Channel_Marketing_Success_Story
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The document summarizes a marketing campaign by International Truck and Engine to help its dealers target specific industries and acquire new customers. The campaign involved monthly direct mail targeted at six industries, sales blitz kits sent to dealers containing industry information and prospect dossiers, and various collateral materials featuring the dealer's contact information. The results were increased dealer engagement in new markets, enthusiastic response from dealers, new vehicle growth from new customers, and a net $9 profit for every $1 spent on the campaign.
Channel_Marketing_Success_Story
- 1. Channel Marketing Success Story Dawn Pelon International Truck and Engine Sue Fee TGI
- 2. International Truck and Engine Leading producer of medium and heavy trucks and severe service vehicles Largest dealer network in US 125 dealers participating in Ready Now program
- 3. Challenge Help dealers leverage support of regional resources Truck Sales Managers Vocational Specialist Navistar Parts Navistar Financial Target specific industries Target new conversions, conquest accounts Support Sales Blitz in the field with targeted direct mail Connect the customer with their point of sale
- 4. Sales Blitz Elements Monthly direct mail segmented versions for 6 industries Versions varied message and offer All materials feature dealer contact information Sales Blitz Kits sent to each participating dealer DVD of useful industry information for 6 targeted industries Prospect dossier, worksheet featuring Contact information Industry Current fleet size and last registration Leave behind note pads 6 versions of collateral based on industry segment All materials featured call to action with local dealer contact information
- 7. Results Increased Dealer engagement in new markets Enthusiastic response from Dealers loved the targeting, support materials and direct campaign New vehicle growth to new customer Net result was $9 profit on each $1 spent