In today’s business world, every company needs the ability to persuade customers to purchase their products or service. After attracting customers, we also need to make them loyal. Almost every customer will ask while making purchase decision: What problems does your product solve? Prove it! Yes, a good salesman can help a lot. They are compelling, they use emotion to sale, they have magic…. Fine, but today is no longer a selling orientation market. All the market is driven by customers. We need to show them that we have the magic in order to persuade them opening their wallets. A killer presentation can make them do it once, but a good concept can retain the existing loyal customer base and, if possible, increase their commitment intensity and perhaps encourage them to talk to others. We all know that customers, By using social media such as Yelp, Twitter and Facebook, are increasingly becoming active partners in their relationship with the firm, rather than passive targets of product development and advertising. So, killer presentation can mean a lot, but we still need a very good idea of product to support our presentation. After we can combine these two, everyone will fall in-love with your company.
Today, I will give a example of a excellent company, which combines good idea and killer presentation—Airbnb. Airbnb is a website for people to rent out lodging. Helping customers to rent low price accommodations as well as helping landlords to earn some extra gains are the two core values of Airbnb. Airbnb runs on a marketplace platform model where it connects hosts and travelers. In my point of view, those people who want to live in strangers’ houses and those people who find it interesting to let strangers live in private rooms may have similar personalities. It is easier for people with similar personalities to make friends. The website has the capability to change this group of people from strangers to close friends. Airbnb’s hosts and travelers around the world can share stories of incredibly meaningful experience everyday and exchange their culture. These relationships may last a life time. What a good idea! In my point of view, Airbnb really has a very profitable business model and this business model can continuously seek good opportunities for the company. Formerly, travel is only the combination of sight-seeing and relaxation. However, nowadays young people are more and more concentrating on the exchanging of culture while traveling. Young people are not content with just staying in a hotel and looking at sights. They want to communicate more with local people and feel the differences among different cultures.
So, after Airbnb got the excellent idea, they begin to seek a killer presentation. We know that at the beginning step of the company, they are struggling about how to persuade people to try their idea. The company would go bankrupt if there is no risk investment. They began to think about killer presentation—changing website image. The site’s marketing focus is to enhance its brand image in order to fit targets’ personality. They created a new brand logo, which made a huge brand evolution. They found the new brand essence: people, places, love, and Airbnb. Functional benefits are often quickly copied, it is much harder to copy self-expressive, social and emotional benefits, the values and culture of the organization, and the personality of the brand. Overused words are meaningless. A beautiful logo can also become a killer presentation.
by Meng Yuan
Wen 