5.9.12

2012: The Year of the Interactive Brochure

BY MARK MITTON

It is a great time to be a marketer. Technology changes are giving marketers the opportunity to reach their target audiences in new, exciting ways. In the last few months, we at Carbon8 have kicked off a number of "Interactive Brochure" projects with our clients.

What exactly is an “Interactive Brochure”?

It’s the natural outcome of putting iPads in the hands of sales representatives. In 2011, we saw the majority of our clients equip their sales force with iPads. It’s a great idea, but most marketers quickly realized that simply throwing a PDF or a PowerPoint on the iPad wasn’t enough. It doesn’t take advantage of the elegant interactions that the iPad interface provides.

The Interactive Brochure takes your static brochureware and turns it into an app. The idea is that at the spur of the moment, the salesperson could grab their iPad or some other tablet and within seconds access a marketing asset that will enhance a sales conversation, including taking a lead. The iPad allows you to transform the sales conversation and equip your salesforce with powerful rich media elements to support their conversation and move the sale forward.

Here’s an example. Imagine a client says, “I like what you are telling me, but how does this product work?” Without the iPad, the rep might have had to dig for a diagram on a sales slick if they are lucky enough to have it with them, but with the iPad, the rep simply opens the app, and within seconds is showing an interactive diagram explaining how it works.

Back in 1995, companies were hearing about this thing called the Web and wondering what they should do to take advantage of it. Tablets put us today in a similar scenario where we have this great opportunity to transform the tools sales has at their fingertips, yet we are unsure of what that should look like. Despite the uncertainty, companies that move now and take advantage of this new marketing tool will have an advantage over their competition.

Carbon8 is working on a number of Interactive Brochures with our clients. Give us a call if you would like to brainstorm about what might be possible for your company.

Mark Mitton
written by MARK MITTON

Mark Mitton is the president of Carbon8, bringing his passion for creative, strategic branding and deep experience in digital marketing to Carbon8 clients (and employees!). Mark founded Carbon8 with the knowledge that, in today’s digital age, beautiful creative and smart strategy must be supported by a strong programming team.

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