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| situation: |
A manufacturer of capital equipment for metalworking,
processing, and general industry recognized that its dealer sales
organization was not completely effective in selling its equipment
beyond the typical applications end-market customers brought to
their dealers’ attention. The company’s products and technical
expertise was well regarded, but end-user awareness of the full
product line was limited. |
| response: |
The company had cultivated a database of
several thousand customer and prospect email addresses received
from registrations on its web site. A tactical, product-specific
email campaign was launched into a target market segment promoting
a product related to, but not directly associated with the market
segment. |
| results: |
The response from the target market to the
complementary product line was extremely positive. Of those
customers and prospects who viewed the email content, 25% clicked
through and expressed interest in applying the product line to
new applications within their current manufacturing or processing
operations. |
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