Asphalt Pavement Magazine - September/October 2015 - (Page 33)
A good Brochure Leaves
a Lasting Impression
A vibrant takeaway gives potential clients something to reflect upon
By Mary Ann Melody
ith much of today's business
world speeding toward a paperless
society, the viability of producing
a professional industry brochure as
a takeaway may be questioned.
Why spend the money on a paper product? Why
spend the time producing something that some
people may not bother to read? Why not just direct
people to the website?
This year's Outstanding Brochure Award winner
can testify that the answer is not so cut-anddry. While today's asphalt pavement companies
are looking for new and high-tech ways to reach
potential customers and clients, the old standbys -
of printed products, sales calls, and radio or TV ads -
have their place in the sales mix, too.
The ability to successfully design a sleek and
sophisticated brochure puts so much into play -
market presence, competitive edge, and customer
preference. A brochure offers companies a chance
to better organize their key statements and acts as a
supplement to today's myriad of digital offerings.
L.L. Pelling Co. Inc.
North Liberty, Iowa
"Iowa Rides on Us"
L.L. Pelling faces some stiff competition when it
comes to selling asphalt in the state of Iowa: concrete.
Iowa is home to Iowa State University, which
houses the National Concrete Pavement Technology
Center (CP Tech Center), a national hub for concrete
pavement research. The CP Tech Center acts as a
In a state that depends heavily on concrete, L.L. Pelling's brochure helps
seed the idea of asphalt in the customer's mind.
powerhouse, allowing concrete to keep a firm grasp on the
state's paving business.
"They have a very strong hold in the industry over
here," said Brett Finnegan, L.L. Pelling Co. Vice President.
"That industry is our main competition."
In an effort to wedge its way into some of the concrete
market, L.L. Pelling decided it was a good idea to have a
leave-behind when meeting with perspective clients or
continued on page 35
Asphalt Pavement Magazine - September/October 2015 * 33
Table of Contents for the Digital Edition of Asphalt Pavement Magazine - September/October 2015
Chairman’s Commentary : An Update on Our Industry’s Challenges
Industry News : CEO fly-In presses Congress for HTF revenue, PaveXpress adds asphalt overlay design feature, Is your safety data sheet GHS compliant?, FHWA offers porous asphalt guidelines, NAPA Care silent auction
Investing in Business Know-How : How employees with business education add to your engineering-driven business
Collaborating for Worker Safety : NIOSH and partners collaborate to control silica dust in asphalt milling operations
A Good Brochure Leaves a Lasting Impression : A vibrant takeaway gives potential clients something to reflect upon
Get Active, Get Involved, Get Noticed : This year’s community involvement winners know their neighbors and their neighbors know them
Thinking Ecologically Means Thinking Economically : Reducing energy costs and running efficient plants helps keep asphalt producers in the black
Putting Safety at the Core : Emphasis on safety helps inspire employee cooperation
Websites Stir Interest With Fresh Look : Focus on function attracts customers and potential customers
Index of Advertisers/Advertisers.com
Asphalt Pavement Magazine - September/October 2015