The hottest new tool in today’s marketing arsenal is the iPad. Considerably lighter than a laptop, just slip it in your bag and go — without busting a shoulder lugging it around. Turn it on and people are instantly drawn to it. Why? Because it stands out. So will your company and what you have to offer — with the right sales presentation.
Now we can’t tell you in a blog post exactly what “right” means for your business — obviously every brand has its own specific needs. But we can offer three suggestions based on our experience in creating iPad presentations like this one…
Suffolk Construction, one of our clients, is bold, progressive, technically savvy. The iPad embodies those things, so the technology itself is reflective of the brand. But from the look to the tone, every last pixel of design and content has to be in synch with the brand, too — on every screen. It has to justify the prospect’s attention. This may sound simplistic, but if you’re going to be on the iPad you really want to aim for perfection. Anything less than impeccable will look even worse in a gloriously streamlined and glossy iPad environment.
Whether your presentation will be guided by your sales team or clients and prospects will explore on their own, user interaction has to be intuitive. This requires the input of someone with UX experience during the design stage, not just an art director. Nav cues have to be consistent and immediately clear. Everything on the screen has to make sense. One “hold on a sec while I figure this out” will grind that presentation to a halt. That’s a lost opportunity.
When you’re investing in a new presentation — your own iPad app, if you will — you want it to be irresistible. On the iPad, that means crisp, brief and unforgettable, not encyclopedic. Keep screens focused. Let graphics, photography, music and sfx reign. Use navigation to break up content into digestible chunks. Whether you’re at a tradeshow, talking one-on-one on a flight or at a restaurant, or projecting to a group, the iPad allows you to tailor the presentation to the moment so that you don’t need to overload every screen with information. This creates clarity of message for the prospect and smooth, seamless navigation for the presenter.
Got questions? Ask away. We’re happy to answer.
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This is the second in a series of posts on the marketing potential of iPads. Did you catch the first one, What’s Your iPad Potential? Next week: Even More You Can Do With It.
