Services
- Visual Design
- Interactive-Platform
- eLearning Content
- Animation
Summary
Marlink is a global leader in communication technology, providing maritime and energy customers with innovative satellite-based solutions for voice and data communications. Recently, Marlink has been making waves with some new product announcements that are sure to excite their customers. Due to the covid-19 pandemic and limitations of presenting in-person Marlink reached out to invest in an interactive platform to connect with their audience both at events and remotely.
Marlink is the trusted partner in fully managed smart network solutions, based on an intelligent hybrid network and unrivalled digital solutions.
The Problem
Marlink’s challenges were originally thought of as not having enough staff to interact with potential leads and not get lost in dealing with technical problems, presenting PowerPoint slides (which is time-consuming), while making sure content was informing target audiences correctly. They also had additional costs associated because it took more workers than normal giving presentations or handling equipment that is supposed to help them advertise their product/service better!
The Challenge
These international events have a diverse audience from similar backgrounds, but they can also attract new businesses and investors. Although not obvious previously an 80 slide Powerpoint presentation wasn’t going to captivate attention- the challenge was in getting someone’s undivided focus for thirty seconds instead of 30 minutes.
The Solution
Creating a platform that provided the attention-grabbing visuals of Marlink’s content while conveying lead-conversion information through interactive, animated content. Similar to an e-learning course, content could be watched that was relevant to the recipient. By giving users the option to tailor their experience to their interests helped warm them up to conversations with Marlink sales staff.
Time Consuming Engagements
Information Overload
Event outreach consists of in-person introduction, sales questions and pitching. Marlink’s issue was it’s reliance on the 80+ page slides on their PowerPoint display. Marlink noted that they could break their slides into four segments but this still relied on 20 odd pages of intense information, especially when considering the average attention span is seven minutes.
How We Captivated Audiences
Event outreach consists of in-person introduction, sales questions and pitching. Marlink’s issue was it’s reliance on the 80+ page slides on their PowerPoint display. Marlink noted that they could break their slides into four segments but this still relied on 20 odd pages of intense information, especially when considering the average attention span is seven minutes.
It was advised to Marlink that giving the audience the opportunity to see the information that interested them would enable a better process of narrowing sales opportunities and bypassing cold leads to those that have researched products that interest them.
Why Say It When You Can Show It?
Transforming one of their existing PowerPoints into an informative and engaging animation reduced duration of the presentation from 70 minutes to three. By utilising infographics with videos and bespoke design the information is presented in a more captivating way enticing the viewer to find out more by watching.
Informing Rather Than Selling?
When working in customer experience and sales the objective is to build trust before conversion. So much of the Marlink content focused on the features and benefits that left no room for desire or inquiries. I wanted to design to inform but leave enough room to intrigue and explore.
Are you overloading your audience?
Breaking Down The Process
The Solution
With the availability of touchscreen displays at these exhibitions, Marlink wasn’t using them to their full potential.
By removing the control from the sales staff and handing the power to the audience the experience was enriched by feeding the information desired by inquisitive touch. Humans like to be in control of what they choose to listen to or watch. By putting half the sales process in their control they’re buying into the products and services Marlink is selling.
The Breakdown
With the content provided, edited and in some parts animated, the next step was utilising the touchscreen machines to Marlink’s best potential. I decided that using HTML5 to create a responsive, interactive and adaptable platform. Similar to previously designed eLearning services I’ve created an interactive platform provides more options and easier navigation to a user. HTML5 platforms work off of any internet browser enabling it to be used on any touchscreen computer system. Additionally it solved the licensing issues Marlink faced having to license multiple PowerPoint installations when they attended events around the world. The interactive HTML5 platform can be downloaded onto a USB and updated remotely and downloaded for new events.
The best marketing is when you can make your customers feel like they are in control.
Giving them a feeling their purchase decisions are truly self-guided and letting them choose what information goes into their decision will create lasting impressions that only an informed consumer could provide for themselves.
Adaptation
Provision of the content in an adaptable html platform allow for remote upload and viewing through a digital tablet.
Content could also be exported into interactive PDF providing an in-hand version available for any event regardless of systems and equipment available. Sales staff can present in a more personal setting and still offer navigation control to the audience. Being this adaptable reduces costs and allows for worldwide presentation without restrictions.
Future proofing impact
As content will change and develop over time Marlink are able to benefit from remote updates and content improvement. Web based content is becoming more adaptable and also more frequently used because of such instances such as Covid-19.
Developing additional content in an eLearning format with allow for universal staff training and experience accessing their content and services online. This will in effect increase confidence and conversion rates of leads to clients.
We needed a freelance designer to assist with projects such as a new, modern interactive powerpoint presentation design and animated videos to be shown at events and to clients. He has been brilliant; providing great ideas, working to tight schedules and creating a brilliant end result every time.
Tamsin Tyson
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