Page 215 - Visual Marketing
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Why It Works no less important to them. • The smaller Quantum Essentials
Customers—in this case, con- brochure offered a stripped-
Going against the grain of tractors and distributors—want down, entry-level line that more
the industry, Quantum’s to look at something attractive than tripled the sell-through rate
design uses vector art in bold, when selecting their millwork, at distribution.
sophisticated palettes and and good-looking design ele-
uses undulating lines, creat- ments help sell the product. Takeaway Tip
ing visual depth. The design The brochures were immedi-
reflects the quality PVC trim ately a hit with Quantum’s If your industry is “industrial” and isn’t
line that Quantum wants to be field sales team, and contrac- big on pleasing design, that’s all the more
known for, including the wide tors found consumer sales reason for your company to have an eye-
range of colors they offer. In easier when armed with the catching logo and color-infused print collat-
fact, the connection between collateral. eral. They become a competitive advantage.
Quantum’s colorful line and Don’t stick with the status quo if you want to
the colors used in the market- Success Metrics gain market share.
ing design are a clever play-
on-color that isn’t lost on the • Quantum was into its third
customer. BANG! Creative printing of the gold contractor
designed separate brochures piece within just a few months
for each target market, with of completion of the design
one for contractors, one for project.
manufacturers, and one with a
budget line of Quantum’s prod-
ucts. Industrial businesses tend
to shy away from appealing
logos and design, but they’re
PO WER TO THE PR I N T I TE M ! 194
