Weyforth-Haas Marketing recently kicked off a flyer program for seven dealers in Caterpillar North American Division’s Northwest district. The program aims to develop quarterly promotions with pull-through marketing support to help dealers sell a full range of smaller construction equipment and related services, including new and used machines, rental and product support.
The quarterly flyers are personalized for each dealership and include a customizable cover graphic that’s targeted to customers in the landscape, agriculture or construction markets. Dealers also select from a recommended series of product/services offers that will be featured in the flyer. These special offers could include a particular machine offered with special financing; a free or half-price work tool with machine purchase; a 500-hour maintenance special; a “you-name-the-price” offer using a multiple pricing option strategy; and much more. Estimated quantities are about 10,000 flyers for each dealer. The program also includes phone follow-up and a lead management component. 
More than 68,000 copies of the initial flyer were sent to customers—and it packed quite a punch in the results department. A total of 886 leads were generated, which led to more than $1.7 million in sales for Cat dealers!
