Multimedia
PowerPoint Presentation
To help the Precision AirConvey sales team present their automated waste and
linen handling systems with authority in conference room settings, epr developed
this Power Point presentation. It coordinates with and expands on the elements
on the Web site, in the literature and in advertising with sharp visuals and key
details that preemptively address nearly every type of question about the
systems and the company that prospects may ask. The presentation is structured
to point out current troubles in facility design, reveal how the company's
systems solve the problems and then document with a built-in calculator
how much money may be saved in labor and other costs by specifying these
systems. It closes by citing renowned Fortune 500 customers and showcasing
the PAC manufacturing operation to cement their credibility.
A low-res version was also developed for easy emailing. Click here to see the power point presentation.
Interactive Relocation Guide
In any industry, being the first to reach a prospect practically nullifies competitive marketing efforts and virtually ensures consideration in the decision to buy. This tactic sets the first company in contact as the standard by which all others will be compared. This was my approach when challenged by homebuilder Coscan-Brookfield Homes, Toronto, ON, to drive new home sales in the ultra-competitive Virginia/Maryland marketplace of the late 1990s.
A caricature of sprawling suburbia, the region was bustling with new office buildings and high-tech operations such as IBM and Toshiba that were enticing thousands of professionals to relocate to the area. Relocating a family poses quite a number of logistic and emotional challenges. Home searching, for example, is often restricted to one or two hurried weekends, sometimes with only one spouse, reviewing as many new home communities as possible. These communities are typically found by reading the local real estate sections upon arrival in Washington. Or, communities are found via real estate agents referred by company relocation departments and relocation firms. The agency devised a program to circumvent the cumbersome process and aggressively take the message directly to the company relocation departments, relocation firms and the families considering relocating to the DC area.
Families considering relocating crave information about critical issues including schools, commuting, cultural and recreational opportunities and municipal services as well as cable TV service and proximity to Home Depot. The agency set out to shape the information these prospects received about relocation by developing a homebuyer's guide to the Washington DC area. Produced on floppy disks and later on CD-ROM, the guide covered everything from school rankings and golf courses to the personnel department contacts of the region's largest companies to help trailing spouses find new positions. It also featured new home information. Coscan-Brookfield's 16 active communities were profiled in full color with home photos and other details, along with a coupon valid on a Coscan-Brookfield home purchase. The informational value of the guide made it possible - and acceptable - to successfully include home sales information.
The agency conducted exhaustive research determining the human resource managers driving relocation efforts for the region's largest companies and then contacted these people, offering free copies of the guide. The Washington Post Company; Booz, Allen & Hamilton; Hughes Aircraft and many other companies welcomed the guide and incorporated it as a standard part of their relocation packets. To further sweeten the deal for these companies, the guides were offered with a standing P-O-P display. Placed in the HR office and in company gathering areas, the display showcased the discount offered to the company's employees on new home purchases and offered the guide for instant desktop review. To involve the area real estate community and strengthen relationships with the agents, the program included a broker bonus program. Placed inside copies of the guide were a promotional brochure and coupon offering agents cash bonuses for every home they helped sell. Coscan-Brookfield was urged to personally deliver the guides to the agents and periodically update their supply to be sure the prospects were receiving the information.
The breakthrough program directly contributed to at least eight home sales, according to the builder, and earned praise for marketing innovation from Professional Builder and BUILDER Magazines.