Product Literature

Over $50 million

Product Literature (Over $50 million)
1st place
Caterpillar Inc.
Peoria, Illinois
With
Rhea & Kaiser Communications
Naperville, Illinois

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Statement of Objectives:
The “Be Part of the Legacy™” brochure communicates – in specific details – the positioning for Caterpillar® Compact Construction Equipment (CCE):  Caterpillar brings it world-renowned equipment expertise to compact equipment.  The primary audience is general contractors, building trades, owner/operators, residential contractors and landscapers.

The brochure follows the same look and premise of the “Be Part of the Legacy” ad campaign, which is to strongly leverage Caterpillar’s heritage and leadership in large earthmoving equipment by showing a big Cat machine next to a CCE product.  The brochure takes the next step, by literally point out design, component and technological similarities between CCE and big Cat® machines.  Thus, the big/small comparisons use both an emotional and rationale appeal.

In addition, we incorporated a bundling strategy to showcase CCE machines with a wide variety of Cat Work Tools.  This shows that Cat Dealers have solutions for the specific work performed by our target audiences.

The brochure features a folder that dealers can use to insert information specific to their sales efforts.  Dealer demand for this brochure has tripled the original print quantity.  During the past year, unaided awareness for Cat CCE has risen 14 points.  Cat is #2 in unaided awareness among all CCE manufacturers...and growing.

Judges’ Comments:

• Strong brand message throughout.  Fulfills all stated objectives.
• Clean look yet much info.
• Great visual impact; effective use of imagery.

Company Scope and Marketing Objectives:
Description: Compact Construction Equipment includes skid steer loaders, mini hydraulic excavators, compact wheel loaders and work tools

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Product Literature (Over $50 million)
2nd place
JCB Inc.
Pooler, Georgia
With
JCB Design Works USA
Pooler, Georgia

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Statement of Objectives:
This brochure is an expanded version of our regular range literature.  It includes an extra folded flap, behind which is more information on the JCB Dump truck range. The features and benefits of all three JCB Dump Truck models are highlighted as well as application photography.  This piece is used as a stock item in dealership as well as a salesmen’s tool in the field.

Judges’ Comments:

• Well designed layout – sharp photos.  Clean.
• Excellent utilization of space; great use of the short folds.

Company Scope and Marketing Objectives:
Since the previous CONEXPO trade show, JCB Industries, Inc. doubled its sales volume to become nearly a two-billion-dollar manufacturer of construction equipment.  The company’s primary communication objective for the 2005 show was to reflect their position as a major manufacturer.

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Product Literature (Over $50 million)
3rd place
Cummins Inc.
Columbus, Indiana
With
Price Weber
Louisville, Kentucky

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Statement of Objectives:
Uptime Guarantee Flyer, Dangler and Equipment Tag – The Cummins Uptime Guarantee for Tier 3 Off-Highway Engines, was launched 5/05 to demonstrate and instill OEM and end-user confidence in new Tier 3 EPA-mandated low-emissions diesel engines. Similar to the “Intel Inside” strategy that built confidence in the Intel processor inside a PC, the Cummins Uptime Guarantee built confidence in the Cummins engine inside the equipment.  The Cummins Uptime Guarantee stated that if a customer experiences an engine-related failure that can’t be repaired within 48 hours, customers would receive a $500 credit toward future Cummins parts or service.

Promoted via flyers, danglers and equipment tags at OEMs and OEM equipment dealers, the evidence is clear that the Uptime Guarantee is certainly helping to build confidence – engine sales are steadily increasing.  As a bonus, thanks to a high level of anticipated product dependability, the Uptime Guarantee has seen very few claims filed so far during 2005.  Cummins strong third-quarter 2005 performance was led by the Engine Segment, which saw record engine sales with a 59% increase over 2004, including a 21% gain in shipments to construction markets worldwide**.

**Cummins Inc. 2005 Third Quarter Report

Judges’ Comments:

• Clean consistent Cummins colors.  Great carry over of visuals.
• Clean review of guarantee.  Good p-o-p materials and a fine way to communicate proposition.

