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Product Literature (Over $50 million)
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Product Literature (Over $50 million)
1st place
Miller – St. Nazianz Inc.
St. Nazianz, Wisconsin
With
RenquistDesign, Inc.
Racine, Wisconsin
Statement of Objectives:
It all began with a small family hardware store in St. Nazianz, Wisconsin. Miller evolved into a farm implement dealer in the 20th century. Today, this multi-million dollar business sells agricultural spray machines around the globe. In early 2007 the RenquistDesign marketing communications staff began a new graphic look that reflects their commitment to dealers and customers.
A robust, contemporary and consistent brand program debuted in July 2007 along with the roll-out of the new "designed from the ground up" proprietary row-crop sprayer that Miller engineered and RenquistDesign industrial designers created.
The audience for the Miller branding and product story includes Miller dealers, the agricultural community at large and individual farm and contract row-crop spray businesses.
The product literature was newly formatted to reflect the new Miller product brand commitment of "Your Productivity is Our Business". The new product roll-out demanded complete continuity of the message. Ease of understanding each product benefit is conveyed. The product brochure page sequence takes the reader on a complete tour of the Miller sprayers with each page-spread "talking" about another feature of the Miller machines: engines, transmissions, suspensions, onboard diagnostics and advanced spray technologies are all detailed.
The entire marketing program to date includes the new Miller branding story in specific 16 page product brochures, advertising, event and tradeshow graphics, product DVD's, dealer sales premiums, logo-wear, product graphics, service fleet graphics, dealer signage and a website launch by 2008.
Miller has experienced an increase in media attention, new product inquiry at tradeshows and at dealerships and perhaps most significantly, has signed on eight additional dealers since August.
Judge's Comments:
- Good use of benefit oriented headlines throughout. Strong photography. Communicates clearly.
Company Scope and Marketing Objectives:
Miller-St. Nazianz, a 5th generation family-owned agricultural implement manufacturer, needed a compelling marketing piece to illustrate the company's emergence as a technology leader in self-propelled spraying equipment, and at the same time showcase its newly designed, simplified brand structure and logo. Miller wanted to highlight its brand promise, “Your Productivity is Our Business,” and demonstrate the proof of that promise with the introduction of the Nitro 4000 Series, the most sophisticated and technologically advanced self-propelled sprayer on the market.
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Product Literature (Over $50 million)
2nd place
Manitowoc Crane Group
Manitowoc, Wisconsin
Statement of Objectives:
Target Audience:
Owners and operators of Manitowoc equipment
Objectives:
- To promote the Manitowoc brand and reinforce loyalty among customers.
- To sell promotional merchandise and increase the visibility of Manitowoc.
- To reinforce the Manitowoc narrative of quality, competence, and down-to-earth practicality.
Strategies/Tactics:
The use of line drawings in the catalog's backgrounds served several purposes. This allowed the products to pop out, and encouraged readers to imagine the products in their own lives. The decision to encourage readers to engage with the products rather than simply observe staged photographs was echoed by the clean and simple choice of layout and font as well as a dynamic color palette. The catalog's colors and layout also met corporate visual and design standards.
Judge's Comments:
- Consistent and engaging design and copy.
Company Scope and Marketing Objectives:
Manitowoc Cranes is a leading worldwide crane manufacturer offering solutions that meet the lifting needs of customers around the globe, providing lattice-boom crawler cranes, tower cranes, mobile hydraulic cranes, articulating and telescoping cranes, exceptional customer service, and more. The overall marketing goals of Manitowoc Cranes are to provide customers with a consistent communication and marketing design that promotes product innovation and engages customers through human interaction within various crane applications. The messages within this design promote the company as a single-source solutions provider.
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Product Literature (Over $50 million)
3rd place
Vermeer Mfg. Co.
Pella, Iowa
With
Two Rivers Marketing
Des Moines, Iowa
Statement of Objectives:
Vermeer is recognized as a leading manufacturer of equipment and current customers understand the value Vermeer provides beyond their equipment – knowledge of the markets they serve.
While current customers understood and relied on this knowledge, Vermeer wanted to help prospective customers understand that Vermeer not only provides equipment, but was a resource with insight into the water, sewer, landscape, energy and telecommunication markets. Vermeer also contacts thousands of customers every year to explore their needs, concerns and challenges.
Therefore, Vermeer created a series of market focused literature to help customers better understand the company's market insights, knowledge of customers needs and challenges and how Vermeer equipment can be utilized in these markets.
Each piece provides an overview of the market and the prevailing trends. It also provides insight into customer needs and challenges within each market, based on Vermeer research with thousands of customers every year. Finally, each piece outlines the equipment Vermeer manufacturers for each specific market and how it can be used on the job site.
The literature was first used during the 2007 ICUEE show and response from customers was outstanding. They appreciated the fact that Vermeer provided more than equipment – the company also provided insight into the market to help customers succeed.
Judge's Comments:
- Very cohesive package. Overall solid design and communication.
