Moving Iron by Mail
Challenge:
Case Corporation is a manufacturer of construction equipment with over 1100 dealers in North America. With heavy pressure from CAT and Deere, Case needed a way to drive interest at the customer level and initiate contact between dealers and prospects - while measuring the program's performance. It didn't help that the company couldn't identify end-user customers and that dealers were a little wary of headquarters.
Solution:
We suggested "One on One", a database-driven marketing program. Without field support to sell the program in, we developed a turnkey program that: Explained the benefits of the program and the program specifics, along with enrollment materials Offered dealers an opportunity to build proprietary databases and developed professionally-produced customized mailings Generated response reports, with "hot lead" phone calls, all centrally managed Supplemented the dealers own records, with up to 19 "outside" non-customer universes
Result:
Over 60% of Case dealers participated in the program, which ran for four years. This was the construction industry's first proprietary database - comprising more than 125,000 customer and non-customer records from over 20 sources. Over 30% of One on One's respondents were "hot leads" - requesting an immediate sales call. The ROI was an astounding 1.23%
What made this program so remarkable was the fact that it was a turnkey direct mail program completely promoted and managed by mail and phone. More amazing still was the myth-shattering fact that independent dealers were only too happy to provide their individual customer records - when we were able to return clean, segmentable databases and professional, personalized mailings.
Case Corporation is a manufacturer of construction equipment with over 1100 dealers in North America. With heavy pressure from CAT and Deere, Case needed a way to drive interest at the customer level and initiate contact between dealers and prospects - while measuring the program's performance. It didn't help that the company couldn't identify end-user customers and that dealers were a little wary of headquarters.
Solution:We suggested "One on One", a database-driven marketing program. Without field support to sell the program in, we developed a turnkey program that: Explained the benefits of the program and the program specifics, along with enrollment materials Offered dealers an opportunity to build proprietary databases and developed professionally-produced customized mailings Generated response reports, with "hot lead" phone calls, all centrally managed Supplemented the dealers own records, with up to 19 "outside" non-customer universes
Result:
Over 60% of Case dealers participated in the program, which ran for four years. This was the construction industry's first proprietary database - comprising more than 125,000 customer and non-customer records from over 20 sources. Over 30% of One on One's respondents were "hot leads" - requesting an immediate sales call. The ROI was an astounding 1.23%
What made this program so remarkable was the fact that it was a turnkey direct mail program completely promoted and managed by mail and phone. More amazing still was the myth-shattering fact that independent dealers were only too happy to provide their individual customer records - when we were able to return clean, segmentable databases and professional, personalized mailings.
