Direct Mail - Single

Over $50 million

Direct Mail - Single Piece (Over $50 Million)
1st place
Vermeer Manufacturing Company
Pella, Iowa
With
Two Rivers Marketing
Des Moines, Iowa

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Statement of Objectives:
Target Audience:  Contractors in the utility, telecom, fiber, water/sewer, and municipality markets.

Objectives:  1. Introduced new RT950 and RT 1250 utility trenchers
                   2. Communicate the improved horsepower available

Strategies/Tactics:  Vermeer designed two new ride-on trenchers to replace two models that had led the industry in performance and reliability.  The new models were based on the same platform as their predecessors; but feature a new engine with industry-leading horsepower and new creature comforts to help improve operator efficiency and ergonomics.  The units feature and industry-leading power bulge to provide additional horsepower when working in difficult ground conditions.

The single-piece direct mailer was designed to focus on the importance of the power bulge and its benefits to the customer.  The design and copy focus on power and performance.  We created an oversized direct-mail piece to attract attention, and a die-cut pop-up visual of an engine communicates the importance of power.

The mailer was sent to 20,000 contractors.

Results:  The campaign has resulted in more than 140 units being sold since June 2006.

Judges’ Comments:

• Unique, nice photo technique, pop up treatment (watch trim though).  Powerful message. Clear 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 communicating how Vermeer equipment is being used worldwide from everyday to extreme jobs around the world.

Direct Mail – Single (Over $50 million)
2nd place
Subaru
Cherry Hill, New Jersey
With
The Promersberger Company
Fargo, North Dakota

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Statement of Objectives:
Target Audience:  The target audience for the “Exceptional Engine” direct mail piece is original equipment manufacturers who are in the market for one of the variety of engines produced by Subaru Robin.

Objective:  The objective is to consistently keep the Subaru Robin name in front of OEMs and remind them of the performance and support the brand provides.  While this is being accomplished, the headline also gives a subtle nod of recognition to the high quality of the manufacturer’s product – “Exceptional equipment deserves an exceptional engine.”

Strategies/Tactics:  As with any direct mail piece, a big challenge is simply getting the piece noticed by the recipient.  Rather than a standard postcard, the piece was designed as a die cut, providing a virtual invitation for the reader to open it up to see what’s inside.  The design also follows the same look of an ongoing Subaru Robin ad campaign, which lends additional brand recognition and consistency to the piece.

The piece maintains a clean look that provides enough information to drive home the point without cluttering the message.  The www.subaruindustrialengines.com microsite link is provided for those interested in additional information, as well as details of upcoming show promotions that illustrate the support provided by Subaru Robin.

Results:  Though the piece went out only recently, Subaru Robin has reported a very positive initial response from several OEMs, proving that at the very least, it is receiving the desired attention. 

Judges’ Comments:

• Nicely designed piece, quality look.  Like cutout treatment of the engine.

Company Scope and Marketing Objectives:
Distributed around the world for more than 40 years, Subaru engines have earned an enduring reputation for high quality & performance.  Backed by parent company Fuji Heavy Industries, Ltd. Group, Subaru produces 1,200,000 engines annually.  Subaru appeals to OEMs and customers alike by providing engines and equipment that are easy to start, easy to maintain and are traditionally more reliable. 

Direct Mail – Single (Over $50 million)
3rd place
CLAAS Omaha Inc.
Omaha, Nebraska
With
Ayres Kahler
Omaha, Nebraska

(Click for larger image)

Statement of Objectives: 
Target Audience:  Growers of Hay and Forage – Mid to large size farming operations in the US.

Objective:  Entice customers to take a closer look at the CLAAS COUGAR pre-empting the showcase of the machine in action on the History Channel’s Modern Marvels.

Strategies/Tactics:  The uniqueness of the direct mail piece showcased one of the key attributes of the product visually with the unique unfolding capability, which emulated the retractable mower units with a touch of a button.  The mailer was used as a teaser incorporating the induction of the CLAAS COUGAR as a Modern Marvel, a true engineering feat that gains efficiencies in time, capacity and increasing output for growers.

Measurable Results:  The mail piece and Modern Marvels highlight on the History Channel pre-empted a direct increase in COUGAR sales and awareness of the product in the market.  Calls for literature have increased dramatically with the mail piece and television show being referenced on nearly all occasions.

Judges’ Comments:

• Nice mailer whose function serves a purpose.  Fold out is relevant based on cover.

Company Scope and Marketing Objectives: 
CLAAS of America, Inc. offers a wide variety of technologically innovative hay tool, baler and self-propelled forage harvester products to provide framers optimum performance in the field.  CLAAS marketing attempts to build awareness of the industry leading technology and the engineering that goes into our products.  We also look to reinforce the lifelong relationships we build with our customers and dealers.  With the knowledge and innovative thinking of over 8,200 employees worldwide, we are committed to establishing CLAAS technology as the standard in the agricultural market. 

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