HON’s Catalog Inspires Design for the Milllennial Workforce

Office workspace company HON used a direct mail brochure to provide some thought leadership to its dealers.

Mailer Name: The HON Company
Date Mailed: February 2017

The HON Company is a designer and manufacturer of workstations, tables, desks, chairs and storage solutions. It sells them through dealers as well as online retailers.

This B-to-B direct mail "magalog" from HON has two jobs. First, it has to sell the brand via the content it provides. Second, it has to position its products as solutions that drive prospects to one of its dealers.

The front cover’s headline, “Supporting the new work day,” is a theme around which all of the content is organized. The image used shows furniture and an office configuration that offer a sneak preview of the content.

The first spread inside the mail piece includes an introduction: “Great design drives innovation,” which leads into how HON’s dealers can create “high performance environments” by identifying workplace goals and needs.

The spreads used showcase how the furniture can fulfill as well as strike a balance between individual and group requirements. They do in several ways.

For instance, the copy talks about some of the latest trends in office design and the expectations of the latest generation of employees. One spread mentions that “companies today are understanding the advantages of promoting constant movement throughout a space.”

Photos show HON furniture in various arrangements. Each image includes a basic description of how that layout benefits the customer. In addition, the featured pieces are named for easy reference later.

You can get a free PDF of this mailing, as well as a more in-depth analysis, courtesy of Who’s Mailing What!

The Takeaway
Content that provides real value to consumers can not only drive sales, but position your brand as forward thinking and a leader in its space.