The role of industry brochures The role of industry brochures
people to buy commodities, particularly some mechanical equipment, electronic products, not just based on advertising propaganda, but also from the company's technical level, economic strength, and after-sales service, etc. comprehensive comparison before deciding to buy the object. In the CIS theory, the company has its own face (VI), thinking (MI) and behavior (BI), so some companies to allow customers to learn more about the above areas, often in the ad last additional sentence: "If you want more details understanding of our company, please send a letter to or fax to ****", to obtain the company prepared for the customer information.
Not only can contact the feelings between the company and its customers, but also can test the effect of advertising, here are a few typical cases.
Case 1:
Siemens (China) Co., Ltd. is prepared for customers, "Siemens in China", "Siemens Forum" and "Innovation and responsibility" three booklets, these three booklet systematic and comprehensive introduction to the various products of Siemens, the operational department, branch operating conditions, the company philosophy and so on. After reading these three booklet, your Siemens (China) Co., Ltd. basic information as well as their investment in China will have a basic understanding.
"As early as 1872, Siemens sold ie China's first stylus printer-type telegraph. 1879 again for the Chinese to build the first power plants. 1900 Siemens in Beijing set up its first tram line." This opening suddenly closer to the customer with Siemens the distance, no longer regard it as an ordinary foreign company, but one rooted in China and "commitment to the contemporary begun using the latest technology to improve China's industrial level task of" friends.
Siemens to help China build its first high-voltage direct current transmission system, the power of up to 1,200 megawatts of electricity from the transmission system to China's largest hydropower station - Gezhouba Hydropower sent to about 1,000 kilometers away from the Shanghai; Shanghai Volkswagen Automotive Company engine production workshop, machine tools and conveyor belts are equipped with Siemens automatic devices; Siemens SICAD geographic information systems have made the city a more accurate planning work was carried out quickly,
Shanghai, the development of long-term vision for the completion of the work made an important contribution; Siemens computer system supports 18 research universities and so on. These results, it will make you high esteem. Persuasive text with illustrations beautifully printed booklet about three or four features. It will be branded in your mind a deep imprint of Siemens SIEMENS.
Case 2:
Intel's approach is a richer emotional action. First of all, you will obtain a copy of the one called "Overview of the Pentium processor technology" has been published, in order to thank you for your support of Intel, in particular, presented a printed InteI Inside logo sticker reflective bicycle at night. This booklet introduces the technical features of Intel Pentium processors: "Pentium processor with Windows, Unix, OS / 2, Solaris and other operating systems,
In the three-dimensional models, computer-aided design / engineering (CAD / CAE), a large-scale financial analysis, handwriting and voice recognition, data throughput, high client / server structure are obviously its capability to use ", these presentations on a computer worker full of great temptation.
You get the above information, may find this activity has been to this end, but after a number of months later, you will receive your e-mail sent to Intel's large envelope printed on the back "Member benefits Campaign" words, are you full of surprised to open the letter, they will find that you have become InteI ACTIVE member, Intel ACTIVE will give you coverage of the latest technologies and industry dynamics as well as the Pentium processors, the latest technology trends, you also enjoy exclusive preferential member "With discount cards are available when you purchase 800 yuan in cash and other concessions, gift ISP-16 sound card and 16-speed CD-ROM,
Text attached to a completed questionnaire, the first 1000 who could still get a send key chains Pentium processor. "Emotional action would result in them you are touched by the sincerity of Intel.
Through the analysis of the above two cases, it is easy to see this practice characteristics:
One for mechanical equipment, electronic products and some other large investment products;
Second, the written text should be focused on introducing products, technical characteristics, technical capabilities and so on, there must be full of convincing data;
Third, we should with glossy illustrations, preferably in color printing;
Fourth, conditional companies, it is best to build customer database for continuous action.
