|
|
||||||
![]() |
||||||
![]() |
||||||
![]() |
||||||
|
||||||
![]() |
![]() |
![]() |
![]() |
![]() |
![]() |
![]() |
|
||||||
Telling Your Tech Brand Story VisuallyRecent Savvy Tech Marketing posts have included injecting personality into your brand, and there's been lots here about standing out from competitors or differentiating. Another way of achieving that is applying lots more visual content into your communications. The reasons are simple: Its far more effective than print-only; a large portion of your customers and prospects consume information visually rather than in print; and it's not as expensive as it once was. I'll focus here on the effectiveness angle. Studies show adding video boosts customer engagement nearly five times over print-only content. If that's not a reason to be on the video communications band wagon, what is? This is increasingly true among younger professionals.
Deeply Engaged
![]() Humans enjoy and learn from great stories; apply the concept to
your marketing messages and you'll do right by your audience. Telling your tech story Journalists tell stories to entertain and inform their viewers and readers, and they do it with all the tools at their disposal, not just print. They employ images, graphic design, charts, graphs, audio, video, the whole toolbox. Just don't try doing it all on one page. There's help out there. Invest in it if needed. One good video, and that doesn't necessarily mean an expensively produced one, is better than 10 bad ones. A good story is at the heart of it. There are innumerable books about how to do this. The key point for marketers is: Stop talking at your tech community and start telling them stories about the people who are using and succeeding with your products or services. There's even room for light humor. You don't have to be Jay Lenno funny. Not taking yourself too seriously is a great starting place. Include anecdotes. Show the tension and a bit of drama about how a customer's business was transformed by your technology. Quit killing your audience! Go real light on corporate-speak (buzzwords) and heavy on storytelling. Explain the changes from what was (the old) to what's new. Watch CBS's 60 Minutes for more examples of excellent video journalism, a.k.a. visual storytelling. Reading and being guided by business-tech reporters at The New York Times, Wall Street Journal, or San Jose Mercury News will help marketing and PR pros shape print storytelling for far better effect. Note how they're structured. Those stories most often show the implications of technology for people, much as the Caterpillar story does. Experiment! Related posts: |
![]() |
![]() |
![]() |
More Blogs from Savvy Tech Marketing
Mapping out a smart marketing strategy is critical for organizations trying to successfully negotiate the twists and turns of corporate branding, public relations and other activities.
To succeed, a brand needs to demonstrate customer value, not merely claim it.
Without management support, public relations effors are nothing but hot air.
It's reasonable to want to measure the effectiveness of the marketing communications efforts at your high tech company. However, actually doing it may be easier said than done.
Confusion abounds in high-tech organization about what public relations really is. Let's shed some light on that topic by exploring what PR isn't.
EBN Newswire
EBN Dialogue / LIVE CHAT
![]() EBN Dialogue enables you to participate in live chats with notable leaders and luminaries. Open to the entire EBN community of electronics supply chain experts, these conversations see ideas shared, comments made, and questions asked and answered in real time. Listed below are upcoming and archived chats. Stay tuned and join in!
Archived Dialogues
![]() Live Chat 01/15: CPOs Re-Shape Their Business Roles
Increasingly chief procurement officers (CPOs) are re-shaping their organizational role to focus on creating results far beyond cost controls. A new IBM survey explores how. ![]() Live Chat 11/12: Examining the Cyberthreat to Supply Chains
The number of cyberattacks is on the rise and hackers are targeting the supply chain. Drew Smith, founder and CEO of InfoArmor, will be on hand to discuss the reality of today's threat landscape and what to do about it. |
||
![]() |
||||||
![]() |
||||||
|
||||||
![]() |
||||||
![]() |
||||||
![]() |