Case Study
The Challenge
Baxter Capital is a startup business within a large
pharmaceutical. They were invited to make presentations at the sales
meetings of the five Baxter divisions.
Their challenge was to cut through the clutter of
many, many PowerPoint and video presentations, and to compete with
getting out to "T" times a little early. Equally challenging
is the fact that salesmen cannot be compensated for identifying
leads or closing transactions.
The Solution
Baxter
Capital needed to present a compelling story that would intrigue
the salesmen and suggest the value to Baxter will "trickle
down" to them.
We can all relate to success stories. I suggested
using tasteful comedy in a video to tell success stories of how
some loans were first identified then sold. These stories would
be told be the parties involved in the transaction--the VP who identified
the business, the CEO that supports the new business venture, and
the client who benefited from the loan.
I suggested that we bring the execs out from behind
their desk and interact with a common element, such as a local barber
who networks with everybody and his clients share confidential information
openly, like with a trusted counselor.
The Account Executive Mike Preston suggested sending
out a pre-meeting FLASH-enabled e-mail to "tease" the
audience 1-2 weeks prior to each meeting.
My direct client was Exclaim
(a full-service agency). I worked with Angela
Krzysko (Strategic Marketing) and Rob
Maxey (Script Writer) to develop the script. We used one professional
talent (Jeff Rogers) as the barber to carry the weight of the script
and draw the best performance out from these execs.
The Result
Our clients at Baxter Capital were very enthusiastic
with the resulting video. They are yet to present it as part of
their live presentations at the national sales meetings coming up
in the next few months. The FLASH e-mail is in production at the
moment.
Photo from the shoot
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