Earthmoving Company Case Study
Challenge:
The world’s largest earthmoving company was looking for a way to increase sales and market share for an aftermarket product line sold through its dealer channel. The challenge was to develop and implement an integrated and measurable dealer support and customer marketing strategy to increase awareness and drive customers to contact their local dealer about this product line.
Solution:
The solution was a program that integrated dealer support tactics with a data-driven marketing campaign, utilizing digital tactics such as customer PURLs (personalized URL). The company turned to the direct marketing agency and Kelmscott because of their proven track record to deliver effective direct marketing placements using this technology.
Key tactical elements included:
- Data mining to generate highly targeted messaging to various customer segments
- Personalized web landing pages; 4X more likely to generate response
- Value offers, such as premiums, to drive customer response
- Analytics and statistical tools that allowed the company to measure customer response, purchase behavior and ROI
Results:
The program also provided the dealers with on-line access to templates and images that allowed them to create and send customized 1:1 direct mailings to each of their customers using their data bases.
The program generated 5.8X growth in average sales per dealer for this product line and a 60:1 marketing ROI. It was deployed and used by the company throughout North America.
Kelmscott Communications: Dynamic Solutions. Extraordinary Execution.
