THE PARAMOUNT IMPORTANCE OF VISUALS FOR MARKETING AND SELLING

BUILDING PRODUCTS

Jason YanaPresident, Jason Yana Studios, Inc.

Building Material Companies tend to work in silos, but what do we all share in common?

Our Products are the thing we all share in common.

We do the same thing with our customers, but what do they all have in common?

They NEED our products!

Our building products are the pivot point

THE MYTH OF LEARNING STYLES

The old idea that some learn best from seeing, some from hearing and others by touching and feeling is a myth.

WE ARE ALL VISUAL LEARNERS

Visual Processing50%

Other50%

Half of the brain is dedicatedto processing visuals

The visual impression our product makes, has to be hugely important!

ONE-TENTH OF A SECOND

Psychological studies tell us we make a first impression in just 1/10th of a second

That first impression is not always positive, is it?

IT’S WHY PEOPLE WEAR MAKE-UPThe makeup industry - $265 billion a year, first impressions

must be important

FIRST IMPRESSIONS APPLY TO PRODUCTS AND BRANDS TOO

DO PRODUCTS HAVE BODY LANGUAGE?

93% of communication is non-verbal

Our customers are just people, people who are wired to react to visuals

Visuals are a Superhighway to the brain

What How & Why

So for products, we need to visually demonstrate WHAT are product is, HOW it works and most importantly WHY

someone should care.

ONE IMAGE CAN DO THIS!

THE 4 MAIN VISUAL TOOLS

1. Images of Products

2. Images of Completed Projects

3. Technical Illustrations

4. Videos

IMAGES OF PRODUCTS

McDonald’s knows the power of first impressions - images of their products in their marketing are carefully and

intentionally presented

IMAGES OF SEEN PRODUCTS

Use professional photography and 3d rendering to do the same with your products

IMAGES OF UNSEEN PRODUCTS

Just because your product won’t be seen when the project is finished doesn’t mean it should not be presented beautifully.

IMAGES OF COMPLETED PROJECTS

Unseen products can be shown by using cutaway illustrations

What is under the floor of their dream kitchen?

What’s behind the walls of their dream kitchen?

TECHNICAL ILLUSTRATIONS

When you make your details clear, refined, informative and beautiful - you inspire confidence. When someone uses your

products, they are putting their reputation on the line. If you shy away from showing suggested details, or worse, if

you don’t make them clear and accurate - you are at a serious disadvantage.

HELP ARCHITECTS USE PRODUCTS

Combine first impressions, visual appeal,

technical prowess,

performance and product usage in

one powerful image.

0º F

Outside Inside

70º F

Dewpoint(50% RH,70º F)

Location of condensation and Frost

Interior sheathing

Exteriorsheathing

Just because you are talking about

boring dew points does not

mean you have to make a boring

visual

Hey, your customers have a tough job, if you create beautiful details like this for them, won’t

they trust you? Won’t they trust that your products will work

well?

Did we just turn our boring technical details into a world-

class customer service asset? And wait, did we just turn a detail

into a marketing and sales too?

Let’s talk about the power of video to do all these things better

MY SECRET WEAPONLet me introduce you to my wife, Lizzy. She is my secret weapon.

She has a beautiful mind. She is a true rainmaker with very little

patience for BS. She won’t sit and watch a boring, overly technical

marketing video.

THE WIFE TEST

When I put a two minute building material sales video in front of her and if she watches the whole thing without giving me “the look” and if

she gets what the video is demonstrating, we have success!

EXAMPLE OF A SHORT BUILDING MATERIAL MARKETING VIDEO

PEOPLE HATE INSTALLATION INSTRUCTIONS

EXAMPLE OF A 3D ANIMATED INSTALLATION INSTRUCTION VIDEO

LIST OF USES FOR VISUALIZATIONS

WEB SITE - HERO IMAGE

WEB SITE - FEATURED VIDEO

PRINTED INSTALLATION INSTRUCTIONS

CONTENT MARKETING

TRADE SHOWS

ADVERTISING

CATALOGS AND BROCHURES

CUSTOMER PRESENTATIONS

POINT OF SALE COLLATERAL

THE ENTHUSIASM RULE

Your customers enthusiasm for your products cannot exceed yours