Class:
Business to Business PromotionObjective:
To increase name awareness as a national/international trucking firm.
Strategy and Execution:
This seven-month mailing promotion identified problems and offered a specialty solution for 2,500 business accounts who are currently
using competing trucking services. The first month, there was a toy horn in a box with the copy, "In the next six months we are going to
be making a lot of noise." The second month featured a folder reading, "transpotation problems are closing in on you...let ATS
open them up" and included a letter opener. Each of the following months used common copy. "If transportation problems..." and a
corresponding specialty item with name imprinted. For problems that "have you biting your nails," the mailer included a finger nail
file. Problems that "have you in a sweat" provided an encapsulated truck-shaped spongue and the invitation "Let ATS dry them up."
Problems which give headaches needed a packet of asprin, and problems which "have you all fogged up" allowed the company to
"clear their view" with a lens cleaning towlette. In the last month, "Now that you know the solution to your transportation
problems...give ATS a call, we'll stick to our word," featured a magnet bearing the advertisor's 800-telephone-number.
Results:
It was reported that the promotion generated 53 customer responses for additional
trucking loads which resulted in increased revenue of approximately $1 million.
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