, let’s call it an online directory site.
The Problem: The client’s website is, basically, a web version of a tired print directory, forcing visitors to make far too many clicks in order to view a wider range of information.
It’s bland in color and offers virtually none of the digital features or engaging content that drive today’s consumer. Extended platforms for mobile and/or tablets are non-existent, likewise, social media interaction.
What’s on offer to potential clients is limited exposure compared to other similar services.
Their competition, however, are capturing a greater market share while priced slightly higher. They offer sight (engaging color and graphics), sound (video) and a plethora of information at their online directory at first glance, including extended bios, maps, product specs, etc.
No matter how bright and shinny the new paint job, a Pinto is still a Pinto, and if you haven’t noticed, there aren’t many on the road today.
They’ve been replaced with enhanced performance machines able to take you further, faster and in greater comfort. They offer leather seats with butt-warmers, blue tooth, GPS screens and an awesome surround sound system …and that’s a standard model!
New marketing materials, such as a PowerPoint presentation or even a quality video won’t change the endgame. Sooner or later potential customers will realize that greater value exists for them elsewhere.
Ultimately, I’ll respect a client’s wishes and fulfill their expectations in a timely, professional manner. But when warranted, I also offer my experienced best when it comes to business development tools that prove timely, cost effective, and in cases like this, essential to achieve the desired goal.
Fear (of new and rapidly changing technology), not ego or arrogance, is typically the real culprit, but that too can be overcome with some surprisingly simple steps.
A Pinto. Really? Whaddaya say …feel like test-driving a BMW today?