This is the presentation that James Burnes VP of Development and Strategy and Mike Rendel Senior Art Director at MediaSauce. The presentation talks about the changes in communicating with your prospects, and how can you use other alternatives to the brochure.

2. $3 per copy
Why do brochures exist?

3. What are your
reasons?

4. Provide detailed Showcase colors Be a ‘touch Validate the
descriptions and options point’ after the salesman’s
meeting claims
Demonstrate how Serve as a Differentiate from
Serve as a follow-
a product or reference tool for competitor’s
up tool to a sales
service works customers products
meeting
Promote Create a Include
Be forwarded to
customer frequency mail-in forms or
other influencers
testimonials and message with phone #’s for lead
and decision
case studies every exposure generation
makers

5. What do you want
that printed sales
collateral canʼt
give you?

6. Tracking for Real time Interaction that Tracking for every
every time it’s updating of copy drives customer time it’s forwarded
viewed and images engagement to a colleague
Reporting on site Deeper Faster sales
Real time updating use, conversion, qualification of cycles, expedited
of pricing, offers frequency prospects into decision making
CRM
Easier ability for Repeat Metrics on when
Personalization and
sales force to frequency and sales person uses
a unique, purpose
follow-up at the automated touch it and how well
driven message
right time points

7. 6th copy youʼve sent
ally
re
Why do brochures exist?

8. overnighted 8 weeks ago
Because weʼve used them for so long?

9. For 400+ years, printed materials were the cutting edge of marketing
technology, and virtually the only way to reach a “mass” audience.

10. $
Even as new technologies
were introduced, brochures
remained cost competitive.

11. New technologies
came along.

12. 38
Years it took newer marketing tools to reach an audience of 50 million

13. 13
Years it took newer marketing tools to reach an audience of 50 million

14. 4 T
E
N
R
E
T
N
I
Years it took newer marketing tools to reach an audience of 50 million

15. 3
Years it took newer marketing tools to reach an audience of 50 million

16. 2
Years it took newer marketing tools to reach an audience of 50 million

17. Despite the technology
leap, brochures still remain
a primary vehicle for customer
engagement and education.
Why?

18. Where do brochures get used?

19. Where do brochures get used?

20. Where do brochures get used?

21. Where do brochures get used?

22. where do they end up?

23. Letʼs keep doing it the way
weʼve always done it.

24. Letʼs keep doing it the way
weʼve always done it.

25. We are in
unprecedented
times...

26. Where time moves
more quickly than
it ever has before

27. Where
speed
takes on a whole
new meaning.

28. Where
personalization
takes on a whole
new meaning.

29. Where
instant
takes on a whole
new meaning.

30. Where
“give me more”
takes on a whole
new meaning.

31. Where budgets are fall
ing
...

32. overwhelmed
And our customers are
with brands, messages and purchase options.
They see more than 4,000 ads each day!

34. What does
the future of
the brochure
look like?

36. Something
more like this?
(we think so.)

37. how are they different?
Device Agnostic
Not a single ‘tool’
Integrated
Limited copy
Interactive
Personalized
Immediate
Trackable
Comprehensive
while being simple

38. What does the sales brochure of the future look like?
Customer
Database
Email Mobile
Web site

39. mail
with e
n start
k the
rea
tech b
quick
take a
Letʼs

41. Now for online experiences...

42. Iʼm a creative guy.

44. So, what
changed?

47. Audiences better
informed.

48. Audiences with
less time.

49. Audiences with
more options.

50. Audiences with
more expectations.

51. How do you make
it easy for a student
in Boise spend a
semester abroad
in South America?

53. Who are they?
• a market leader in the industry for over 20 years
• partner to over 350 universities in US and Canada
• provider of over 90 study abroad programs in 14 countries
• differentiated by quality support and experience

54. Why does a strong
brand like this need
to change anything?

55. Why now?
• Growing competition
• Overwhelming number of options
• Complex orginizational complications
• High cost of printing and distribution of literature

56. How did we form
our strategy?
• We asked questions. (a lot)
• We listened. (a lot)
• We researched. (a lot)
• We worked. (a lot)

57. What we didnʼt do.
• Assume we knew everything before we started
• Make it only about marketing
• Make it only about static information
• Try to provide everything to everyone with one broad message

