Brochures
MOD Laundry: This eight-page brochure presents the latest ideas and innovations for moving
and handling bulk linens and laundry in hotels, hospitals, nursing homes, health clubs
and other facilities. Enhancing the company's leadership position in the industry, the
sophisticated format combines elements of catalogs, magazines and brochures into a
single piece that presents substantial product information in an energetic style that is
inviting to read and easy to digest.
Precision
AirConvey Corp.: Market-specific brochure dazzles converting
show attendees. Concept to printed piece in 17 days.
Meese
Orbitron Dunne Co.: Several
MOD customers stated this corporate brochure package was instrumental
in their decisions to hire the rotational molder.
Alpha
Lehigh: This brochure makes the case for investing $250,000.00
in powder metal compacting press rebuilds.
Precision AirConvey Corp.: Product data
sheet commands attention for dust collection line, earns award.
Selling a $150,000.00 software package, $50,000.00 machine or even $500.00 office coffee service demands contact with several people in different layers of the company to ensure a smooth ride to closing. A single engineer, executive or office manager may claim to be the sole decision maker, but few people today are permitted to sign off on capital spending projects without the approval of several others, up and down the company hierarchy. And who wants that responsibility anyway? Consider how GE addresses purchasing, as published in the Wall Street Journal:
"People across several businesses form project teams to handle purchasing. There was no central oversight in the past but now a database tracks team members' participation to make sure... they combine their strength..."
Uh oh. Now the California-based plant manager who purchased lift trucks and equipment from several suppliers, typically with the approval of his or her division's executive and purchasing manager, may need approval from accounting and purchasing executives in Connecticut. The plant manager may also earn incentives by consolidating purchasing with other plant managers, and among fewer suppliers.
Even the most dedicated, skilled sales people would be prevented personal access to everyone involved in the decision to buy. But this is not a new scenario. It is simply the formalizing of how companies have always purchased. Capital purchases nearly always required several reviews and signatures from different departments and layers. The process simply had no label, such as "Project Team." For sales people to succeed in this dynamic, their marketing executives need to contribute a program that establishes name brand recognition and credibility, nationally, and among multiple layers and job titles.
epr has been devising marketing strategies that reach all levels of formal and informal project teams for more than a decade. Public relations and advertising form the foundation for building awareness and recognition. Collateral materials such as brochures, sell sheets, presentation kits and other printed materials arm the sales team with the tangible materials needed to instill confidence in the many people who will likely never grant a meeting with the sales representative.
Effective collateral materials extend the reach of the sales person by delivering the tangible benefits of personal contact when face-to-face meetings are not possible. Printed materials enable prospects to touch, hold and save a piece of the company, product or service. They instill confidence in and get to meet behind closed doors with every member of the buying decision team. Effective materials continue selling after the sales person has left the meeting.
Pressure to drive sales for your hot, new product? Have the right brochures for the trade show? Contact epr for a free consultation at 908.479.4231 or email ideas@eprmarketing.com.