Really good industrial and technical animation is one of the best investments that a marketer can make.
I was thinking about this once as I sat in a client’s lobby and watched the endlessly fascinating animation we had created of their product in action that was playing behind the receptionist. The photo-realistic animation of their product showed it from all angles and then transitioned into an exploded view of the product which revealed its inner workings and highlighted their key technological advantages in a way that even a non-engineer like me could appreciate.… Read More
There will come a time – if it hasn’t come already – that you will need to take a good, hard look at your company’s brand and decide whether you need an extreme makeover or maybe just a tweak or two.
Most marketers – especially in B2B – think of rebranding like they view flossing – they know they should be doing it but they just never get around to it. So they keep slogging along with a brand that doesn’t fully represent them anymore and which doesn’t position them properly versus the competition.… Read More
Websites are the workhorses of marketing communications these days. They project your brand while providing vital info about your company and its products and services, streamlining customer service, and in many cases allowing customers to buy your products (not to mention their role in employee recruiting, investor relations, etc.).
But K1 Medical, a maker of customized surgical trays, is asking their website to do a lot more. Their clients, the surgeons themselves, like to have their surgical instruments organized in the exact configuration that works best for them.… Read More
By now at least some of you marketers have been asked to begin preparing marketing budgets for FY 2019. And chances are at least a third of you will be budgeting for a website redesign. Websites age in dog years and what looked cutting edge and clean three years ago now looks dated, dumpy and dog-eared. And of course some of your competitors are planning on refreshing their websites – or have already done so – and the tyranny of the market demands that you keep up (not to mention your salesforce).… Read More