Direct Mail - Campaign

Over $50 million

Direct Mail - Campaign (Over $50 million)
1st place
Ingersoll-Rand
Davidson, North Carolina
With
Two Rivers Marketing Resource,
Des Moines, Iowa

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Statement of Objectives:
Target Audience: Contractors and service technicians who currently own Ingersoll-Rand or Blaw-Knox equipment.

Objective: To drive customers to contact their local distributors for a machine audit during the off-season, and in turn, generate business for distributors during the winter months.

Strategies/Tactics:

• Emphasize the benefits of repairs in the off-season versus downtime in the construction season.
• Keep the offer vague so distributors have the freedom to offer aggressive pricing with valued customers.
• Offer a seven-to10 percent parts discount to distributors so they are able to offer aggressive pricing. We did not advertise this because many distributors offered additional savings to customers.

Results: In the 2002/2003 season, 98 audits were preformed; numbers are being finalized for this year’s program – to date around 150 have been turned in. All audits are complete; final numbers are due the first week of August.

Judges’ Comments:

• Strong understanding of customers’ concern, used very well to create impactful mailer.
• Strong identity for 800#. Quality looking piece. Clean product shots.
• Bold text gets attention. Good concept to target audience during down time. Colors work well.

Company Scope and Marketing Objectives:
Ingersoll-Rand is a leading global innovation and solutions provider for the major global markets of Climate Control, Industrial Solutions, Infrastructure, and Security and Safety. The division responsible for Ingersoll-Rand construction products, based in Davidson, North Carolina, is part of a $3 Billion business sector, producing equipment for the construction, renovation and repair of public works and private projects, such as road and bridge development, site preparation and general construction. Overall marketing communications goals involve solidifying brand loyalty and establishing an unmatched preference in the marketplace for Ingersoll-Rand products and dealer services.

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Direct Mail - Campaign (Over $50 million)
2nd place
Iron Planet
Pleasanton, California

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Statement of Objectives:
The objective of this direct mail campaign was to communicate IronPlanet’s solutions for disposing of used equipment, including our Trade-In Program and Flexible Guarantee. The campaign targeted OEM dealers nationwide. The communications strategy incorporated colloquial messaging and a clean design to grab their attention and describe the possible solutions. The campaign resulted in a 71 percent increase in dealer participation.

Judges’ Comments:

• Good coordination of art with benefit oriented headlines.
• Clear purpose – Clean – to the point 888# bold. Definitive target – OEM dealers.
• Great cover design and die-cut. Overall very impactful. Strong headlines.
• For a simple two-color piece this is well done.

Company Scope and Marketing Objectives:
IronPlanet is an online auction company for buying and selling used heavy construction equipment. Our overall marketing communication goal is to publicize why buyers and sellers should visit the site and participate in our auctions.

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Under $50 million

Direct Mail - Campaign (Under $50 million)
1st place
Stone Construction Equipment, Inc.
Honeoye, New York

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Statement of Objectives:
The goal of the campaign was to reinforce the positioning that Stone works with our customers to remove stress, hassles, and delays. Specific objectives were to communicate to American Rental Association (ARA) members that Stone Construction Equipment, Inc. would be at the 2004 ARA show and that if the members visited the Stone booth they could:

• Relax with Stone in the booth
• Review new products and enhanced products
• Purchase over 375 products at special pricing, terms and financing
• Learn ways Stone could further work with customers to help them increase their profits.

By encouraging members to visit the Stone booth, we hoped to generate sales to reach our goal for this show.

The direct mail pieces were sent to a mailing list of approximately 3,200 ARA members, starting 1½ months prior to the show. Approximately 1,500 member stores visited the booth. Orders generated from the show were up over 30 percent from the previous year.

Judges’ Comments:

• Solid, well designed. Well done.
• Good consistency with all materials – kudos
• Colorful. Good sign-off phones (incl 800) fax, website.

Company Scope and Marketing Objectives:
Stone Construction Equipment, Inc., a 100 percent employee-owned American company, is a leader in design, manufacture, and marketing of construction equipment. Products distributed worldwide include concrete and mortar mixers, hand held compaction equipment, ride-on asphalt and dirt rollers, trench compactors, power trowels, concrete / pavement and masonry block saws, material handling equipment and concrete vibrators and screeds. Stone’s marketing efforts are two-fold -first to promote the “Stone” corporate brand and second to promote the individual product brands. The marketing challenge is to build continuity between very diverse product brand images while promoting the umbrella brand of “Stone” across a wide variety of marketing vehicles, including tradeshow properties, advertising, direct mail, website and brochures.

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Direct Mail - Campaign (Under $50 million)
2nd place
Elliott Equipment Company
Omaha, Nebraska

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Statement of Objectives:
Elliott Equipment Company’s “Reach for the Sky” direct mail campaign successfully uses the appeal of the Old West to position the company and its products within the context of the modern-day worksite that tests man and his machines. Mailed in a simple business envelope, each piece continues to drive home the campaign’s objectives to:

• Promote product durability
• Emphasize company strength and reliability
• Demonstrate the size and scope of the product service offerings
• Reflect the company’s independent-minded approach to product development.

With a total of 12 pieces, the campaign allows the frequency of reach as well as the consistency of message across a diverse target audience that includes: sign and lighting companies, maintenance and construction contractors, departments of transportation, forms handling and concrete contractors and materials handling companies. In addition, quarterly offers help to drive prospects to their local Elliott dealers, increasing the likelihood of sales conversion through one-on-one personal contact.

Within months of its initial launch, Elliott has seen improvement of nearly 100 percent over past efforts, which were confined to individual mailings sent throughout the year. Among those responding, approximately 20 percent requested an actual quote. In-store signage and trade publication advertising also help to strengthen the campaign’s effectiveness.

Judges’ Comments:

• Excellent coordination of theme throughout.
• Very clever and well executed.
• Excellent theme. A serious multi-mailing campaign.

Company Scope and Marketing Objectives:
Elliott Equipment Company manufactures the world's leading line of customizable truck-mounted telescopic equipment for the construction and maintenance industries. The goals of our marketing materials are to differentiate ourselves from the many competitors in our niche; to convey the professionalism and forward thinking of our organization; and to illustrate the solidity and value of our product lines.

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