Company in Your Pocket
Main Category: Marketing Piece Entry
Entrant: Autovol
Critérios do prêmio
Meio específico utilizado
3.5' x 3.25' brochure with graduated accordion-fold tabbed sections on both sides. The final sheet size of 3.5" x 23" provides a lot of real estate for storytelling. The tabbed sections invite interaction by the recipient. The paper dimensions and intensive work with the print company enabled automated machine fold to minimize cost and take advantage of standard sheet size and choice of paper.
Público-alvo
The bullseye target is construction industry executives who are potential customers or stakeholders. The broader audience includes everyone: general public, media, visitors, employees and potential recruits. By structuring the story into tabbed sections, then building in QR codes, the piece broadens the potential audience to almost anyone.
Mensagem a ser comunicada
Making smart construction brilliant. Autovol not only uses the newest smart methods to build. The company takes smartness to a higher level than just smart. We break out of state of the art, by attempting to drive it innovatively rather than mimic others. From the choice of format to the details and elegance of storytelling, we also try to show a bit of brilliance in how we communicate. By also showcasing our people and projects in a very small, well structured item, we also demonstrate the core idea of productivity: doing more with less. That mirrors what the modular industry is all about.
Distribuição
The piece is used in numerous ways: trade shows and events, first-time meeting leave behinds, direct mail, and unplanned conversations. Because of its pocket size, it can be kept in a wallet or purse and turn any chance meeting into an opportunity to present the company.
Objetivo de entrada
Tell more with less—in an engaging way that demonstrates smart approach to marketing that's worthy of the smart-thinking company the marketing presents. Create a smart first impression and encourage follow-through engagement. Make purposeful use of the format with succinct topics that enable audience members to instantly self-select the component of storytelling most relevant to them, browse other aspects of the story in the brochure, then interact with the company by going deeper online, or contacting someone directly.
Efeito sobre vendas, visitas ou consultas
This piece impacts all our storytelling moments—from leave behinds at major events to rich and consistent communication during spontaneous conversations. The cost-per-piece on our first print run is about $1.30. Over-runs of brochures normally sit in a storage room, quickly becoming dated and eventually going to waste. In this case, because of the versatility and convenience built into the piece, all units were put to use. All the anecdotal feedback on this piece has been positive, and others in the industry have followed up in hopes of creating their own versions in this format and style.
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