Silent Salesman Lives On At Benchmark Displays

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Benchmark Displays sells the original "Silent Salesman" brochure holder and similar cloned versions in recyclable plastics, cardboards, various colors and custom designs. Major pharmaceutical companies turn to Benchmark for their display needs.

The 'Silent Salesman' Brochure Holders

Benchmark recently produced more than 100,000 brochure holders for distribution

Back in the 70’s Richard Frohman, Vice President of Marketing, Benchmark Displays, was in the cardboard display manufacturing business. His largest customer, Mattel Toys, asked him to find and provide 25,000 small, clear, plastic brochure holders. Mattel wanted to place the holders in toy stores across America to promote a new board game line.

There was only one manufacture and distributor of such plastic displays back then, and Frohman found their product clunky, cloudy and not very worthy of a national brand promotion. Reluctantly, Frohman and Mattel went with the only product available.

Frohman knew there was a better way and after thoughtful design and construction of a new molding tool, he launched the TI-100. A sexy, slant-back, crystal clear, brochure holder for tri-fold pamphlets and brochures. The competitor’s model practically shrank in shame while Taymar Plastics steadily gained in market share.

Millions of parts and 25 years later the brochure holder style has been duplicated and knocked-off more than a dozen times. Countless companies throughout the world make its clones, which is a sincere form of flattery to Frohman.

Benchmark Displays, who still sells thousands of the “silent salesman” as Frohman refers to his prodigy, acquired Taymar Plastics and the TI-100. "The “silent salesman’ is still doing his job every day for thousands of customers in banks, hotels, doctor’s offices" and anywhere else promotional literature needs to be presented in a favorable light.

The demand for the TI-100 never stops. "Benchmark recently produced more than 100,000 brochure holders for distribution" of Actonel pharmaceutical information pamphlets in medical offices throughout North America.

The pharmaceutical manufacturer of Creon needed eco-friendly marketing materials. Turning to Benchmark, several environmentally friendly plastic product samples were reviewed. Benchmark’s creative design team took the TI-100 back to the drawing board. In August 2010, 5200 custom designed chipboard brochure holders of the original 100 were produced by Benchmark and the customer was very pleased with the end product.

The ‘silent salesman’ has a wide range of siblings that Benchmark Displays offers. There are "plastic and eco-friendly recyclable cardboard models" in all shapes and sizes available for immediate shipment.


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Michael Reher

Michael Reher
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