Best Product Literature

2011 Crystal Achievement Award Winners

 

Large Manufacturer
 

   
  "Mood" cards and small brochures are gathered by consumers as they walk through different stations at Jeld-Wen's retail locations.
   

The Design Center Literature System

 

Jeld-Wen Inc.

Klamath Falls, Ore.

The historic strength of Jeld-Wen has been in the new construction and home center arenas. The unique challenge inherent in this particular project was to create homeowner-oriented literature in a do-it-for-me space. Developed specifically for the manufacturer's Design Center Stores, the literature system consists of a mix of cards and small brochures targeted at homeowners looking to replace windows, entry doors, interior doors and/or garage doors with Jeld-Wen products. Rather than using larger, traditional product brochures, the literature is pulled by consumers as they walk through different stations at the retail locations in Charlotte, N.C., and Columbus, Ohio.

All the materials fit into a personal project binder that homeowners make and can take with them. Pockets in the project binder hold literature cards, brochures, product color cards and mood "inspiration" cards, and the three-ring binder holds quotations and additional information as well.

The system was designed to the challenge involved in presenting the wide breadth of Jeld-Wen products, manufactured in plants across the country. The information had to be simplified for homeowner/consumer consumption, as traditional Jeld-Wen literature provided too many options leading to confusion.

The most unique aspect of the The Design Center literature system is its modular design. First, homeowner clients walk through the Design Center and stop at the Mood Card Station. There, they can select as many inspiration or mood cards as they like. These cards are designed to set the stage for the discussion about any of the Jeld-Wen products sold through the retail locations. On the back of the mood cards are open-ended questions that ask a homeowner to describe how each particular card makes him or her feel. This begins the conversation regarding their project, making it more personal.  At this stage, clients are given a personal project binder that has interior pockets in which to place the inspiration mood cards. There is also a pocket for the store's design consultant to insert a business card or a personalized placard, such as "The Johnson Home Project."

 
The literature pieces are gathered together into a customized personal project binder.  

When the clients move to the window station, they first select the style of window that they like—double hung, sliding window, casement, etc. They select a corresponding card or cards that contain brief descriptions of the window types, and they place the card or cards in the binder pocket. In doing so, they are beginning to build their project wish list. There are similar steps for interior doors, entry doors and garage doors.

The Design Center Literature was created to allow consumers to build a truly custom literature packet focused on their personal project or projects. As the retail locations feature multiple products and multiple product lines, the system was designed to help simplify and again, ultimately personalize the buying experience—reducing confusion and gaining consumer buy-in through engagement.

 

Small/Medium Manufacturer
 

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  The Magalog is offered in three diverse styles to provide customers the look they want and enable them to stand out in their market.

Tru Tech Magalog

 

Tru Tech Doors

Vaughan, Ont., Canada

The manufacturer is committed to making premium quality entry doors that are easy to buy and even easier for its dealer customers to sell. Part of that commitment is the  development of unique marketing and communication material that helps customers understand its total product offering, sell more doors, differentiate themselves from the competition, and inspire the end user with more beautiful images, designer tips and superior design.

The Magalog offers a versatile communication tool that effectively communicates to and sells all target audiences and sell the total door project…not just the door. Created to target both B2B and B2C audiences, the literate can be used by dealers and distributors of door products and systems with builders, remodelers and contractors and end-users/homeowners. One of many sales tools developed by Tru Tech’s marketing team and sales staff, this 68-page book is part magazine, part catalog and part how-to-guide.

 
The 68-page book combines pages offering striking imagery with pages that present Tru Tech's range of products and options.
 

Full of beautiful homes, beautiful doors and the latest in steel, fiberglass, decorative glass, wrought iron and door accessories, the "Inspiration Guide" is designed to captivate the most discerning homeowner, and satisfy his or her need for design inspiration and simple how-to tips. For dealers, distributors and trade professionals, the Inspiration Guide will ensure they can easily understand and sell Tru Tech’s total product offering while offering a sales tool that clearly separates them from their competition.

Whether a dealer is looking for a corporate feel or a chic magazine appearance, the Magalog is available in three unique covers that will entice the curiosity of any individual. These covers offer diversity in style and help our customers avoid redundancy in their marketplace.

