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Brochures
Challenge:
Creating pieces that stand alone — and work as part of a larger program
When we create brochures, they are designed to reinforce a larger program or objective. Each is designed for a specific purpose, and to work in conjunction with other materials.
Here are a few examples of brochure solutions.
Out-of-this-world thinking
In 2002 and 2003, satellite radio was so new, many dealerships had no idea what it was, much less how to operate and sell it. When we were asked to help introduce satellite radio for Nissan and Infiniti, we knew the product held significant revenue potential, so getting buy-in from the sales consultants was a priority.
This was the first definitive piece Nissan and Infiniti created to bring the sky-high concept down to earth and generate enthusiasm. We needed to show what it was, how it worked, and how to sell it.
We developed a comprehensive brochure designed to educate, convert possible skeptics, explain the technology properly, create excitement, and answer any potential questions that a sales consultant — or customer — might have. And that’s not the end of this technology tune.
Simultaneously, Nissan and Infiniti needed to get sales consultants up to speed on another new technology — the vehicle navigation system. To streamline the learning process about two newfangled technologies, we combined them into a single piece that sales consultants could learn from and use as a reference tool.
A move to increase customer satisfaction
Crider Associates was asked to introduce a new subscription-based survey to dealerships. The survey helps dealerships increase their customer pay business by helping them recover dissatisfied Nissan customers, improve customer retention, and increase repeat business.
The topic of dissatisfied customers can be touchy. Our goal was to generate acceptance for the subscription service, underscore its value, and clearly demonstrate how the surveys could improve business and profits.
No words to describe our project
The Infiniti Total Ownership Experience workshop presented an interesting challenge. We were asked to design and write the event’s brochure, invitations, and e-mails with an extremely tight time frame, along with one uh-oh catch: the content details were still under development and largely unavailable.
With no words to draw from, we drew from our knowledge of the brand and experience with similar large-scale events. We prepared everything possible, crafting basic outlines, drafting brand-consistent messages, and developing a brochure shell. As details became final and approved, we plugged them in.
The effort spanned several creative and technical disciplines, and became an “all-hands-on-deck” team effort to generate the materials efficiently in a short period of time. No deadlines were missed and the event achieved its objectives, with solid enrollment figures.
    
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