Obtaining products for sales and marketing demonstrations can be tough, especially with large, complex and expensive products. Even when products are accessible, communicating hidden features and benefits at trade shows and sales meetings can be tricky. Learn how CMOs are overcoming such issues with virtual 3D product models.
Interactive 3D Product demonstrations allow marketers to...
Virtually show how products work in a dynamic product environment
Tell a consistent and concise product story, every time
Increase product accessibility at sales meetings, trade shows, briefing centers, etc.
Eliminate product shipping costs
Look 'under-the-hood' at hidden product differentiators, features and benefits
Create content once and reuse everywhere (iPads, laptops, touchscreen appliances, websites, etc.)
3D Product Models-Virtually Everywhere
No Shipping, No Schlepping, Just Savings!
efil ot stcudorp ruoy gnignirbwhite paper2
Technology that ing manner, without the product even cate equipment often masquerade as being physically present. At the same floor models at trade shows, and even Revolutionizes Sales time, these companies save a signifi- when the real products are present, In today's competitive landscape, mar- cant amount of money by reducing or they can't always be operated. Virtual keting professionals must break through eliminating shipping and drayage costs. models, however, can always demon-the clutter, position their product as strate how products actually work.the optimal choice, and make the case Experiencing 3Dthat no other can match it. To do this, Interactive 3D product models bring Customized Sellingmarketers must demonstrate not only products to life through stunning visu- Interactive product models also en-how products work, but how those als, interactivity and realism, enabling able sales and marketing professionals products solve business problems and companies to show complex product to more clearly communicate product add value. This challenge is especially features, and to crisply articulate the differentiators that address the concerns difficult to overcome for companies with product's benefits while delivering a of specific audiences. For example, what large, intricate or complex products rich, engaging customer experience. matters in the buying cycle to the CFO that are hard to access for sales meet- might be very different from what's of ings, difficult to demonstrate at trade- Interactive photo-realistic 3D product interest to the user of the equipment.shows, and expensive to ship and store. models look and behave exactly like the In industries such as medical devices, physical products, and allow companies More than ever, "personalization" is scientific instruments, network and to crisply present sophisticated products key, particularly when buying com-telecom equipment, and industrial ma- and demonstrations. Customers can plex products or solutions. Prospects 1chinery, companies really feel this pain. view products from any angle, explore must become engaged in the learning 110options and features (open drawers, process. Research shows that actively .32Progressive marketers, however, are etc.), and control their own experi- participating in the learning process 8 .8turning to innovative technologies that ences based on personal preferences. significantly increases retention of 79 offer unprecedented presentation capa- Due to the sheer size and complexity key product information. This means . mbilities. Interactive 3D product mod- of some products, users are often more that important product information, oc.els - virtual representations of actual able to gain a deeper understanding if made available during an interac- noaproducts -allow customers and pros- of a product with a virtual model as tive sales exchange, is far more likely k.wpects to directly interact with a product compared to examining the real thing. to be remembered and understood ww in a highly customizable and engag- Empty shells of large, intricate, deli- by customers. As a result, the likeli-3
hood of customers making an informed In some cases, products must be "rented" The virtual 3D product buying decision dramatically increases. internally, while in other cases, the newest products haven't even made it to a produc- catalog in the lab allows Ciena Corporation, a network equipment tion stage, or prototypes are seen as too valu-specialist focused on delivering communica- able to share with the sales and marketing Ciena to display it's entire tions network platforms, leverages virtual teams. Given the cost and/or fragility of many 3D models as a way to best present their products, shipping expenses can also be exor- portfolio of products in a products at every customer sales and mar- bitant. In these instances, interactive 3D prod-keting touch-point, including in its Mobile manner that best supports uct models offer a solution to these challeng-Innovation Lab (an 18-wheeler that literally es, allowing companies to present products in customer personalization.rolls up to customer sites). With the mobile in- a more cost-efficient, risk-free manner, while novations lab, Ciena replicates its trade show delivering a far more innovativ... [download for more]
