Best sales/marketing materials

Toronto-based Glassopolis, as a new specialty glass distributor, had to make its sales and marketing materials stand out. “We wanted ideas that would resonate with the people we do business with,” says Rob Botman, general manager, Glassopolis. The eye-catching ads have gained the attention of many in the industry, including “From the Fabricator” blogger Max Perilstein. “Do you know when you have made it as a marketing genius? When your ad is sitting framed in a random glass shop in Idaho,” said Perilstein in an April blog post. “It was there I saw the famous and awesome Glassopolis ad: the one with the senior citizens working the job site. The folks at this shop loved the ad so much that it sits prominently, framed, on their reception desk. Yep, that is what you call a major marketing hit.” The ad Perilstein referenced features geriatric glaziers wishing for a faster supplier.

The ads also caught the eye of Crystal Achievement Award judges. The ads demonstrate “a great sense of humor. They draw you in and create a great topic of discussion, as I have heard other people talk about the ads. It is pretty rare that this kind of recall on a glass ad occurs,” says Jim Arnold, president, GLASSource, Grand Haven, Mich.

Judge Tammy Schroeder, senior marketing specialist, Linetec, Wausau, Wis., adds, “From the ads, Glassopolis is distinguishing itself from its competition by directing its marketing ads at professionals who actually install products. They are indeed eye-catching, fun and informative.”

“Clearly our materials are fun, creative and personal,” Botman says. “But we also had to create a lasting brand image for the company that showcases how our company’s strengths help meet our customer’s needs. … In this business we may sell glass, but it’s still a people business. Someone has to decide what they want to buy. So the goal behind our campaign was to make it people focused.”

Glassopolis has a range of ads, folders, product sheets, sales kits and direct marketing pieces that aim to be memorable and effective.