It’s Finally Here!

Titan Trailers

Objective: Introduce Canadian forestry to the industry’s first “Walk-Through” self-unloading B‑train trailer.

Strategy: Target sawmill and forestry truckers for a roll-fold mailer that progressively reveals the extra length of the B-Train, leading to an offer for a video CD demonstrating the walk-thru feature.

Solution: “It’s finally here” mailer, followup letter and video CD.

Results/Commentary: This two-step mailing was very successful in attracting requests for CDs of the demonstration video as well as pass-alongs to other truckers and interested parties. From a list of 800 target addresses, the first run of 1000 CDs was completely “sold out” through telephone and website requests. Cover text alluded to a solution that “you’ve been waiting for” at a time when the pending resolution of US trade issues was very topical in the Canadian softwood industry.

This program was selected for a PICA award from the Association of Equipment Manufacturers in the direct mail category as well as a Marketing Effectiveness Award by the Summit International Awards group in the B2B product group.

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