ConExpo-Con/Agg direct mail

Federal Signal Environmental Services

Categories: Marketing Communications, Graphic Design

Challenge

Once every three years, the huge ConExpo-Con/Agg tradeshow takes over Las Vegas as more than 120,000 attendees from the construction and allied industries gather to see what’s new. Surrounded by huge, $1 million-plus exhibits, three divisions of Federal Signal Environmental Solutions Group made their stand at ConExpo-Con/Agg with variations on the same bold, straightforward promise – “We Make It Easy.” Yet competing for attention at ConExpo is anything but easy.

Vactor Manufacturing, a leader in hydroexcavation solutions, exhibited in the same ConExpo booth as its sister companies, Jetstream, a leading manufacturer of waterblasting equipment, and Elgin Sweeper, an international provider of street sweepers.

The three divisions sought to cut through the clutter of pre-ConExpo hype and attract key sales prospects’ attention before they were engulfed in the Vegas glitz. With an eye on boosting both brand awareness and booth traffic, the FSESG companies worked with Cooper Hong Inc. to develop and produce direct-mail traffic builders with a pre-show twist and an in-booth payoff that helped each company stand out in the crowd – and fill their sales pipelines.

Solution

Cooper Hong Inc. first helped the FSESG companies decide on segmenting the message into two direct mail pieces – one sent to more than 3900 Jetstream and Elgin Sweeper sales prospects, focusing on the two divisions’ combined capabilities in demolition and clean-up services. A second mailer went to nearly 3,700 Vactor sales prospects, with a message focused on underground construction solutions.

Both dimensional direct-mail pieces consisted of a flapped, oversized postcard contained in a blue foil, padded envelop. Each included a branded screwdriver tool with both flat and Phillips heads to emphasize the flexibility and versatility of products and services offered by each of the brands. The Elgin/Jetstream card was themed, “Demolition: We Make It Easy.” The Vactor card took a similar approach: “Underground Construction: We Make It Easy.”

The cards also invited recipients to visit the combined Vactor/Elgin/Jetsteam exhibit at ConExpo-Con/Agg to receive a free WD-40 applicator in the form of a pocket pen, consistent with the “We Make It Easy” theme of the mailers.

Results

The card mailings drove enough visitors to the FSESG exhibit that the initial supply of WD-40 pens was given away to postcard recipients within the first two days of the show, representing nearly a 10-percent response rate.

Each of the brands reported receiving a significant number of qualified leads as a result of the mailing, easily justifying the investment for all three companies.

CHI also received a 2012 MarCom Gold Award for the mailers.

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