Peter Samerjan
MK DIAMOND - Booklet
Client: MK Diamond
Product: Saws and blades
Marketing Strategy: For growth in any of the professional hardware chains (i.e. Orco Building Supply) or do-it-yourselfer(i.e. Home Depot), the key is shelf space, end caps and advertising co-ops. This booklet was created for presentations to these chains and was an overview of using MK Diamond saw blades in Skil/Bosch products to take advantage of an entire market that was not being served. Most small contractors and do-it-yourselfers rented tile and hard element saws and blades. But by stocking MK Diamond blades, anyone with a consumer saw could now, for the cost of a blade, do an entire project themselves. And do it cheaper. This included working with tile, brick or any hard surface. That includes projects, such as kitchens, bathrooms and pations. The booklet not only laid out the marketing advantages, but reinforced MK Diamond’s commitment to quality and customer service including a fully-staffed help line.
Agency: Samerjan 743
Agency: Samerjan 743 Creative Directors: Peter Samerjan & Mark Schraeder
Copywriter: Peter Samerjan
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Front Cover Copy: Skil/Bosch & MK Diamond
Page 2 Copy:
The two most popular electric tools for the do-it-yourselfer and professional contractor are the power drill and circular saw. And Skil/Bosch drills and saws have become synonymous with choice, quality and long-term durability.
With the diversity of available drill bits, power drills have mastered the softest wood to the toughest concrete.
Most users know that with the right bit, their drill is capable of far more than a simple 2” x 4.”
On the other hand, most operators of circular saws using abrasive wheels have been disappointed at the results and the effort required to cut through hard materials, such as concrete, masonry, tile, marble and stucco.
Page 3 Copy:
THE PRACTICAL DEFINiTION OF UNLIMITED POTENTIAL
Millions of circular saws in-use. A minimum projection of 5 million circular saw sales per year, and at present, only one alternative for cutting masonry and concrete… slow, non-lasting abrasive wheels. The potential of offering MK Diamond blade technology is unlimited.
Page 4 Copy:
MK Diamond – Cutting through hard jobs.
With millions of circular saws in use, there is a vast untapped market. A market of owners who see their saw cutting only through wood. And millions of potential buyers who only see a circular saw as a wood-cutting one-dimensional tool.
Using the same technology and designs that have revolutionized the construction industry, MK Diamond blades can make the circular saw a tool for almost any job that requires the precise or rough cutting of hard surfaces. From concrete driveways to tile-setting to stucco repairs, an MK Diamond blade can make a circular saw a tool that is multi-dimensional. Easy to use. Efficient. Economical. And open a new market for blade sales and potential saw buyers.
But while using an MK Diamond blade is easy, making one is not.
THE MK DIAMOND DRY SEGMENTED BLADE
Using innovative designs and technology designed for the daily demands of professional craftsmen, this blade makes cutting hard surfaces economical and easy for the do-it-yourselfer.
Page 5 Copy:
Success born of experience.
In the late 1880s, renowned artisan Joseph Musto traveled from Italy to America. His goal? To bring the disciplines and techniques of the Old World to the opportunities of the New World. His love was working in stone. He set his sights on crafting and building intricate and complex structures from the finest imported Italian marble. Structures that would define new standards in quality and workmanship. He opened the Musto Brothers Steam Marble Mill in San Francisco, CA.
In late 1919, Joseph’s son Clarence moved to Los Angeles. By 1949, he was doing what many second-generation immigrant sons and daughters were doing; bring technology to their family’s trade.
A new company, Musto-Kennan was formed and quickly gained a reputation for producing the finest, most precise diamond tools for cutting marble and tile.
THE MK-660 TILE SAW
A QUIET REVOLUTION
An economical direct drive tile saw that’s so quiet you hardly know it’s working. Until you’re finished.
Page 6 Copy:
Innovation on the Cutting edge
By 1963, MK Diamond Products, Inc. became a division of Musto Industries. With the addition of greater financial resources, MK Diamond expanded its research and development department. In months, it produced the first continuous segmented blade.
With each new saw and blade, MK Diamond has set and raised the standard for professionals who have to cut tile, marble, granite, concrete, masonry and brick. Day in. Day out. As artists, they accept no compromises. Neither do we.
THE FIRST MK DIAMOND SEGMENTED BLADE
Over a decade ago, this blade changed the way an entire industry worked and works today. Proven innovation that performs.
Page 7 Copy:
Quality… There is no substitute.
Ask any professional or do-it-yourselfer what they want out of a tool, and the probable answer is a tool that does the job right. At MK Diamond, our history is that of the very artisans we sell to. Today, with our advanced computer aided design (CAD) systems, we cannot only continue to evolve and innovate, but design, in a cost-efficient manner. We accept no compromise in quality.
Our goal: Produce flawless designs that are innovative, affordable, economical and work.
INNOVATIVE DESIGN BY THE NUMBERS
Using digital technology in design, production, inventory and shipping means better products, faster delivery and quicker service.
Page 8 Copy:
Proven in the real world.
The MK Philosophy is simple. First make it work to our standards, then make sure it works to our customers.’ Each design of every saw and blade is strenuously tested within the MK Diamond Research and Development Department. Benchmarks are set then tested. Tested again. And then tested again. Only after we have satisfied ourselves do we send it to our professional contractors. When each and every one of them is satisfied, only then do we begin production. Not before.
ENHANCED DIGITAL ACCURACY
Using Computer Numerical Control (CNC) technology means that MK Diamond can achieve consistent production quality and standards. Day after day. Month after month.
Page 9 Copy:
Service – Not a word… a lifestyle.
When customers purchase MK Diamond products, they become part of our family. MK Diamond knows that service and support must be both easy and accessible. With corporate offices and warehouses on both coasts, MK Diamond can now respond even quicker with longer hours on 2 toll-free hotlines. Each toll-free number is staffed with friendly, skilled professional advisors, who can answer almost any question regarding an MK Diamond product and its use. And if they don’t know, an MK technical advisor can usually call back within 24 hours!
Our customers expect and know… we’re on the job when they are.
Page 10 Copy:
Technology Advanced
With today’s technology and design, MK Diamond can produce saws, blades and accessories quicker, more precisely, with greater tolerances. For example, MK uses a unique laser welding system for its dry cutting blades. Each diamond segment is the same. There is no variation. Resistance-heated hot presses reach 1,500 degrees Fahrenheit in less than a minute. Then, when hydraulic pressure is applied, segments reach their final size. In 1 eight-hour shift, over 1,200 individual segments can be produced, by craftsmen who inspect and then prepare the segments for final laser welding.
At MK Diamond, no process is beyond the pursuit of perfection. Technology harnessed is progress realized.
Page 11 Copy:
The Essential Elements
How do you successfully expand market share?
By making your product a better value that is versatile in application. With millions of circular saws in use, and millions projected for purchase each and every year, only the absence of the right blade technology is holding back higher sales figures for saws and blades.
With MK Diamond technology and Skil/Bosch name recognition, quality and distribution, all the essential elements are in place to define a new multi-million dollar market for blades and provide added value for increased sales in circular saws.
Skil/Bosch and MK Diamond.
Corporate partners defining new frontiers of success.