The Need
It was easy to get lost in the sea of startups present at the venue, 2 weeks before our final exhibition style showcase for our startup Tale, we realized that we needed something that set us apart at.
We knew the following things -
1. "Silent Marketing" was allowed and encouraged during the competition.
2. Inviting and capturing judge's attention was up to the team.
The Research
We looked at all other previous startups and images that we could find across the internet and resources we were given by Foster School of Business.
Things that stood out from the research -
1. Custom Marketing was required and was often the only thing standing out between companies.
2. Different style of companies had different style of marketing.
3. Judges spent less than a few seconds on each material they are handed, so capturing attention immediately was crucial.
The Development
After looking at all previous teams and startups one thing was clear. It was very easy to have your marketing material get lost or undervalued in the fast paced and messy environment of the venue. We decided that our material should "shock" the reader at first glance.
The "aha" moment
Tale is designed to complete sentences and conversations, I believed that the marketing handout should be like a conversation for the reader.
I wrote a bunch of phrases that could invoke the emotions and empathy that Tale required.
I love you.
I believe in you.
What's up?
My pet is growing fast.
I made a new friend.
It was a great day.
I am so happy for you.
I am proud of you.
I am thinking of you.
Thank you for everything.
I appreciate you.
I scored a goal.
That was fun.
I miss you.
I am sorry.
My little girl turned three.
I'm just chilling.
My son just started college.
We're moving to a new house.
I learned something new today.
The sun is shining brightly.
I found my lost keys.
It's going to be okay.
I'm looking forward to it.
I need some rest.
I made pasta.
Long time no see.
I'm running late.
Focus Grouping
Through focus grouping within our team we decided on a few phrases and final designs that worked for us. But this was half the work because what worked for our Gen - Z and Millenial Team might not work for Gen X and Baby Boomers - whom most of the judges belong to.
User Testing
Once we had a bunch of variations, we showed them around to get quick feedback from our mentors, professors and as many people as we can find. Based on a lot of qualitative feedback (which was then quantified based on majority) we finally decided on this particular design.
On the day of the competition
We not only handed them out to judges and visitors, we kept these handouts at strategic places near and on top of the coffee machine, near the food stalls, on judges tables and even in washrooms.
Placing the pamphlet around the water station where judges frequent.
Handing out the pamphlet to judges in the event.
Placing the pamphlet around coffee station.
What judges and visitors had to say about it?
Our marketing campaign was phenomenal because of this one handout. People were being drawn to our booth with the utmost curiosity and emotions that got them to invest in us. Some judges claimed that this was the best marketing handout across the competition.
My Learnings
Strategy over content .
Best UX is invisible.
Despite our digital-focused startup, the tangible handout became our most powerful communication tool. This reinforced that UX thinking applies beyond screens - every touchpoint is an opportunity to create meaningful user experiences.
Empathy is a two way street.
