As a value-added reseller (VAR), you recommend the best pro AV solutions that you think your clients will benefit from. Yet, from time to time, you may encounter customers who aren't quite sure how to deploy technology solutions to maximize their strategic potential.
Today's digital marketing strategies rely less on volume marketing and more on effective strategies personalized to deliver an engaging experience.
Although the basic concepts of interacting with a customer on some kind of emotional level? that translates into the sale of a product?have not changed, the methodology has undergone a paradigm shift with the arrival of digital display technology and pro AV.
In today's digitally connected world, marketers can exponentially cast a much wider net to the customers they want to attract by strategically exploiting the tremendous potential that pro AV provides.
VARs are in a great position to enhance already-good client service relationships by suggesting successful marketing strategies to clients still unsure about how to employ pro AV to their best advantage.
Let’s start by considering the following pro AV marketing strategies:
1. Tie analytics to content strategy.
Marketers should start with a strong digital content strategy that employs push text messaging and QR codes tied to applications that provide product tracking, item identification, time tracking, and other data analytics. Without such strategies tied to content, there is no way to measure effectiveness, and measurement of results is key to reproducible, winning content. Websites must also be configured to track and provide email follow-ups to those who have logged on but might not have made a purchase.
2. Stay away from the fringes and go mainstream.
It takes a lot of time, effort, and capital to create effective content, so it's probably not a good idea to target niche audiences right away. It’s better to wrap content and technology around mainstream target audiences, because those who understand their audience best are most successful when it comes to marketing.
3. Don't forget to have a call to action.
All successful marketing implementations have some sort of call to action. It's an instruction to the audience meant to provoke an immediate response. One way to use digital signage to this effect is to employ some sort of clickable button or banner that takes the customer down a conversion funnel. Another example is to use a "countdown clock" reminding a buyer when special pricing ends.
4. Go for interpersonal connections.
All successful implementations connect interpersonally with their target audience on some kind of emotional level. Customers often buy things because it makes them feel good about themselves in one way or another. One way to think of this is the car dealership where you go for oil changes. The ones that include perks like well-lit customer lounges, coffee, and digital signage are the ones that customers remember, as opposed to dealerships with only a television to watch while you wait.
5. Use the power of social media.
Social media marketing can help with a number of goals:
- Website traffic
- Brand awareness
- Improvements with key audiences
One great example is the “Dress" campaign that played out on the Internet. Is it white and gold or blue and black? Through graphic manipulation and the fact that our eyes are able to assign fixed colors to objects under widely different lighting conditions, the dress colors were interpreted differently depending on the individual. The campaign started with a photo posted on Twitter that was picked up by a well-known graphics-editing company. The image then went viral.
6. If the shoe fits, go interactive.
One of the most promising and successful uses of pro AV today is to make marketing campaigns interactive. Customers not only have better brand recall after the experience, but they hopefully remember a fun interactive experience.
Interactive kiosks are making it possible for customers to get trial-size samples of products by answering a few questions or watching a short video. The key is to make interaction appealing enough that shoppers don't mind the interruption. That's easily accomplished when everyone who stops is rewarded with a sample on the spot.
Marketing strategies will come and go, but in today's highly competitive landscape, VARs that go beyond the sale of pro AV hardware solutions and offer up successful ways for clients to realize better ROI on their investments will undoubtedly see the benefits days, months, and years down the road.
Are your clients asking you about unique pro AV marketing strategies?