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
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