Stihl – Case Study
The client was Stihl, the number one selling brand of gasoline-powered handheld outdoor power equipment in the United States among consumers and professional landscapers.
SITUATION
The client wanted to increase B2B sales of specific products.
APPROACH
We developed a three-phase campaign that combined direct mail with an email marketing strategy. The campaign was highly targeted toward owners of professional landscaping companies.
In the first phase, a direct mail piece was delivered to approx. 11k businesses. Each piece included a product promotion and was customized to include the contact information for the recipient’s regional sales agent.
A rich email blast followed to approx. 5k recipients, using a combination of purchased email addresses and the client’s existing email list. A second direct mail piece completed the campaign.
RESULTS
This month-long campaign achieved a 4.23% response rate and a net ROI of more than $160,000.