When your sales representatives struggle to find the product they are looking for in your brochure, it's time to rethink the way things are done. Simply changing colours and fonts will not make the document more 'user' friendly, and you certainly will not sell more products!
"A working, workable document" is how John Lougher, Marketing Manger with Caravell, describes what he was looking for in a new brochure for his market leading refrigeration and display business.
On briefing Quiet Storm John said "We discussed what we didn't like about the old brochure (which had been produced by another company) and what we wanted the new one to achieve."
Quiet Storm chatted to members of Caravell's internal & external sales teams, looked at competitors' brochures, and identified what worked and more importantly, what didn't. New ideas were brainstormed until everyone was satisfied that we had the right combination of product information and a structure to make finding any product simple for both the sales person and of course the customer. This was achieved by reducing the number of categories from 30 to 12, and grouping the products used in the same environments.
Only then did Quiet Storm set to work on the visual aspect of the new product brochure, resulting in an easy to use brochure that reflects the quality of our product and range.
"Not only are we pleased with it, we have had some very, very positive feedback from our customers," John said.
The format of the new document proved so popular that Caravell immediately asked for a CD-ROM version and have now asked Quiet Storm to review the company website, to bring it into line with the new format.Back