Inside Out Communications - ©2007
Inside Out Communications
"Tracks"
Direct mail works
Industry: Industrial/Technology
As Milton CAT started plans for their new Batavia, New York facility, we knew we had a challenge in front of us. With very good and well-entrenched competitors already established there, upstate New York is a new and different territory for Milton CAT. The perception was, “Here comes the outsider…” After all, they are a New England company, and, a construction company, in a region where farming rules.
A carefully built direct mail campaign addressed the typical customer needs and wants, one by one, in seven consecutively mailed pieces. The eight one was a large tube containing a poster-size photo of the still unfinished facility.
The next step in the campaign, an invitation to the open house, implied a change of strategy. Now that we had established that Milton CAT was serious about setting up in Batavia, and, was going to do it right, we went from looking big and powerful, to being friendly and neighborly. 3,000 invitations were sent to the same group of people who had been receiving the previous postcards. 1,800 guests attended the two-day event.
