Hello,

The Ballantine Corporation would like to welcome you to the September issue of our Sample of the Month Newsletter. This issue features a case study from our client Stoneyard.com and talks about how they use print to sell stone.

And after you're done reading this, please visit our blog to post your comments.

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Stoneyard.com
Product Catalog

This is the catalog that Stoneyard.com uses to sell stone.

The catalog itself has to stand up to the rigors of contractors and the harsh environment of job sites.

As a result, both the print job and paper are critical to its longevity.

This catalog was printed on 100# gloss text and measures 8-1/2 x 11.

Stoneyard.com needed a way for its dealers and contractor customers to show its natural stone products to homeowners and owners for residential and commercial stone projects.

Strategy

Homeowners can find a stone contractor at Stoneyard.com, and contractors can select from a variety of natural stone products at Stoneyard.com. But at the job site, a color catalog that accurately shows the true color and shape of the stone, both loose and in finished form, is indispensable.

Also, the catalog was printed on 100# gloss stock because it has to function and hold up in the harsh environment of job sites.

Results

Contractors come in or call in daily, referencing items in the catalog for projects that they're bidding on. Response to the catalog keeps hundreds of tons of stone shipping out each week to job sites all over the country.

Next Steps

The catalog was sent to dealers and contractors in August 2007 and will be sent again in the Fall. It will also be distributed at trade shows throughout the winter months.

Conclusion

This catalog mailing is the perfect example of designing a mail piece that is completely geared towards its audience. For example, Stoneyard.com knew their catalog would be brought to job sites so they used gloss paper that would resist liquids like coffee spills.

Your Thoughts?

If you want to post your comments regarding this case study, head on over to our blog and fill out the 'Leave a Comment' form.

Thank you for taking the time to read the September issue of our Sample of the Month Newsletter.

If you would like access to the full collection of our case study newsletters dating back to 2004 - or if you were forwarded this newsletter and would like to subscribe - please visit here.