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