July08_Connections_Spread:Newsletter Layout - Dynabrade Inc.

Message From MarCom
Dynabrade Literature:
A Step-by-Step Process
By Gary Lojacono - Manager of Marketing Communications
Dynabrade’s sales literature
has long been recognized
as the best in the
industry. Our marketing department
strives to create highquality,
visually exciting
material that is a vital aid to
distributors and customers alike. These
results are achieved through a detailed
process, requiring several steps and
involving many participants.
The development of new literature is
linked to our internal product release,
as created by the Product Manager (Steve
Briggs, Jim Tischler or Larry Van
Deusen). This release is a blueprint on how
to go to market with our newest tool,
including background information and
competitive analysis. As an internal document,
it often contains confidential or
proprietary information. The product
release also serves as the salesmen’s advance
notice of our USA distributor announcement,
which is usually scheduled
for thirty days later. This gives the salesmen
time to review the internal release, ask any
questions and plan their sales approach.
It is during this thirty-day period that the
new sales literature is finalized. But the
gestation of the literature actually begins
much earlier, as the internal release
is being developed. That is when the
Marketing Manager (Gary Lojacono or
Andy Mandell) confers with the Product
Manager to determine our best approach
for showcasing
the new tool in
print form.
Key selling
points and targeted
markets
are discussed,
along with the
tool applications
to be photographed.
Our
approach with
photos is to present
realistic applications
actually
employed in the
workplace, to
connect visually
with the end-user.
Choices are also
made for the
right accessories
and abrasives to
include as crosssell
products, as we strive always to “sell
the system.”
Based on this groundwork the Marketing
Manager writes the text of the literature,
injecting the necessary “sizzle” along with
the facts. Meanwhile Jason Bolis begins
shooting photography of the tool and
its applications, in our new in-house photo
studio (see page 5).
When the photography is complete, the
photos and text go to a Graphic Artist
(Jeff Cummings, Trina Schiavitti or
Michael Roth) for the design phase. This
group has developed a distinctive format
consistent to all our printed pieces, which
assures that the “Dynabrade look” can
be spotted from across a room. In addition
our designers do an outstanding job
of making each piece visually interesting,
organized and easy to read.
When the first design proof is complete
it is reviewed by the Marketing Manager,
who also consults with the Product
Manager. A revised proof is then circulated
to our “literature
board,” made
up of Dynabrade
personnel from
a variety of
departments. By
ensuring that the
proof is viewed
from many different
vantage
points, we reduce
the chance of
missing a selling
point or having
an error slip
through.
After the input
of the literature
board is considered,
final revisions
are made
and the Marketing
Manager will
approve the final
version. It is then sent to the printer, and
when the printed piece arrives we begin
the USA distributor introduction. This
normally consists of a traditional mailing
followed by an electronic “E-News”
announcement. Timing of the product announcement
outside the USA is
determined by Dynabrade International.
But the process does not end there –
often a customized version of new
literature may be created for Europe, and
the piece may also be translated into
other languages. In addition, the
graphic files are shared with Roberto
Rivas of Dynabrade do Brasil, who
translates the information himself and
creates Spanish and Portuguese versions.
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