How can we help your clients prove the results of a show? What is the biggest question they have? “How do I show a return on our investment?” The most common answer is more leads or more qualified leads and, at the end of the day, more sales – period.
Our contribution to this problem gives a solution to compare and contrast leads, but also analyze customer interest and demand for the products/services they offer. The solution is inTouch™, but the challenge is not judging a book by its cover and getting into chapter one. What I mean is, when I first reviewed inTouch™, I was fascinated by its functionality – pressing buttons and watching videos made for a fun demonstration but the bells and flashes detracted from the real value – and that is a discussion that should be had away from flash and functional distraction.
This past Monday, we had a customer and end client come to STL to review inTouch™ – the need was for an inTouch™ Table for five shows and inTouch™ Apps for approx 35 sales reps as a starting point. The end client really wanted to sit and take her time talking about the “concept” of technology and how she would use it to better her program, better their sales performance, and better her value proposition within her company. I am paraphrasing what she said, but she wants to get rolling and have one at a September show and then at an October show with a private event in the middle.
Anyone who has dealt with buyers (in any industry) is continually confronted by objections over the cost of what we sell and it can really be a bit of a downer. We all want to be accommodating to our customers (who are often also our friends) so it is only natural to feel inclined to make a concession when that price objection is presented to us. So, it’s very important to consider what you communicate by selling at that lower cost.
I am a chatty guy – no secret and no excuses – my brain never stops (ADD), my filter is low, and I tend to share my opinions at the drop of a dime. A very strong opinion of mine that is grounded in 20+ years in the visual / face to face / 1:1 advertising world is that COLOR is king. We, as industry professionals, our customers, and our customer’s customers all have the ability to recognize minor deviations in color or say “that’s not right”. Now, if a piece of extrusion is short, box frame out of square, wall slightly out of level, carpet a bit out of square… we can easily miss those things…but when Home Depot Orange is slightly askew – we are all on it. Read more…
So, has the title confused you – well hopefully the following helps shed some light on a design opportunity and ordering process efficiency. This morning as I was having a conversation with one of our lead Digital Imaging operators, he made a very interesting point. A trend that he highlighted was the growing use of clear substrates (Plex / Acrylic) within our UV print environment. He described wing panels, mounted panels, offset panels, insert panels, and other applications where we are printing to various thicknesses of a clear material. Since our UV printer has the ability to print white ink we can execute a number of different options and looks. For example, if we are printing the word Jason in blue on clear plex, we can print directly in blue and have the blue be slightly transparent, put a layer of white down and then print on the blue to make it slightly opaque, or print multiple layers of white to make the letter be fully opaque. The design options provided by the use of white ink are tremendous.