Specifications

Application
stories can also
be published on
Extron’s Web site
under “Featured
Application” section
Application
stories can be
published in
ExtroNews
4 ExtroNews 12.2 March/April 2001
O.K., hauling them around the state or
country to see your work is not always
convenient or practical. Distance, access
rights, schedules, cost, and time are just a
few of the more bothersome obstacles
that make this difficult. However, this
difficulty does not reduce the power or
need to provide credible evidence of ones
abilities. Unfortunately, finding a suitable
next-best option is not so simple.
Many integrators assemble portfolios of
pictures from prior installations to use in
supporting sales for future customers.
These can be categorized and organized
by system type and cost level. Professional
photography cannot be undervalued in
this case. Much as a hardware
manufacturer invests in the quality of their
brochures, an integrators product is
installations and deserves the same
attention. The portfolio approach can be
effective if presented well by the
salesperson. However, these tend to be
somewhat flat and are not effective
without someone to explain and position
the systems. Nevertheless, this is the first
step in creating effective sales materials.
A good way to augment the standard
portfolio is to
create professional
application stories with pictures and
testimonials.
Multiple people in multiple
locations can use these.
Application
stories written and composed properly
can be very persuasive instruments
to build your companys image,
communicate ideas, establish
credibility, validate theories, and show
workmanship.
Integrating customer
testimonials can further build credibility
and help remove the marketing hype of
a sales pitch.
Although these are not a substitute for
physical examples and demonstrations,
application stories can go a long way to
illustrate and exemplify systems and
concepts. Furthermore, these can be used
for pro-active marketing like handouts
and mailings to entice prospects to select
your firm among their myriad (and
confusing) choices.
Many integrators do not have the
luxury of dedicated marketing
professionals available to create these
useful materials. Fortunately, Extron has a
permanent staff of experienced writers
and graphic designers who are always
looking for good material to incorporate
into our communications, like ExtroNews,
our Web site, and other media.
Integrators who we have helped write
application stories and feature here in
ExtroNews have often requested extra
copies of the newsletter for their
distribution, which we are happy to
provide. For further information, please
contact Extrons PR/Media Manager,
Rosia Senh at rsenh@extron.com or
714.491.1500, ext. 6398.
T
he best way for potential customers to judge the quality of work you are
capable of delivering is to show them examples of it. The solution is
simple: just take the hand of the next customer who comes through your door
and take them to see your best installations. Simple, right?
Improve Your Image
by Lee Dodson, Vice President of Marketing
MARKETING MATTERS
Application Stories