Last year, Daimler Trucks North America (DTNA), a global truck manufacturer, and WHM created and launched the Excelerator roadside assistance and preventive maintenance program for truck fleets. DTNA discovered an interesting opportunity when one fleet requested a customized menu version of the program, and signed on 750 units.
DTNA then approached WHM to develop this menu product to its fullest. Dubbed Excelerator Customized, the program allows participants to choose only the services they need, when they need them. Targeted at fleets with 300-600 vehicles, the program was rolled out to a highly targeted list of 500 fleets with a direct mail package in early 2008. An official launch took place at the Truck Maintenance Council (TMC) Conference in early February.
The direct mail package included a dimensional outer package, a personalized letter and a brochure describing the benefits of the program and highlighting the effectiveness of DTNA’s call center. The offer was a free personal emergency roadside kit, which was provided to fleet owners who set up a meeting with a DTNA sales representative. Follow-up phone calls to generate additional leads also were conducted.
The launch package delivered good results: 28 recipients requested a meeting with a sales rep, for an overall response rate of 5.6 percent. We’re still tracking eventual sales, but the client was extremely pleased with these initial results.
