Sterling Marketing Group's Advertising Solution

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Sterling's advertising challenge:
Creative, memorable ads to knock the printing industry off its feet.

Sterling's client:
Gammerler Corporation, a leading manufacturer of high quality material handling and inline finishing equipment for the commercial and newspaper print markets.

Sterling's solution:
To create a memorable print ad, we knew it had to straddle the fine line of deviating from the norm, while still fitting within the conventions of the printing industry. We also wanted to announce that the price of this new piece of equipment was attractive to all printers, even though Gammerler was considered to be the BMW of production equipment in quality and in cost. Most manufacturing companies of Gammerler's type were producing fact-based, straight-forward messages with the standard photo of their production equipment--here is where we helped our client to be gloriously different. Where beholders would usually see a photo of Gammerler's equipment, we placed a close-up of a man with an absolutely shocked look on his face. The page was plastered with the slogan, "Experience Sticker Shock…in a Good Way." Memorable? Yes. Effective? You bet.

Sterling's result:
The ad was received with open arms by our client, and most importantly, by their customers. The concept was used in an integrated marketing campaign that featured print advertisements, direct marketing pieces, and at trade shows. It not only helped brand the product quickly, sales of the product went far beyond our client's expectations.