99. Good Design Flows from Product to Marketing: Creating Postcards That Are “Saveable” to Keep the Sales Pipeline Full

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When you're an award-winning “design to build” general contractor, you can't afford to have shoddily designed marketing. Philadelphia-based Myers Constructs, Inc., makes sure that good design is present in everything it does—from custom kitchen cabinets to direct-mail postcards. Myers uses high-quality images of its work in its series of postcards. The postcards have turned out to be essential to keeping the sales pipeline filled for 15 years for Myers.

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Why It Works

The company uses attractive photos to highlight the quality of its workmanship. The postcards are so enticing that people keep the postcards, sometimes for years, and share them with friends and family. Then when it's time to hire a contractor for a project, they know what company to call.

A large part of what Myers sells is aesthetic, explains Diane Menke, vice president of production management at Myers. “This requires us to have great-looking media that tells the story of what we do. Our process is Design to Build, so obviously beautifully designed marketing materials are very important to us, as well.”

Tabula Creative created the mailers with exquisite images. The photography by Jason Varney shows ...

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