612: How to Share a Complex Story in a Visually Compelling Way w/ Gavin Finn

ABOUT THIS EPISODE

In this episode we talk to Gavin Finn, President and CEO at Kaon Interactive.

LinkedIn: https://www.linkedin.com/in/gavinfinn/

Are you struggling to come up with t eoriginal content, weaken and weak out start pondcast interview your idealclients? Let them talk about what they care about most and never run out ofcontent ideas again: Learn more at sweetfish media dotcom, Youwere, listening to the BEA Tobe GROCPatas medicated help be to be executive, Achiev, exposion Grot, whether you'relooking for techniques and strategies or tools and resources. You've come tothe right place: Im, Janes, Carbeary and I'n Jonathan Green. Let's get intothe show, welcome back to the Bautyby Gro show wewere here today with Gavin Sin. He is the president and CEO of CaonInteractive Davin, how you doing today, I'm very well James. Thank you. How areyou doing a am a wonderful gaten! I'm really excited about the topic. We'rein ecovering today we're we're going to be talking about using digitalapplications to engage with our customers, and you ware definitely theguy to be talking to about this. So before we we get into it. I'd love foryou to just give a loatle bit of context to our listeners and explaindto us what you and your team are up to a CM inracki. How thanks very much whatwe do is we create applications that are used by a B to be failed andmarketing executive to deliver their value, propositions, their competitivedifferentiation stories directly to their customers and either used byprospects and customers who are interested in understanding how thesecompanies can help them solve their business or technical problems andcompanies deliver these applications through their global sale teams,channel partners on the Wab online and offline, and so just to give a littlebit of a picture. Are there any particular stories that you could shareeither of you guys doing this, or maybe your customers just so we can paint alittle bit of a picture going into this interview of of what it looks likeabsolutely gives sort of two areas of...

...sort of personal stories that have beeneffective in a way that allows us to sort of deliverthe metsage, a D and You ye aurience will be able to understand. I think atleast you know the context for these different M use cases. The first one is General Electric, which has a lot ofcomplex products and solutions, and what they came to us with was thechallenge that their sales teams were very, very good, a answering technicalquestions about their products, the feeds and speed the usecases how theproducts worked, but what was happening in the world. These customers were muchmore interested in solutions rather than just the product. How do they?They engage wheth the company like to to help them meet their challenges andsolve their problems. So, rather than just talk about specific problems oreven categories of products, what g wanted to do was to help their salpeople become solutions oriented, and so we created an application for them.That started out in one very small, focused area to help their sales teamsdeal with refinery managers to help refinery managers operate theirrefineries better and what this did was it allowed them to connect with the refinery manages interms of what the key challenges were, and he to present the right GE solutionin an interactive way. That would help the refinery managers solve theirproblem and what happened was the sales engagement and the marketingengagements became very different as a consequence of having this application,rather than just talking about how their products were better. What washappening war? They were connecting with these key customer leaders in away that allowed the customers to really see GE at a partner to solvethat bigger challenge than a flow problem or a motor or a pump, and thattransformed the engagement from a...

...purchase engagement to a collaborationengagement, and it was so successful that they asked us to expand it to allof the different constituents in oil and gas world which includeed you knowoffshore and subsy and Petrotemea Allang facilities and all of those. Butthe application grew horizontally to a lot of different solutions and thenverdictally also to be able to address lots of different kinds of challengeswithin those and that became so successful tbut. They asked us toexpand that to different verticals beyond oil and Gess, so arospace and manufacturing and othersin power. So that's an example of an engagement application that used tocreate a collaborative environment where customers talk about theirchallenges and they use these applications to discover what the valueof the partnership as as opposed to thespetific individual features and functons of the product which are stillavailable, but they come much later in their tim and gathen. Where does thisinteraction typically happen? where, where a sales, a marketing team S, isinteracting with a prospect in this application is of this primarily tradeshows, or these happening virtually. What does that look like in order toreally be effective today, because of the way that the digital world ha sortof taken over all kinds of engagements? You really have to be able to deliverthis experience everywhere, so it happens at tray shows for sure, but italso happens at sales meetings in a face to fate environment and ratherthan presenting a powerpoint presentation or showing videos orhanging up rocures. These engagements are not transformed into abidirectional dialogue that uses the application of the way to conduct theinteraction this this engagement and it also lives on the website, so thatcustomers can use that same sort of...

...interactive engagement on their own.Before or after having some interaction with a marketing or salesperson s. Thekey is to be able to deliver the same level and the same kind of applicationin exactly th the same format, no matter how you touching the customer,whether it's online or offline, face to face, or just a customer alone got itand and so gaten. You talk publicly a lot about you're speaking conferences,D and doing a lot of talks around around using these applications. Whatare some of the big things that you touch on that the folks at these eventsthat are hearing you talk about this? What tends to stand out to them themost as you're, engaging with people? That here you talk and think man 'never thought about it. That way, or is there anything from your talks that youcould share with our liseners? So today I think the most important sort oftransforminto element of these kinds of application is that they are fast usedand most effective when it they change in the way that the company isinteracting with their customers, the typical sales profess or evenpresentation at a conferences. You just talk, tobout changes, I'm talking andI'm presenting, and everybody else is listening and that's a very ineffectiveway to communicate, because most people, particularly today, have shortattention. Spans, are very used to interacting with digital devices, andthe world has become much more complex and the pace have change is so fastthat people don't really have a lot of time to sit in a lot of meetings andhave pretentations and and they're not very effective anymore. So the mostsort of transformative element is when these applications are used to stoppresenting and start engaging, and the change that happens is when thefalteams and the marketing teams are not talking to their customers butthey're, engaging with their customers and it's much more of a dialogue sorather than showing them a video that everybody gets exactly the same. Video,no matter who you are or the same...

