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Interactive PDF combines splashy sales appeal with detailed education |
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Industry: Technology
Solution: Marketing and Channel Communications
Deliverables: Interactive PDF
Above: Final interactive PDF
After understanding the Autodesk Seek team's need to create a
communication tool that catered to a wide audience and was both
marketing-centric and educational, XPLANE recommended a new kind of
visual map - an interactive PDF.
Challenge Autodesk is the world leader in 2D and 3D design
software for the manufacturing, building and construction and media and
entertainment markets. The company was preparing to launch a new Web
service, Autodesk Seek that
connects users of product content (from within the workflow of their
applications) with the owners of the product information early in the
design process. As a result of this new offering, the Autodesk Seek
team was asking manufacturers
to change the way they develop their product content and, ultimately,
how they market them.
On the user side, designers were altering their workflow and
specifications habits or processes. Autodesk needed new communications
tools that would encourage these changes in behavior on the part of
manufacturers and users, and that
could also be used on the Autodesk Seek Web site, in presentations and
for sales collateral. It was critical that Autodesk and XPLANE succeed
in developing tools that would entice manufacturers to participate in
the service while ensuring
that users, aggregators, and service providers understood their role in
the ecosystem and how they interact with the service.
Above: Napkin sketch of interactive PDF
Action XPLANE facilitated in-person and phone discovery sessions
with Autodesk Seek executives to discuss communication needs and plans.
During these sessions it became clear that there was an immediate need
for high level brochure
to be used in trade shows and as a "hand out." In addition to this
piece, the XPLANE team made a strong recommendation that Autodesk
create a new kind of communication tool that would pique the interest
of key parties through an engaging
new technology — an interactive PDF. The specialized interactive PDF
would be used for pre-call introductions or initial in-person
presentation support, or in an introductory email. The piece would be
based off of the initial map and
brochure and was intended to be used by a presenter or as a stand-alone
tool viewed by the end user. An interactive PDF gives viewers more
detailed information about the service while allowing them to navigate
the information at their own
speed. By choosing this option, Autodesk was deciding to create a
sophisticated new sales and education tool not widely used in the
industry to date.
Above: Early sketches for interactive PDF
Above: Blueprint version of PDF
Results The interactive PDF presentation selling tool is now
being rolled out amongst existing and prospective manufacturers as well
as users, aggregators and service providers. The piece communicates
Autodesk Seek's value
proposition to the various key audiences in a clear, new and engaging
way. Viewers have the ability to "click to explore" for more details
and can also link to outside related Web sites. There are more than 30
clickable links and all
navigational elements are programmed, with no audio or animation,
making the piece easily viewable by most Adobe users.
Above: Interior page of interactive PDF
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"We
had specific design and functionality goals, which required a new kind
of sales and marketing tool that is easily distributed and understood
by our key audiences. Creating an interactive PDF pushed us to think in
new and creative ways
and the end result is exactly what we were hoping to achieve."  |
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Jim Wilson, senior manager, product marketing for Autodesk Seek |
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Recommended links: |
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Autodesk Seek interactive PDF |
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Autodesk Seek ecosystem map |
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Autodesk Seek brochure |
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