No Risk Brochure

JP’s challenge was to help Kennametal develop a brochure highlighting their products’ benefits as opposed to those of the competition. The overall goal of the piece was to “guarantee” the promised results.

JP’s suggested that the client make a clear, strong statement in the brochure —that Kennametal products outperform similar offerings from other companies. The message itself was the offer of a “No Risk” opportunity — customers could try Kennametal’s innovative, superior products and if they did not realize the better performance advantage, the product could be returned at no cost – guaranteed.

Features outlined for the products included metrics related to profitability, versatility, reliability, and tolerance. The exceptional tool life of these products was also a focus of this brochure.