Direct Mail - Campaign

Over $50 million

Direct Mail - Campaign (Over $50 million)
1st place
New Holland Construction
Carol Stream, Illinois

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Statement of Objectives:
Pre-Show CONEXPO-CON/AGG Direct Mail Campaign (Series of Two Mailings)
Objective: Help build qualified booth traffic at CONEXPO-CON/AGG by promoting daily drawings for an $1,800 Snap-on tool chest and a Garmin-Quest GPS Navigator system.

Target Audience: Mailings were sent to approximately 18,000 prospects including:

• 12,000 pre-registered CONEXPO-CON/AGG attendees of specific demographic classifications.
• 2,200 New Holland Construction customers who had financed their purchases through our finance division, CNH Capital.
• 500 top customer and prospect names provided by our dealer organization.
• 3,500 “loyal customers” who had purchased two or more New Holland Construction products in the last five years.

Results: Approximately 1,700 entries were received at the New Holland Construction booth over the five days of CONEXPO-CON/AGG.  Booth workers and company management agreed that the quality and quantity of booth traffic was exceptional.

Judges’ Comments:

• Good hook – capture profile on respondent.
• Excellent job of fulfilling objectives.

Company Scope and Marketing Objectives:

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Direct Mail - Campaign (Over $50 million)
2nd place
Caterpillar Inc.
Peoria, Illinois
With
Rhea & Kaiser Communications,
Naperville, Illinois

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Statement of Objectives:
Caterpillar commissioned Orange County Choppers to build a special Cat Chopper.  The bike build premiered on the popular TV series American Chopper, shown on the Discovery Channel®, in a two-part episode, April 4 and 11.

The goal of the Cat Chopper, and the subsequent Cat Chopper Tour, was to attract new prospects into Cat® dealerships.  These new prospects included smaller contractors, such as owners/operators, residential and general contractors, building trades and landscapers.  These are excellent prospects for backhoe loaders, small wheel loaders, skid steer loaders, work tools and other small sized Cat products.

A two-wave direct mail campaign – implemented locally by Cat dealers – was an important element of this Cat Chopper initiative.

The first direct mailer promoted the premier airings of the Cat Chopper bike builds on American Chopper.  It invited prospects and customers to tune in to Discovery Channel to watch the episodes.  This teaser mailing was essential in creating hype for the Cat Chopper.

The second mailing invited prospects and customers to a Cat Dealer open house, where they could see the Cat Chopper, and of course, Cat equipment.  The headline was a direct play off the theme of the popular TV series, where a father and son argue over how a bike is designed and built.

Attendance at Cat Chopper dealer events has more than doubled vs. typical dealer events.  Many attendance figures have reached the high hundreds, even in the thousands.  The majority of these increased attendees have been new prospects.

Judges’ Comments:

• Measurement info good.  Clear message.
• Great campaign!

Company Scope and Marketing Objectives:
Caterpillar commissioned Orange County Choppers to build an authentic Cat Chopper on their popular TV show “American Chopper” on Discovery Channel.
Message: As part of the Cat Chopper Tour, the Cat Chopper became a draw for Cat dealers to hold open houses and showcase General Construction Products, such as backhoe loaders, small excavators, small wheel loaders and compact machines.

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Direct Mail - Campaign (Over $50 million)
3rd place
Vermeer Manufacturing Company
Pella, Iowa
With
Two Rivers Marketing,
Des Moines, Iowa

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Statement of Objectives:
Target Audience:  Waste Expo pre-show attendees.

Objective: Pre-qualify and drive prospect customers to the Vermeer booth at Waste Expo to learn more about the Vermeer grinder line and to receive a free toolbox.

Strategies/Tactics: Vermeer planned to introduce two new grinders at Waste Expo and wanted to qualify potential customers who may be attending the show.  Vermeer developed a direct mail campaign targeted at wood waste contractors.  The first mailing asked prospective customers to measure Vermeer against the competition by completing an on-line survey and qualified those customers who intended to purchase a grinder in the next 12-month period.  Those prospective customers received a second direct mailer encouraging them to visit the Vermeer booth at Waste Expo to learn more about the grinders and receive a toolbox.

Results: More than 350 prospective customers completed the on-line survey and more than 70 qualified customers visited the Vermeer booth at Waste Expo.

Judges’ Comments:

• Good hooks for bringing attendees to booth.
• Good tie-in to print ads and good proposition.

Company Scope and Marketing Objectives:
Vermeer Manufacturing Company is a leading construction, environmental and industrial equipment manufacturing company based in Pella, Iowa. Vermeer overall communication goal is to provide customers with information that helps them to row their business and improve job site efficiency.

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Direct Mail - Campaign

Under $50 million

Direct Mail - Campaign (Under $50 million)
1st place
Custom Products of Litchfield
Litchfield, Minnesota

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Statement of Objectives:
Objectives: Goal was to maximize the number of visits to the company’s CONEXPO-CON/AGG exhibit by targeting customers and prospects.  Given the target audience was construction equipment manufacturers and largely other exhibitors, the company needed to drive the prospects to their booth location and not rely on attracting attendees as they walk by. The Custom Products booth needed to be a destination.

The strategy was to first build awareness of Custom Products as an exhibitor at CONEXPO-CON/AGG and to build a theme around the campaign that reinforced the relationship between Custom Products and its customer.  In addition, the company wanted to tie the premium offer to the theme of the campaign.  The premium item had to be of a high enough perceived value and fitting with the market.

