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Case
Study #71: How to use Direct Mail to sell Industrial Products,
B-to-B Business-to-Business.
Client:
Cloverdale Paint - Industrial Paint Division, Surrey, BC
Canada |
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This Case Study shows the power of Direct Mail to:
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create a prospect list |
| find new customers |
| increase sales |
Background
Cloverdale Paint - Industrial Paint Division was a major
supplier to industry of specialized paints for Aviation, Bridges and
Industrial Specialty uses. Cloverdale is selling to businesses, not
consumers. These
specialized paints are very expensive - often $200/gallon. Cloverdale had built a solid reputation
for giving knowledgeable advice and solving customer's problems. For most
industrial users, the real cost of painting is the cost of labor, and the
downtime for the equipment being painted. When properly advised, the
customers come to realize that longer-lasting high-quality paint offers the
best value.
Objective
Cloverdale Paint was the largest seller of these specialized
industrial paints, and wanted to increase their market share and volume.
Campaign
We created a
3-Part Direct Mail
campaign that would encourage response in the retail stores, but
especially in the Industrial Paint division field salespeople. Each of the 3
mailings had a
different message.
Direct Mail Boosted Sales Results
from both existing customers and new customers.
It was very successful. Cloverdale also received many sales leads for
specialized follow-up.
Cloverdale Industrial
Paint
received tremendous Sales Results
Industrial Paint is
available from multiple suppliers. This campaign resulted in substantially
increased sales for Cloverdale Industrial Paint. This campaign is a typical
Business-to-Business campaign. In the field of Industrial Supplies,
using Direct Mail you can expect a return on your investment that other companies
envy. Important to Cloverdale Industrial Paint division was the creation
of new accounts, because these new accounts
could be expected to become customers of Cloverdale Industrial Paint forever.
Industrial Paint isn't the $20-a-gallon kind - its often over $200 a
gallon. Sales can also be huge - such as when a large bridge is painted.
What kind of Sales Results
can you expect?
Using Direct Mail, most companies 
experience Sales Results that are
instantly profitable. Really. Your return on investment will
typically be about 10 times - for each dollar you spend, you will get back
10 times that in Gross Sales. Because the new sales from new customers do not increase your
overhead - that's really good.
Direct Mail can sell both
Products and Services to Businesses
This Direct Mail Marketing
method would work for most companies who sell Products
 to businesses:
Office Furniture, Coffee Services, Stationary, Copier Sales, Computer
Sales, Paper Products, Industrial Equipment & Machinery, and most
Business-to-Business sellers. Similarly, Direct Mail Marketing has
worked successfully for those who sell Services to businesses, including Telecom, Machinery Repair Services,
High Tech Computer Service and
Delivery/Cargo Services and others. Whether you sell a product or a service, from
Business-to-Business, this method of Direct Mail marketing almost always
works well. |
See
the Actual
Direct Mail Marketing Campaigns for Cloverdale Industrial Paint
 We
put together a colorful campaign, focused specifically on the prospects
who needed a special paint coating solution.
Multiple Mailings were
sent to each prospect
Each Cloverdale Paint direct mail
campaign had a specific message, which emphasized their Industrial Paint
expertise and experience.
What we're not
revealing on this webpage
The secret to good
Direct Mail is participation by the viewer, what we call the "Play
Value". We've deliberately avoided showing the world how exactly we
did it on this website. However, we'd love to show you this in
person, face to face. For this and most examples on this website, we have
printed samples of the exact campaign that we can show you. We'll
show you the actual mailer itself, then show you what we'd do differently
today.
Isn't a Mailing List
needed?
No - we created this campaign to work successfully
without the need for this client to have their own list. We found them a
targeted list of Manufacturers,
Industrial Users and Government Maintenance names. The best to match the specific prospect needs of a client.
This means AVI Digital will find you good lists of
prospects, specific to your industry or business. Many of the best lists
are only available to the Direct Mail industry. This is one area where AVI
Digital's
expertise and experience make a big difference - many of the
"popular" lists are actually the worst lists. We also arrange to borrow
lists from our other customers, sometimes swapping names. Leave the list
up to AVI Digital.
Blanket-Mailing to
Businesses
As well, Industrial areas can be blanket-mailed. For example, Vancouver
City has 32,923 businesses while the whole Lower
Mainland and Fraser Valley areas together contain 78,119  businesses.
See the numbers....
What's the average cost
for a Direct Marketing Campaign?
 We'd suggest that you start
with a minimum budget of $5000 to $10,000 to effectively test a Direct Marketing
program. Then, after a few successful campaigns, you can increase the
scope of your Direct Marketing. It really can pay for itself.
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