From right: Stanley CSS’ Felix Gonzales, Tony Byerly, myself, Beth Tarnoff, Jan Boldt and Steve Welsh celebrate at this year’s SAMMY awards gala in Las Vegas.
Please detail how materials for Stanley CSS’ winning Sales Brochure entry were created and implemented?
Tarnoff: The concept for our eServices brochure is ‘Faster, Smarter, Sharper, Easier, Clearer,’ focusing on the idea that our online, real-time eServices management tools will help customers run their security and business operations in this manner. The Stanley CSS’ eServices brochure was created to communicate in-depth information about every online, real-time eService Stanley CSS offers effectively, efficiently and in a visually appealing way. The concept was created in conjunction with ad agency who worked in tandem with our marketing department to come up with the design. For the text, our marketing team worked in conjunction with sales staff and business development team within our company to come up with copy that is targeted and meaningful to the potential customers. The brochure is then rolled out in a comprehensive marketing program as follows:
a. Sample packs of the brochure are sent out to each branch location
b. Introduced via telecon and E-mail discussing on how the brochure should be used to maximize effectiveness
c. Marketing ‘script’ is created (this is done for all our marketing pieces), sent to the sales team and posted on our intranet that explains the objective, intended use, gives an overview on the piece as well as sample scripting when talking to a customer
d. Included as part of the sales training as well as the rest of our brochures so it is continually kept current and our sales persons are knowledgeable
e. In addition to sales training, we send out a bi-weekly ‘Marketing Tool of the Week’ E-mail to highlight particular marketing pieces keeping them fresh and ‘top of mind’ for the sales team
Apart from the awards, how successful have they proved and why?
Tarnoff: We have experienced overall growth in our recurring services and revenue. We attribute part of the success to the marketing campaigns. Prior to thi
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