Intelligent Technologies And Design (ITD) decided to exhibit their design and engineering services at the GlassBuild America 2015 trade show. Because the company was founded recently, the only marketing materials ITD had was a basic website www.itd.systems. To exhibit at a trade show, a company needs much more than that: print brochures, presentations, and a system for communicating with the trade show attendees.
ITD hired us to create all those materials. The challenge was to complete the project in less than 2 weeks without having any content.
Challenge accepted! In cooperation with two partner companies, YabadooIT and dDesign, we put our digital strategy, information architecture, copywriting, and design skills to work and finished the project on time.
ITD was impressed with our work. They didn't require a single change in any of the materials we envisioned, laid out, wrote, and designed.
It took our teams less than 2 weeks to:
ITD invested only 4 hours in creating content for this project. That's how long it took their subject matter expert to sit with us in a pleasant 4-hour interview that we organized to extract content.
Intelligent Technologies And Design
Design and engineering
ITD Systems is an independent building envelope design, engineering, and consulting studio.
The brochure and the presentation you made for us raised our awareness about our own success and empowered us with increased self-confidence in our work. At the trade show we achieved what we came for: we demonstrated our unique advantages, made positive impressions on the people we talked to, and returned home with new business opportunities.Goran Tesic, project manager at ITD
Intelligent Technologies And Design would soon be flying from Croatia to Atlanta, USA to exhibit at the GlassBuild America 2015 trade show. They are an existing client and they asked us to help them create marketing materials they could use to present themselves in the best way possible. This trade show was ITD's chance to get more U.S. customers.
The client's main goal was to return from the trade show with a large number of potential clients, but how do they do that?
By standing out from everyone else, by:
The client agreed to create a brochure and a presentation for live one-on-one presenting on a tablet.
We were dealing with these issues:
At this point, we knew what the client's business goal was: to return home with as many leads as possible.
And we knew that the client needed 4 marketing materials: 1) a print brochure, 2) a digital presentation, 3) an updated website, and 4) a system for emailing leads.
The next step was to figure out how those marketing materials would attract enough attention to achieve the business goal.
In Logit we developed something we call "The B2B Website Project Guide". It's a 100-page book with dozens and dozens of smart questions we ask our clients to get an accurate profile of their businesses.
We used that book to develop our client's unique selling proposition (USP). A USP is a statement which clearly defines how a company solves its customers' painful problems in a unique way, compared to all the other players on the market, using words that the customers recognize as valuable.
In one four-hour interview ITD's USP became clear. ITD has enough experience to deliver custom projects very fast at a very competitive price. The combination of those three benefits makes ITD appealing enough for their U.S. customers to pay attention.
We recorded and transcribed the 4-hour interview with Mr. Goran Tesic, ITD's project manager and ITD's most knowledgeable subject matter expert.
ITD intended to show the presentation on a tablet to one prospect at a time. When you have a lot of things to tell and show in only 10 minutes, and you don't want to sound like everybody else, how do you stand out with content?
We turned the presentation into a dynamic 10-minute case study and used the story format to:
...it's many intentionally made marketing decisions packed in an animated sequence of 49 slides:
Our client's needs were our priority, so we also made sure that:
We also organized a photo shoot at ITD's premises. We just couldn't stomach using stock photos: if ITD was to stand out, we needed to show real people. We brought in a professional photographer to take the photos of ITD team members and included the best images in the materials.
Some of those decisions were:
Because our hands weren't tied, we were able to save ITD a tremendous amount of time: they invested only 4 hours in content creation. Our decade-long experience in watching clients cope with content creation tells us that projects of similar scope take months on average.
The client was impressed with our work which inspired them, increased their self-confidence, and helped make a positive impression on their prospects.