Hi mr4698,
Here's some basic points in answer to your question...
With a multimedia presentation, your client can...
- Tailor each presentation to the specific audience through
interactive paths. You (or the audience user) selects only the
information your audience wants to see. Executives can review the
so-called "15-second elevator speech" overview whicle engineers can
study complex technical information through the same CD. This is one
of the primary advantages of multimedia over print.
- Make consistent presentations. Ensure your sales force is delivering
consistent corporate messages using approved corporate branding and
imagery.
- Tell your story with power. In a paper titled "Why Interactive
Multimedia Language Learning," author Brian A. Victoria of the
University of Auckland's Multimedia Laboratory at Tamaki reports that
"studies have shown that people remember 20% of what they hear, 40% of
what they see and hear, but 70% of what they see, hear, and do." In
other words, combining media to communicate information is good, but
incorporating interactivity is even better.
- Interact with the prospects and customers before and after, as well
as during, the sale. Among other uses, multimedia CDs can be used as
trade show handouts, qualifiers, and fulfillment.
- Decrease your sales cycle time. When you educate prospects faster,
they decide faster. When you present a compelling message they gain
confidence faster. They buy faster.
- Simplify complex products and services. Multimedia will show how
easy it is to understand, use, and own what your client is trying to
sell. If your customer is selling software, a demo or example version
of the product can be included on the CD.
- Reduce a sales kit to one CD. No need for a sales force to lug
around print collateral, brochures, information sheets, price
catalogs, video testimonals, et al; Everything they need to make a
close the sale can be put on one interactive CD.
- Leverage the power of the internet and your customer's Web site.
Include a "For More Information" section on the CD and with one click
a prospect can send email or go directly to the Web.
-Present live testimonials. Either audio or full video, there's
nothing like hearing testimonials from real customers to convince
prospects.
The above was adapted from a 1997 article published in the South
Florida Business Journal.
http://southflorida.bizjournals.com/southflorida/stories/1997/12/29/smallb2.html
As you'll see, I modified some of the writer's points based on my own
experience as a creative director of interactive media for a marketing
communications firm. Even though the article is six years old, I feel
the points are still quite valid.
I also suggest you take a look at an eTimes article by Traci Hukill,
"Why Corporations Are Using Interactive Multimedia for Sales,
Marketing and Training" which you'll find at ...
http://www.etimes.com/feature.htm
...which will also give you a variety of proof points that you can use
in your copy. In the "Sales, Marketing and Training" of that
article, Hukill notes,
"Multimedia makes a powerful marketing tool as well, not only because
of its ability to make an impact and convey information but because of
its potential for wide distribution at low cost. A point-of-purchase
kiosk in a busy store can reach hundreds of people each day for the
initial cost of installation. A direct mailing of CD-ROMs — a method
many successful marketing specialists have already discovered —
presents a distinct and interesting message to thousands of people for
a small cost.
Paul Cegielski, Program Manager for 3Com's Remote & Mobile Products
division, appreciates the powerful impression multimedia can make.
Marketing for the 3ComImpactTM IQ ISDN modem included
point-of-purchase kiosks and promotional CD-ROMs distributed via
direct mail and at trade shows (see 3Com's The Impact of ISDN Case
Study for more information). 'It gets our point across," says
Cegielski. "It puts 3Com in the audience's face, and it's enjoyable to
watch. It's a very powerful way to get the message across.'"
As noted in the article, the link to the case study noted is here...
http://www.etimes.com/iqcase.htm
Some other resources...
Macromedia is a good site for case study information on Director
projects. See...
http://dynamic.macromedia.com/bin/MM/showcase/scripts/showcase_cs_listing_by_query.jsp?BV_SessionID=@@@@1185305772.1043787066@@@@&BV_EngineID=cadcgfjfmeembedcgemcgcgf.0&product=Director
You also might find useful an article by a friend of mine that
discusses how to make a business case for multimedia, "Guidelines for
your Dog and Pony Show" ...
http://www.director-online.com/accessArticle.cfm?id=9
Search strategy personal experience plus search terms "multimedia;
"business case"; "business justification"
regards,
rico |
