Creative Cut: Goodson Builds on Lengthy History
I’m a virgin in the engine-building world — intimidated by all things technical and motorized. I’m definitely not one of Goodson’s customers. Lucky for Goodson, a cataloger that specializes in tools and supplies for engine builders, I do know a bit about branding, marketing communications and best practices for catalog success and customer satisfaction, and it’s apparent to me that Goodson does all of this.
Goodson owner Scott Biesanz is certainly interested in building greatness that lasts. His opening letter states: “Some companies have faded, others have service problems and still others have gone out of business entirely. But here at Goodson, we’re going strong. We’ve been in this industry since 1945 and we intend to be in it for the long haul.”
As a marketing strategist, I was impressed with Goodson’s disciplined approach to branding. Sometimes B-to-B companies serving niche markets neglect it.
Goodson sets out to make its unique selling proposition known to its target audience. The catalog has a bold, easy-to-read name and tagline that it faux watermarks on every page of the catalog. The last time I saw this done was on upscale Crane stationery; it’s great branding. Goodson wisely uses green, its company color, throughout the two-color book.
The catalog also makes effective use of unconventional headers to convey a personal touch and to reinforce Goodson’s technical expertise. Many pages not only have relevant customer testimonials in the headers, but also quotes from key technical and upper-level employees. To prospects, these messages serve as brand reinforcement. For loyal customers, they solidify their positive experience.
That said, I’d recommend Goodson consider sprucing up its branded footers — for 145 pages, they don’t change. Certainly the secure ordering information and contact info on each spread is important, but it should consider alternating that message with its other five core branding positions:
• same day shipping on all orders placed by 7 p.m.;
• order desk open from 7 a.m. to 7 p.m., five days a week;
• iron-clad satisfaction guarantee;
• four ASE-certified master machinists on staff to answer technical questions; and
• made-to-order crankwheels shipped within 24 hours.
