When it comes to pitching advertising technology, one might not immediately think of Invisalign, the company renowned for straightening smiles worldwide. Yet, Kamal Bhandal, the global VP of brand and consumer experience at Invisalign, is changing the narrative, offering a masterclass in what it takes for ad tech and mar tech vendors to successfully pitch their technologies to brands. Her insights, drawn from a rich background in consumer product development, media strategy, and data operations, underscore a pivotal shift in how technology pitches are perceived and delivered.
Understanding Your Audience
One of Bhandal’s critical points emphasizes the importance of recognizing the technical acumen of the audience. With a landscape as dynamic as ad tech, underestimating the knowledge of your audience could be the chink in your armor. Bhandal’s experience suggests that a one-size-fits-all approach falls short. Instead, tailoring the pitch to address the specific needs and challenges of the brand, with a strong emphasis on transparency about the technology’s limitations, is key. This approach not only garners respect but also builds a foundation of trust between the vendor and the brand. For more on Bhandal’s insights, see the main storyline.
Showcasing Real-World Success
The potency of real-world examples cannot be overstated. Bhandal champions the use of tangible case studies where the technology in question has successfully resolved issues for other brands. This strategy not only illustrates the solution’s efficacy but also provides a clearer vision of its application within the brand’s own context. Whether it’s navigating Invisalign’s Super Bowl strategy, delving into the metaverse, or leveraging first-party data, the emphasis on practical, proven results stands out as a beacon for effective communication. Such examples illustrate the tangible benefits of the technology, making the pitch more relatable and compelling.
In a rapidly evolving field, staying ahead of the curve is paramount. Bhandal’s exploration of various topics, from marketing strategies to the care of pet alpacas, showcases the breadth of her expertise and curiosity. Her approach to evaluating new technologies, like generative AI tools, underscores the importance of discernment in what can truly benefit a brand versus what may be a fleeting trend. The conversation around GPT-4 and its potential utility for brands highlights the ongoing dialogue between marketing innovation and practical application. Bhandal’s insights provide a roadmap for navigating the complex interplay between emerging technologies and their real-world implications for brands.
