The Objective

The objective of the project was to open new accounts with prospects in the landscaping industry by leasing or selling landscaping equipment and vehicles as a direct result of this promotion.

Project Background

Because the company sells all makes of vehicles and equipment we came up with “variety is the spice of life” – a hot and spicy theme. This message was carried through each of the three letters and gifts.

Our client targeted twelve prospective landscaping companies from the Ontario Landscaping Association.

Strategy & Execution

We created a three-tier program with each gift supporting the “hot and spicy” theme. The distribution strategy was a progressive piece that would introduce the client, pique the interest of the reader and create a warm lead for the dealer. We used a local courier so that the gifts would be hand delivered just as they were rather than packaged in bubble wrap then in a box.

Results

Out of the twelve prospects contacted, 11 took the client’s follow up call and requested more information and quotes. The client confirmed 4 face-to-face meetings and sold or leased 5 vehicles representing approximately $1.2 million in sales within 12 months. The client established a relationship with a company that will generate approximately $480,000 in additional sales every year going forward.