Direct Marketing to Professional Landscapers<br />A Case Study of the 2010 STIHL Southeast Marketing Campaign<br />
Executive Summary<br />Red Letter crafted and delivered a tailored, effective direct mail and interactive campaign targeting professional landscapers in Florida, Georgia and Alabama. <br />The marketing goals of the campaign were two-fold; “block and tackle” existing customers keeping them loyal to the STIHL line and convert non-existing customers to the STIHL line. <br />According to Ward Brooks, non-existing customers in the Stihl Southeast territory must routinely switch Dealers to convert their crew to the STIHL line of equipment, making the task of conversion. <br />In order to address both targets (existing and non-existing customers) two separate creative platforms were created.<br />Response rates through July were 15.7% and 10.1% for existing and non-existing customers, respectively.<br />Response rates for the 2010 program are vast improvements over the 2009 program. The 2009 program used one creative platform for both existing and non-existing customers and kept the same format throughout the year.<br />
Key Marketing Problems<br />How do we efficiently and effectively target professional landscapers?<br />What kind of message will elicit a response from professional landscapers?<br />
What We Know…<br /> In 2009, mailings featured messaging focused on the quality of STIHL equipment<br /> Identical creative was sent to existing and non-existing customers<br /> All price promotion on products were shown on the inside spreads<br />
What We Know…<br /> Response rates (measured by a recipient purchasing a STIHL product) were very low<br />Response rates from non-existing customers were less than .5% over the entire, year-long program<br />
A Fresh Start <br /> 2010’s campaign featured an entirely new creative approach<br /> Distinct and separate messaging for existing and non-existing customers<br /> Greater focus on what makes STIHL better for landscapers<br /> In order to increase conversions from non-customers a more aggressive message was chosen<br />
STIHL is the number one selling brand of handheld outdoor power equipment in America*</li></ul>*”Number one selling brand” is based on syndicated Irwin Broh Research (commercial landscapers) as well as independent consumer research of 2009 U.S. sales and market share data for gasoline-powered handheld outdoor power equipment category combined sales to consumers and commercial landscapers.<br />
Messaging to Existing Customers<br />Sales figures were used to allow the advertising to call out the top selling units to recipients<br />Tactically, the goal was to remind our customers that STIHL is the best choice to fit their demanding needs<br />The inside spread of mailers also contained contained competitive product comparisons – “another reason STIHL is #1”<br />Highlighting promotions on products is a key factor in appealing to existing customers <br /> They are aware of the value of a STIHL – any price promotion must be prominently displayed throughout the piece<br />
The campaign has also added an interactive element – Personalized URLs or PURLs<br /> Each recipient is sent a PURL, the Web page contains customized messaging as well as interactive, dynamic content<br /> BR 600 Fuel Calculator<br /> Pro Landscaper Testimonial Videos<br />PURLs offer a rich reporting, detailing who, when and where visits the page<br />Added Depth in 2010<br />
The Results<br /> Through July, the program has seen response rates of 15.7% from existing customers and 10.1% from non-existing customers.<br /> Response rate is defined as a product purchased by a list recipient<br />13 Mailers have been sent since early February<br /> Non-existing customers’ response rate has improved from less .5% to 10.1%<br />Over 10,000 units have been sold to recipients<br />The entire list contains approximately 28,000 professional landscapers<br />Mention total retail sales?????<br />
Thank you!<br />For more information please contact Stephanie Shreve (email@example.com) or Clay Schermann (firstname.lastname@example.org)<br />
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