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Malvern Turns Lost Sales Into $150,000 in Annual Savings

With a fast-growing portfolio of products, Malvern was challenged with finding new, consistent and interesting ways of making the market aware that the company had a much larger portfolio of products. Beyond just awareness, the company also needed to develop tools to sell these newer products to their existing customer base. While the sales venues and channels remained the same, the ability to show the expanded line of products at meetings and within their exhibit space became an ever-increasing challenge. On average, Malvern brought two products to a show due to space limitations. However, when it came time to introduce the Spraytec™, a particle-sized distribution analyzer for nasal sprays and aerosols, the launch posed a challenge for the company. Further,…

case study

Fujitsu Generates $25 Million in Online Sales Opportunities by Reusing Trade Show Virtual Product Demos

Fujitsu’s significant outbound marketing efforts include exhibition in nearly a dozen major trade shows and up to 75 regional events per year. For inventory control purposes, products for demonstration must be ‘rented’ from the company’s inventory department for use. While the cost represents only a fraction of the value of the product, based on the time it is out of stock, these expenses still total hundreds of thousands of dollars annually. To illustrate how significant product costs can be, take for example a 10X10 booth. In a smaller space, one rack of equipment would likely be required. A single rack, which weighs approximately 700 pounds, holds two to three shelves which support 20 to 25 cards. The total “street” value…

case study

Juniper Drives Down Demonstration Costs from $100 to $2.33 Per Minute

First, they needed a better way to demonstrate products at shows and avoid expensive product shipping costs. Juniper attends multiple trade shows per year around the globe and the cost of shipping products, paired with expensive travel for product specialists, power/AC for the hardware, and other personnel to assemble bulky products of racks and gear, posed a challenge for Juniper. Despite spending a significant amount of money getting physical products into their booths, Juniper wasn’t showing as many of their hot new solutions asthey wanted to at events. Video was integrated alongside the physical products, but they found it too scripted to really captivate prospects, especially in a landscape whereevery exhibitor is competing for attendees’ attention. Second, the company wanted…

case study

Using Innovative Marketing Tools to Market Innovative Products

Challenge: Product Growth, Visibility and Differentiation Scott Ciccione, Director of the Unified Computing Services group at Cisco, talks about connecting with their 13,000 customers in just over 2.5 years of selling UCS. The UCS group, a division that experienced 57% growth last year, recognized a change in their selling environment as customers are becoming savvier and were looking to rise to the occasion and provide a different level of discussion at CiscoLive 2012. Solution: Using Marketing Tools as Innovative as Their Products Cisco has utilized cutting-edge marketing tools, like Kaon’s interactive 3D Product Tours (which look and behave like the actual products) to virtually showcase their entire product portfolio at any time, demonstrating internal product features, benefits, and workflow, all…

case study

BD Increases Medical Device Global Reach and Eliminates Product Shipping Costs to Save $168k in 2 Years

The Solution Núñez turned to Kaon Interactive to create an interactive photo-realistic 3D Product Model to be used at trade shows that would not only help reduce marketing costs, but also better communicate the complexity of BD’s products, even if the real product was present. Kaon’s 3D Product Model (which looks and behaves exactly like the actual product) allows customers to view the BD Viper System from every angle, exploring options and features (open drawers, show process, etc.), controlling their own, customized experiences based on personal preferences. This engaging 3D virtual product experience was showcased on the Kaon v-OSK® HD touch-screen appliances, sales laptops and iPads®, making the virtual product demonstrations accessible anywhere, anytime, including at sales meetings, numerous regional…

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Making the Most of Your Sales Presentations

Have you ever envisioned a sales presentation where your entire audience gives you 100% of their attention and hangs on your every word? No texting, emails or side conversations? How about doing that without PowerPoint slides? Engaging your audience should be one of your key objectives for every sales presentation you give. I know I strive to deliver a compelling experience in every one of my sales presentations, despite giving hundreds of them every year. Seth Godin speaks to the issues of PowerPoint in his blog post, “Really Bad PowerPoints”, saying “Communication is about getting others to adopt your point of view, to help them understand why you’re excited (or sad, or optimistic or whatever else you are.) If all…

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Is everyone tired on the trade show floor?

At a recent physician-focused trade show I couldn’t help but notice the mobile coffee carts littering the expo floor. Almost every major pharmaceutical and medical device company had an espresso, cappuccino, latté, or hot chocolate to offer attendees. While baristas are no strangers to events like these, the amount of caffeinated liquid flowing at this gig could have filled the great Mississippi. Now, to be fair, it was a doctor-attended event, and the rules regarding swag have forced exhibitors to tempt attendees with only what can be ingested. (Sorry, nothing to take back home to the kids anymore!) Only one company thought to offer cobbler to go with the caffeinated beverages, and believe me, their booth was packed. Still, at…

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Differentiation – Why Isn’t It Easier?

We have the privilege of working with marketers from many of the world’s leading companies. It seems to me that it is becoming more and more difficult to develop crisp, well-understood, and accurate marketing differentiation messaging, even for market leaders. This is, in part, due to the increasingly competitive landscape, where product portfolios have become broader over time, and functional overlap has replaced distinctive capabilities. Another contributing factor is how numerous companies have expanded into multiple markets, diluting their once-unambiguous positioning. Differentiation is the process of clearly articulating an objectively defined difference in a product, service, or company – a difference that is meaningful and valuable to the intended market. (What we may think of our differences is far less…

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Dynamic Content that Makes Sales Engaging

The marketing imperative can be clearly stated: Arm your sales teams with compelling and engaging sales tools that articulate your company’s benefits clearly and consistently at every customer touch-point. Fortunately, there are new innovative technologies available for marketers to achieve this objective. The key is to use interactive content as the primary vehicle for your sales organization to engage the customer. It has been definitively proven that the more engaged customers are in the sales process — through direct interaction in the delivery of the message a sales team presents — the better informed they will be, and the more they will remember. Rather than telling them about what products do, engage them in hands-on learning about how the advantages…