What's It Worth to You?

by Brad Smith

I recently had an experience I’d like to share. I got a call from the guy who mans the trade show booth for a small division of one of our clients. He wanted to get some new graphics done for his display. After I showed him that what he had in mind was way too much information for a small display, and how to simplify the messages and content, he said:

“Looks great. Get me a price we can live with and we’ll go from there.”

Wait a minute. Let’s put things in perspective here.

What’s the value of making a good first impression?

What’s the value of communicating a professional image?

What’s the value of standing out in a sea of small trade show booths?

What’s the value of having a potential customer stop at your booth, versus walking on by?

What’s the value of making a sale? And the future value of repeat business?

What’s the value of the lost sale? How do you put a value on business you don’t get?

What’s the value of the booth visual, versus the cost to the company to rent the space, send a person to the show, pay him, feed him and put him in a hotel for three days?

I’ll bet you’re thinking this client thought the price was too high. His boss, twice removed from the process but still the one making the ultimate buying decision, said “Sounds really out of sight for such a small project.”

Small?

Only in that it’s probably the smallest expense of attending this particular show.

Small? So’s the Nike swoosh.

Flickr Photo Credit: johnhallassoc

Show, Don't Tell

by Steve Badertscher

There is a church in our community well known for their unique Easter tradition. That is, they celebrate the events surrounding the crucifixion in a very dramatic and memorable way. During Holy Week, many churches incorporate clever wording on their message boards to remind us that Jesus died for us. This particular church draws attention to the events of the crucifixion on an entirely different level. Let me explain.

According to scripture, following his death, Jesus’ body was removed from the cross and buried in a rock-hewn tomb. And on the third day, Jesus rose again from the dead. So to dramatically tell the story of the historic event, the church reenacts this scene in the front yard of their church. For 3 days and 3 nights, two congregation members dress as Roman soldiers, complete with helmets and spears, and stand guard at the huge stone covering the entrance of the symbolic tomb they have created.

What captures your attention is the fact that these two “soldiers” are live human beings who painstakingly stand vigil not only during the day, but throughout the night as well. All while “dressed” in the attire of the period (read: no Carhartts). Anyone who has experienced April weather in Ohio knows that the days are often cold (and the nights even colder), especially when it’s raining. Often times 30 mile per hour winds accompany the rain (or sleet). Ironically, the inclement weather adds to the dramatic impact of the event, as you can’t help but have empathy for the wet, shivering soldiers. (Love thine enemies?)

And when the stone is rolled away and the guards are conspicuously absent in front of the empty tomb on Easter morning, it visually punctuates the message to every passerby that “He is risen” in a way words can not.

Observing this awesome display this past week somehow made me think about how marketing communications messages could be delivered with similar impact. Not being delivered by Roman soldiers, per say, but by being visually dynamic. By showing the story.

How about you?

Are there ways to better demonstrate what you’re trying to communicate on your Web site via video versus just writing about it? In other words, show the prospect what you’re trying to communicate as opposed to telling them.

For example, could you demonstrate that your product gets the work done in half the time of your competition by showing split-screen video comparisons in real time? Instead of talking about your product being tough and impact resistant, could you demonstrate the same by having trade show attendees throw baseballs at your product samples on the trade show floor?

The next time you need to tell a prospect something, think of potential ways you might demonstrate the information visually, instead. Show, don’t tell. It might just have more impact.

Flickr Photo Credit: http://www.flickr.com/photos/frield/