Merchants provides highly customized fleet management and leasing solutions to a broad range of large businesses, mid-sized companies, governments, educational institutions, and others. After updating its brand messaging, Merchants engaged Stackpole to create a tiered collateral system geared toward prospects with varying levels of industry knowledge and experience.
For savvy customers with large fleets, the most detailed brochure offers a comprehensive look at Merchants’ key programs and services. It assumes a high level of industry knowledge, and provides a substantial amount of the information prospects need in considering a fleet partner.
For prospects better suited to more general information, a slimmed-down version presents the key messages and positioning in a tighter, quicker format. The text is shorter and the key points are expressed more simply while still providing a solid overview of the Merchants difference.
This is the quickest version of all – one card, front and back. It distills the positioning into even simpler form, and hits the key points at a very high level. It enables prospects who may not have a lot of fleet experience to easily scan the benefits of working with Merchants and take action to learn more.
This high-impact collateral system allows Merchants to address each potential customer in the most effective way. Whether they need one vehicle or thousands, for a few months or many years, customers know Merchants can deliver on what matters most to their business, with one unified fleet solution.