www.jasonyana.com The visual impressions made by our building materials and building products are paramount. Here is how to use visuals such as images and videos to influence building material customers to like our products, to trust our companies and buy our products

1. THE PARAMOUNT IMPORTANCE OF
VISUALS FOR MARKETING AND SELLING
BUILDING PRODUCTS
JasonYana
President, JasonYana Studios, Inc.

2. Building Material Companies tend to work in silos, but what
do we all share in common?

3. Our Products are the thing we all share in common.

4. We do the same thing with our customers, but what do they
all have in common?

5. They NEED our products!

6. Our building products are the pivot point

7. THE MYTH OF LEARNING STYLES
The old idea that some learn best from seeing, some from
hearing and others by touching and feeling is a myth.

8. WE ARE ALLVISUAL LEARNERS
Visual Processing
50%
Other
50%
Half of the brain is dedicated
to processing visuals

10. The visual impression our product makes, has to be hugely
important!

11. ONE-TENTH OF A SECOND
Psychological studies tell us we make a first impression in
just 1/10th of a second

12. That first impression is not always positive, is it?

13. IT’S WHY PEOPLE WEAR MAKE-UP
The makeup industry - $265 billion a year, first impressions
must be important

14. FIRST IMPRESSIONS APPLYTO
PRODUCTS AND BRANDSTOO

15. DO PRODUCTS HAVE BODY
LANGUAGE?
93% of communication is non-verbal
Our customers are just people, people who are wired to
react to visuals

17. Visuals are a Superhighway to the brain

18. What How & Why
So for products, we need to visually demonstrate WHAT are
product is, HOW it works and most importantly WHY
someone should care.

19. ONE IMAGE CAN DOTHIS!

21. THE 4 MAINVISUALTOOLS
1. Images of Products
2. Images of Completed Projects
3. Technical Illustrations
4. Videos

22. IMAGES OF PRODUCTS
McDonald’s knows the power of first impressions - images of
their products in their marketing are carefully and
intentionally presented

23. IMAGES OF SEEN PRODUCTS
Use professional photography and 3d rendering to do the
same with your products

24. IMAGES OF UNSEEN PRODUCTS
Just because your product won’t be seen when the project is
finished doesn’t mean it should not be presented beautifully.

25. IMAGES OF COMPLETED PROJECTS

26. Unseen products can be shown by using cutaway illustrations

27. What is under the floor of their dream kitchen?

28. What’s behind the walls of their dream kitchen?

29. TECHNICAL ILLUSTRATIONS
When you make your details clear, refined, informative and
beautiful - you inspire confidence. When someone uses your
products, they are putting their reputation on the line. If
you shy away from showing suggested details, or worse, if
you don’t make them clear and accurate - you are at a
serious disadvantage.

30. HELP ARCHITECTS USE PRODUCTS

34. Combine first
impressions,
visual appeal,
technical
prowess,
performance and
product usage in
one powerful
image.

35. 0º F
Outside Inside
70º F
Dewpoint
(50% RH,70º F)
Location of
condensation
and Frost
Interior sheathing
Exterior
sheathing
Just because you
are talking about
boring dew
points does not
mean you have to
make a boring
visual

36. Hey, your customers have a
tough job, if you create beautiful
details like this for them, won’t
they trust you? Won’t they trust
that your products will work
well?
Did we just turn our boring
technical details into a world-
class customer service asset? And
wait, did we just turn a detail
into a marketing and sales too?

37. Let’s talk about the power of video to do all
these things better

38. MY SECRET WEAPON
Let me introduce you to my wife,
Lizzy. She is my secret weapon.
She has a beautiful mind. She is a
true rainmaker with very little
patience for BS. She won’t sit and
watch a boring, overly technical
marketing video.

39. THE WIFETEST
When I put a two minute building
material sales video in front of her
and if she watches the whole thing
without giving me “the look” and if
she gets what the video is
demonstrating, we have success!

40. EXAMPLE OF A SHORT BUILDING
MATERIAL MARKETINGVIDEO

41. PEOPLE HATE
INSTALLATION
INSTRUCTIONS

42. EXAMPLE OF A 3D ANIMATED
INSTALLATION INSTRUCTIONVIDEO

43. LIST OF USES FORVISUALIZATIONS

44. WEB SITE - HERO IMAGE

45. WEB SITE - FEATUREDVIDEO

46. PRINTED INSTALLATION INSTRUCTIONS

47. CONTENT MARKETING

48. TRADE SHOWS

49. ADVERTISING

50. CATALOGS AND BROCHURES

51. CUSTOMER PRESENTATIONS

52. POINT OF SALE COLLATERAL

53. THE ENTHUSIASM RULE
Your customers enthusiasm for your
products cannot exceed yours