17 Jun The (I-shouldn’t-be-doing-all-this) Sales & Marketing Guy
Meet Ken. He’s a Sales & Marketing VP that needed to get some banner stands and booth graphics made up for a trade show he was exhibiting at.
So he went to a Sign Shop, and the first question they ask him was about the artwork (the creative). Did he have it done up? Was his graphic designer working on it? Ken was puzzled, he just needed a banner and some signs done, couldn’t they just do it? Well yes, they could. And they did.
Next up, Ken needed some postcards for the same show. To give to prospects that stopped by the booth, you see. So he was referred to a local Printer. Can you guess what the first question they asked of Ken? Yep, artwork. But no problem, they could do it. They had a young designer on staff.
Ken also contracted out someone to do a pre-show email campaign and an SEO company to do some PPC banner ads. Two more vendors to manage, and he now had four of them on the go, all producing great material for the show.
The emails were sent out, the banner ads posted, the booth done up, and even though the postcards were a bit late, everything came together just in time for the show. Ken was a little exhausted running all over town and the trade show hadn’t even started. But he was ready.
When Ken’s boss came by to see the exhibit for the first time, she was a little upset. The banner stands were way off colour, the large photos on the back drop didn’t match the website, and the postcards were not even close to the high level brand they had built. And when she looked at the emails Ken had sent out, she was astonished to see the message was not in sync to the rest of the booth and what they were hoping to convey.
She was worried. And Ken was now too. Would this cluster @#$&% scare potential clients away?
Individually the four vendors did an adequate job, but when brought together at the show, Ken’s diluting of the brand really showed. Had he engaged one partner like a creative agency, he could’ve got that brand continuity, a focused message and perhaps even attracted more prospects. He could’ve had more meaningful conversations and converted more prospects if they trusted him. Yes, a solid well-crafted brand (branded material) would’ve built credibility and positioned Ken in a better light.
And he could have closed more deals.
The moral of the story is to talk with a designer or creative agency at the onset of a project or campaign. We not only handle the moving parts of your brand, we help you grow your business. It’s about getting results.