AV research leader chooses Microsoft Word format for easy editing, e-mail delivery

by Don Kreski

It’s no surprise that electronic media are changing the way leading marketers look at brochures.

“We deliver everything electronically,” says Fred Krazeise of marketing research firm Pacific Media Associates. “Outside of the short runs we might use if we’re participating in an event, we really have no reason to print our brochure.”

Krazeise came to Kreski Marketing last summer asking if we might redesign the PMA brochure using Microsoft Word software. “One of the main reasons,” says Krazeise, “is that we have to update this thing every year, because we bring out new products and new services. Having it in a Word document allows us to do that a lot more easily and do it ourselves.”

PMA gathers market data in the projector and display markets, then reports it and interprets it for manufacturers, dealers and distributors. “We have pretty much all of the major manufacturers as clients plus component suppliers and so on,” says Krazeise. “All of the Japanese companies, a lot of the Chinese, Korean and European companies as well. We cover the world.”

Pacific Media’s president Bill Coggshall adds that "I wanted to be able to update the text ourselves, without the usual lengthy process of multiple editing and proofing passes every time we made any change. PMA is pretty dynamic, and we will be adding people and updating our offerings throughout the year.”

Because of their international client base, Coggshall asked if it would be possible to design the piece so it would print on both US (8 1/2 x 11) and A4 (European standard) paper. We were able to produce a single document that works well in either format.

Why did Coggshall and Krazeise come to Kreski Marketing? Coggshall says that, "although we focus on a relatively narrow industry segment, with a total prospect base numbering only in the hundreds, competition from the handful of our direct competitors is intense. A hard-hitting, professional brochure is a key ingredient in our marketing and sales activities."

Krazeise adds that “Our old design firm was good, but they just weren’t oriented to some of our particular needs, such as electronic delivery and worldwide formatting. I know you’ve always been responsive, and I also felt that having somebody coming from the AV industry who understood the clientele we are trying to reach would be an advantage.”

Coggshall says the new brochure is working well so far. “I haven't yet had time to do a major sales campaign, due to my travel, but I have used it fairly frequently as a response to inquiries. I have also included it during sales meetings and when I give prospects a slew of files on a USB drive. It helps to have a document this early as compared with previous years, and it’s great that none of our key competitors has theirs ready yet.”