Case Study

WesTrac


Background

WesTrac is the Caterpillar (CAT) distributor for NSW and WA. The CAT brand is very well known for large machines for mining and heavy construction. It is not well known for the small machines that compete in the light construction equipment market. That market is dominated by Bobcat, which had become the default brand for the category.

The generic name for this type of equipment is “Skid Steer” and they use a variety of attachments or tools: shovels, trench diggers, augers, stump grinders, sweepers, rollers and so on.

Objective

Create awareness of CAT skid steers in this market sector and bring them into consideration for the next machine purchase.

Strategy

We discovered that the tools manufactured by CAT (called Work Tools) could be used by most other brands including Bobcat so our strategy was to introduce skid steer owners of all brands to the CAT range of Work Tools. This would be the quickest way of exposing them to the CAT brand and leverage the quality and service for which CAT is well known.

Phase 1: Direct marketing to harvest email addresses

  • Build a list of all skid steer owners
  • Create Work Tools, “Tool Belt” mailer
  • Provide an incentive: Win $5000 worth of Work Tools
  • Respond via: (a) campaign web site; or (b) by pre-paid reply card
  • 70% responded online.

Phase 2: Postcard follow up to the same list

  • Initial mailing reinforced by a follow-up postcard
  • Repeating offer and creating urgency
  • Campaign microsite built to accept responses
  • And also to showcased CAT Work Tools

Phase 3: Work Tools Selector - mailed to skid steer owners of all brands

Create a robust, durable Work Tools “Selector” (like a swatch card) that could be kept with the machine. It included:

  • The comprehensive range of Work Tools
  • Basic specs and function description
  • Provide a special offer for purchase
  • Create the opportunity to register for other specials

Phase 4: Ongoing Communications

  • Microsite expand to become a dedicated Work Tools website
  • Periodic eDM’s
  • Variable print newsletter
  • Periodic, variable data [printed] newsletter (6 monthly) personalised for each recipient and customised for each territory
    - CAT Support
    - Spare parts
    - Service
    - Special offers
    - Useful information
  •  Search engine marketing (under consideration)


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