USPS POSTAL FORUM AWARD
1999
Gold: American Isuzu Motors Inc., VehiCROSS
Isuzu's outrageous new vehicle, the VehiCROSS, was ready to enter the
market...sort of. Well, actually they asked us to sell the first 500 within
four months, but unfortunately they
had very few photos and none of them a perfect representation of the entire
vehicle. They also had a miniscule budget...about $125,000. Undaunted,
WLC and the team at M\S Database worked together to develop a program
which led to the sale of 500 VehiCROSSes, SIGHT UNSEEN, in less than three
months. How did we do it? We called upon our now-extensive experience
with premiums for test drive and purchase, and with M\S's extraordinary
slice and dice of data found our tiny but powerful universe of 'early
adapters' crossed with 'collectors' and Isuzu enthusiasts. The package,
slightly oversized in a vellum envelope and an offer of a limited-edition
silverprint photo of VehiCROSS in action by an acclaimed automotive photographer...and
you have a winner in every sense of the word.
1999
Silver: Isuzu Rodeo: The Ultimate Rodeo Challenge
The 1998 vehicle launch produced outstanding results
for Isuzu. In part, the results were due to a complete redesign of the
vehicle. The challenge with this launch was to get consumers excited about
the 1999 Rodeo introduction with the lack of a new vehicle design. An
additional challenge was to effectively communicate Isuzu's new brand
positioning titled "Face of the Franchise".
We created a test drive incentive and sweepstakes program among qualified Rodeo owners and prospects. A three-tier direct mail promotion was developed. The first was a teaser promotional letter. Then, consumers were sent a sweepstakes mailer with
a unique serial number imprinted on it. Over a three-week period, consumers were asked to visit an Isuzu dealership to see if their unique serial number matched the winning numbers posted on various door decals. Consumers were also invited to take a test drive. Two new 1999 S V6 2WD Rodeos were set aside for this part of the promotion.
1999 Bronze: ITT Barton gauges: Tank In A Box
ITT Barton, makers of Oil Tank gauge systems, needed help to increase
sales
and excitement in a low-interest product, even among plant managers and
engineers. In addition, there are many competitors with similar products.
They came to msdbm, a database marketing company with whom Carol works
closely.
To entice prospects to respond by showing them how new ITT gauges would
save them millions of dollars in lost fuel, we developed a direct mail
package that could “break through” the clutter on the Tank Farm
manager’s desks, instigate curiosity and
start a dialogue.
The first step was to compile and refine the database so it would be extremely
accurate. Next a high impact package was developed to surprise them and
keep their attention. Designed like an actual small oil tank, it worked
as a box or bank to hold a power point presentation on diskette.
Included in the package were coins to represent savings and create a rattling sound, along with a fax-back to start the dialogue. This package was followed up with broadcast email and fax, and then followed up after that with a video to the responders.
msdbm team, winners of three Postal Forum awards in 1999. Left t right:
Robert McKim, Evelyn Schlaphoff, Carol Worthington Levy. The big crystal
award is a Steuben Glass crystal worth many thousands of dollars. The
award now resides somewhere at American Isuzu Motors in Southern California.
