Challenge: Broaden an existing client base to generate additional revenue.
A manufacturer of heavy equipment loaders needed to find a way to reach out to new customers and expand their client base. Because the equipment was a big investment, the advertising campaign had to do a good job of rewarding prospects for their attention. The company also had several key marketing themes in mind, which they wanted to communicate in a clear and impactful way.
Solution: A three-part mailing featuring imprinted promotional products to help illustrate the company’s marketing message.
The manufacturer gathered the names of qualified prospects from their top five distributors and organized a three-part direct mail campaign. The first mailing featured a 5×7 branded picture frame, which was included to encourage prospects to “get the picture” when it came to the company’s products. The manufacturing company chose not to imprint the picture frame, so it was perfect to use at home or the office. The second mailing featured a promotional stopwatch, which is a highly used tool in the industry. The imprinted stopwatch featured the company’s second marketing message: “Stop … It’s time to make a change.” The final mailing included a custom rosewood box that housed industry-relevant instruments that were used frequently by prospects.
Result: Six new contracts were awarded, resulting in over $1 million in new revenue.
Following the mailing, the manufacturing company was able to sign six new clients, resulting in over $1 million in new revenue. The promotional products did an excellent job of communicating a clear message, while also helping to strengthen the company’s brand and raise awareness about their products. The company was thrilled with their return on investment, and is looking for to using more affordable promotional merchandise for future recruiting campaigns.
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