Do You Produce a Product?


Do You Produce Information For Your Product? The effort and expense involved in producing promotional and information material is a huge commitment for your company. Don't allow it to fail at the 'coal-face' after you have spent all that effort on it!

Be sure that your promotional and informational material is effective and it that has the best possible chance of being retained in your client's office. That's the only way it can to promote both your product and your company the way you have intended it to.

Of course, the design of your material, creativity and originality are of prime concern in order that your company profile and product image are enhanced. However, in the long term, after the novelty of a ‘wow' design is passed, it is the user-friendly details that are expected and appreciated by your customers. Ultimately you aspire to get both elements correct, but don't make the mistake of sacrificing function for form!

I find that many companies send out information that does not ‘fit' with their existing material. This often results in the material not being filed or not easily retained in any way, and eventually it is thrown away or lost. A prime example of this is new material that is not punched correctly for the ring binder. And sadly in many cases, some material is not punched at all! Many offices do not have a 3 or 4 hole punch, so material that is not pre-punched (or drilled) just cannot be included in an existing catalogue. It will be set aside and later it will be dumped.

It is the little things that make a BIG impact, and good functionality long outlasts the novelty of impractical design gimmicks no matter how intriguing or exciting they may be.

For example, in the car industry, vehicle designers strive to give their product a stand out quality. Billions of dollars are spent to create unique style and clever design features. However, whilst they are all different, cars still have to function in the same way. Cars need wheels and doors, safety belts and lights etc, so that they perform their purpose successfully. Vehicle designs that incorporate careful attention to the driver's needs are the most successful. For example, motorists appreciate having a car that doesn't allow the keys to be locked inside or a reminder to turn off their headlights etc.

The design of your product information material should meet your customer's needs and make them feel good about your company. At best, it may be that the design receives appreciation, even admiration, from your user! At the very least, it needs to be smart and work well for them. The absolute worst case is for your design to be confusing, inconvenient or impractical.

Your product information presentation and design is an integral part of your total product and it's branding. It is a vitally important ‘representative' of your company.

Look for MAKE YOUR INFO SMARTER in the Sales and Marketing product menu on The Corporate Toolbox site. Take advantage of the 21 simple and effective ways to maximise your effort and the functionality of your product information as well as the reputation of your company.

Wendy Kerr


Wendy Kerr is a commercial librarian with over ten years experience, working mainly in the construction sector.

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