to sell more Shipping Supplies, Industrial Tools & Equipment
United Shipping Supplies was a small industrial supplies and packaging
supplier selling to businesses. Products included: Corrugated Cartons,
Foam, Packing Tape, Pallet Jacks and items consumed by a Shipping
Department. They were not the cheapest, but they were fast at delivering and
solved customer's problems.
United Shipping Supplies objective was to increase sales to new accounts,
and be able to ship immediately without credit approval delays. They had
2400 active accounts, which had survived a rigorous credit-checking
cycle. For United Shipping, it was mandatory to have only accounts
with a credit backing that would let United ship the goods without
Campaign: Step ONE - Test
the Credit Quality of the new buyers
We created a Direct Mail
campaign that would allow United Shipping to "test the waters"
by mailing only a small quantity on the first step. This would allow
United to check the credit-quality of the new buyers. After the first
mailing, the results were
positive - the credit quality of the new buyers did match their
criteria. Now we could do the real mailing.
Step TWO: Boost
From both existing customers and new customers.
We created a strong Direct Mail campaign to attract new buyers, focused on
the most desirable products. It was very successful.
Immediately there was a 30% sales increase, with a long-term doubling boost in sales.Very SuccessfulWithin 90 days, United Shipping Supplies had increased their number of
active customers from 2400 to over 5000 - Sales rose dramatically.
United Shipping supplies
received tremendous Sales Results
This campaign is a typical
Business-to-Business campaign. In the field of Industrial Supplies,
you can expect a return on your investment that other companies
envy. For each dollar spent on Direct Mail, this client received 30
times the gross sales. Viewed from an accounting perspective,
the new gross sales had only a 3% cost-of-sales. Amazing! Because Sales
doubled over a 90-day period, they were able to make a substantial
profit. But more important to United Shipping Supplies was the campaign doubled their number of accounts, because these new accounts
could be expected to become customers now and then become a customer of United Shipping Supplies forever.
What kind of Sales Results
can you expect this year?
Your return on investment will
typically be about 10 times - for each dollar you spend, you will get back
10 times that in Gross Sales. Accounting wise, that means new sales to new
customers are costing about 10%, which is amazing. Because the new sales
coming from new customers do not increase your
overhead - that's really good. Using Direct Mail, most
experience Sales Results that are
instantly profitable. It's different for every client, of course. Our
expertise will increase your odds of success.
Direct Mail can sell both
Products and Services to Businesses
This Direct Mail Marketing
method would work for most companies who sell Products
to businesses: Office Furniture, Coffee Services, Stationary, Copier Sales, Computer
Sales, Paper Products, Industrial Equipment & Machinery, and most
Business-to-Business sellers. Similarly, Direct Mail Marketing has
worked successfully for those who sell Services to businesses, including Telecom, Machinery Repair Services and
Delivery/Cargo Services. Whether you sell a product or a service, from
Business-to-Business, this method of Direct Mail marketing almost always
works well. Direct Marketing works surprisingly well selling $100,000
machines, $10,000 repair services, and dramatically delivers high-ticket
sales as well as low priced items.
How would we do it
This program worked extremely well, but we'd change many
aspects based on "tricks" we've learned since this campaign
tested. We'd incorporate the Internet fully, with a Website with Ecommerce
capabilities. We prefer one-click ordering, which makes the sale immediate
and easy. We'd capture names and addresses more thoroughly. We'd probably
introduce a promotion, perhaps a free draw. For larger users, we'd
investigate doing a loyalty program. Each of these items would work
seamlessly with the others.
We'd thoroughly investigate the industries being sold to, with a possible
intention of addressed-mailing these targeted prospects. We'd gather email
addresses for easy and cheap future mailings. We'd incorporate these successful steps in a logical and cohesive
manner, over time, as it was practical. We'd do an event promotion in a
way that we'll not reveal on our website, but we will reveal it in person.
You'll want to get in touch with Doug White at 778-435-2120.
Isn't a list
needed? Yes and No.
We created this campaign to work successfully
without the need for this client to have their own list. Lists can be
obtained from reliable suppliers.
What's the average cost
for a Direct Marketing Campaign?
We'd suggest that you start
with a minimum budget of $5000 to $10,000 to effectively test a Direct Marketing
program. Then, after a few successful campaigns, you can increase the scope of your Direct Marketing. Remember
- there is no change to how your company runs itself now. Your risk is
limited to the money you invest in the "test" campaign.