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Direct Mail – Single Piece (Over $50 Million)
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Direct Mail – Single Piece (Over $50 Million)
1st place
Federal Signal/Vactor Mfg.
Elgin, Illinois
With
Cooper Hong Inc.
St. Charles, Illinois
Statement of Objectives:
Federal Signal/Vactor Manufacturing – "Find the key to safe, non-destructive digging" direct mailer for Vactor HXX Prodigy vacuum excavator
Marketing Objectives:
To drive traffic to the Vactor booth at the Underground Construction Technology show in order to introduce utility contractors to the new Vactor HXX prodigy vacuum excavator.
Results:
The mailing went to a list of 1,000 registered attendees and 2,000 prospects, who were not expected to attend the show. Size winning keys were mailed. More than 60 people came to the booth with keys in hand, including two with winning keys. The client called it the most successful pre-show direct mailer they had ever done.
Judge's Comments:
- Excellent headline, idea and follow through.
Company Scope and Marketing Objectives:
The Federal Signal Environmental Solutions Group (ESG) designs and manufactures a suite of products and integrated solutions for municipal, governmental, industrial and airport customers. Our mission is to improve environmental well being in communities and workplaces around the world. ESG's portfolio of trusted, leading brands includes Elgin and Ravo street sweepers, Guzzler industrial vacuum loaders, Jetstream high pressure waterblasters and Vactor sewer cleaners and vacuum excavators.
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Direct Mail – Single Piece (Over $50 million)
2nd place
IronPlanet
Pleasanton, California
With
Two Rivers Marketing
Des Moines, Iowa
Statement of Objectives:
IronPlanet's target markets include buyers and sellers of used construction equipment, including rental store owners and operators, equipment dealers, and contractors.
Objectives:
- To communicate the value of IronPlanet to existing and potential customers.
- To build a consistent message and visual standards for external communications.
Strategies/Tactics:
In order to present IronPlanet as a professional and innovative company, it was necessary to devise a consistent, up-to-date visual standard for IronPlanet marketing materials and other communications. This piece was composed using elements from a number of existing marketing materials, in order to promote a simple unified message. This message was to introduce IronPlanet's full range of capabilities to new and existing customers, and to emphasize the competitive advantages IronPlanet provides.
This place was provided to customers as a mailer and through regional sales channels, and is also the template for all new IronPlanet marketing materials. 7,500 copies were distributed.
Results:
In the third quarter of 2007, IronPlanet's global audience grew by an average 7,000 visitors per auction. New sellers accounted for 30 percent of all auctions. This brochure and the redefined visual and message standards it represented were the linchpin of the communications strategy that created this growth.
Company Scope and Marketing Objectives:
IronPlanet is the world's leading online auction company for used construction and agricultural equipment. Our sellers achieve more profitable sales through low transaction costs and better price realizations through a global audience of buyers. Our guaranteed inspection reports and exclusive IronClad Assurance enable buyers to bid with a high degree of confidence. IronPlanet is backed by Accel Partners, Kleiner Perkins Caufield and Byers, Caterpillar, Komatsu and Volvo. For more information, visit www.ironplanet.com.
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Direct Mail – Single Piece (Over $50 million)
3rd place
John Deere Credit
Johnston, Iowa
With
Two Rivers Marketing
Des Moines, Iowa
Statement of Objectives:
Target Audience:
John Deere Commercial and Consumer Equipment (C&CE) dealers.
Objectives:
- Inform C&CE commercial dealers that John Deere Credit has developed specific financing programs for their professional landscape contractor customers.
- Remind dealers that John Deere Credit is a resource that can help their business grow.
Strategies/Tactics:
- Developed direct mail and email campaigns and supported both with an online landing page and an announcement on Patheways, the John Deere dealer extranet.
- Developed creative that compared business growth to the growth of the saplings landscape contractors deal with frequently. The growth theme was carried out in a mailing that opened in multiple ways to reveal various selling points.
- Invited dealers to visit a John Deere Credit web page for details about the many financing programs available.
Results:
C&CE dealers reported that the increased awareness among their sales staff resulted in financing a number of new equipment sales through John Deere Credit.
Judge's Comments:
- Excellent conceptual follow through. Great design and proposition.
Company Scope and Marketing Objectives:
With a product offering that includes installment loans, leasing, revolving credit programs, and crop insurance, John Deere Credit serves customers in commercial and home landscaping, construction, forestry, golf and turf, agriculture, and wind energy. As the financing arm of Deere & Company, we have a vested interest in the success of the whole enterprise, from the manufacturing divisions to the individual dealers. Our communications are aimed at building strong relationships with our dealers, while earning customer loyalty for John Deere equipment and financing.
Direct Mail – Single Piece (Under $50 Million)
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Direct Mail – Single Piece (Under $50 Million)
1st place
Doosan Infracore America Corp.
