Flexible Marketing Tool for Health & Safety – 1

Q: We are a charity concerned with developing solutions to occupational health problems at work.

We need to develop a marketing tool to use in presentations to illustrate the input of the different programmes we undertake.

We’d like to show good and bad practice comparisons in an office environment, and how poor environments can affect absence levels and stress, and how we help to solve the problem.
We’d also like to include video clips of staff members talking briefly on, and include statistical information as an introduction to the topic

Consultant Business Adviser
Merseyside

A: What’s needed here is flexibility. So let’s take a look at how content can be added or removed within your marketing tool.

The important thing with any marketing tool is to present the right amount of content. Too much and your audience will start to lose interest no matter how compelling the topic. I advise between 15 – 20 slides. It seems to be a magic number. If you go over it, they’ll yawn and you’ll have failed. It’s better to keep it at 15 slides, on the principle that less often turns out to be more, and more turns out to be less.

So the central issue for any marketing tool, or multimedia presentation, is to decide how much of your information you need to show.

As a core you might have 3 slides for the intro, and 6 slides for three before-and-after case studies, plus 3 slides on your problem solving approach which makes 12 slides total. Add another three slides for staff video interviews, and you have your 15 slides.

However it’s also important to have the flexibility to be able to adapt your marketing tool to the different types of presentation you’ll encounter, allowing for different audience needs.

I’d advise taking this approach:

Consider your marketing tool as a multimedia launch pad that can be used to launch additional powerpoints during the presentation. While a powerpoint will never look as compelling or original, or as effective as a topline multimedia presentation, it can be used tactically with great results.

Here’s an example: Say you’re making a presentation, and you know one of the key issues will be about how your health and safety programme is implemented at a practical level. You can prepare in advance a short powerpoint that shows an Implementation Plan specific to that client. This powerpoint can then be launched at any time within your presentation.

Most multimedia development languages will allow creating a few extra buttons that sit at the bottom of each page, where each button is programmed to launch an external powerpoint. And if the powerpoint template is designed in the overall graphic style of your marketing tool, then it should appear seamlessly when launched.

The same idea applies of your want to show a specific type of case study. Create a button that will launch the special case study. The same also applies when showing contractual details. Have a button to launch it.

This approach offers you complete flexibility to adapt your marketing tool to different circumstances.

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© Studio Rossiter 2006

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