David: The tools might change, but the need is the same as it was 30 years ago. To deliver critical thinking and exceptional design that helps our clients communicate. One of our biggest differentiators is having a team with the smarts to understand our client’s complex technology.
What are the biggest challenges facing our clients are today? Social media has added a layer of complexity, making it more challenging to reach customers the right way, but also adding more opportunities. I’ve talked a lot about presentations, but there is another form of presenting a message that works well for many marketing channels, including social — and that’s video.
Today, people appreciate the option to watch a video when exploring new solutions. Video has the flexibility to target the right message at different points in the sales funnel, educating customers about the business or solutions, reinforcing the brand along the way. This gives the sales team more time to add value by building customer relationships.
Another client challenge is budget. To help, we think about how the graphics we create can be used for other communications. Because we do both presentations and videos, it’s satisfying to see how our visuals can work for both. We also take an asset like a 90-second video and can recommend building it in a way that allows us to slice it up into two to three social videos that target different message points. It’s an easy, cost-effective way to create a family of videos that gives our clients flexibility and stretches their budgets.