Putting a canvas top on a boat can be a challenge even for the most experienced seafarer.That's why, with more than 60 different canvas configurations, officials at Sea Ray Boats sought the help of Infographics, a small graphics design firm that has recently been expanding its niche helping manufacturers with user-friendly instruction manuals.
The firm created a step-by-step indexed product guide for Sea Ray that uses visual illustrations to communicate the "how to" to both domestic and international customers.
"It was a much better user guide than we've ever had," said Bob Reich, Sea Ray executive director for channel development. "We reduced our customer calls by 20 to 25 percent immediately."
After national exposure through the Wall Street Journal and a wire-service article late last year, Knoxville-based Infographics has continued to tap into a growing market for easy-to-understand and well-illustrated owners' manuals and how-to guides for product assembly, use and maintenance.
The company recently opened a Chicago office, bringing Wangler Associates into the fold to expand its geographic reach. The firm also has worked with the DIY Network to create video spots and, about a month ago, launched a Web site survey where consumers can offer feedback on instruction manuals.
"Because we have a consumer mindset, we wanted to give them a forum," said Sheila Thigpen, Infographics operations director. "We want to know what kind of experience they had when they got the product home."
The site will be up through year's end, and the feedback will help Infographics develop better instructions and also could provide leads on manufacturers that could use their services.
"If there were an instance where we thought we could help a company, we would make an attempt to contact them," Thigpen said.
Rubbermaid, General Electric, Maytag and Moen are among the high-profile clients already counting on Infographics to eliminate one of consumers' pet peeves - hard-to-understand instructions.
"We can take the pain away," President Eddie Hopps said. "With a little investment, companies not only see increased cost savings, but they'll see fewer returns, fewer customer service calls and their customers will get a better ownership experience."
Infographics, a division of Hopps Communications, got its start creating instruction fliers for Rubbermaid in Maryville more than a decade ago.
During the last two years, Hopps has steered the company more toward "post-purchase communications" - instruction manuals.
"The more we looked at it, the more we realized there was a need for this type of service," Hopps said. "It's a unique type of communication. There was a sort of evolution where we got better at it and we developed a process."
Oftentimes, in the company's basement or "the lab," the staff will break down a product and build it back together several times trying to figure out the complete process of installation and assembly, Hopps said.
From sinks and showers to office furniture and pet doors, Infographics has found success in the do-it-yourself arena. But Rob Eddy, vice president of sales and marketing, said he also sees a future with toys and medical supplies.
And ultimately, the company wants to have an international presence, Eddy said.
"It's kind of taken on a life of its own," Eddy said "More people are finding us than us finding them."
Infographics also teamed up with DIY Network to produce 20- to 25-second "FYI" video animation spots.
Gary McCormick, public relations director for DIY Network and Fine Living, said it was a perfect match.
"They take sometimes what can be complex projects and difficult-to-understand topics and make them into short tidbits that can be digested quickly," McCormick said.
Reich said he can simply tell Infographics what Sea Ray needs and "they'll take care of the rest." The company is working on a laminated "how-to" shipping guide for Sea Ray.
"Anyone who walks right in will be able to do this," Reich said. "That's going to save us a lot of errors and training dollars."
Business writer Carly Harrington may be reached at 865-342-6317.
