Direct Selling
What can be done to make direct meetings with clients even more effective and end with finalizing contracts? In many industries direct meetings with clients determine the sales results of companies. To present their offer, salespeople most often use traditional presentation tools, if possible. But TVs, projectors and laptops themselves no longer impress anyone. However, focusing the attention of potential customers during meetings and switching them to reception mode is quite a challenge. In this case, the most successful speakers are charismatic speakers who can charm with their personality.Holographic advertising
However, the situation changes dramatically when the trader uses the latest generation, portable holographic display Ledholo Box 40B or set Ledholo Eye 75DE. The image, suspended in space, almost immediately captures the attention of the meeting participants, thereby giving the presenter a chance to shine and speak freely. There’s also an even more powerful tool—combining a traditional presentation with holographic animation of its key elements. This is where our content management application comes in handy. With it, switching between scenes (successive 3D holograms) is as simple as clicking on the next animation name in the list. We tested this on a product from MEDTRONIC. The results of the study exceeded our expectations. It turned out that one week after the meeting, the participants in the experiment clearly remembered both the name of the device presented and the key benefits of using it. Previous research regarding affect, cognition, purchase intention and price sensitivity showed extremely interesting results. People to whom the product was presented in the form of a holographic image rated it higher than other people to whom the same product was presented in a traditional way (poster). What's more, the holographic presentation made people declare a higher willingness to buy a given product and were ready to pay more for it than others.Why 3D holograms?
A number of studies conducted to date suggest that customers„ decision-making processes are influenced by emotional, cognitive, and behavioral factors (Iljin, 2000; Jokubauskas, 2003). Attitudes toward advertising play a significant role in its effectiveness (Lutz, 1985). For these reasons, marketing professionals are constantly working to identify which factors have the greatest impact on customers” attitudes toward specific products and brands. Haimerl (2007) suggested that the emotions evoked by advertising themes and communication are of particular importance to marketers and advertisers, as emotional stimuli associated with advertising influence the intensity of engagement with the advertisement, and thus can influence its effectiveness (Hupp, Groppel-Klein, Dieckmann, Broeckelmann, & Walter, 2008). It has also been found that emotions evoked by advertising can be considered a strong motivator of consumer behavior (Erevelles, 1998) and that they can influence the recall of specific attitudes following exposure (Park and Thorson, 1990). Research into consumer behavior underlying buyers’ decision-making processes became an important field of study in the late 1970s, when marketing professionals realized that a potential customer must be viewed as a valuable asset to the company, since they play a key role in decision-making (Solomon, Bamossy, and Askegaard, 2007). When discussing holographic advertising, it is worth mentioning Albert Mehrabian. In his 1971 book *Silent Messages*, he wrote:Scientists have been conducting research on image perception for years. The number of receptors that register images is estimated at 250 million—about ten times more than olfactory receptors, a hundred times more than tactile receptors, and ten thousand times more than auditory receptors. Visual attention is not a homogeneous cognitive process. It consists of many subsystems and mechanisms, often with different functional characteristics (e.g., focused visual attention, visual field search processes; cf. Eysenck, Keane, 2005; Styles 2006). The price of a product or service is considered one of the most important marketing stimuli influencing sales, while the price itself is perceived in the context of other prices that form a reference context. It is precisely the reference price that is of key importance for price attractiveness, regardless of whether we are talking about a price increase or a price decrease (Falkowski, Mackiewicz 2015). All marketing activities ultimately translate into an effort to maximize profits. These, in turn, are achieved, among other things, through the use of the so-called difference threshold, which makes it possible to perceive the difference between stimuli. The perceptibility of stimuli decreases as the difference between them decreases. To measure the difference threshold, the concept of a „barely perceptible difference” is used—that is, a difference between values that allows for the perception of a minimal difference between stimuli. The law of difference applies to various types of stimuli—including product weight, sound intensity, taste intensity, and the size and colors of packaging (Falkowski, Tyszka 2003). However, the sensitivity of individual senses varies (the most sensitive are sight and touch; the least sensitive are hearing, taste, and smell) (Tyszka, 2004). Weber’s law—formulated by the German psychologist Ernst Heinrich Weber (a law expressing the relationship between the physical magnitude of a stimulus and the sensory response), also known as the Weber-Fechner law—allows for the determination of the difference threshold. In marketing, we discuss two applications of this principle: increasing the size of a given product (upsizing) and decreasing the size of a given product (downsizing) (Falkowski, Tyszka, 2003). The goal is to determine a threshold that prevents consumers from noticing the difference between individual products „at a glance,” thereby translating into measurable benefits for the companies that manufacture them. In the case of holographic advertising, as I have already mentioned, perhaps the greatest benefit of its use may be a significant reduction in price sensitivity, which will certainly help in the presentation of branded and “expensive” products.93% of all human communication is non-verbal communication. 90% of the information sent to the brain is visual information. They are processed by the brain much faster than text because the brain is used to processing images. People remember 80% from what they see, but only 20% from what they read