Trade Ads
Ad fundamentals are the same whether you’re marketing to consumers or business professionals: you need a few key words and a compelling image to grab attention.
Product Marketing
The Challenge
Telex, a leading aviation headset manufacturer, was losing sales to a competitor whose headsets sounded better on the showroom floor. Unfortunately, many buyers didn’t realize that headsets optimized for music in a showroom don’t perform well in a cockpit.
The Solution
In conjunction with the launch of several new Telex headsets, we developed an educational buyer’s guide that explained core headset technologies and what pilots should look for when purchasing. The guide included scientific graphs and illustrations to reinforce Telex’s sound expertise while visually venerating the flying lifestyle. We also carried the look through to a companion catalog.
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MEDICAL PRODUCT MONOGRAPH
The Challenge
Two major competitors dominated the silver dressing market when 3M introduced its own version. The challenge was to get clinicians and physicians to even consider 3M’s offering. The launch team hired a freelancer to write a product monograph — considered the linchpin of the launch materials — but the first draft read more like a marketing brochure than a scientific study.
The Solution
We were brought in to rewrite and design the piece. We addressed key competitive efficacy issues upfront to establish 3M’s dressing as a viable option. We also demonstrated the company’s deep knowledge of medicinal silver through an eye-catching illustration that shows how silver ions destroy microbes.
LEAD GENERATION AND FULFILLMENT
The Challenge
For working adults, pursuing an advanced college degree is a complex purchase decision. Capella University, a national leader in online higher education, is continually looking for new ways to deliver information to prospective learners and speed the conversion process.
The Solution
We tell Capella’s story to prospective learners through the passion and persuasiveness of existing Capella learners and alumni. Almost all lead generation and fulfillment materials — including direct mail, ads, collateral, referral cards and multimedia tools — feature real learners and faculty.
The Challenge
Like most new public companies, Life Time Fitness wanted its first few annual reports to be spectacular on a minimal budget.
The Solution
For both the inaugural and 2005 annual reports, we used existing photography to cost-effectively reinforce the category-redefining health and fitness company’s key differentiator — its large, well-appointed fitness centers. To ensure investor expectations align with the company’s vision, we clearly defined the company’s growth plans, both verbally and visually.
