Donald Trump Keynote
Objective: drive attendance to event.
Tactics: hard-hitting direct response style, sprinkled with
testimonials.
Result: over 40,000 registrants.
The Learning Annex "Think Big... Featuring Donald Trump"
(requires Adobe Acrobat reader)
Product: Glass
Polymer®
Objective: promote the benefits of using the innovative
material.
Tactics: focus on the WIFFUM - "what's in it for me" and include
testimonials and examples.
Result: an effective sales brochure.
"The Glass Polymer -- Clearly Innovative"
(requires Adobe Acrobat reader)
Product:
Specialty product development software
Objective: build awareness and generate sales leads among
purchasing influencers.
Tactics: focus on target audience's key concerns.
Result: strong benefits focus that invokes response.
"Color
Information Management System"
(requires Adobe Acrobat reader)
Product: building materials & construction services
Objective: reposition company as a service organization.
Tactics:
developed mission statement and tagline, reinforced reliability theme with a
reliability guarantee, summarized product offerings in tabular datasheets.
Result:
company is portrayed as a service organization with emphasis on reliability as
their key product.
"Reliability
You Can Build On"
(requires Adobe Acrobat reader)
Product: ERP software
Objective: strengthen loyalty, reaffirm commitment to e-business
initiatives and
inform existing and prospective customers on new software
release.
Tactics: included note from the CEO, summarized key
features in a table, and used benefits-oriented sub-heads
Result:
brochure was engaging and met the needs of technical and non-technical
readers. Client was able to further its objectives by repurposing copy
segments for
additional sales materials.
"Innovating
Global Manufacturing Efficiency"
Product: specialty software
Objective: differentiate commodity product.
Tactics: strong
tagline emphasizes interface simplicity as it relates to features.
Result:
distinct differentiation from competitive products
"The
Power of Simplicity"
(requires Adobe Acrobat reader)
