Industrial Marketing News from our Cincinnati Advertising Agency
As said in his blog, "People buy on emotion—and justify by logic." You can learn more about emotional persuasion at the Wikipedia post where it lists these appeals to emotion:
This ad "connects" with the viewer because it contains a human hand. The connectors on the fingers make you think about why they are there. Are they hurting the hand? What are they doing there? Adding a body part into an ad is like adding a person. It's also one reason testimonials are successful when there's a photo of the person, looking at you, telling their experiences. If the story is good enough, your opinion will be changed.
Why does this ad evoke a visceral reaction? No one likes a messy job. Here's a solution. And then, there are those hands again! You only have a few seconds to introduce the main benefit and visual that backs it up. The double entendre, from something that you can hold in your hand to a push-button effort, always helps develop the main visual and headline. Your brain looks at it like a riddle. And who doesn't like trying to solve a riddle?
This is one of the most humorous ads the agency has ever produced. It was fun to do and started out as a takeoff on the Splice Girls, but the lawyers said we had to make it a parody. So out went the attractive young ladies, and in came the construction workers dressed in drag. Those husky models were a bit surprised at the costumes we had for them! Like other successful ads we've done, it was immediately ripped out of the publication and stuck on the company billboard with callouts of the likely suspects in the company identified! It's the print equivalent of going viral.
This is the most "graphic" ad the agency produced and so were reactions. Some people really didn't like it, but most were amused and everyone remembered it. Phone calls to the client (immediately after publication) complained it cast the industry in a bad light. (The rendering business is in the business of reducing carcasses to pulp for further processing.) This ad style is hard to pull off. Industrial marketing's job is to tell a simple story with a benefit. Not to polarize the market or give the viewer any reason to go elsewhere. If you can't be funny, memorable and educational in industrial advertising, you're on thin ice. Negative ads almost always backfire in B2B. Your local TV news is all about bad news, social media is about good news. Read more about that effect in The Economic Times.
The use of strong, evocative words can make your ad work. The play on words leads to the small application photo.
Trade show displays can elicit feelings as well. It was a bit of a roller coaster ride for the creator of Connectosaurus Rex. Can you imagine having sold the idea and then having to build it! This is a highly conservative industry, but the final product was a big hit. We even added a sound track. As the visitor walked by the monster piped up and told a joke!
Last but not least, this ad won awards for its direct simplicity. Rules were made to be broken and this ad was negative toward the rumors competitors were circulating about our client. The ad reiterated those rumors and then refuted them.
If you liked this post, contrast it with Green marketing communications. Where you are going to have to use your brain, at some point.
Chuck Lohre's AdVenture Presentation of examples and descriptions from Ed Lawler's book of the same title - 10 Rules On Creating Business-To-Business Ads
These are all goals of the introductory corporate marketing communication brochure. A combination of visual magnetism, history, curiosity and purpose. You certainly want someone who actually reads it to come away clearly understanding who you are and why they should trust you with their business.
In this example the company has three divisions. One division had invested in an attractive line of product literature and a corporate overview. Their marketing communications needed the corporate overview because the market didn't know the parent company as well as other players. When the time came for one of the other divisions to need a corporate brochure it was a natural to borrow some of the design elements and customize it to their market. The results are that as a whole, if all the divisions were being presented, the parent company looks focused on their markets and their customers.
The brochure cover's number one purpose is to get someone to pick it up and open. In this case it is the reflection of a photo from the founding of the company in 1951. Hundreds of employees attended a holiday program in their new plant; the photographer captured them as they all turned around the face the camera. When we create the third brochure we'll use the same reflected image but in their product.
Usually these brochures don't stand-alone and are a continual process of evolution from previously printed pieces and web sites. And that's a good thing; rarely does a brand need a complete overhaul. The best thing is to stay on course and make small corrections. This sequence of photos illustrates the evolution of a rock crushing machine company over the last 50 years.
Now for the reveal - the first spread! Make it good because it sets the tone for the rest of the brochure.
In this example a cutaway drawing is used to illustrate the benefits and features of the product.
For multiple page brochures and catalogs a consistent grid is needed to establish the rhythm of information. To show the user where to find the information he is looking for. English readers follow an established path from the upper left to the upper right to the lower left and then the lower right. A "Z" path.
This image illustrates the cover and inside page grid for a four model machine tool spindle drill head.
This inside spread illustrates all the different voices you can mix and match to provide content and not tire the eye:
• Clear statement of who we are
• Our sister companies
• An aerial view of the plant says it all about the size and capabilities
• Our personal sales approach
• Our history through the group photos and the timeline
* For more information go to our web site
Finally, after the brochure is all done, out in the field and selling product your job isn't done. Listen closely to the feedback coming from the field and incorporate new ideas and benefit/features that help market the product. Sometimes the simplest changes help push just the right buttons in the sales cycle.
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