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![.](art/blank10.gif) The Distinguished Marketers’
Award Don won for this catalog was based on a unique organization he created
and used for all six United Visual catalogs. ![](art/blank10.gif)
1. Buyers’ guide features. Each guide explains the basic information a
novice would need to make an intelligent selection of a particular type of gear.
Click to view the guides
Don wrote (as they appear today on United Visual’s website).
![](art/blank10.gif) 2. Comparison charts.
Research Don did indicated customers’ frustration trying to compare similar gear
from different manufacturers. He included a large number of comparison charts:
very detailed, but organized so the most important specs came first. ![](art/blank10.gif)
3. Individual product descriptions. Using the same research, Don created
a format that made it easy to compare similar products within a given line and
between competing product lines. ![](art/blank10.gif)
Click for
United’s online catalog, which uses a product description format based on
these copy and comparision chart innovations. ![](art/blank10.gif)
4. Customer application stories. The biggest problem a dealer has in a
catalog is building his own brand value (as opposed to the various brands he includes).
Don ran a short customer story with each major product spread (19 total), greatly
enhancing the United Visual name and building United’s credibility with new customers.
![](art/blank10.gif) Click
for similar (though longer) customer stories on United's website. ![](art/blank10.gif)
For the same reason, Don included three brochures as inserts in the front of the
catalog, filled with customer photos of installed AV systems, videoconferencing
systems and rental events. ![](art/blank10.gif)
This catalog was the latest in a series of 19 printed
catalogs Don produced as marketing manager at United Visual and Midwest Visual.
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![](art/blank10.gif) ![](art/blank10.gif) ![](art/UVcatcover.jpg)
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