Direct Mail - Campaign

Over $50 million

Direct Mail – Campaign (Over $50 million)
1st place
Husqvarna Construction Products
Olathe, Kansas

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Statement of Objectives:
Target Audience:  The target audience included approximately 52,000 concrete contractors and general contractors who currently may or may not be using Partner saws.

Objectives:  Partner, a brand of Husqvarna Construction Products, launched a direct mail campaign in July 2006.  This “pull through” campaign was aimed at creating awareness for Partner cut-off saws.  The intent of this program was to get targeted contractors into our dealer locations to purchase saws.

Husqvarna Construction Products is the world leader in machines and diamond tolls for the construction and stone industry.  We provide users all over the world with the most efficient and reliable equipment there is.  The marketing objective of Husqvarna Construction Products is to make an impact on the market with an ever-increasing flow of information and advertising that is presented with a consistent, effective and clear message.

Strategies/Tactics:  As an incentive to buy a Partner saw, contactors were offered a $50 mail-in rebate when the saw was purchased through their local dealer.  An important part of making this program successful was to help our dealers promote the program.  To achieve that, we mailed 52,000 postcards to concrete contractors and general contractors creating awareness of the program asking them to visit their dealer.  We also mailed a packet to our dealers including a letter explaining the program, a poster, flyers and tear-off rebate forms.  This packet included all materials they needed to promote the program.  A full-page print advertisement ran for two months in a reputable trade magazine and encouraged customers to participate in the program.  Customers could also learn about and print the rebate form from our website.

Results:  The partner $50 Rebate program has been very successful.  The program has generated over 1,200 valid rebate submissions and an increase in sales of over 12% with two months remaining in the program.  One customer even stated, “I just purchased 20 Partner saws because of your rebate program”.

Judges’ Comments:

• Striking photography, nice to see across all components.

Company Scope and Marketing Objectives:
Husqvarna Construction Products is the world leader in machines and diamond tools for the construction and stone industry.  We provide users all over the world with the most efficient and reliable equipment there is.  The marketing objective of Husqvarna Construction Products is to make an impact on the market with an ever-increasing flow of information and advertising that is presented with a consistent, effective and clear message.

Direct Mail – Campaign (Over $50 million)
2nd place
Terex / Genie
Redmond, Washington
With
Belyea
Seattle, Washington

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Statement of Objectives:
Target Audience:  North American equipment rental businesses.  This group attends the show to view and purchase the most advanced equipment on the market.

Objective:  The objective of this campaign was to build energy and create demand for Genie’s new line of Telehandlers.  The campaign was a precursor to the product at ARA (The Rental Show) in Orlando, Florida.

Strategies/Tactics:  Genie created a strategic direct mail campaign with a series of teasers about this new Genie product line and its capabilities. 

The “New Member of the Family” theme established the sense that something significant was about to occur.  Visuals included an ultrasound scan, a birth announcement, and a blue baby blanket embroidered with the Genie logo.  Throughout the campaign, mock Post-it notes were used to direct the audience to visit Genie at Booth 2102 at the ARA show.

The campaign included three mailers.  The first two mailers revealed no more than the Genie logo, a tire print, and a few important details about the product’s capabilities.  These two pieces brought the audience’s interest to a boil.  The final mailer, a complete brochure, was the first to provide an image of a Telehandler and describe its features and benefits.  In addition, the final mailer offered an incentive to potential customers who learn more about Telehandlers on Genie’s web site.

Results:  The ARA show was a notable success for the launch of Genie’s new product line.  The direct mail campaign produced an especially high volume of traffic at the Telehandler display, and resulted in strong initial sales.

Judges’ Comments:

• Nice campaign.  Clever concept.  Excellent product introduction, solid in execution.

Company Scope and Marketing Objectives:
A world-wide leader in the lift equipment industry, Genie Industries, Inc., manufacturers material lifts, aerial work platforms, trailer-mounted booms and light towers, telehandlers, scissor lifts and self-propelled telescopic and articulating booms.

Genie’s overall marketing communications goals are to create pieces that have a different look than is traditional in the industry-through design that stands out and grabs attention and content that effectively promotes the brand, Genie product innovations and quality and unsurpassed after-sales support.

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:  Primary – 1,000 grinder customers.  Secondary – 24,000 tree care, landscape, and sawmill contractors.

Objectives:  Introduce the new HG200 compact horizontal grinder to customers, communicate its multiple uses and encourage customers to contact local dealer for demo.

Strategies/Tactics:  Vermeer Manufacturing Company launched the HG200, a revolutionary compact horizontal grinder designed for material reduction in confined urban areas.  The HG200 offers an alternative to conventional compact brush chippers by processing brush and sizing the end product in one pass – producing mulch that can be used for general ground cover, landscape mulch, compost, or animal bedding.

Through UCC1 filings, Vermeer identified 1,000 contractors that currently own grinders, and created a three-dimensional direct mailer that included product literature and a sample of the end-product produced by the HG200.  The three-dimensional direct mailer was sent to our Primary target audience via UPS rather than regular mail, to ensure the mailer stood out.

We also targeted an additional 24,000 potential customers in the landscape, tree care, and sawmill market as part of our secondary target audience.  This audience received a direct self-mailer. 

Copy focuses on how the HG200 can save money by reducing the need for tipping fees and creating a new market and revenue source for their wood waste.

Results:  Vermeer has sold more than 40 HG200 units since the introduction in June 2006.  This has exceeded their initial sales goal.

Judges’ Comments:

• Simple but effective, “samples sell.”  Great communications, copy addresses objectives, good statement of target audience.

Company Scope and Marketing Objectives:
Vermeer Manufacturing Company, based in Pella, Iowa, is a leading manufacturer of underground, environmental, and compact equipment.  The company has more than 150 dealers worldwide and focuses it marketing efforts on communication how Vermeer equipment is being used worldwide from everyday to extreme jobs around the world.

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