Death of a Brochure

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This is the presentation that James Burnes VP of Development and Strategy and Mike Rendel Senior Art Director at MediaSauce. The presentation talks about the changes in communicating with your prospects, and how can you use other alternatives to the brochure.

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Death of a Brochure

  1. 1. $3 per copy Why do brochures exist?
  2. 2. What are your reasons?
  3. 3. Provide detailed Showcase colors Be a ‘touch Validate the descriptions and options point’ after the salesman’s meeting claims Demonstrate how Serve as a Differentiate from Serve as a follow- a product or reference tool for competitor’s up tool to a sales service works customers products meeting Promote Create a Include Be forwarded to customer frequency mail-in forms or other influencers testimonials and message with phone #’s for lead and decision case studies every exposure generation makers
  4. 4. What do you want that printed sales collateral canʼt give you?
  5. 5. Tracking for Real time Interaction that Tracking for every every time it’s updating of copy drives customer time it’s forwarded viewed and images engagement to a colleague Reporting on site Deeper Faster sales Real time updating use, conversion, qualification of cycles, expedited of pricing, offers frequency prospects into decision making CRM Easier ability for Repeat Metrics on when Personalization and sales force to frequency and sales person uses a unique, purpose follow-up at the automated touch it and how well driven message right time points
  6. 6. 6th copy youʼve sent ally re Why do brochures exist?
  7. 7. overnighted 8 weeks ago Because weʼve used them for so long?
  8. 8. For 400+ years, printed materials were the cutting edge of marketing technology, and virtually the only way to reach a “mass” audience.
  9. 9. $ Even as new technologies were introduced, brochures remained cost competitive.
  10. 10. New technologies came along.
  11. 11. 38 Years it took newer marketing tools to reach an audience of 50 million
  12. 12. 13 Years it took newer marketing tools to reach an audience of 50 million
  13. 13. 4 T E N R E T N I Years it took newer marketing tools to reach an audience of 50 million
  14. 14. 3 Years it took newer marketing tools to reach an audience of 50 million
  15. 15. 2 Years it took newer marketing tools to reach an audience of 50 million
  16. 16. Despite the technology leap, brochures still remain a primary vehicle for customer engagement and education. Why?
  17. 17. Where do brochures get used?
  18. 18. Where do brochures get used?
  19. 19. Where do brochures get used?
  20. 20. Where do brochures get used?
  21. 21. where do they end up?
  22. 22. Letʼs keep doing it the way weʼve always done it.
  23. 23. Letʼs keep doing it the way weʼve always done it.
  24. 24. We are in unprecedented times...
  25. 25. Where time moves more quickly than it ever has before
  26. 26. Where speed takes on a whole new meaning.
  27. 27. Where personalization takes on a whole new meaning.
  28. 28. Where instant takes on a whole new meaning.
  29. 29. Where “give me more” takes on a whole new meaning.
  30. 30. Where budgets are fall ing ...
  31. 31. overwhelmed And our customers are with brands, messages and purchase options. They see more than 4,000 ads each day!
  32. 32. What does the future of the brochure look like?
  33. 33. Something more like this? (we think so.)
  34. 34. how are they different? Device Agnostic Not a single ‘tool’ Integrated Limited copy Interactive Personalized Immediate Trackable Comprehensive while being simple
  35. 35. What does the sales brochure of the future look like? Customer Database Email Mobile Web site
  36. 36. mail with e n start k the rea tech b quick take a Letʼs
  37. 37. Now for online experiences...
  38. 38. Iʼm a creative guy.
  39. 39. So, what changed?
  40. 40. Audiences better informed.
  41. 41. Audiences with less time.
  42. 42. Audiences with more options.
  43. 43. Audiences with more expectations.
  44. 44. How do you make it easy for a student in Boise spend a semester abroad in South America?
  45. 45. Who are they? • a market leader in the industry for over 20 years • partner to over 350 universities in US and Canada • provider of over 90 study abroad programs in 14 countries • differentiated by quality support and experience
  46. 46. Why does a strong brand like this need to change anything?
  47. 47. Why now? • Growing competition • Overwhelming number of options • Complex orginizational complications • High cost of printing and distribution of literature
  48. 48. How did we form our strategy? • We asked questions. (a lot) • We listened. (a lot) • We researched. (a lot) • We worked. (a lot)
