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Rocking Industrial Marketing Advertisements

Mon, Jan 06, 2014 @ 10:33 AM / by Chuck Lohre posted in Industrial Advertising, Technical llustration, Industrial Marketing Advertising, Business to Consumer Marketing, Business to Business Marketing, B2B Advertising, Advertising, Advertising Design, Business to Business Advertising, Business to Consumer Advertising, Advertisement Design, Advertising Literature, Advertising Agency


How do you break through the clutter? Literally. That's our problem as we commence a new campaign for the mining business. Here'a a peek behind the creative process.

Art Dickinson Industrial PhotographyAt first we thought some great photography of their employees would stop everyone on the page. Photos of people are always effective in that respect. Even if the person's face is no larger than a postage stamp, eye-tracking software proves it makes viewers stop and look. But we're not the only creatives to note that -- it's why there are (reliably) a dozen or so such ads in every industry pub. Besides, trying to get the client to use employees is difficult. Conventional wisdom holds you don't want to promote employees for fear that they will want more money. Or worse, letting them get the idea they're indispensible. Testimonials from customers are better but don't hold your breath if your under deadline. Photo courtesy Art Dickinson Photography.

Creative Commons Industrial MarketingWhat are some other, stop-you-dead-in-your-tracks visual attention getters? Babies, dogs and scantily clad women tend to work for the roughneck set, but we don't care to go there. Recently we got involved in using Inventor and Light Wave to produce some 3D technical drawings of equipment. It inspired us to think about using the technology to use a cutaway of the machine and show how it operates. Then the question is: Does an overall picture of the machine tell the viewer instantly what the machine is good for? It's sort of like looking at a sports car versus a dumptruck. If you're selling either and the viewer is looking for that product, they will look at your ad. That's why a product line ad illustrating your product range, is normally a safe idea. Not particulary attention-getting, and actually very boring.

Thanks to Creative Commons for the photo.

Industrial marketing illlustrationSo what about an extreme closeup? Showing the technical details of how the machine works? If so, how would you make that interesting? There's a new smartphone app, Ateva, that allows you to look at a two-dimensional page and up pops a 3D object. The app is programed to identify the photo and then serve the 3D image through your tablet or smartphone. The viewer can move the phone around the page and see the different angles of the 3D illustration. We think that this just might be the ticket to getting attention. Thanks to Powder Bulk Engineering magazine for the image on the left, which could be very entertaining to rotate and zoom in on. We particularly like including a person in the illustration. But a machine cut-a-way is not personal enough to persuade. To persuade you need to strike the problem nerve.

rock and hard place 300x199What problem are you solving? What problem does the viewer have? It may not be the operation of the machine. In one recent example, the problem the customer had was the machine's size. Would it fit into the allowable space? "Between a rock and a hard place," could be a good headline for this example. And an illustration could be memorable and hopefully sharable, by poking some fun at it. A rock 'n' roll guitar plus a steel plate?  Dwayne "The Rock" Johnson paired with a diamond? On second thought, these ideas don't shock enough. The germ of a good idea is in here, contrasting items just have to tell the story of not fitting in. Or in this case, just fitting in. Thanks to Embracing My Journey for the photo.

In this example, the machine had a close fit in an underground mine. That's one of the reasons it couldn't be too tall -- it wouldn't fit in. How about a headless miner plus a punny header? "We're working hard to give you more headroom!" Or, "Let our Mega-Slam give you more headroom." The number one thing our client is known for is practical applications of these machines. This is a perfect example of that skill. If we can use the visual to tell these two stories, we'll have a home run. Practical knowledge, plus the right size for the huge capacity the customer wanted. "Fitting ten pounds in a five-pound bag,"

If you liked this post you may also like, "How to Create Emotional Marketing Communications."

Creative marketing communications

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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

Industrial Marketing Creative Guide by Lohre Marketing and Advertising, Cincinnati

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Integrating Printed and Internet Marketing Communications

Tue, Feb 12, 2013 @ 02:21 PM / by Chuck Lohre posted in Marketing Communications, Cincinnati, Marketing, Technical Writing, Technical llustration, Literature Design, Promotional Brochure Design, Website Design, Web Design Company, Advertising Design, Cincinnati Advertising Agency, Web Design


A brochure and a web page have three things in common:

  1. The cover - a compelling photo, a YouTube video thumbnail
  2. The content - a PowerPoint slide of six bullet points or videos
  3. The Call To Action - a Business Reply Card, a QR code, an 800 number

#1. The Cover:

Video Marketing Communications

This YouTube video is so popular because it illustrates the number one problem mother's have with their autistic child; it's difficult to take them to the mall. A service dog makes that possible and is illustrated in the thumbnail for the video.

The cover of your brochure needs to be like the thumbnail frame for a YouTube video. Pick one that is going to get it played or opened. The cover needs to be like a billboard. So you have three words and a photo. And a logo. You need to get the reader to pick up your literature.

#2. The Content:

Literature Design Cutaway translated to Web Design

This illustration is effective because it doesn't look hard to understand. With the seven callouts, you can easily focus on what is interesting to you.

For the literature we're working on the central inside illustration is a cutaway of a commercial building illustrating all the energy efficient retrofits you can choose from (similar to above).

Today when you mouse over pictures, up pops related content. You can have the same effect by using a central illustration and callouts surrounding it. Digital illustrations can go even further by having you mouse over an index and the whole illustration changes. To do the same thing in a piece of printed literature you would have to use page after page to reveal the same data.

If we were combining images into one for an index mouse over it might be one for daylight and another for nighttime; one for occupied and one for unoccupied. These concepts could be included in the one illustration by using small reference images where it's easy to relate to day or night, school's in or out. The reader will at least understand that there is more to energy efficiency than a static building.

# 3. The Call To Action:

Literature Design Business Reply Card used in Web DesignCall To Action Free Web Content Guide used in Web DesignLiterature Design Call To Action

Remember when marketing communications literature from a company had a Business Reply Card? That's the same thing as an internet web site Call To Action today. A Call To Action (CTA) is an encouragement to learn more by sending a request to the company via email. The modern form of Business Reply Card. We're working on an efficient lighting retrofit brochure that will also be used on the company's web site. We'll still use the Business Reply Card for the printed literature but for the web site it will be a "Call To Action" to have an energy assessment done on your facility. If you had a trade show booth it could be a "Wheel of Fortune" game of chance wheel!

Pinterest Social Media Marketing Communications

What is the comparison to the back of the brochure in the digital age? Maybe get right down to business and hint at the information that will be needed to complete the assessment by filling out a Survey Monkey survey. Or a Pinterest arrangement of past lighting energy efficiency assements. Those would be especially nice with a highlight indicating about the amount of energy/money saved.

Marketing Video Production for Web DesignCall To Action QR Code

How do you add video to a printed page? A QR code could do it. A recent Facebook post mentioned that marketing communications today have been shortened, condensed and cater to short attention spans. Your cover needs to be a billboard, the inside spread a PowerPoint slide and the meat of the discussion a video. That would point to having testimonials on the back that you can view by QR codes. QR Codes are like a bar code that your smart phone can read. They take you to a web page, create and email or can make a phone call.

If you're in mechanical, chemical, electrical or Green Building products and services, so are we. Contact us at 877-608-1736 or sales@lohre.com for some friendly advice, ideas, and the latest trends or just to brag. Thanks for reading our blog.

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

Industrial Marketing Creative Guide by Lohre Marketing and Advertising, Cincinnati

Read More