A WINDOW OF OPPORTUNITY:
Martin|Williams Takes
Marvin Windows Ad
to the Next Level

A page with a view. That’s what Martin|Williams delivered with a clever new insert for Marvin Windows and Doors.

The award-winning agency transformed a simple ad into an eye-catching brochure that appeared in several builder magazines. This helped Marvin differentiate its new Ultimate Replacement Casement product in a competitive advertising market.

Litho Account Executive Ralph Tuff, who has worked with Martin|Williams since 1989, was impressed by the agency’s creative approach to this project.

“A lot of companies do magazine ads—but printing a custom insert separates you from the competition,” Ralph stated. “Martin|Williams took it to the next level and created something that shines as a stand-alone marketing piece.”

“Litho always does a fine job of keeping everything straight, on time, and on target with reference to color match.” — Renee Kirscht,       Senior Print Producer,       Martin|Williams

Tackling the Insert

Over the years, Litho has found inserts to be a challenge for many of the agencies it serves.
“Magazine inserts tend to give production staff high blood pressure,” Ralph joked. In fact, publishers must approve every aspect of the insert, from trim size to paper stock.

Litho works alongside clients to take the frustration and worry out of the process. For example, in the early stages of this project for Marvin, Project Manager Kevin Olson sent the publisher a Dylux proof as well as a paper sample, and obtained written approval for all specifications.

“We cover all the bases,” Ralph said. “If there are issues down the road, our plan is approved in writing.”

The Power of Suggestion

The creative theme in Marvin’s insert was a suggestion box, and the notion that this new window design was influenced by customers’ input. Pictured on the front was a large wooden box whose “lid” was actually a 12-page pocket-sized brochure, attached to the insert with fugitive glue.

The box lid/brochure opened to reveal comments like, “No wimpy hardware. Can you beef it up?” Each suggestion was answered with relevant features, benefits and photos of Marvin’s new windows. The back of the insert drove the message home with a beautiful window scene, ad copy and contact information.

Prior to shipping, each insert received a wrap and wafer-seal to keep them intact during the publisher’s automated insertion process.

Reflections

Litho printed 600,000 magazine inserts, plus a few thousand to be used as marketing handouts. Renee Kirscht, senior print producer at Martin|Williams, reported that the client is happy with the outcome and is considering a reorder.

“Litho always does a fine job of keeping everything straight, on time, and on target with reference to color match,” said Renee, noting that product color is always critical. “On this piece the wood grain on the suggestion box was challenging; they were successful in matching the wood grain color from the carrier to every page within the 12-page booklet.”

Renee added that this project also required versioning—different trim sizes, shipping addresses, and slight copy variations for each magazine—and this coordination was another success.

Want to seize a window of opportunity in your 2008 plans? For ideas on maximizing your print budget’s impact, consult your account executive.

For more information about Martin|Williams, visit www.martinwilliams.com.