Result: An ingenious brochure showcases Huber Engineered Materials’ products – and does so in a distinctive way that positions the company as an innovator.
The client’s need: Huber Engineered Materials produces kaolin in three forms: powdered, beaded and slurry. Manufacturers who buy kaolin want to be assured of product quality, especially the brightness and consistency of the clay. So, the company wanted a marketing package its distributors could use to show samples of all three forms of the clay products.
How we did it: Initially, Huber Engineered Materials planned to create three, separately packaged samples, one for each form of kaolin. But Point of Vision suggested creating a single brochure with descriptions of all three forms, plus three clear windows to show a sample of each. No one in the industrial minerals market had ever used a brochure like it before, and the client quickly realized that such a presentation would help his company stand out in what’s usually a humdrum marketplace.
Because a brochure with three built-in samples – one of them a liquid – isn’t your usual print job, creating one was no easy feat. "We worked with five different manufacturers to come up with a way to put this into a manageable-size brochure,” says Point of Vision’s Bob Kadrie. Even then, the team almost had to scrap the entire concept because the powdered kaolin kept sticking to the plastic window. But in a flash of inspiration, Bob wondered if adding a small amount of desiccant would solve the problem – and it did.
Tim Butler of Huber Engineered Materials gives Point of Vision high praise for taking an imaginative approach to marketing a product that’s often seen as a commodity. The Point of Vision team listened carefully to what he wanted to achieve with the piece, then used their creativity and know-how to deliver a great concept.
Even though the team came back with a concept that was different from what Tim originally had in mind, it immediately was clear to him that Point of Vision’s brochure would be a perfect expression of Huber Engineered Materials’ company vision. The brochure’s “cool factor” would reflect the innovation that is a guiding force for the company’s plant, product and service, he says. This would give the brochure selling power beyond the product samples themselves.
Now in the hands of the sales force, the brochure has become a favorite collateral piece among American and international distributors. “We wanted a tool that could open new doors for us,” says Tim, “and these will be a phenomenal tool for reinforcing existing business and earning new business.”
In the client's words: “I’ve gotten lots of e-mails saying, ‘This is going to be one of the best selling tools ever made for industrial materials.’”
