It's been emotional

We split each brochure in two: an Emotional Brochure and a Rational Brochure. Each played a specific role in the sales process, with the first brochure using rich, luscious imagery, design and infographics to create an emotional connection with the customer. The second brochure included all the specifications and details, helping to solidify the rational decision to actually buy a car. Together they told the whole story.

Because all the specifications were in the Rational Brochure, it was the only one that required regular updates. As it had fewer pages than the Emotional Brochure, this meant that costs were greatly reduced.

Our initiatives improved effectiveness, reduced time to market and lowered costs on every brochure. And, with 64 new brochures and 220 updated brochures being completed over a seven year period, this has led to a considerable saving for the client.