  49. 49. What we didnʼt do. • Assume we knew everything before we started • Make it only about marketing • Make it only about static information • Try to provide everything to everyone with one broad message
  50. 50. What we did do. • Identify the and segment the audience • Explain the process in simple terms • Build a feature rich tool that streamlines the process • Connect the audience to one another
  51. 51. The result? • A better, more engaging experience for the users • A streamlined recruitment and enrollment process • An improved sales tool for advisors • More enriched lives, more satisfied clients
  52. 52. More culture. Less shock.
  53. 53. Why does it work? • They came prepared • They know and understand their audience • They achieved full internal support and unified messaging • They were confident in their vision and their product • They were willing to evolve
  54. 54. The digital sales engine
  55. 55. The future of brochures is in a digital sales engine, not sales collateral and a sales force.
  56. 56. What are the opportunities to generate new prospects? Advertising Search Brochures Trade Shows Media Coverage Referrals Sales force Repeat customers Social Networks Email Foot/Car Traffic Purchased Lists Trade/Industry Directories
  57. 57. Which forms have the highest value and trust? Advertising Search Brochures Trade Shows Media Coverage Referrals VALUE Sales force Repeat customers Social Networks Email Foot/Car Traffic Purchased Lists Trade/Industry Directories TRUST
  58. 58. When does the prospect actually become a lead? When they interact with you
  59. 59. What are prospectʼs options to interact with you? Store or Office Phone Sales Person Customer Email Mail Web Site
  60. 60. Which options are 24/7? Store or Office Phone Sales Person Customer Email Mail Web Site
  61. 61. Which options are inexpensively scalable? Store or Office Phone Sales Person Customer Email Mail Web Site
  62. 62. Which options give you an opportunity to immediately interact? Store or Office Phone Sales Person Customer Email Mail Web Site
  63. 63. Which options allow you to track results and measure? Store or Office Phone Sales Person Customer Email Mail Web Site
  64. 64. The future of the brochure isnʼt in interactivity alone, itʼs in building a digital relationship to support and accelerate the buying process.
  65. 65. The database and the web site are seamless with all touch points Management! Customer Relationship Database Customer Salesman Website
  66. 66. The Digital Sales Engine Email Social Networks Mobile Sales Team Web site Customer Sales Assets Database Database
  67. 67. Recognizing the buying process, the digital sales engine adjusts, reacts, stimulates $ Prospect RFP/ Lead Negotiation
  68. 68. How do you build your sales engine? •Market segmentation •Understanding of the multiple decision and influence points of your existing/past customers •Creating ʻtriggersʼ •Defining a process •Define the technology •Train, train, train
  69. 69.   Our competitors are ready to do battle...
  70. 70. We have to separate from the competition
  71. 71. We have to be better connected...  
  72. 72. ...than our competition.  
  73. 73. Outwit
  74. 74. Out maneuver
  75. 75. Connect more
  76. 76. Do more
  77. 77. Sell more
  78. 78. So how do we build a strategy?
  79. 79. Understand our customers'... ...needs
  80. 80. Responding to our customers'... ...wants
  81. 81. Anticipating our customers'... ...triggers
  82. 82. Answering our customers'... ...questions
  83. 83. Giving our sales team a… ...toolkit
  84. 84. Giving our sales team a… ...skillset
  85. 85. Giving our sales team… ...metrics & data
  86. 86. To have the power to do this: Provide detailed Showcase Be a ‘touch Validate the descriptions colors and point’ after the salesman’s options meeting claims Demonstrate how Serve as a Differentiate Serve as a follow- a product or reference tool from up tool to a sales service works for customers competitor’s meeting products Promote Create a Include Be forwarded to customer frequency mail-in forms or other influencers testimonials and message with phone #’s for and decision case studies every exposure lead generation makers
  87. 87. To have the power to do this: Provide detailed Showcase Be a ‘touch Validate the With engagement descriptions colors and point’ after the salesman’s options meeting claims And shorten the buying In real time Demonstrate how Serve as a Differentiate Serve as a follow- a product or reference tool from up tool to a sales timeline metrics service works for customers competitor’s meeting products With To build the database Promote Create a Include Be forwarded to With automation customer frequency mail-in forms or other influencers testimonials and message with phone #’s for and decision case studies every exposure lead generation makers
  88. 88. Questions?
  89. 89. Thank You! (now go build a plan!)

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