Conversation Marketing: The Conversation is the Thing

Christine Fife

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Put Your Best Foot Forward

Prestimedia Graphic

I got a glimpse into an amazing company yesterday, which I will be blogging about as soon as I have a formal demo sometime in the next week or so. The company is Prestimedia and they’re looking to duplicate their success in Europe here in the U.S. with their online and mobile interactive catalogs and eBooks.

My introduction to Prestimedia was a PowerPoint (ok, it might have been Keynote since she was using a Mac) presentation about the solutions offer. The company has two options for online and one for mobile. The potential applications for their solution is vast. Their interactive catalogs are reinvent the online shopping experience with interactive catalogs that let you shop in a way that mimics a real-world shopping experience (see item within a display context, look at it more closely with zoom features, quickly navigate to matching items while being able to take notes on items you want to review again and more. But there are also many other options for use: interactive brochures, entertainment websites integrated with product placement shopping, training manuals, car/home/health insurance policy guides, annual business reports and other investor or business documents, etc.

Throughout the entire presentation, I couldn’t help but think, “This looks really cool, why aren’t they using their actual technology/service solution for this presentation?” They’re doing themselves a disservice by flipping PowerPoint slides with bullets and then bringing up sample demos of pieces they’ve created for past clients. It seemed to me that they weren’t putting their best foot forward by putting their own presentation into the format of their own solution. If they’re trying to engage with me as an audience for their offering, being able to use their offering in (or as) the pitch would certainly be impressive.

Companies that develop products or services for use by sales, marketing and/or business operations (or in many cases, information technology teams) should absolutely use their own products in their  own sales, marketing and/or business operations activities. If your company develops something for one of these business purposes, but your own company doesn’t use your own products/services, why would anyone else use them?

If your company develops these types of products, you’d be wise to use your own company’s usage as a case study and proof point. If your company can’t do that, than maybe your product isn’t worth selling. And if you’re looking to purchase a product or service for sales, marketing and/or business operations, the first question you should ask the sales rep is, “what kind of success have you had using your own product?”

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More Stories By Christine Fife

As I drove off to college I never would have guessed I would end up here! But it’s been a fantastic journey. My career has been richly diverse giving me an advantage over marketers who are siloed into niche positions. I strive to be a true Renaissance person—I love to learn about everything and trying new things comes naturally. My career has been no different; I’ve successfully launched enterprise software and medical device development startups, improved communications processes for the regulatory department of a major financial exchange, increased client business and product development for several international exchange program companies and founded an international educational non-profit organization. My master’s degree in Integrated Marketing from Golden Gate University gave me a broad understanding of traditional marketing best-practices, but my BA in theater gave me the skills to understand how people communicate with one another and the importance of promoting a brand in a voice that is right for the audience.