Being prepared for opportunity is one of the best advantages of having quality branding and messaging. We recently saw how this can be very effective when one of our clients wanted to do something cool at their banking industry conference to promote their new online services platform. The timing was tight, the exposure was big, and whatever we did had to be great; and it was!
In our work with this client we had completed a comprehensive brand messaging exercise that generated multiple versions of our core message that expressed the brand’s service features and benefits in long, medium, and short form. Going this extra mile takes the definition of the brand further, so that it can be explained both thoroughly and briefly, without missing the key essence of the brand. Because we had prepared our client with a crisp version of the brand’s narrative we were able to move quickly to create a new video presentation aimed at the conference attendees in only a few days. We can’t show you the finished product but we can show you a few screen shots.
With a fun and clean animation-style video we were able to quickly introduce the new online tool and succinctly summarized the key benefits. It was fun and upbeat, and in just about a minute it enticed interest in the tool and effectively motivated guests to ask for a demonstration. Then it repeated itself in a loop all day long.
Our client thought the video presentation was great and told us the response was tremendous. The booth traffic was steady and the demo stations were almost constantly in use. We explained that is wasn’t just luck, but rather the result of good comprehensive brand definition work by the marketing team that had them well prepared for when this unique opportunity arose for the brand to shine.