A New Year a New Perspective

Gerry is all too conscious that he's not promoting his company in the best way possible. The black and white photograph of his factory that hangs on the wall in the reception area is flat, stale, outmoded and boring, and really does nothing to convey the impressiveness, character and scale of the state-of-the-art building. The right image can speak volumes, but this one is merely saying the all the get-up-and-go has got-up-and-gone. It lacks 'oomph' - there's no 'wow' factor. That same uninspiring picture appears in his company prospectus and other promotional literature, and to be quite honest, if he were a potential customer, he would not be inclined to take the trouble to visit.

It's little wonder that the business seems to have taken a bit of a down-turn. Effective marketing is crucial for a company is to remain competitive, and survive. A new year is imminent, and Gerry decides that a fresh approach is essential if he is to enhance his market image. It's a case of 'out with the old and in with the new' - time to give the company profile the injection of energy it so desperately needs and deserves.

Looking on the Internet, Gerry soon finds an organisation that specialises in producing hand-drawn 3D artist's impressions, designed to bring out the very best characteristics of a building. As he views the case studies on the website, Gerry can readily appreciate how effectively a professional drawing can breathe life and true perspective into an image that would otherwise be dull and inert. He's convinced that this is the way forward, and wastes no time in calling on the organisation's expertise.

First of all, specially commissioned artists arrive to conduct a full physical and photographic survey of the site. Hundreds of photographs are taken from every conceivable angle, enabling the experts to go away and develop a selection of rough drawings which are submitted to Gerry for his agreement on perspective. Consulting with Gerry every step of the way, the artists produce various drafts until a final illustration is submitted for his approval.

Gerry is delighted with the end result. Every measure has been taken to ensure that the correct detail and colour is incorporated in the design. Now that all the hard work has been done by the professionals, the ownership of the artwork passes to Gerry, so it's entirely up to him decide how he wants to use it. He discovers that this innovative organisation can design and print a comprehensive range of promotional material in any sheet size or format, guaranteeing a quality product at a competitive price. They can even incorporate clear, sharp location maps which will leave Gerry's potential clients in no doubt as to where to find him. Together, Gerry and the experts plan an exciting range of presentational material that will catch the eye immediately and put the stamp on his company's corporate identity.

When his smart, glossy new prospectuses arrive, Gerry takes great pleasure in consigning his remaining stock of the old prospectus to the recycling bin. And as for the photo hanging in reception, it's now where it belongs - in the skip, having been replaced by a superb, full colour, three-dimensional artist's impression that seems to leap off the wall, portraying just the dynamic image needed.

Gerry can't wait to launch his brand new marketing campaign early in the New Year. Somehow, he feels he's just about to turn the corner...