FS Solutions Service Support Campaign – “Cool Lunch, Hot Deal”
Category: Marketing Communications
FS Solutions wanted to raise awareness among owners of vacuum trucks, sewer cleaning trucks and waterblasters of the company’s capabilities in servicing, repairing and refurbishing such equipment.
FS Solutions has a limited number of service centers around the country; so, the company is not highly visible to its target customers. The company relies to a great extent on referral opportunities from its sister companies within the Federal Signal Environmental Solutions Group. FS Solutions needed a proactive outreach strategy to accelerate its business growth.
CHI created a direct mail program that incentivized target customers to visit a web microsite where they could register for a free gift and qualify for a free on-site repair/refurbish evaluation and estimation from a factory-trained FS Solutions service representative. CHI used a proprietary client database for the mailing, augmented by a rented list of subscribers to a leading industry publication.
The program promoted these offers through the creative theme, “Cool Lunch, Hot Deal,” explaining in a customized mailer the company’s service capabilities and offering recipients a free lunch cooler for visiting the program’s microsite at www.FSSolutionsHotDeal.com. Once at the site, prospective customers were presented an opportunity to complete a qualification survey, entitling them to the free service estimate/evaluation visit at their location.
The program generated a two percent response rate to the free lunch box offer, exceeding client expectations. More importantly, the microsite’s qualification survey identified dozens of new customer prospects who received service-evaluation visits from FS Solutions, both in markets already served and in previously untapped geographic markets.