Suwanee, Georgia
With
Bigelow Advertising
Atlanta, Georgia
Statement of Objectives:
Target Audience:
Approximately 20,000 heavy construction equipment purchase decision makers and influencers. Leads provided by Doosan's North American dealer network.
Objective:
Doosan knows that when it can put "butts in seats," it dramatically increases the odds of purchase. This campaign offered prospective customers a free demo of a Doosan excavator or wheel loader with their local dealer. Along with the demo, customers also got a free Leatherman multi-tool. And if a purchase was made, they received two tickets to a NASCAR race, access to Doosan's hospitality suite and extra spending money.
Strategy:
The unique, interactive format of this postcard engaged the recipient and introduced the offer in an intriguing way. It was delivered as part of a series of four direct mail pieces sent to the same list of prospective customers. Each mailer was sent four weeks after the previous mailer to maximize frequency.
Results:
The direct mail campaign was an overwhelming success, driving over 100 demos in just 6 months. Even more impressively, the campaign was directly credited with 36 new retail sales averaging $100,000 each.
Judge's Comments:
- Unusual elements sold this message. Good impact.
Company Scope and Marketing Objectives:
Doosan Infracore America services a large network of dealers in North America from its headquarters in Suwanee, GA. Doosan Infracore America is responsible for all North American sales, service, and technical support for Doosan heavy construction equipment, compact equipment and lift trucks. The Suwanee facility features a state-of-the-art service, sales and parts training center, as well as a parts distribution center that services all of the U.S. and Canada. For more information, visit www.dhiac.com
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Direct Mail – Single Piece (Under $50 Million)
2nd place
McCloskey International
Peterborough, Ontario, Canada
With
Marketing Strategies & Solutions
London, Ontario, Canada
Statement of Objectives:
While McCloskey has been recognized as an innovator for many years in the screening business, last year was particularly active in the introduction of new machines. Along with extending the market-leading line of McCloskey trommels with both smaller and larger models, the company was ready to unveil a significant new series of high-production flatbed screeners targeting the aggregate industry.
Early April presented a rare opportunity to showcase a wide range of new equipment at the McCloskey factory before the early production units were shipped out to dealer locations. The timing, shortly after McCloskey's annual dealer meeting and a successful media tour of the facility, coincide with a time of high visibility in industry.
This invitation mailed out to all customers in the region was designed to promote a sense of a major industry event and a cause to celebrate with champagne crashing into the “hull” of the largest new flatbed screener.
The inside text, along with highlighting the individual machines the event would showcase, also plays to the direct personal relationship that the owner and founder of the company is known to cultivate with all McCloskey customers.
On the day of the event McCloskey hosted a full house of customers and prospects in attendance.
Judge's Comments:
- Interesting use of image. Nice personalized touch.
Company Scope and Marketing Objectives:
McCloskey International is recognized as a leader in the design and manufacture of trommel screeners, with a significantly growing presence in the flatbed screening industry. McCloskey marketing reaches out to varied screening application segments with engineering breakthroughs in design features and in their growing family of machine types, while attracting new dealers to serve the expanding range of McCloskey customers.
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Direct Mail – Single Piece (Under $50 Million)
3rd place
Titan Trailers Inc.
Delhi, Ontario, Canada
With
Marketing Strategies & Solutions
London, Ontario, Canada
Statement of Objectives:
This mailer provided the initial market launch of a radically new trailer system: the first B-Train trailer to use two Walking Floor trailers configured as the lead and pup units.
It is the first and only B-Train that can self-unload both units at once, using a unique coupling to pull the units together as a single 63-ft. trailer. With this coupling, it is also the first B-Train that can be unloaded as a single tipper trailer.
The target audience was drawn from a list of trucking operators serving the forestry, lumber and sawmill industries in northern and western Canada. Operators are sensitive to competitive pressures to deliver more volume with less waiting time for unloading payloads. These truckers recognize the additional business opportunities created by a trailer that adapts to a wider range of backhaul loads. At the time of the launch, forestry recipients were awaiting news of a "breakthrough" in softwood lumber negotiations with the USA.
Our goal was to attract requests for a CD featuring live video demonstrations of the system. A limited budget was available to support this test of the product concept; all photos were client-supplied from initial product testing. Recipients also received a follow-up "reminder" letter from the president of Titan.
The two-step mailing was very successful in attracting requests for CDs as well as pass along to other truckers and interested parties. From a list of 800 target addresses, the first run of 1000 CDs was completely "sold out" through telephone and website requests.
Company Scope and Marketing Objectives:
Titan Trailers Inc. builds custom trailers for specialized applications that can take advantage of its patented THINWALL™ extruded aluminum body panel. Titan marketing focuses on demonstrating the long-term business benefits of specific design innovations developed to meet the unique needs of truckers serving niche markets.
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