Direct Mail Boosts Sales with New and Existing Customers
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PROBLEM:
Cyl-Tec Inc., an industrial cylinder company, needed to create a comprehensive and continuing program to increase awareness and recognition with its clients. With hundreds of various cylinder types available, and a unique ability to test, repair and expedite shipments.
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SOLUTION:
Cyl-Tec asked Interline Creative Group for assistance. Interline reviewed the various categories of cylinders, testing processes and shipping methods. Interline’s marketing professionals presented Cyl-Tec with a comprehensive, multiple-step direct mail program that would highlight a separate category or service with each installment. A series of postcards, mailed at predetermined intervals, coincided with inventory reduction plans and Cyl-Tec’s presence at trade shows and seminars. As part of the direct mail program, Interline copywriters and graphics designers created an accordion-type mailer, which highlighted one product category and service on each page. This made it easier for customers to identify the breadth and depth of Cyl-Tec’s offerings. The multi-folded piece was mailed separately, passed out at trade shows, added to other mailed literature and used as a concise sales presentation.
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RESULT:
Following the initial distribution of the direct mail campaign, Interline researchers polled Cyl-Tec’s sales force about the impact of the campaign. Customers reportedly gained much greater recognition of Cyl-Tec in general. Some long-time customers even noted surprise about the range of products and services available from Cyl-Tec and began to expand what they purchased from the company. Overall, Cyl-Tec’s customers responded favorably to the targeted direct mail, which was directly linked to and reflected by the number and variety of cylinders purchased.
