Briggs & Stratton
Master Parts Catalog
The Briggs & Stratton Master Parts Catalog is a compilation of 7 different B&S catalogs.
It is the bible for B&S dealers, servicemen and outdoor power equipment (OPE) repairmen. Scroll all the way down for the full story on this huge project.
For the cover the designer had to utilize Photoshop to portray a Briggs & Stratton (B&S) dealer/repairman in front of
products. A stock image of a "mechanic repairman" and a photo of a new product shelving display were combined so a photoshoot wasn't necessary. As a final touch the designer scanned in a B&S fabric patch into Photoshop and added
that to the shirt as well.
B&S Marketing continually heard complaints from all the catalogs users that a complete product resource, including pricing, could not be found in one place. The designer was responsible for combining all 7 catalogs, the organization, layout, design, photography art direction, press checks and final approval for production. He worked with the 7 original owners of each catalog to make sure all their concerns were addressed and the information they requested was included. The strategy was to first cut out all the overlapping/repeated information and products that were included in all the different catalogs. The next steps included organizing, prioritizing and designing a layout that was convenient for the end user. For example, marketing considered putting prices next to each part on all the pages, but the designer suggested creating a Master Parts Price Index at the back of the catalog. This became a convenient matrix to look up a part, price and what page number the product was located on. More importantly, cost-wise, when the catalog was updated yearly every page did not have to be revised if prices fluctuated. Lastly, the designer created color coordinated tabs that ran along the right side of the catalog to also aid the reader find the right part, right away. A feedback form was included at the back of the catalog and the response was overwhelming positive. The Briggs & Stratton consumer was delighted that finally there was definitive resource for all of their B&S OPE needs. They were also thankful that the catalog now included pricing in an easy to use reference guide. It was such a great tool that a second, then third, print run occurred the initial year. It became the most ordered sales/marketing piece for three years straight.
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