In today’s demanding market, consumers are constantly looking for more—more product offerings, more innovative designs and most of all, more professional guidance. To help door buyers choose the perfect door to achieve their design vision, Tru Tech also enlisted the help of designer Lisa Canning, a Toronto-based interior stylist with a penchant for chic, contemporary, personalized interiors. Specializing in customized, modern interiors for both commercial and residential spaces, her work can be seen on HGTV’s Marriage Under Construction and Green Force, and Slice TV’s Beautiful People.

 

Industry Supplier
 

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  Part of an integrated marketing program, the Sentry overview brochure highlights the capabilities of the new hardware and showcases style and finish options as well.

Sentry Multipoint Hardware System Brochure

 

Truth Hardware

Owatonna, Minn.

To support the launch of its new Sentry Multi-Point Hinged Patio Door Hardware System, Truth developed a uniqure new brochure which was integrated with companion electronic elements. With a goal of targeting the manufacturer of patio doors, the hardware supplier used a design and format that would not only appeal to its manufacturer customers, but highlighted a message that could easily be passed through to its customers' customers.

The product overview piece was created on a unique size platform and utilized a heavier and higher quality paper-stock than anything Truth had previously created, helping to set it apart from other marketing materials. Large, close-up imagery was used to carry the message of the quality, strength and reliability of the hardware, while the text provides the reader with the highlights of the new hardware package.

The 12-page promotional piece uses a liberal amount of white space, clean and concise text and attractive photography to show the product in multiple applications and finishes. Opening with an overview of the company’s longstanding position as a leader in design and manufacture of quality hardware, the body of the brochure is segmented into three sections. The first section highlights the multipoint lock with call-outs of its various features and innovations. It is followed by a section highlighting the adjustable hinge and a final section offers quality imagery of the styles and finish options of the Sentry handlesets. 

Complementing the main brochure, a series of high-definition promotional videos, which literally brings the printed materials to life, were launched on Truth’s website and are used at tradeshows and sales calls to help market this product. These videos provide insight into the engineering and market research which went into developing the Sentry System. The filming captures the action of this system while showcasing the products' benefits and differentiation through its footage and narration. Additionally, a detailed technical product catalog was created providing users with specifications and options for the various models complete with mounting and door preparation information. Companion, electronic versions of all printed material are also available through the company’s website.

 

 

Other 2011 Crystal Achivement Award Winners:

 

TECHNOLOGY

 

Most Innovative Window

Large Manufacturer
Essence Series
Milgard Windows & Doors

Small/Medium Manufacturer
Series V-100 Tilt & Turn WinDow
Windoor Inc.

 

Most Innovative Door

Large Manufacturer
Sliding Glass Door Series 470, 570,
2770 & 2870

PGT Industries

Small/Medium Manufacturer (Tie)
SecuraSeal Sliding Patio Door
Haddon Windows & Doors

The Nantucket Collection
Simpson Door Co.

Most Innovative Component

Window
Double Snap Trim
Royal Window & Door Profiles

Door
Sentry Multipoint Hinged Patio Door Hardware
Truth Hardware

Glass/Glazing Component
Pleotint SRT Film
Pleotint LLC

 

Unique Innovation

Implementation of QR Codes
Seaway Manufacturing Corp.

 

MANUFACTURING

Most Innovative Plant

MasterGrain/Weber Manufacturing Technologies

Most Innovative Machine

Frame/Sash Fabrication
SCF 430 Multiprocessing Machine
Joseph Machine Co.

IG Production/Glazing
OptiGas 500 with ThermalCert
Integrated Automation Systems LLC & Fenetech Inc.

 

MARKETING

Most Innovative Marketing Progam

Large Manufacturer
No-Leak Skylight Introduction
Velux USA

Small/Medium Manufacturer
Sentinel by CGI Product Launch
CGI Windows & Doors

Industry Supplier
Project Nexus Launch
Quanex Building Products
 

Best Industry Web Site

Large Manufacturer
Windsor Windows & Doors

Small/Medium Manufacturer
Lincoln Wood Products
 

Industry Supplier
Phantom Screens

 

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