Case Study
Writing a Trade Show Brochure for a Client
Copywriter: Warren Goldie
Client: Global ID Group (now FoodChain ID)
Business Need
Global ID Group needed a brochure to distribute at trade shows that presented its offerings and as well-integrated with those of its three subsidiaries. I wrote it and managed the design and production process start to finish. Copy and ideas were also repurposed for other marketing materials and for the corporate website, positioning the company as a market leader.
Customer Background
The Non-GMO foods industry is fast-growing and Global ID Group has been there from the beginning. Once the sole certifier of non-GMO foods for the Non-GMO Project, competitors arrived, eating into its share of the lucrative Non-GMO foods market, with sales of $40 billion/year. The trend of consumers seeking transparent, clean-label foods was acceleratint, as they placed their trust in the Non-GMO Project “Butterfly” label.
Business Need
Global ID Group and subsidiaries FoodChain ID, Genetic ID and CERT ID provided related services in the Non-GMO certification and food safety field. Each, however, had their own CEO and separate operations. My job was to understand the goals of the company’s stake-holders, subject matter experts, and sales teams, then create a marketing piece integrating them all. It was essential that the companies appear as a cohesive family even though their operations were heavily siloed.
Solution
I acquired source materials from everyone, including many customer-facing marketing pieces and internal strategy documents. I held a kick-off meeting of the sales teams to gather their perspectives and ideas. From there I crafted draft copy and developed concepts, headlines, subheads, and image ideas. I selected photos and forwarded them on to our designer. I led the copy through many revisions, since more than eight staff and managers wanted to chime in.
Results
The brochure, “Take the Lead in Food Safety and Quality” was produced and was well-received. It presented the company as a unified whole and as an industry leader. Managers and staff distributed it at trade shows, which helped sales teams build their pipelines. The copywriting was repurposed many times for us in proposals and other documents. And, the improved website helped in the sale of the company at a significant profit.