What we have done with some success as a business strategy at Benchmark Displays is immerse ourselves in the attitudes, and cultures of Mexico, and China, the countries we have come to rely upon as manufacturing partners. The reason for this is practical, not philosophical or philanthropic, as we design, engineer and source products with relatively high labor content for our U.S. customer base. The internet and the world wide web have combined to shrink the world in a virtual way so that global sourcing seems not a possibility but one of today’s mandates for business survival.
For example, this week, starting on February 19, China begins its annual New Year Celebration. Revolving on 12 year astrological/zodiac, animal, cycles, this year is the year of Yang or the Goat. Two point eight billion Chinese migrants, office and factory workers and executives are on their way home to the cities and villages from which they came to be with family and friends.
While here we revel in the luxury of a few four day Holiday weekends per year, the Chinese economy is entirely shut down and on vacation for anywhere from one to three weeks, with two being the average. Having visited China factories regularly for 25 years in connection with our work, we know to carefully plan for the heavy production backlog in the month before and then during the holiday, when there will be a complete shutdown of production and most business communication.
However, come March 1st , it’s business open once again, and with a renewed emphasis and urgency. Our special facility is with “on the ground”, competent and ethical, English speaking colleagues with a shared commitment to consistently exceed customer expectations. The commissions we earn for our services are inconsequential when measured against the assurance and insurance we provide our clientele that they will receive exactly what they ordered and when it is scheduled to be delivered.
Factory visits, QC audits and onsite coordination of first time orders are a routine part of our service. We produce prototypes and pre-production samples and bring them home in the overhead bin of our flight to save valuable time, when appropriate at no extra charge in an effort to distinguish and differentiate our service. You and or your engineers can accompany us on these long flights, sleep on hard beds and enjoy the various delicacies at the traditional meal with factory management, or leave it to us. We have adapted to this and all the other unfamiliar cultural aspects, which believe it or not, are an important aspect of the successful import business relationship.
Brochures are still an integral part of collateral marketing, despite the growing popularity of online advertising. People still love a tangible product that they can hold in their hands. I for one, although I love my tablet, prefer to read a physical copy of a book, rather than read it online. So, a well-designed, informative brochure can still capture the attention of your potential customers. Here are a few tips to make your product brochure a keeper:
- Make it interesting! That may sound like a no brainer, but considering the fact that the average attention span of an adult consumer in 2013 was only 8 seconds (compared with a goldfish at 9 seconds) you better make a good impression right from the start. Know your audience and what they are looking for. For example, if you sell skin care products or cosmetics, how about including tips from the pro’s on maintaining a good skin care regime?
Entice your customers to get them to look inside. Let them know there is something inside worth looking into, so use thought provoking questions or statements, maybe even include a “special offer” or invitation.
Make it an interesting shape. Who says you have to go with the traditional tri-fold brochure. Using your imagination when designing your brochure can produce above average results in your marketing efforts. Experiment with different types of paper and shapes. I have seen some rather fetching brochures that were die cut in interesting patterns.
Make it Relevant. Let the customer know what you are all about, using content that is not only interesting, but informative. Include images (remember a picture is worth a thousand words) and a call to action.
When designing your next brochure, we hope these ideas give you a good start!
Benchmark Displays takes pride in its years of experience, creative know-how and quality, custom production. A company with such stellar products and services of course deserved a custom, elegant website to match.
Welcome to the next generation of Benchmark Displays!
One of our main goals in this redesign was to make it easier for you, our customer. With this advanced technology and software, we are happy to share the following improved/added features:
- Improved Navigation: You’re busy and you want to find the answers to your questions fast! We understand. Our site now clearly lists our capabilities and shows custom display examples from our impressive list of clients.
- Cross Browser Compatibility & Mobile Web Application: This techy jargon simply means that you can view our snazzy site from your iPad, iPhone or anywhere it’s convenient for YOU!
- Request a Quote: You need answers and quality custom displays quickly. Our new “Request a Quote” feature will ensure you’re responded to immediately. Of course, we would love to talk to you on the phone, too. We’re here to help!
- Increased Social Media Sharing Options: You have friends, co-workers or clients that need a custom display? Want to share our 25 years of experience in the field, articles or case studies with them? It’s easy. Click away!
- Integrated Newsletter: This allows subscribers (you) to manage their own subscriptions and stay apprised of news in the industry and the latest custom display technology.
Our new website is built in a powerful content management system called Joomla. The name is a phonetic spelling of the Swahili word "jumla" meaning "all together" or "as a whole". Apropos, as we think that our custom displays are an integral component, completing your marketing campaigns and making your product whole.