Product Literature

Over $50 million

Product Literature (Over $50 million)
1st place
MMD Equipment
Swedesboro, New Jersey

(Click for larger image)

Statement of Objectives:
MMD Equipment imports and distributes high quality construction equipment to the rental store industry in North America. MMD Equipment, formerly Mitsui Machinery Distribution, Inc, adopted its new name and brand in December 2002.

As part of the corporate identity change, this product literature replaced many disparate equipment brochures with one coherent literature system. The “Full Line Product Brochure” is used to build the new brand identity in the marketplace, to present the equipment, technical, and financial product lines to rental store customers, and to provide a reference guide after the product lines are purchased. The information is presented in a straightforward, organized manner that excels as a sales presentation and also as an informative mailing. It serves as a walk-in sales tool as well as a direct mail marketing document, and is used to market to the rental stores.

The customer stores are further supported with end user literature in the form of tri-folds that coordinate with the “Full Line Product Brochure”. These pieces contain basic spaces to serve as a handy reference guide for the end user as well as build MMD Equipment brand awareness on the jobsite. The collection of tri-folds is designed to work together in a special literature rack (photo enclosed) to make an attractive and attention getting store display. These documents are used to educate and market to the end user.

Judges’ Comments:

• Excellent presentation of company and products. Good carryover of design.
• Clean company ID. Organized large brochure – attractive, clear photos, spec detail. Clean signoff – phone, fax, website.
• Nice product photography and location photography. Easy to read, promotes product well.
• Information is well organized and design aids in communicating information effectively. Excellent job utilizing consistency to build new brand awareness.

Company Scope and Marketing Objectives:
MMD Equipment has imported and distributed superior quality construction equipment to the North American rental industry for 15 years. MMD is known for promoting success by building comprehensively supportive relationships with our customers. As a component of the marketing function, our communication programs include continuing MMD Equipment brand reinforcement, informing and educating rental dealers about our products and programs, and supporting our customers' efforts to inform and educate the end user about our products and their use.

<< Back To 2004 PICA "Measures of Success" Winners List

Product Literature (Over $50 million)
2nd place
Caterpillar, Inc.
Peoria, Illinois
With
Simantel
Peoria, Illinois

(Click for larger image)

Statement of Objectives:
The objective of this brochure, entitled, “The Power to Lead”, is to introduce ACERT technology to Caterpillar’s various market segments and give a thorough explanation of how it works and why it was developed. It was important to stress that ACERT technology is not only a solution which will allow customers to meet current and future emissions regulations, but it is also a solution that, unlike competitive products, will not compromise performance, reliability and durability. The underlying message throughout the brochure emphasizes Caterpillar’s history of innovation and industry leadership in developing revolutionary solutions for its customers.

The target audience was comprised of all Caterpillar industry segments, with an emphasis on off-road customers. This was the central communication piece in the ACERT off-road launch at BAUMA in Munich, Germany. The piece was also translated into German. Other components of the campaign included trade advertising, PowerPoint presentations, CD training, and promotional items.

Judges’ Comments:

• Photography clear, clean and consistent.
• Well-done copy complimented by a strong effective design.
• Consistency in design elements throughout is well applied.
• Great graphics. Excellent presentation of product and benefits of new technology.

Company Scope and Marketing Objectives:
ACERT Technology is an innovative emissions reduction solution for diesel engines. Caterpillar developed ACERT as part of a long-term effort to create cleaner-running engines that maintain optimum performance, efficiency and service life. ACERT will also enable Caterpillar to produce engines and machines that meet increasingly stringent worldwide emissions standards. Our marketing goals: Positioning Caterpillar as a leader in technology solutions and ACERT as a leading technology; and creating broad-based awareness of ACERT Technology in off-road industries and educating consumers and prospects.

<< Back To 2004 PICA "Measures of Success" Winners List

Product Literature (Over $50 million)
3rd place
Ingersoll-Rand
Davidson, North Carolina
With
Two Rivers Marketing Resource,
Des Moines, Iowa

(Click for larger image)

Statement of Objectives:
Target Audience: Heavy commercial and highway contractors (company owners and influencers); rental, government and municipalities.

Objective: To provide the Ingersoll-Rand sales network with a tool that positions and sells both the brand of Ingersoll-Rand and Blaw-Knox as well as the features and benefits of highway-class pavers to the heavy-commercial and highway-class transportation segment.

Strategies/Tactics: Incorporate new format for literature to create an easy-to-use brochure, highlighting the features and benefits of Blaw-Knox pavers.

Utilize dynamic photography that emphasizes equipment.

Use illustrations and photography to illustrate the Ingersoll-Rand technical advantages.

Incorporate additional Ingersoll-Rand product and service offerings to convey the message that Ingersoll-Rand is a full solutions provider.

Create a piece that combines wheeled and track pavers along with automation options so all Blaw-Knox information is contained in one succinct creative piece.

Judges’ Comments:

• Excellent presentation of features and benefits. Superior graphics and design.
• Nice paper stock & print quality, photography & graphics.
• Good copy; easily read typeface and layout.
• Pleasant, clean piece with pocket. Capabilities plus some specs. Attractive front cover. Target audience clear.
• Great photography, nice graphic organization throughout. Clean – sharp colorful. Visually very nice for target market.