...powerpoint everybody who engages withthese applications is navigating in a way that makes sense for them the it'snon Lanir, it's not as feequent. You know just stepping through a sers ofside, so they're going to different sections of these applications that areimportant to them. They're diving into the right amount of debt based on howinterested they are or how relevant a piece of detail is for them and what'shappening is each time a different user is engaging with the applicationthey're getting a very personalized experience and what happens there? Isthat allowed that person to have a reginance with the company? That'sbased on the vanue proposition to them, as opposed to the same piel thateverybody gets every time. So the the message of these conferences that Italk at or when I'm wath groups of marketing executives and sales leadersis to turn the process from a presentation into a by directionalengagement and use these tools as a way to facilitate that, as people are of designing theseexperiences that are meant for engagement and not to be this kind ofone way. Pushing of information. Woul have been some things that you've seenthat have been effective that actually draw out that engagement. Is it at themost practical level teams that are creating these types of experiences? Iguess what do they need to do to to ensure that there is engagement? Therete several elements of that success, CRR Thos, uccess criteria- I think oneof them James, would need to start with the customers context, not thecompany's context, so not the a product pot Vodio, but the customers constantcontext. I think about the world that they're living in what their challengesare, and you know, there's this notion of the buyers journey that I'm sureyou're very familiar with really what they're on is a problem solving journey.They buy things as a part of that problem solving journey, but their goalis not to buy something. The goal is to...

...solve a problem or to to opportunities.So what we want to do is we want to use these applications to create acontext that they understand and that retonates with them, and it's all abouttheir journey, what problems they have, what their environment is, what theirconstraints are, what their competitive landsget looks like, so the visuals forthese applications need to be very specifically directed towards showingcustomers their world, as opposed to you know the company's productsinsolution O, that's the first thing. The second thing is that they need tobe completely non lineer in the way that they're navigation works. We justtudged on this a while back, but the the most affected engagements work whenthe individual customer gets to decide how they want to traverse theseapplications where they want to spend their time almost like a website in away where you don't have to follow a particular sequence and what'simportant about that, is that I, the individual connection to theinformation that that person is learning about and the way that theanimations work or how the visuals are being presented. That makes anemotional connection and that's very important, because everybody thinksabout e to be bying sort of an analytical process, but you know verywell based on the work that you've done and the work that you do in in contentis shou deliver. An emotional connection is equally not moreimportant and the way you do that is to make things relevant to people and togive them the sense that these people understand my challenges and theyunderstand how we're going to solve them together. But to do that, you needto present useful relevant information that the user gets to decide ratherthan you're telling them. You know what the next STENP is and there's a thirdthing I ist to make it very realistic. The thing that we found is thatinteractive applications worked extremely well when the environmentthat they're presenting the part that they're showing look and behave justlike the es to and when you have cartoons orcadillag products and those th schedles...

...intends to have a psychological impactof removing thei sense of realism. Connectedness, and I think those arethe kinds of things that you want to make sure you're doing when you'redevigning these and then there's there's one more thing and I thinkpeople need to take an o r account of this is sort of the lesson learned isyou're, never done when you're building these application and- and this isdifferent from Sa Brochure, but these digital applications need to be livingorganism. So as the product Portfelia expand or as your k study, Um Po Fodiogrows. Oras your value, propositions, develop or companies make acquisitionsor the competitive landscapes change. New Products are introduced. Theseapplications need to be updated and refreshed and they need to grow as well,and you know from your experience that the more you can create a sense ofcurrency, that is, you know, things being up to date, the more they'regoing to be used, so to be effective H, these applications need to continue tobe expanded and enhanced and updated so that they are thought of an o continueHem, rather than a a discreet deliverabale gavern, this isincrediblyinsightful. Is there anything anything else before I? Let you go to degavenrelated to these digital applications that you guys are are creating everysingle day for for clients. Anything else that you think listener shouldunderstand before before we close it down. I yeah, I think, everybody's veryinterested into the latest technologis and we're doing a lot of work withaugmented reality and virtual reality to be able to deliver very powerfulexperiences, and so one piece of advice. I would get it tothink about how those technologies can be used to be effective, as opposed tojust having a cool factor and Um whoo factors work well for a very shortperiod of time, but the investment that typically is required is only m yieldedin terms of you know, feels results...

...when you combine that experience with arelevant message. You know way that creates an emotional connection, so wethink of it s and, I think just th. So the last lesson is absolutely: You know,follow the latest technologies and and be aware of what's new and andinnovative, but also make sure that when you're delivering thoseexperiences, ind spending money on on building them make sure that you're,including not just the latest interactive technology like augmentedor virtual reality, but that you're delivering useful information at thetime that people are having those experiences and that you're creatingsensory experiences so that you can create that emotional experience o theemotional experience of censor experience in the intellectual transferof knowledge. Those are three key ingredients and if you focus oncombining those you'll have a very, very high effectiveness and very youknow substantial return on your investment yeah. Then again, this has beenincredibly in Sightpul. I really appreciate your time if there'ssomebody listening, they want to stay connected with you or they want tolearn more about teon interactive. What's the best way for them to goabout doing the website is: Can D Com that's K, a on dotcom and my emailaddress is g Finn at Canda Congt Inn an Kondaco look's interested. Thank you. So much again for your timeto day Gavin O reappreciate, it Aminwe used the responses to thosequestions to f. We conto e Riht, FOM reay popular website so had over tosweet bish mede that calm flush questions isign up today. Thank you somuch for listening until next time.

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