The theme “The Perfect Fit” was chosen using the work glove as the symbol of a relationship that “fits like a glove.”
 
A series of four postcard mailers showed three examples of “wrong fits” and a fourth postcard proclaiming Custom Products cabs “fit like a glove.”  The fifth mailing was a box containing the fifth postcards and one work glove, inviting the recipient to visit Custom Products at CONEXPO-CON/AGG to receive the other glove to make a pair and “Meet your perfect match.”  The map on the back of the postcard directed the reader to the Custom Products CONEXPO-CON/AGG exhibit.

A redemption rate of 21% at the show was achieved at CONEXPO-CON/AGG.  On-the-spot comments at the show reconfirmed the glove premium drew the prospect to the booth.  In addition, numerous calls from non-attendees requesting the other glove gave Customer Products sales personnel the opportunity of even more sales contacts.

With the ideal prospect being a customer with annual sales potential of $1 million or more, the $10,000 total expenditure for the campaign paid back handsomely with over 100 viable prospects, several of which have already requested quotations

Judges’ Comments:

• Excellent concept and follow through.
• Excellent visuals and clean consistent look.

Company Scope and Marketing Objectives:
Custom Products of Litchfield, Inc designs, tests and manufactures cab enclosures and rolls over protection for the construction, agriculture, mining, forestry, commercial turf and recreational off-highway vehicle markets.  The company actively participates in the development and improvement of industry standards through membership in several trade associations.  Primarily an OEM supplier, Custom Products directs its marketing communications efforts at gaining name recognition among equipment manufacturers in the various markets it serves.

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Direct Mail - Campaign (Under $50 million)
2nd place
Doosan Infracore America Corp.
Suwanee, Georgia
With
Advantage Marketing Communications,
Hackettstown, New Jersey

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Statement of Objectives:
Target Audience:  Doosan Infracore America Corp. identified 8 dealers in territories for which they felt had potential for sales growth.  They asked their designated dealer in each territory to provide them with UCC filings to conduct a direct mail campaign.  Therefore, the target audience was all contractors in their area who had a recorded UCC filing within the past 5 years.

Communications Strategy Employed: The objective of this campaign was to drive business to the recipient’s local Doosan Infracore America Corp. dealer, thereby increasing the volume of business conducted by the dealership for Doosan Infracore America Corp. Wheel Loaders, Excavators, Servicing of Machines and Parts.

A four-time dealer selected, incentive-based direct mail campaign was produced to help achieve the above stated goal. Each list submitted by a dealership was utilized four times, one for each mailing on a monthly basis over a four-month period.  The dealer's logo and contact information was imprinted on the mailer to drive business directly to them so that results could be gauged with greater accuracy.  A number of incentives were uses.  The purpose behind offering different incentives was to gain the interest of the recipients each time with a new offer.  A tear off postcard was incorporated into the mailer to help dealers gain valuable information on potential customers for future mailings.

Documented Results:  Participating dealers have been extremely happy with the response via phone calls and customers walking in with the mailers to redeem the advertised incentive.  We continue to monitor the success of this program with both the manufacturer and their dealers and will likely rerun this campaign with additional dealers in the coming months.

Judges’ Comments:

• Great identity – building dealer traffic.

Company Scope and Marketing Objectives:
Doosan Infracore America Corporation is dedicated to bringing state of the art wheel loaders and excavators to the North American construction market at a cost effective price.  Following acquisition of Doosan Equipment, contractors are provided with top notch customer service and support direct from the Suwanee, Georgia US headquarters and their local Doosan dealer.

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Direct Mail - Campaign (Under $50 million)
3nd place
McElroy Manufacturing Inc.
Tulsa, Oklahoma

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Statement of Objectives:
The goal of McElroy Manufacturing, Inc.’s campaign was to introduce a new, improved product called the DataLogger to our customers and distributors.  There were two target audiences for this campaign.  Both groups have a vested interest in the quality of welded polyethylene pipe joints which the equipment is designed to monitor.  The first group consisted of those individuals/companies that currently own DataLogger compatible polyethylene pipe fusion equipment.  This represented approximately 1,700 individuals/companies.  The second group consisted primarily of municipalities who were likely to hire contractors for polyethylene pipe fusion jobs that would use the pipe fusion welding equipment compatible with the DataLogger.  This group size is approximately 1,100.  To achieve our goal a series of three direct mail pieces were created. Each piece focused on a different benefit of the product.  These pieces were mailed 3 weeks apart.  These benefits were:  (1) a quality assurance safety net; (2) a collection of accurate records; (3) statistics to verify that procedures were followed.

These benefits could appeal to either group.  We supported these direct mail pieces with coordinating web ads on our home page.  We used press releases to announce the improved product and e-mail to generate interest among our distribution network.  Since this product was introduced in June the four months of sales through September have doubled our sales from all of last year.

Judges’ Comments:

• Good description of target audience.  Great creative and visuals.

Company Scope and Marketing Objectives:
Founded in 1954, McElroy Manufacturing has grown from a two-person start-up in an Oklahoma garage, to the industry leader in the science of joining thermoplastic pipe.  The name McElroy is recognized worldwide as the most reliable, efficient, rugged, and technically advanced fusion equipment in the world.  The marketing communications goal is to reinforce brand loyalty of the end user for our various products which are sold through a distribution network.

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