Company Scope and Marketing Objectives:
Vermeer is a global leader in the manufacture of products for the tree care, compost, wood-waste processing, landscape and underground installation markets. The marketing and communication goal of Vermeer is to showcase how Vermeer products are helping customer's complete challenging projects worldwide.
Product Literature (Under $50 million)
(Click for larger image)
Product Literature (Under $50 million)
1st place
Hydro Mobile
L'Assomption, Quebec, Canada
Statement of Objectives:
The "Elevating Efficiency" brochures have been Hydro Mobile's main product documentation since 2006. Used during tradeshows and distributed to prospects, these documents correspond to our three product lines and target construction contractors.
The three brochures were designed to match the corporate image given by our ad campaign: professional service, leadership, and innovative high-quality products. To reflect this, we used selective image varnish and high-quality printing methods to make all product elements glossy.
We also kept in mind that our target audience uses brochures to obtain product specifications and to compare these specifications with information in other product documentation. Therefore, we presented clear and easy-to-find technical data directly in the brochure; whereas many companies choose to create special folders where spec sheets are inserted.
The first page of each brochure associates the product with the types of construction it is designed for. The first page of the inside describes the product and emphasizes on four sale key elements.
We also wanted to focus on the infinite number of configuration that our products can be turned into. Therefore, the central element of the inside pages is a mast-climber that extends to its maximum length as the brochure is unfolded.
Finally, these brochures aim at promoting the company's mission. To do so, the back cover presents the key elements of Hydro Mobil's policy with the focus on Hydro Mobile University, as safety and training are the number one preoccupation in the industry.
The brochures were translated into French, Spanish, Russian, Bulgarian, and Romanian for international use. The feedback we received was that Hydro Mobile gives the most professional image of all mast-climber manufacturers.
Since 2005, Hydro Mobile has experienced sales increase of 25% and this new image surely contributed to these good results.
Judge's Comments:
- Effective use of space and design.
Company Scope and Marketing Objectives:
Hydro Mobile is the leading North American manufacturer of mast climbing work platforms. The company's marketing and communication goals consist in remaining the preferred manufacturer in this field by being recognized as a leader for the quality of our products and services.
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Product Literature (Under $50 million)
2nd place
Doosan Infracore America Corp.
Suwanee, Georgia
With
Bigelow Advertising
Atlanta, Georgia
Statement of Objectives:
In 2007 Doosan finished rolling out its DX line of excavators and DL line of wheel loaders with the introduction of eight new models. This brochure not only introduced the new machines, it laid out Doosan's core product competencies of easy maintenance, durability, fuel efficiency, and comfort. And in doing that, launched the brand's new sum-of-parts trade advertising campaign, and introduced the theme line, "Doosan. The closer you look, the better we get."
Judge's Comments:
- Customer needs worked into very effective copy. Excellent use of photography.
Company Scope and Marketing Objectives:
Doosan Infracore America services a large network of dealers in North America from its headquarters in Suwanee, GA. Doosan Infracore America is responsible for all North American sales, service, and technical support for Doosan heavy construction equipment, compact equipment and lift trucks. The Suwanee facility features a state-of-the-art service, sales and parts training center, as well as a parts distribution center that services all of the U.S. and Canada. For more information, visit www.dhiac.com.
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Product Literature (Under $50 million)
3rd place
Compact Power
Fort Mill, South Carolina
With
Advantage Marketing Communications
Blairstown, New Jersey
Statement of Objectives:
Target Audience:
Landscape & Irrigation, General Construction and Utility Contractors.
Communications Strategy Employed:
The objective of these collateral pieces of literature was to provide Compact Power dealers with a sales tool that would allow them to easily sell to a variety of contractor types. The various versions allow them to speak directly to these contractors about the main product and its associated attachments that are most relevant to their business and their equipment needs.
Since Compact Power makes many useful attachments for their products, breaking these product guides into various versions allows potential customers the opportunity to get the information they need quickly without having to comb through options that are inappropriate to their line of business. Brief features and benefits as well as specifications on each product allow potential customers to determine if the product they are interested in meets their equipment requirements and/or if existing attachments in their fleet can be used with the mini-skid they are considering purchasing.
Documented Results:
These Compact Power product guides were first introduced to dealers at the Utility and GIE show in Louisville, Kentucky, October 2007. They were not only well received by customers visiting the booths, but requested in cartons by the dealers at the show who noted, “These product guides are wonderful and really provide us with an excellent sales tool to both rent and sell Compact Power's line of mini-skids and attachments.” Dealers requested this type of literature at a sales meeting earlier in 2007.
Judge's Comments:
Company Scope and Marketing Objectives:
COMPACT POWER is a rapidly growing manufacturer and marketer of specialized compact equipment for the landscape, irrigation, light construction and utility markets.
With the strength of both the Powerhouse and Boxer lines under their umbrella, Compact Power boasts an impressive range of mini-skids and compact utility loaders, as well as a full array of hydraulically-powered attachments.
Compact Power has recently extended their line of compact equipment with the launch of several new products and plan to continue their product line enhancements in the years to come, providing customers with a one-stop source for all their compact equipment needs.
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