Recipe for Success - AGCO

AGCO's Challenger brand realized tremendous success using Catapult  and Catapult Analytics to improve and monitor their marketing campaigns.  Any Catapult subscriber can achieve similar success using their data to target buyers, analyze the market, monitor campaign results, and easily track ROI.

 

 

1. CREATE YOUR LIST
   

   Catapult subscribers have at their disposal the most comprehensive and up-to-date list of proven buyers in their market. Simply run a query targeting the type of buyers you are interested in (e.g. recent buyers of a particular model or equipment type, geography, fleet size, or any combination thereof) and export your list using Catapult’s Mailing List option. For improved deliver ability, select the DPV and “Remove Inactive Buyers” options before running your query.

   
   
2. ENHANCE YOUR LIST
   

   Append your own list of prospects to the list exported from Catapult to extend the reach of your campaign. In addition, now’s a good time to add your sales staff or branch data to the contacts so you can track your team’s effectiveness during and after your marketing efforts.

   
   
3. CREATE YOUR EVENTWATCH
   

   Upload your enhanced list to Catapult using List Match and your prospects are matched to buyers in your data set. Then, create an EventWATCH based on your marketing campaign. You’All receive alerts each time the buyers on your list have new UCC activity.

   
   
4. DELIVER YOUR MAIL 
   

   Send your highly-qualified list to your preferred printer or mail house and get your relevant message in front or your prospects. And remember the value of a good old fashioned phone call; your sales staff should call on the most qualified contacts to personally invite them to your special event or exclusive demo.

   
   
5. MONITOR YOUR RESULTS
   

   Export your EventWATCH results on a weekly or monthly basis and analyze the activity using Catapult Analytics. Identify buyers of your equipment to gauge the ROI of your event, locate buyers of competitive equipment to determine win/loss situations, and measure individual sales staff or branch effectiveness.

 

 

4 Tips for Direct Mail Success

1. USE DIMENSIONAL MAILERS
   

   Flats are great for bulk mailings but when you really want to get someone's attention, then a dimensional mailer is the way to go - especially when you have a highly-qualified list like the one's exported from Catapult.
   
   For example, EDA has experienced tremendous response rates, in excess of 20%, my mailing a simple cardboard cube with a strong call to action.
   
   

2. MAKE IT RELEVANT
   

   With the advances in digital printing in recent years, it has become increasingly easy to "variable print" items such as prospect names and other relevant information directly to your mailers. The more specific you can make your direct mail, the better your response will be.
   
   

3. MULTI-TOUCH
   

   Some prospects respond better to different media. These days, multi-touch campaigns (direct mail, email, telemarketing, etc.) are the name of the game. Not only are you more likely to communicate through the prospects preferred medium, the frequency at which you communicate your message also increases.
   
   

4. USE PURLs TO DRIVE VISITORS TO YOUR SITE
   

   Although the novelty of seeing their name as part of your site's URL has worn off for many people, the use of PURLs is still one of the best ways to measure response, engage prospects, and drive visitors to your site. In addition, there there is no better way to make your website's content relevant and unique to your prospect than through the PURL-Microsite combination.

 

Read the companion article, "AGCO Hits UCC Jackpot" to read about AGCO's success following these steps

 

Jennefer Pizza is a Customer Experience Account Manager at EDA
jpizza@edadata.com | 704-814-1411