Background

Wajax is a major supplier to industry of specialized Mining, Construction, Forestry and Firefighting Equipment. Wajax had built a reputation for giving knowledgeable advice and solved customer's problems. This particular promotion involved the launch,  introduction and promotion of their new Kawasaki Wheel Loaders. Their main competition for this product type was Caterpillar Loaders.

Objective: Launch the Kawasaki Wheel Loader at Wajax 

This was both a new product line for Wajax, and it sold to new industries where they lacked a historic track record. We wanted to let the best prospects know about Wajax and the new Kawasaki Wheel Loader. 

Wajax  received excellent Sales Results

In just a few weeks Wajax had exceeded their annual allocation of Wheel Loaders. Wajax also received many sales leads for specialized follow-up. Often, making effective follow-up calls to qualified prospects will provide significant sales.

In addition to creating immediate sales, important to Wajax Kawasaki was qualifying the prospects for future sales calls and follow-ups.

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 and Delivery/Cargo Services. Whether you sell a product or a service, from Business-to-Business, this method of Direct Mail marketing almost always works well. Direct Marketing works especially well selling high-end machinery & equipment.

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'll have the confidence to increase the scope of your Direct Marketing. When something works as strongly as Direct Marketing does, companies often find it cost-effective to promote even more sales with larger budgets - it makes good financial sense. Doing it in small steps can overcome small budgets or hesitant decision-makers. Doing it in well-conceived larger steps can transform a business from the regular doldrums into a sleek ship. It can be done.

If you sell to Businesses, then you need to find out more about  Direct Mail programs from AVI Digital

AVI Digital Direct Marketing is the only company that specializes in this type of Industrial mailing program. We often wonder why more companies aren't using Direct Mail for increasing their business-to-business sales. If you've grown tired of failed advertising, you will be very pleased with the sales results that you'll get from Direct Marketing done by AVI Digital.

Isn't a list needed?   

We created this campaign to work successfully without the need for this client to have their own mailing list. A list of Equipment users, Industrial Users and  Government Maintenance names is easily created to match the prospect needs of a client. Detailed mailing lists can ZOOM-IN on specific industries in great detail - this specific targeting can greatly enhance the performance of mailings. List selection is important to the success of a campaign - AVI can help. Many lists are only available to the Direct Mail industry - popular lists can often be the worst choice. Choosing a bad list can sabotage an otherwise good campaign. 

What about Blanket Mailing to Businesses?

We usually find that it's best to use a combination of Addressed Mailings and UnAddressed Business Mailings. It's not well known that you can postal mail to businesses for $.10 postage, without needing a list, as long as you blanket-mailed to cover all businesses in any Postal Code. For example, Vancouver City has 32,923 businesses while the whole Lower Mainland and Fraser Valley areas together contain 78,119 businesses. BC has 125,467 businesses, while Canada has 835,716 businesses. How many businesses are there in the Lower Mainland? Click: 

Direct Mail Can Build a List - or Expand a List

To see an example where the customer dealt only with his targeted group of customers on a list, and how we helped grow his business overnight by double, click:

How can your Company  increase Sales of Machinery by using Direct Mail Marketing and Internet Marketing?

To learn how your business could benefit from a focused Business-to-Business Marketing Program, contact Doug White at 604-477-4455. There's no cost or obligation. Or use this link to visit our Contact Page: 

Direct Mail - the Offer

Making a great offer is key to every marketing program. The offer must be irresistible. We created a 3-Part Direct Mail campaign that would encourage phone-in and mailed response. Each of the 3 parts had a different message. The list was chosen to select industries that would most-likely use or buy a Wheel Loader of this size.

Here's how we attracted quality Sales Leads

First, the prospect list was chosen to include those industries that would most likely need a Wheel Loader. The offer of a FREE model Kawasaki Wheel Loader was designed to interest that audience. We also had a draw for an ATV - all terrain vehicle. Prospects had multiple reasons to respond. They did. 

Wajax also wanted to be positioned as the best alternative to Caterpillar - "The Cat".

See this mailer in detail

We have samples of this campaign that we can show you in person. Naturally, we haven't revealed all the techniques used in these mailings. However, we will show you everything face-to-face.

This mailing was designed to attract and qualify prospects, but it sold so many Wheel Loaders that Wajax exceeded its annual allocation quota in just weeks.

Other mailers for Wajax:  

We did regular mailings for Wajax, each mailer featured multiple product lines:

What would we do differently now?

We've learned a lot since this mailing campaign. We'd include more of an internet capability, including capturing email addresses. We're more sophisticated in targeting the best prospects, so we'd be mailing to more highly-qualified prospects. We also have other techniques for getting more responses and better-qualifying prospects. Plus a few secret techniques that only AVI Digital has discovered. If you get a chance, take one of our free Mini-Seminars or attend our Powerhouse DM BootCamp, and you'll learn many examples of these Tricks, Tips and Secrets.

MasonLift - Toyota Forklifts

In 2006, we did a mailing for MasonLift, the Toyota Forklift Dealer. MasonLift is already the largest forklift seller in BC.

KMS Industrial Tools

In the fall of 2006 we achieved our goal of increasing their sales by 30%

Your Company in 2008?

Maybe your company fit this profile: At AVI Digital, we're looking for one or two good long-term clients who really want to grow the sales of their company. Our owner, Doug White is a Machinist, operates his own Machine Tool business online, and he's a Turbine Technician & Designer. It's unlikely that you'll find anyone in Marketing with a better knowledge of Metal & Machinery than Doug. It's the unusual of Marketing and Machinery expertise that gives AVI Digital the edge. There are three reasons for this: 1) You want to be able to communicate your product advantages to AVI Digital and have us understand the real benefits. 2) Then, AVI Digital is able to communicate those benefits to the users clearly and concisely.  3) Importantly, we must create an unbeatable offer that is relevant to your users. It results in increased sales performance for our clients.

Call Doug direct at 604-477-4455.

   AVI Digital - Industrial Marketing Specialists 

Machinery   Equipment   Tools   Rentals