Gerry is all too conscious that he's not promoting his
company in the best way possible. The black and white
photograph of his factory that hangs on the wall in the
reception area is flat, stale, outmoded and boring, and
really does nothing to convey the impressiveness, character
and scale of the state-of-the-art building. The right
image can speak volumes, but this one is merely saying the
all the get-up-and-go has got-up-and-gone. It lacks 'oomph'
- there's no 'wow' factor. That same uninspiring picture
appears in his company prospectus and other promotional
literature, and to be quite honest, if he were a potential
customer, he would not be inclined to take the trouble to
visit.
It's little wonder that the business seems to have taken a
bit of a down-turn. Effective marketing is crucial for a
company is to remain competitive, and survive. A new year
is imminent, and Gerry decides that a fresh approach is
essential if he is to enhance his market image. It's a
case of 'out with the old and in with the new' - time to
give the company profile the injection of energy it so
desperately needs and deserves.
Looking on the Internet, Gerry soon finds an organisation
that specialises in producing hand-drawn 3D artist's
impressions, designed to bring out the very best
characteristics of a building. As he views the case
studies on the website, Gerry can readily appreciate how
effectively a professional drawing can breathe life and
true perspective into an image that would otherwise be dull
and inert. He's convinced that this is the way forward,
and wastes no time in calling on the organisation's
expertise.
First of all, specially commissioned artists arrive to
conduct a full physical and photographic survey of the
site. Hundreds of photographs are taken from every
conceivable angle, enabling the experts to go away and
develop a selection of rough drawings which are submitted
to Gerry for his agreement on perspective. Consulting with
Gerry every step of the way, the artists produce various
drafts until a final illustration is submitted for his
approval.
Gerry is delighted with the end result. Every measure has
been taken to ensure that the correct detail and colour is
incorporated in the design. Now that all the hard work has
been done by the professionals, the ownership of the
artwork passes to Gerry, so it's entirely up to him decide
how he wants to use it. He discovers that this innovative
organisation can design and print a comprehensive range of
promotional material in any sheet size or format,
guaranteeing a quality product at a competitive price.
They can even incorporate clear, sharp location maps which
will leave Gerry's potential clients in no doubt as to
where to find him. Together, Gerry and the experts plan an
exciting range of presentational material that will catch
the eye immediately and put the stamp on his company's
corporate identity.
When his smart, glossy new prospectuses arrive, Gerry takes
great pleasure in consigning his remaining stock of the old
prospectus to the recycling bin. And as for the photo
hanging in reception, it's now where it belongs - in the
skip, having been replaced by a superb, full colour,
three-dimensional artist's impression that seems to leap
off the wall, portraying just the dynamic image needed.
Gerry can't wait to launch his brand new marketing campaign
early in the New Year. Somehow, he feels he's just about
to turn the corner...
----------------------------------------------------
The image a company portrays through its brochures and
other literature can make a whole lot of difference to it's
success in what is normally a crowded market place. Graham
Baylis, with his marketing background understands this and
so do his clients http://www.locationmaps.com
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