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Direct Mail - Single Piece
Over $50 Million
Direct Mail - Single Piece (Over $50 Million)
1st place
JLG Industries Inc.
McConnellsburg, Pennsylvania
With
Godfrey Advertising
Lancaster, Pennsylvania
(Click for larger image)
Statement of Objectives:
Marketing Objective: Since the previous CONEXPO-CON/AGG trade show, JLG Industries, Inc. doubled its sales volume to become nearly a two-billion-dollar manufacturer of construction equipment. The company’s primary communication objective for the 2005 show was to reflect their position as a major manufacturer.
Target Audience: Major customers (rental companies) and dealers, who together are responsible for most of JLG’s equipment sales. Specific target attendees are principals, fleet managers, sales managers and service managers.
Communications Strategy: To show its appreciation to major customers and dealers, and also underscore its position as a major player in the construction industry, JLG’s strategy was to stage what would be the most talked-about party of the show. They booked the Doobie Brothers to play at The Joint at the Hard Rock Hotel.
To capitalize on the concert, the party invitation replicated the look of an LP album jacket from the band’s heyday, complete with simulated record album. The foldout construction, colors and varnishes made the invitation stand out among other CONEXPO-CON/AGG party invitations, including those from JLG’s competitors seeking the same attendees for their parties. Creative elements also included an event ticket replicating a band concert ticket.
Results: Company records indicate that 1,589 people attended the event. The line to enter the show at The Joint formed early and extended far enough to cause some disruption on the gaming floor at the Hard Rock! This was definitely the “must attend” party of the week.
Judges’ Comments:
Company Scope and Marketing Objectives:
JLG Industries, Inc. is the world's leading producer of access equipment aerial work platforms and telehandlers). The Company's diverse product portfolio encompasses leading brands such as JLG® aerial work platforms; JLG, SkyTrak®, Lull® and Gradall telehandlers; and TRIPLE-L® trailers. Overall marketing communications goals are to build brand awareness and affinity globally and to generate demand for JLG products at rental companies and distributors serving the construction, industrial, commercial and institutional markets. After having doubled its sales volume since the previous CONEXPO-CON/AGG, the Company's primary marketing communication objective for CONEXPO-CON/AGG 2005 was to reflect its position as a major manufacturer of construction equipment.
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Direct Mail - Single Piece (Over $50 Million)
2nd place
Gehl Company
West Bend, Wisconsin
(Click for larger image)
Statement of Objectives:
This mailing informed the Gehl dealer network of an internet-based portal they could log onto 24 hours a day, seven days a week. The Dealer Portal contains information, forms, and other documents vital to conducting business with Gehl Company. Minutes after announcing new information dealers can access it on the portal, eliminating mailing time. The mailer also needed to clearly show dealers how to use the portal.
The target of the mailing was the Gehl dealer network. Within this target audience were three different markets. Some of the dealers were well aware of how to use informational portals, as they have had experience with similar sites of other manufacturers. Other dealers have experience with internet technology, but not expressly with password-driven informational portals. The third group has little experience with internet or computer usage.
The differences in familiarity with portals amongst our target markets led Gehl to design a detailed operator’s manual. This would clearly show how to use the main features of the portal, satisfying the needs of two of the markets. For those dealers with little internet experience, we created a help line number to walk them through the process and answer any questions.
Now almost a year since the inception of the portal, 94% of the dealer network is actively using the portal.
Judges’ Comments:
- Informative, appears complete.
- Easy to save – likely to save. Clever operator’s manual.
Company Scope and Marketing Objectives:
Gehl Company is a manufacturer and distributor of compact equipment used worldwide in construction and agriculture markets. The overall goal of the marketing group is to enhance and promote the Gehl Company brand image, and educate the marketplace of Gehl Company's 147 year history of continuous innovation. Gehl is known for providing customers with best-in-class compact equipment throughout the world.
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Direct Mail - Single Piece (Over $50 Million)
3rd Place
Caterpillar Inc.
Peoria, Illinois
With
Simantel,
Peoria, Illinois
(Click for larger image)
Statement of Objectives:
The purpose of this direct mail piece was to build excitement for and drive traffic to the Caterpillar display at MINExpo2004 held in Las Vegas, Nevada. The graphic treatment of the mailer gave customers their first glimpse into the Caterpillar show messaging. The blue rock, series of square inset images, and clean white background were staples of the display wall design. Using several images allowed Caterpillar to emphasize its commitment to all aspects of the mining industry including reliable machines, dealer support, and sustainable development. Furthermore, the headline on the piece, “Commitment Makes the Difference” represented the theme of the entire display, and also introduced the title for the new Caterpillar film about dealer capability worldwide. The design of this mailer also allowed for the inclusion of a 24/7 Las Vegas City Guide. Caterpillar purchased the right to customize the cover of this guide to graphically reflect the new mining look and match the treatment of the mailer. Finally, adding the lenticular finish to the promotional tags was very well received. This design allowed a prominent positioning of both the Caterpillar Global Mining logo and two large Caterpillar mining trucks.
Aimed at reaching the most influential mining customers from the largest operations in the world, nine-hundred mailers were sent out to potential MINExpo attendees. During the week of the event, hundreds of Caterpillar customers proudly displayed their tags on luggage and backpacks, and nearly all of world’s leading purchasers of mining equipment targeted by this mailer visited the Caterpillar display.
Judges’ Comments:
- Certainly a keeper piece for the show (short term) and tags for long-term branding.
- A great piece and a better proposition.
Company Scope and Marketing Objectives:
Cat® Global Mining is the world’s leading provider of production, support and technology solutions for surface and underground hard-rock mining. Caterpillar® mining products work in some of the world’s most demanding applications – on the surface and underground. We are a socially responsible company, dedicated to improving quality of life while sustaining the quality of our earth.
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