Company Scope and Marketing Objectives:
(Copy Not Provided)

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Product Literature

Under $50 million

Product Literature (Under $50 million)
1st place
Massey Ferguson
Duluth, Georgia

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Statement of Objectives:
The main objective of this product literature is to introduce new Massey Ferguson® 1500 Series compact tractors to a broad target audience.  The 32-page brochure highlights unique features and benefits of each model and reinforces Massey Ferguson’s leadership position in the agricultural and commercial equipment industry.

The target audience(s) for compact tractors are a diverse group including:  home and estate owners, full and part-time farmers, ranchers, city municipalities, professional landscapers, commercial and construction contractors, golf course superintendents, and grounds maintenance crews.  Therefore, the brochure is organized and structured with a unique combination of layouts that match product selection (based on chassis size and horsepower classification) with audience segmentation and application use. This streamlined approach results in a comprehensive and thorough product overview that is simple to follow and exciting to read.

Consistency is achieved in the look and feel of the overall design, which focuses on dynamic photography, contemporary graphics, and concise copy content.  The dramatic center foldout also provides a detailed explanation of features and benefits, as well as educating the audience on productive and safe operation.

In addition to the new product sales brochure, dealer support material also includes:  national and regional print, radio and television ads, dedicated web site product category, media press release, product information guide, technical operator’s manual, dealer training material and product promotional items at national and regional trade shows.

Judges’ Comments:

• Copy good – on target.  Great brochure.

Company Scope and Marketing Objectives:
Massey Ferguson is a worldwide brand that offers one of the most complete lines of agricultural equipment in the industry, including tractors, implements, municipal and garden machinery, AgTVs and material handling equipment. Backed by more than a century of experience and leadership, Massey Ferguson products are distributed through authorized dealers in more than 140 countries. Overall marketing communications goals are: maintain and reinforce a leadership position in the global ag-equipment industry; increase preference in the marketplace for Massey Ferguson products; provide customers with the highest level of equipment expertise, service, and sales support.

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Product Literature (Under $50 million)
2nd place
Elliott Equipment Company
Omaha, Nebraska

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Statement of Objectives:
Brochure Campaign

• 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 with 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 nearly 7 months ago, the company has seen usage of sales materials increase 50% -- increasing the likelihood the information getting into the right hands. In addition, inquiries and quotes from customers are up 20% and 30% respectively.

Judges’ Comments:

• Liked a lot but would like to see more emphasis on Do More.
• Outstanding example of how a multi-brand company can bring brands together.
• Very good job on customer benefits and product features.

Company Scope and Marketing Objectives:
Elliott Equipment Company manufactures truck-mounted aerial work platforms (HiReach) and cranes (BoomTrucks).  Elliott's overall marketing communication goals are to differentiate the Company as a provider of customizable, high quality equipment that enables users to increase their productivity and Do More with their investment.

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Product Literature (Under $50 million)
3rd place
Vanair
New Buffalo, Michigan

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Statement of Objectives:
Vanair’s product literature is directed at the Municipal/Utility/Utility Contractor markets. Our main mission with the literature was to make it informative, concise and friendly.  We also strived to make it flexible by making it individual sheets to customize a folder to the buyer.  A color coded bar at the top of each piece identifies the product category, product name, CFM range and type of compressor.  All spec information is readily available on the back of the sheet including weight, cfm, gpm, and psi for quick reference. Pertinent CAD drawings were also placed on the back of the piece for a visual layout.  Once again the look and feel of the piece worked in conjunction with all our other marketing pieces utilizing application photography as well as our green swirl.  All product literature was distributed via a sales kit as well as from leads for the ad campaign, press release and tradeshow.

Judges’ Comments:

• Clean target audiences.  Folder to store new pieces functional.
• Great job of communicating specs and product info.  Use of heavy colors a turn-off, though.

Company Scope and Marketing Objectives:
Vanair provides on a world-wide basis the most complete line of Truck-Mounted Air Compressors on the market, ranging from 20–900 CFM. Vanair’s primary communication goal in our literature was to educate the decision makers on our products variety, capability, versatility and quality in the most concise and friendly way possible. In addition to the informative content of the literature our goal was to consistently reinforce Vanair’s innovative role in the industry - “Truck Mounted PTO Air Compressors. We Invented It. We Perfected It.” Creating a family look with all our literature and peripheral marketing materials was also a goal to help brand our company in the market place.

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