Demand Generation isn't just about getting leads; it's often the first touch of your client base, and establishes your customer's sentiment to your brand. Good, thoughtful design acts as liason between client and company.
Demand Generation means a great many things — it's a top-of-funnel approach to familiarizing end users with your product or event, generating interest, and giving them the ability to further explore your offering.
There are many facets of design in Demand Generation; below are some examples of how I've been able to use design to meet company needs.
On average, it takes seven "touches" between an end user and a brand before they'll initiate any sort of contact with that brand.
Display ads are an integral component of informing audiences not only with what the brand provides as a service or solution, but also builds trust and rapport in the brand itself. Below are select examples of successful campaign display ads I've developed over the past few years.
Reacting Quickly to Events through Display Ads
Advertising in the modern age often requires quick execution to capitalize on real-time events to attract interest.
In the instance below, there had recently been a coordinated attack stemming from unprotected IoT devices. This meant that a quick ad series needed to be created to tell this story (with a humorous twist), and how the client could avoid these woes by trusting in a more secure wireless business partner.
Email
Once you've developed a clean list of contacts, it's important to touch base with them and let them know what you're up to.
Email (done right) is an invaluable tool to subtly remind your audience and community about upcoming releases, events, etc.
Similar to emails, Newsletters give the ability to reach out to the community at regular intervals and provide numerous links to content specifically relevant to your user base. I have developed several dynamic newsletters across several organizations I have worked for.
The final touch at the top of the traditional marketing funnel is the Landing Page. I've designed and developed dozens of landing pages for Marketo, Pardot, and various CMS's throughout my career.
Landing page designs can determine whether someone registers for your event or bounces from the page. Our identities and information are held dear; ideally, a landing page will tie in an appealing header graphic with compelling content before ever asking for personal information.
