How did a Major Air Cargo Company grow
its sales using Direct Marketing?
Getting the mail to the Shippers can be
shippers of Air
Cargo can be anyone in the company, including the President. Or the Shipper can be the Warehouse Guy in the back of the warehouse. Here's the
problem: nicely dressed Receptionists may not want to deliver mail to the back of the
dusty, dirty warehouse. The front office mailroom person may not want to go "back into the
to get the Offer right
spent a lot of time at the Air Cargo Warehouse, looking for a way to satisfy all
the needs for this campaign. We created a campaign that was
"business-like" yet cute and playful. We knew that being a bit
playful would increase the response rate.
found something cute and unusual to create interest in the target audience
created a substantial Cardboard Outer Carton in the style of a valuable Shipment.
Using an image that was
"relevant" to the Warehouse Guy - a palletized shipment. We made the mailing look like the
typical large shipment - a large cardboard box on a pallet.
Irresistible words on the outer carton:
Our carton resembled an actual shipping
carton, in miniature
This is the
image of Air Cargo shipping for the larger volume users.
Letter with Telephone Sticker
Air Cargo Phone Numbers
While a single
800-toll-free number is simplest to do, it seemed better to have the local
personalized number of the direct desk that handles Air Cargo rates and
pickups. After all, we're promoting better service - and direct
seems to be better than indirect. (true)
We were attempting to have the user
place our Phone Sticker on the user's telephone. Amazingly, about 30%
of the prospects do put the Sticker on their Phone. (surprising, but
says "Cut the red tape by using CP Air Cargo . . ."
Strangely, in interviews with Air Cargo
users, they frequently said "I wish some Air Cargo company would cut
out all the red tape in shipping Air Cargo..." So we used that
phrase up front in our Marketing. And created this odd fellow wrapped in
A small booklet was included, listing 26 of the most relevant Air Cargo
questions, including some simple answers and some complex answers. This would
guarantee interest from both inexperienced and experienced Air Cargo shippers.
The prospect would read and retain the booklet.
He would value the information contained in the booklet, and the company that
provided that valuable information. He would respect their expertise in this
crucial area of shipping. He would begin to use CP Air Cargo. (They did!)
We created special product logos to satisfy the
needs of the Cargo Shippers who wanted Guaranteed Delivery.
Photo to Enlarge
On the reply card, a recipient could request more information. The
boxes checked told us the specific needs and preferences of this prospect. We added
this information to the CP Air
Cargo list and can now keep this name active (or add new names) onto their mailing lists.
The performance was
It took about
6 months for the poorly regarded, lowly Air Cargo division of CP Air
to be noticed, and then it become the "Star" Division of the company.
Because of this campaign, for years, the Air Cargo division remained the "Star" Division in spite of very good growth by the Passenger Division.
told that they were running at 110 % capacity
on the main
routes - an impossibility. However, cargo revenue was so good that CP
Cargo would charter their competitors' Cargo Flights.
Naturally, we did more
mailings for CP Air Cargo. We built a great list, loaded with
pertinent information about the shipper's needs and preferences.
If you run a Cargo
Shipping Service, by Air, Land or Sea,
this idea could generate
phenomenal Cargo Revenue, build a great customer list and supply prospect
lists of real buyers.
Do you want to have a
similar success for your company?
Do you need some reasons to
choose to Outsource this to Best Practices Marketing?
|Time to Market: We specialize in these types of mailings, and we're FAST.
We can do it in weeks, while your Ad people will take months to do
such a complex campaign.
|Cost Effective: At Best Practices Marketing, we're cost-effective because we have all the
custom dies already made. This is one time where outsourcing a job to
an Industrial Specialist like Best Practices Marketing makes good sense. Your
in-house staff could never accomplish this, as we've left out some
|We're Professional: Best Practices
Marketing will look after it professionally and fast and cheap. Give
Doug White a call at 778-435-2120. We ship all over North America and
Europe, but this could be done anywhere.
Best Practices Marketing relieves the workload on your Marketing People: We
usually look after the campaign cradle-to-grave, including Graphics,
Printing, Lists, Mailing and Postage. Often, these campaigns are run
between us and the CEO of a company, avoiding the Marketing Dept
almost entirely. Only 4 hours of CEO time is required for this
whole campaign. Optionally, we can dovetail with Marketing or the Ad
you sell Truck Freight or run a Courier Service,
then you also
see our information about a campaign that helped a Truck Freight &
Courier Business grow by 30% overnight - and maintain that growth!
you sell Courier Services, local, national or international,
see our Award Winning Campaign done for DHL Worldwide Courier, a FedEx
style service. This campaign built the business for DHL in Canada.
If you sell a Service of any kind, this campaign could work
really well for you, modified to fit your services. If your customers can choose from multiple similar
suppliers for the service you offer - then especially you need to call us
about this idea - it's gang-busters !!!
you sell a Product with a L-O-N-G sales cycle between initial contact
and closing the sale, this idea could work well. If you're in a complex
business, with multiple decision-makers, or inaccessible
decision-makers, then this is a neat, powerful and successful
If you sell Real Estate, this can be an
excellent Marketing Investment.
If you sell Medical Products to Medical Professionals or End
Users, then this is a superb way to reach those users with a soft-sell
method that produces big sales results.