Marketing Mnemonics

Better than a Worm

The Background:

Presscut Industries is a national manufacturer of precision die cut parts founded in 1994. They manufacture precision die cut parts to manufacturers' specifications primarily for the OEM market. They also are an authorized fabricator of EMI/RFI shielding products for a major manufacturer of EMI/RFI shielding materials. And, they are a distributor of o-rings. This multi-product line presented a problem because all their products weren't precision die cut. This created a need for a concept that could be multi-product oriented. We needed three separate marketing communications pieces, one for each product line. Because of the three basic product lines, we gave the company logo a tag line Gaskets and other Components

The Positioning:

We wanted to position Presscut for growth. We wanted to appeal to engineers by providing full service including design assistance, die development, prototypes, and more. We didn't want to position the company's products as being a commodity. We wanted to position Presscut as the company whose product was more than the parts alone.

We developed the theme... ...Worth a Closer Look..

We accomplished two things with this statement. We positioned the products as being better than other company's products. We also positioned Presscut as the company providing more than just products alone. We positioned them as being service oriented. That was very important to engineering customers.

The Mnemonic Image:

We chose a goldfish as the image to enhance the message. We felt that we could develop the message by showing the the goldfish looking at something closer. This image had to be high impact and tie in the different product lines. We chose to suspend an assortment of the various products on a fish hook as if tempting the fish to see what was really there.

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Comments from Mark Goff:

In Presscut's case we knew what the message had to be. We developed the words and then looked for a suitable image. We had to make the overall image from a composite of several pictures. We were lucky to find one large eyed goldfish. After photographing, we enhanced the eyes.

We named the company and filed for a trademark on the name Presscut. We wanted the name to sound like a process and relate to an entire industry rather than just a company. We developed the slogan If it's a gasket or die cut part... make sure its Presscut.

We developed three separate full page sell sheets and quarter page ads. These sell sheets could also be used for a full page ad or the cover of a folder. The three individual sheets satisfactorily addressed the gasket products, shielding products, and o-rings

The programs were a success. The company's sales increased. The company got national recognition. And, Presscut Industries doubled their manufacturing capacities and moved to a larger state of the art facility.