Touch and feel can be everything when promoting a premium product. The medium, or the way a message is conveyed, may be just as important as the message itself. In fact, Marshall Mcluhan says that the medium is the message. This concept applies to marketing. Companies should communicate their message through a medium that fits and complements their brand.
This case study shows how one brand communicated their message with the medium - special paper and printing techniques for their business cards, sell sheets and brochures.
Countryside Woodworking, located in Arthur, IL, manufactures fine solid wood doors and architectural moldings. With exceptional craftsmanship, their measurements are exact, their finishes are first-rate, and their doors are like finely crafted pieces of furniture.
Countryside felt their presentation needed to be brought to the same level as their product. That way, designers and architects of high-end homes could showcase Countryside’s products to their clients.
After Rosewood helped Countryside establish a new logo and brand presence, they were ready for more communication tools including business cards, sell sheets, and a company brochure.
Rosewood’s designer, Lyndon, began the process by curating samples of different types of paper. He came across an unusual woodgrain paper made of cement and wood fiber that would suit Countryside’s brand perfectly. This paper was used for the back of Countryside’s business card, and the logo and text were letterpressed into the front for a quality feel. When picking it up, customers are often surprised and impressed with the textured woodgrain back.
To carry over this unique feel to the company brochure, Rosewood used the same woodgrain paper for the outside cover. The first and last inside pages, a heavy kraft paper silently convinces you of the raw authenticity of the Countryside brand. Sterling dull paper for the pages feels soft to the touch and complements the luxurious effect the brochure is intended to convey. Customers and designers alike love the medium and the message.
Countryside’s sell sheets are printed on thick, suede paper, and their thank-you cards are also letterpressed. Countryside sees value in having thank-you cards that are more than just a sheet of paper.
Since Countryside has updated their marketing collateral, designers and architects are able to present beautiful brochures to potential clients, and Countryside has confidence that their materials effectively communicate their brand message. A discerning homeowner knows these materials represent quality from a brand they would be delighted to use.
The Countryside sales manager says, “It has elevated our brand and just because our literature is nicer, people think our products are generally expensive and better. I think that happens just from them picking up the brochure. If you have that higher-end customer, it’s worth it to do it right and print on higher quality. It helps to build trust with the higher-end client. They appreciate quality even in the business card that you give them.” -Brian Kaufman, Countryside Woodworking
Contact Rosewood Marketing for assistance in choosing a medium that conveys your message effectively.
About the Author: Shelli Friesen is a copywriter and graphic designer at Rosewood Marketing. She enjoys designing and learning about many different subjects as she writes about them.