Using Tablets for Advertising & Media Sales
by Adam Luckeroth, on Apr 6, 2014 9:03:29 AM
High above downtown, in an office decorated with posters dating back to the 1990s, we sat with the smiling faces of celebrities on magazine covers as our audience. Jenna, a marketing executive at a major agency, was not as amused as those brightly lit photographs. She had something important on her mind.
“We sell to brands and agencies," she explained. "Our offering is cross-platform and dynamic and interactive. And it’s amazing. But conveying this to media buyers and brands in 15 minutes is very hard.”
It wasn't the first time we heard this story; we’ve heard this from many media brands. The length of conventional marketing messaging did not mesh well with the complexities and benefits of modern technologies.
“There’s only so much we can do with a slide deck and some animations," Jenna continued, frustrated. "Our clients need to trust that we’re forward-thinking.”
It was an all too familiar refrain, and in many ways Jenna’s comments reflected the changing nature of media. Branding and marketing need to have room to grow and evolve without overly complicating their messaging.
But as with many problems, the solutions are also opportunities. New technology can be leveraged to create newly interactive and engaging experiences of brand messaging for consumers.
We began to explain to Jenna how we approached these new opportunities:
1) The offering is increasingly complex - Look for new and different ways to explain it.
Marketing used to be simple. Media sales used to be about selling pages in a magazine, airtime on television or a short spot on the radio. Now it's more about customer journey, cross-platform packaging, social events and engaging content. There is an inherent challenge to conveying this: it is difficult to bring to life a synergy of branded content and tailored customer experience, especially in a linear slide deck.
2) Mobile is the future - Demonstrate mastery of these platforms.
Using a tablet to sell a mobile offering is a requirement in this modern age, but merely creating a mobile version of conventional advertising content is not sufficient. Many companies utilize old school technologies such as PowerPoint or similar desktop software on their tablet to deliver presentations in a way that is most familiar to them rather than in a way that is most compelling to their audience.
This falls well short of showing that their brand truly understands mobile technology. A branded app gives a business more credibility with the buyer. Content powered by software delivers ten times the impact. A marketing campaign must use a tablet or other mobile device to its full effect.
3) Attention spans are short - Deliver engaging, interactive and creative content.
The typical media buyer has neither time nor attention span. This isn’t a problem. It's an opportunity to focus the message. Use interactivity – like video games use to get people addicted – for impact and engagement. Use non-linear navigation to do it in half the time. By doing this, you can drill down to the core of your product. And, by the time the competition has located the right slide, you’ll have a signed contract in hand.
Using the above three points, we were able to show Jenna that the new world of marketing didn't have to be detrimental to her -- that each challenge was an opportunity in disguise. Then Jenna’s admin walked in and set down a printout of a slide deck for review right next to her tablet. The irony was not lost on us.