Company Scope and Marketing Objectives:
Ingersoll-Rand is a leading global innovation and solutions provider for the major global markets of Climate Control, Industrial Solutions, Infrastructure, and Security and Safety. The division responsible for Ingersoll-Rand construction products, based in Davidson, North Carolina, is part of a $3 Billion business sector, producing equipment for the construction, renovation and repair of public works and private projects, such as road and bridge development, site preparation and general construction. Overall marketing communications goals involve solidifying brand loyalty and establishing an unmatched preference in the marketplace for Ingersoll-Rand products and dealer services.

<< Back To 2004 PICA "Measures of Success" Winners List

Under $50 million

Product Literature (Under $50 million)
1st place
Elliott Equipment Company
Omaha, Nebraska

(Click for larger image)

Statement of Objectives:
All too often, product literature is the first contact a prospect or customer has with a company and its products. And in a marketplace where smaller national and regional manufacturers compete toe-to-toe with multi-national conglomerates, marketing becomes more important than ever. Elliott Equipment Company uses its company and product brochures to create a campaign designed to:

• Promote product durability and quality;
• Emphasize company strength and reliability;
• Demonstrate the size and scope of the product and service offerings;
• Reflect the company’s independent-minded approach to product development.

Consistency is achieved in the look and feel of each piece within the campaign. Heavy on photography and light on copy, these pieces demonstrate, at a glance, the applications that make Elliott ideal for the jobsite. Pertinent performance data is also provided. In fact, each piece is designed to make the best use of the reader’s time. Together, they reflect the company’s hard-earned brand loyalty and trust, as well as the scope of the products available. Whether used together or individually, they have been effective sales tools when used as leave-behinds or as follow up to customer inquiries.

Since launching this brochure campaign 12 months ago, the company has seen usage of sales materials increase 50 percent -- increasing the likelihood the information getting into “the right hands.” In addition, inquiries and quotes from customers are up 20 percent to 30 percent respectively.

Judges’ Comments:

• Strategy well defined. Consistency throughout pieces. Clean straightforward approach.
• Really well executed. Does an excellent job at presenting different brands under one roof.
• Clean look with good sell – satisfied customers. Good illustrations/photo.
• Impactful covers. Great graphics next to list of brands/products. Good system for tons of info.

Company Scope and Marketing Objectives:
Elliott Equipment Company manufactures the world's leading line of customizable truck-mounted telescopic equipment for the construction and maintenance industries. The goals of our marketing materials are to differentiate ourselves from the many competitors in our niche; to convey the professionalism and forward thinking of our organization, and to illustrate the solidity and value of our product lines.

<< Back To 2004 PICA "Measures of Success" Winners List

Product Literature (Under $50 million)
2nd place
Power Curbers/Power Pavers
Salisbury, North Carolina

(Click for larger image)

Statement of Objectives:
Development of the marketing package poised a unique challenge: Market a well-known group of products for the first time as Power Pavers, an unknown company. And only two of the products were operating with the new name in the field. The strategy is two-fold: “Introduce” the products as a single line and create brand awareness, plus give credibility to Power Pavers as a company. The projecting image is of a well-defined and established product line. Product sheets are inserted, along with a letter, CD and business card in the folder. The history of prior ownership is presented openly. Testimonials from equipment owners enhance credibility. Specs are consistent. The company is moving forward in establishing brand awareness through the world with more inquiries, and more importantly, sales are increasing.

Judges’ Comments:

• Very nice use of gloss on photo. Nice consistency to all literature. Very nice CD cover.
• Useful size. Nice finishes on folder.
• You are putting a lot into the quality of your presentation and it shows.

Company Scope and Marketing Objectives:
Power Pavers, Inc., a concrete paving company established two years ago by curb-and-gutter specialist Power Curbers, Inc., manufactures and markets an established line of slipform pavers, form-riding pavers, placer spreaders and texture cure machines. Power Pavers' goal is to communicate the experience and reputation of its key managers at Power Pavers, as well as its link to the service-oriented parent company, to gain market share in paving machinery and paver parts worldwide.

<< Back To 2004 PICA "Measures of Success" Winners List

Product Literature (Under $50 million)
3rd place
Rayco Manufacturing
Wooster, Ohio

(Click for larger image)

Statement of Objectives:
Design: This new brochure was designed to replace an older version of a small reference booklet that would fit into a #10 envelope. This new version incorporated the new brand logo and marketing design that was coordinated with an advertising program.

Target Audience: End users in the tree care industry, arbor, landscape, and construction industries.

Objective: Provide end-users with a compact guide to all of Rayco’s product line. For each product, there is a photo reference on the corresponding page to all products available in that product line to enlighten the customer to the full range of all product offerings. Specifications were standardized across product lines and across all product offerings to make referencing specifications easier. Product nomenclature was cleaned up for consistency to the consumer.

Judges’ Comments:

• Clean, solid approach.
• Well done. Easy to find info.
• A lot of data and photos packed neatly in a small package.
• Consistency in design throughout is good.

Company Scope and Marketing Objectives:
Rayco Manufacturing Inc. is dedicated to the design and production of the world's most innovative and complete line of stump cutters, compact crawlers and environmental equipment.

Rayco Manufacturing pursues its marketing communication objectives through a combination of advertising (including print, broadcast, outdoor and other forms), personal selling (including sales presentations, trade shows, and incentive programs), sales promotion (including point-of-purchase displays, premiums, discounts, coupons, specialty advertising and demonstrations), public relations (including obtaining favorable publicity, building up a good “corporate image” and handling stories, and events), and direct marketing (including catalogs, telemarketing, fax, Internet, and more).

<< Back To 2004 PICA "Measures of Success" Winners List