Direct Mail - Single Piece

Over $50 Million

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

(Click for larger image)

Statement of Objectives:
Target Audience: Utility, plumbing and landscape contractors as well as municipalities and equipment rental companies.

Objective: To increase market awareness of this new product through free demonstrations allowing contractors to test the equipment in actual jobsite applications. The goal was to conduct over 200 demonstrations with new customers.

Strategies/Tactics: The strategy of the marketing program was to provide the sales force a compelling offer to attract customers to this new Ingersoll-Rand product. The offer, to provide a backhoe loader for a contractor to use for free for a day, as well as to receive a free multi-purpose tool for conducting the demo, created wide-spread interest.

The call to action was to contact the dedicated program headquarters to schedule a demo with the appropriate distributor. The campaign was also funneled through local distributors by sending out the mailer to their specific customer lists.

Results: The program was a success, and the demonstration objective was exceeded – over 220 backhoe loader demonstrations conducted.

Judges’ Comments:

• Well defined and well developed, getting solid results.
• Very good. “One tool to remind you of another” idea great stuff.
• Clean, open piece. Call to action and some urgency to call. Well-defined target audience.
• Nice text/type on cover and design throughout.

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 - Single Piece (Over $50 Million)
2nd place
Ingersoll-Rand
Davidson, North Carolina
With
Two Rivers Marketing Resource,
Des Moines, Iowa

(Click for larger image)

Statement of Objectives:
Target Audience: Commercial asphalt paving contractors focused on paving paths, parking lots, driveways, commercial parking lots and maintenance applications. Specifically targeting contractors who currently own machines in their fleet between the ages of five to 10 years old.

Objective: The core objective was to create and distribute a mail piece to promote a retail-marketing program that included four core messages. The mailer had to be dynamic enough to stand out from other business mail, allowing the recipient to quickly understand the four benefits of the offer and the call-to-action.

Another core objective was to reduce or eliminate distributor inventory to make room for a new line of commercial pavers to be launched in first quarter 2004.

Strategies/Tactics: The key to a successful mail campaign was the strategy behind the list source. Through industry-specific reporting sources, a very targeted audience was selected allowing us to pinpoint contractors who had older fleets. A dedicated program headquarters and call center was set up to capture leads and pass them on to the appropriate distributor for the official sales call. Mailers were provided to local distributors to send out to their specific base.

Results: The program was a success. Inventories were reduced to Ingersoll-Rand’s satisfaction and new, qualified leads were generated.

Judges’ Comments:

• Layout solid. Mainstream in the mass market, creative in the trades. Well done. Clear objective.
• Clever folding, zippy colors.
• Clean product identity.
• Great cover, nice concept. Like foldout and large photos of product.

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 - Single Piece (Over $50 Million)
3rd Place
Ingersoll-Rand
Davidson, North Carolina
With
Two Rivers Marketing Resource,
Des Moines, Iowa

(Click for larger image)

Statement of Objectives:
Target Audience: Attendees of the 2003 National Pavement Expo tradeshow in Las Vegas, Nevada.

Objective: To generate booth traffic by creating a “Rumor” that a major manufacturer was going to unveil a whole new product at the NPE show that would revolutionize the market.

Due to competitive sensitivity, it was important to keep Ingersoll-Rand disguised until the tradeshow approached, while still creating industry “buzz” and inviting attendees to the unveiling.

Strategies/Tactics: Create an oversized mailer unique to the traditional promotional pieces that are sent to this audience. By not using construction equipment images and using dynamic colors, the mailer carried the unique qualities needed to be noticed.

Because the booth number had to be revealed, the call to action was to have the recipient call in to a dedicated phone number – the customer service representative then revealed the rumor and provided specific product features and benefits.

Results: The unveiling was a success due in large part to the pre-launching activity created by the mailer. Booth traffic exceeded the previous year’s count and generated over 300 qualified leads.

Judges’ Comments:

• Well done, clever.
• Headline draws interest. Drive to booth.
• Nice concept, photo, typeface and nice overall.

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 - Single Piece (Over $50 Million)
Honorable Mention
JLG Industries
McConnellsburg, Pennsylvania

(Click for larger image)

Statement of Objectives:
The objective of this promotion was to invite visitors and JLG® customers attending World of Concrete 2004 in Orlando, Florida to the JLG booth for the unveiling of the “New JLG!”

Our target audience included all JLG customers (and their customers) in Florida; all pre-registered attendees that purchase aerial platforms, telehandlers, or excavators; select investment community analysts and select magazine editors.

The strategy of this piece was to entice people to come to our booth first – before seeing the rest of the show. Upon arrival, guests saw the JLG booth surrounded by a giant white curtain on all sides. From inside the booth, messages were projected against the curtain creating anticipation for those gathered outside. A countdown began, and the curtain was released unveiling a brand new trade show display. JLG “lit things up” with a brief light show that highlighted the equipment. The light then focused on Craig Paylor, Senior VP of Sales and Marketing, who addressed the crowd estimated at 200+. The presentation introduced our new products, provided a market outlook, and introduced a six-minute corporate video that presented the new JLG. Through acquisitions and expansions, JLG had transformed from a company that lifted personnel to an integrated access company whose products lift both personnel and material to hard-to-reach work areas.

Results: The World of Concrete was important to JLG because it was the first trade show where all four brands of telehandlers were displayed together under the JLG banner. JLG’s booth unveiling was referred to throughout The Show Daily.

Judges’ Comments:

• Well-done campaign.
• Call to action in DM piece. Clean cover – attractive. Very targeted audience – well identified.
• Nice concept and design; good use of company logo throughout.

Company Scope and Marketing Objectives:
JLG is the world's leading producer of mobile aerial work platforms, a leading producer of telehandlers, a producer of unique hydraulic excavators, and a producer of drop-deck trailers. Our marketing communications objectives include 1) leading the organization from the front; 2) managing multiple brands under the JLG corporate entity, and 3) a constant focus on creating brand awareness, generating interest, producing action, and supporting sales.

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