Caterpillar Financial and Carolina Cat, a major Caterpillar dealership in Charlotte, N.C., teamed with Weyforth-Haas Marketing to develop a promotional campaign to entice customers and prospects to purchase or finance equipment through a series of generous, time-sensitive offers.
A direct mail package comprised of a small box encased with a fitted sleeve featuring creative artwork and messaging was created and sent to 1,700 recipients. Enclosed in the box were a personalized offer letter, a mini product brochure, business reply card and Caterpillar baseball cap. As an added incentive, any customer who demo’ed or purchased equipment were given a choice of a free Garmin GPS device or an all-season Caterpillar jacket. A Web landing page also was created to capture customer information for lead evaluation. The initial mailing was followed by a self-mailer to non-responders.
Results for this project were outstanding, with more than $4.3 million in sales revenue generated for Carolina Cat. And, the Garmin GPS device was a big hit with customers! Other divisions within Caterpillar have heard about the project and its results and have expressed interest in replicating the effort with their customers.
