Did you know that we spend more than 90% of our lives indoors? At the Center of Climate, visitors experience the importance of a good indoor climate and what it can achieve. The digital guide gives hosts everything they need to make each visit a unique and effective experience.
While physical experiences have become less frequent, their value and the qualitative demands on their design are increasing. Sales employees must be optimally prepared in order to be able to fully concentrate on the face-to-face encounter and be mentally present. The digital guide supports them in planning, preparing and executing the customer visit.
Concept
User experience design
User interface design
Editing, text
Realization
Guiding the guide – well prepared
The Center of Climate is a brand experience space that provides content for different target groups, reasons for visiting and time budgets. The topic of indoor climate concerns tradespeople, wholesalers in three-tier distribution, specialist planners and architects alike – they all work on behalf of users and building owners and play different roles in planning and implementation. For a wide range of property types, from single-family homes to commercial office buildings or factory halls.
An effectively planned tour with target group-specific content is therefore required for these different target groups and occasions. Coool created a modular explainer tool for this purpose, with four basic tours that can be specifically configured and provide guides with a complete set.
Well explained
The presenters will find relevant content in the guide for each exhibition area and element, showing them what and how to communicate: the proverbial soundtrack – without repeating what visitors can see and read in the exhibition anyway.
Navigation is everything
With one click to the next point, without having to deal with menus: When it comes to planning, explainers must above all be free to adapt their conversation and make it dynamic at any time, without being restricted by rigidly programmed sequences.
Modular structure
The layout is clearly divided into continuous main content on the left and supplementary content on the right. The layout system adapts fluidly to the content and the amount of text, and always presents it in the appropriate context.
Easy-to-learn content categories help the presenter to structure and narrate content with ease. The red-highlighted key message reminds the presenter of the main message, the fact box or, for example, the fictitious dialog between user requirements and the solution offered forms a versatile construction kit that is easy to use and fun. Didactic tips help to make a tour varied, engaging and exciting and to make optimal use of what the exhibition has to offer.
The additional, practical time planning tool allows presenters to plan the tours so that they can optimally use the available time for presentations and discussions. This is because a tour of the brand experience space is often part of a visit to the location, including a factory tour, training in the academy or sales meetings.
TRAIN THE TRAINER
Experience hands-on
Careful training is also needed when a tool is introduced. Coool supported the introduction as part of a sales conference on site with a train-the-trainer event. During this event, a team of trainers was shown how to set up and use the tool, and the process was also demonstrated in practice in the brand experience room. Part of this training was also the didactics, in order to convey the use of the tool to the sales team.
Selecting the content and topics
- Selecting a tour that suits the target group and the time available
- Setting content priorities
- Planning the spatial sequence
- Checking the time required
Preparing the content of the presentation
- Familiarization with the narrative and the exhibition elements
- Familiarization with the content
- Memorization of the key messages
- Rehearsing the presentation in your own words
“With the digital guide, we can effectively empower our sales team to make the best possible use of the brand experience area in the Center of Climate.”
Eva-Maria Freßle, Head of Marketing Communication, Zehnder Group Germany