Magazine style puts emphasis on customers and performance
Perrysburg, Ohio, USA - March 9, 2011 - Machine tool catalogs typically don't receive design and marketing awards, but, as IMCO Carbide Tool of Perrysburg, Ohio, proved late in February, its 2010 catalog is anything but typical.
The Advertising Club of Toledo awarded IMCO's 2010 tool catalog a Bronze ADDY at the annual ceremony February 24, 2011. More than a listing of tool sizes and order numbers, IMCO's 170-page guide is designed with the look of a trade magazine.
"We wanted our catalog to reflect our brand and our products," said Perry Osburn, president of IMCO Carbide Tool. "We're a very tech-savvy, responsive company, so it had to demonstrate premium quality and superior problem-solving. That really comes through."
The book includes a table of contents with photos and tool tips on chapter pages, as well as a comprehensive listing of specifications for high-speed and general-purpose tooling. It also contains several customer/sales representative profiles.
Each profile is a case study, including performance charts, in which customers switched to IMCO tools because they witnessed IMCO tools outperforming a competitor in the customer's own machining operation. Like celebrity magazine articles, each features a large four-color photo of the customer and IMCO sales representative in a two-page spread.
Conceived and produced by Sheroian Associates, a full-service marketing and public relations firm in Lambertville, Michigan, the idea was developed to better represent the IMCO brand.
"IMCO truly puts its energy behind solving customers' challenges," said Theresa Sheroian, Sheroian Associates president and founder. "As a true technology leader in cutting tools, IMCO often gets cost-saving and productivity results that leave customers saying 'Wow!' As IMCO's one annual mailing to customers, the catalog had to reflect that kind of customer focus and performance."
Sheroian credits the efforts of IMCO staff and the Sheroian team working together to coordinate and complete the catalog smoothly. The catalog and its profiles are available online at www.imcousa.com.
About IMCO Carbide Tool Inc.
Since 1977, IMCO Carbide Tool Inc. has focused on one goal: to provide manufacturers in a variety of industries with quality products that will help them achieve new levels of profitability, customer satisfaction and a competitive advantage. By revolutionizing the way their tools are designed, produced, tested and used, IMCO strives to meet the ever-changing needs of a technologically diverse customer base. In serving the needs of customers world-wide, IMCO will continue to focus investments on the areas that matter most to the consumer - product quality, performance and service. For more information, please call 1-800-765-4626 or visit www.imcousa.com.
President and CEO
IMCO Carbide Tool Inc.
Sheroian Associates Inc.