58. What we did do.
• Identify the and segment the audience
• Explain the process in simple terms
• Build a feature rich tool that streamlines the process
• Connect the audience to one another

60. The result?
• A better, more engaging experience for the users
• A streamlined recruitment and enrollment process
• An improved sales tool for advisors
• More enriched lives, more satisfied clients

61. More culture.
Less shock.

62. Why does it work?
• They came prepared
• They know and understand their audience
• They achieved full internal support and unified messaging
• They were confident in their vision and their product
• They were willing to evolve

64. The digital
sales engine

65. The future of brochures is in a digital
sales engine, not sales collateral and
a sales force.

66. What are the opportunities to generate new prospects?
Advertising Search Brochures
Trade Shows Media Coverage Referrals
Sales force
Repeat customers
Social Networks
Email
Foot/Car Traffic
Purchased Lists
Trade/Industry Directories

67. Which forms have the highest value and trust?
Advertising Search Brochures
Trade Shows Media Coverage Referrals
VALUE
Sales force
Repeat customers
Social Networks
Email
Foot/Car Traffic
Purchased Lists
Trade/Industry Directories
TRUST

68. When does the prospect actually
become a lead?
When they interact with you

69. What are prospectʼs options to interact with you?
Store or
Office
Phone
Sales
Person
Customer
Email
Mail Web
Site

70. Which options are 24/7?
Store or
Office
Phone
Sales
Person
Customer
Email
Mail Web
Site

71. Which options are inexpensively scalable?
Store or
Office
Phone
Sales
Person
Customer
Email
Mail Web
Site

72. Which options give you an opportunity to immediately interact?
Store or
Office
Phone
Sales
Person
Customer
Email
Mail Web
Site

73. Which options allow you to track results and measure?
Store or
Office
Phone
Sales
Person
Customer
Email
Mail Web
Site

74. The future of the brochure isnʼt in
interactivity alone, itʼs in building a
digital relationship to support and
accelerate the buying process.

75. The database and the web site are seamless with all touch points
Management!
Customer Relationship
Database
Customer
Salesman
Website

76. The Digital Sales Engine
Email
Social Networks
Mobile
Sales Team
Web site
Customer
Sales Assets
Database
Database

77. Recognizing the buying process, the digital
sales engine adjusts, reacts, stimulates
$
Prospect RFP/
Lead
Negotiation

78. How do you build your sales engine?
•Market segmentation
•Understanding of the multiple decision and influence
points of your existing/past customers
•Creating ʻtriggersʼ
•Defining a process
•Define the technology
•Train, train, train

79.
Our competitors are
ready to do battle...

80. We have to separate from the competition

81. We have to be better connected...

82. ...than our competition.

83. Outwit

84. Out maneuver

85. Connect more

86. Do more

87. Sell more

88. So how do we
build a strategy?

89. Understand our customers'...
...needs

90. Responding to our customers'...
...wants

91. Anticipating our customers'...
...triggers

92. Answering our customers'...
...questions

93. Giving our sales team a…
...toolkit

94. Giving our sales team a…
...skillset

95. Giving our sales team…
...metrics &
data

96. To have the power to do this:
Provide detailed Showcase Be a ‘touch Validate the
descriptions colors and point’ after the salesman’s
options meeting claims
Demonstrate how Serve as a Differentiate
Serve as a follow-
a product or reference tool from
up tool to a sales
service works for customers competitor’s
meeting
products
Promote Create a Include
Be forwarded to
customer frequency mail-in forms or
other influencers
testimonials and message with phone #’s for
and decision
case studies every exposure lead generation
makers

97. To have the power to do this:
Provide detailed Showcase Be a ‘touch Validate the
With engagement
descriptions colors and point’ after the salesman’s
options meeting claims
And shorten the buying
In real time Demonstrate how Serve as a Differentiate
Serve as a follow-
a product or reference tool from
up tool to a sales
timeline metrics
service works for customers competitor’s
meeting
products
With
To build the database
Promote Create a Include
Be forwarded to
With automation
customer frequency mail-in forms or
other influencers
testimonials and message with phone #’s for
and decision
case studies every exposure lead generation
makers

98. Questions?

99. Thank You!
(now go build a plan!)