|Challenge: To gain access to an exclusive industry sector and open new accounts worth millions.
A construction and mining equipment company was looking for a creative way to sell their commercial engines to school bus fleets, a very lucrative — but very exclusive — target market for their products. The company also wanted to convey its ability to help fleets “find their way out of the forest of new emissions regulations” in a manner that stuck with the client. The product’s compliance with new emissions regulations was its unique selling point, and it had to be stressed without boring potential buyers.
Solution: Send out a direct mail package which includes promotional products to highlight the company’s mission, as well as a high-value incentive to schedule a sales consultation.
The construction and mining equipment company eventually turned to affordable promotional merchandise in order to communicate their message. To show clients that they could help them out of the “forest of new emissions regulations”, they sent out direct mail packages that included a promotional compass. This simple promotional item did a great job of actually illustrating what the company would do, instead of just plainly stating it in a manner likely to be overlooked.
In addition to the imprinted compass, the package promised a hi-tech promotional GPS system to clients that scheduled a sales presentation. These coveted gadgets were a great incentive to respond to the promotion and an easy way to get people excited about the product.
Result: Mind-boggling 48% response rate with a 16% conversion to sale, resulting in millions of dollars in new revenue.
Whereas many direct marketers consider response rates from 2-3% to be good, this mailing yielded an impressive 48% that blew industry response standards out of the water. Out of this 48%, 16% of the prospects were converted into paying clients. It gets better — each one of these clients invested a bare minimum of $1.3 million into new engines. Not too bad for an inexpensive promotional compass and some promotional electronics! The manufacturing company was absolutely stunned by their results, and will likely conduct similar campaigns in the future.
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