One of the key aspects to consider carefully is exactly what is meant by presentation. Most business owners will naturally tend to assume certain key aspects of the business, which often reveals more about the nature of the owner than the business itself.
Presentation design is critical in formulating the strategy for pushing your business forward. Whether it is a corporate branding process you are considering,
a rebranding initiative or a more specific strategy to engage clients and customers with particular products or services, the careful planning and design of the way your business is presented will make more of a difference than anything else.
One of the key aspects to consider carefully is exactly what is meant by presentation. Most business owners will naturally tend to assume certain key aspects of the business, which often reveals more about the nature of the owner than the business itself.
For some people business is all about the corporate image, getting the right brand, and ensuring that the corporate image is easy to recognize, simple to remember, and conveys a clear message. For others it is more specific, and it has more to do with the way in which particular brands or products are presented rather than the overall business image. Assuming that all of your products and services should offer the same presentation design is almost certainly a mistake.
One of the most successful ways in which businesses manage to move forwards and develop new customer bases is by considering more carefully the individual ways in which products and services are marketed. To potential customers, the business image, the logo, the location of the business and the way it approaches customer service might well be secondary to begin with. These aspects of a business only assume importance when the times comes that they do.
Thus, the location is unimportant until deliveries become an issue, and customer service only when it has to be used. Potential customers might choose these factors to be important in a market survey, but in practice it is the product and its suitability for use, the price, maintenance contract or warranty where appropriate and payment terms that are important. Product presentation should therefore focus on these factors.
From the existing customers' point of view it is the initial face which is presented that will make or break any potential relationship between business and client. How well does your business engage with its potential market? One way in which you can answer that question accurately is to begin by asking who your market is.
For example, if your business is seeking to promote a product or service, how is it intending to measure its success? More sales? Where are those sales going to come from? Customers out there?
The problem with this woolly thinking is that by having too broad an idea of who the potential customers you're trying to reach are, you're almost certainly going to miss them. People today are bombarded many dozens of times a day by business messages, promotions, advertising and information. This happens so frequently that most of us have become better at selecting out all those which do not appear immediately relevant than selecting those that do.
That's the phrase you need to consider - immediate relevancy. If you consider the immediate relevancy aspect in your presentation design then you are far more likely to see your promotion succeed, and your targets reached - assuming you have a clear definite idea of what your targets for success are.
So what exactly is meant by the phrase immediate relevancy in terms of the way your company is branded and presents itself through a specific product promotion? Essentially it means that it is of prime importance to make sure that your product draws customers towards it by making it appear an immediate solution to the potential customer's problem.
Sounds simple, but how do you manage that? The answer is that you can't possibly manage it if you don't know who your customers are. It would be a little like saying that you will make yourself instantly attractive to your blind date - but having no idea who your blind date is, or where you're meeting them, you can spend as much time as you like brushing your hair and flossing your teeth - you'll almost certainly be in the wrong place.
Once you have clearly established who your customers are, the next step in designing your business presentation is to establish what it is that they are after, what they need, how they need it, and tailor your product presentation to match those requirements as effectively as possible.
Finally, you need to be aware of how you're going to reach them. In other words, your smart business presentation needs to be in the right place, and in the right format, to ensure that it is seen, and in a format which is most likely to engage with the customer. Considering these aspects carefully well in advance is likely to have a much greater impact on the likely success of any presentation design you choose to implement.
