we launch the Wajax new
Industrial Product into a market that didn't know anything about Wajax?
Wajax sell out of their Annual Quota in just 3 weeks? Discover how Wajax got unprecedented
sales and built a list of prospects for future follow-up.
Read how it
was done using our proven Direct Marketing techniques...
Wajax is a major
supplier to industry of specialized Mining, Construction, Forklifts & Forestry machinery and equipment
Wheel Loader at Wajax
This was both a new product line for
Wajax, and it
sold in to new industries where Wajax was basically unknown and the
product was a new category of product - the new Kawasaki
Wheel Loader. So, this has two important strikes against it. However,
we found a terrific list of prospects in the exact
industries that Wajax wanted to target market to. We sent out a series
of powerful mailers to this target audience with spectacular results. For
example, a Garden Centre may not need a full-size loader for small
batches of soil or gravel - this Kawasaki Wheel Loader is the perfect
size. Plus the Kawasaki's price of "only" $110,000 was low
compared to the $500,000 price for a full-size wheel loader.
Wajax received excellent Sales
In just 3 weeks, we had accumulated
enought leads and immediate sales, that Wajax had sold out their annual
allocation of Kawasaki Wheel Loaders. They were stunned by how quickly
they'd sold out of their anticipated year's supply of Wheel Loaders. Wajax
however was able to get their quota doubled. Then we sold out of the
second year of quota in another 9 weeks. Plus Wajax still had many sales leads for specialized follow-up,
guaranteeing them years of sales for this new division.
Mail - the Irresistible Offer
Making a great offer is key to every marketing program. The
offer must be irresistible. We created a
3-Part Direct Mail
campaign that would encourage phone-in and mailed response. Each
of the 3 parts had a different message. The list was chosen to select
industries that would most-likely use or buy a Wheel Loader of this size.
Here's how we attracted
quality Buyers and Sales Leads
prospect list was chosen to include those industries that would most
likely need a Wheel Loader. Then, the offer of a FREE model Kawasaki Wheel
Loader was designed to interest that audience. We also had a draw for a
Kawasaki ATV - all terrain vehicle. Prospects had multiple reasons to
respond. They did respond powerfully and in high quantity. Our targeted list
was accurate - we had found buyers, not just prospects.
Wajax also wanted to be positioned as the best
alternative to Caterpillar - "The Cat".
See this mailer in
We have samples of this campaign that we can show
you in person. Naturally, we haven't revealed all the techniques used in
these mailings. However, we will show you everything face-to-face.
We found Wajax Buyers,
not just Prospects
This mailing was designed to attract and qualify
prospects, but it sold so many Wheel Loaders that Wajax exceeded its
annual allocation quota in just 3 weeks. Wajax appealed to the Japanese
supplier Kawasaki for more machines, but were told "No increase in quota". Wajax
re-appealed and were finally successful in doubling their quota. This
too was sold out within 9 weeks.
Other mailers for Wajax:
We've done regular mailings for
Wajax, each mailer featured multiple
What would we do
We've learned a lot since this mailing campaign. We'd
include capturing email
addresses and some proprietary internet capability. Today, at Mentor Marketing we're more adept in targeting the best
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 especially well selling high-end
machinery & equipment.
How can your
Company increase Sales of Machinery by using Direct Mail Marketing
and Internet Marketing?
To learn how your business could benefit from
a focused Business-to-Business Marketing Program, contact us at 778-435-2120.
Use this link to
visit our Contact Page.
MasonLift - Toyota
We recently did a
successful mailing for
MasonLift, BC's Toyota
Forklift Dealer. MasonLift is the largest forklift seller in BC.
KMS Industrial Tools
In the fall of 2006 we achieved our goal of increasing
their sales by 30%
Could Direct Marketing Help
Your Company to Increase Its Sales?
Maybe your company fits this
profile: At Mentor Marketing, we're looking for one or two good long-term
really want to grow the sales of their company. Our owner, Doug White is a Machinist, operates his own Machine
Tool business online, and he's a Turbine Technician & Designer. It's
unlikely that you'll find anyone in Marketing with a better knowledge of
Metal & Machinery than Doug. It's the unusual combination of Marketing
and Machinery expertise that gives us the edge. There
are three reasons for this:
1) You want to be able to communicate
your product advantages to Mentor Marketing and have us understand the
real benefits. Ad Agency people often have difficulty
understanding the specific needs of Industrial B2B Buyers.
2) Then, Mentor
Marketing is able to communicate those benefits to
the users clearly and concisely.
3) Importantly, we must create
an unbeatable offer that
is relevant to your users. It results in
increased sales performance for our clients.
White direct at 778-435-2120.