Bringing a Complex Product to Life Part 1: The Boardroom

By: Gina Lee De Freitas

You’re at the head of the boardroom table as a sea of faces alternate between staring at you and indiscreetly checking their emails. You’re about to pitch a complex product and ask for money to develop it. While you’re confident in your new idea and you’ve spent days (or weeks) working on every detail and objection, you might be worried that your coworkers won’t truly understand complex benefits. Or worse, that they’ll tune it out. Even though you know it’s an amazing idea and critical for the growth of your company - your audience might not follow you.

Bringing a new complex product from the idea stage to the store/digital shelf can be a daunting task. In the first part of our series, we explore how to bring your new product from the idea stage to the development stage. Here’s how to win over the board to get your development budget:

Do Your Homework

Even though you’re the center of attention, the presentation is always about the audience. Take a few moments to understand who you are speaking to, how they prefer to digest information and their motivations.  

Your accountants, marketing, and sales teams may not need to know exactly how it works (that’s your job), but they will need to understand why it will make money, how much it will cost to implement, and how to communicate the benefits. By utilizing language your audience will understand, the easier it will be for your audience to stay engaged and help drive the conversation forward. 

Explore the Experience 

Think about the existing products or services that your company sells. Your consumers have a specific relationship that guides how they interact with your product/service and brand. Is your product comforting, exciting, healthy, indulgent? Before your product can be developed, you coworkers will need to understand the experience your product brings and how it upholds your brand’s story and values before they can endorse it. 

Choose a Focus Point

Even while using the language of your audience, a long-winded explanation won’t win anyone over. As you build your presentation, ask yourself two simple questions: “What is the one thing I want my audience to remember?” and “Why does my audience need to care about this one thing?”

Now, in our example of a room full of executives, each of them might want or need a slightly different take away to get on board. So, structure your presentation that highlights your one focus point, presented in different lights to engage the different language styles of your audience members. 

Use Examples That Give Context and Show Relevancy

With your research and main points compiled, you’ll need to present your information in a clean and credible way. An opening line like “I have this new idea that will make us money with only $$ needed to get it done” might be attention getting headline, but you run a high risk getting derailed with questions before you have a chance to start your presentation. 

Framing is everything – the language, jargon, and examples you select makes a huge impact on what the audience understands and actually remembers.

For example, you might start with a problem that many of your existing consumers face, focusing on the journey they take to normally solve this problem (or live without a solution). Then move on to explain how your new product solves the problem. The story-telling approach allows your audience to connect in a meaningful and tangible way.

For more tips on bringing a complex product to life, drop us a line! 

About Ideas Made Measurable!

At IMM, creating action isn’t just what we do — it’s who we are. Our agency is built to deliver full service capabilities while also delivering measurable results. Big data is the marketing buzzword everyone talks about but few understand. We are here to explain in plain English how data-driven, bottoms-up marketing strategies can help generate leads, drive sales and build your brand. We leverage the expertise of the staff at IMM, a data-driven, full-service digital advertising agency based in Boulder, Colorado.

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