At a time when bicycle brands in the industry were having a public display of instability, Kestrel Bicycles presented independent bike dealers with the opportunity to start a new relationship. With a message of brand dependability and high quality products, this campaign aimed to add new stores to Kestrel Bicycle's network of authorized sellers.
Over a span of three weeks, the campaign executed three components of outreach—email contact, direct mailer/mobile website, and direct calling.
The initial contact, the email, was sent personally by brand manager Steven Harad. Remotely hosted images were tracked to gauge email opens. Click–throughs of links were monitored via url shortener tracking.
The second, and largest reach was accomplished with the direct mailer. The QR code link tracked engagement. The mobile landing page from the QR code scan includes a brief brand and product line summary, along with clickable direct phone number links. The goal was to put the user one interaction away from initiating a phone contact.
The campaign concluded with targeted phone calls to dealers that viewed the email or scanned the QR code, but did not initiate direct contact with Kestrel Bicycles.
Concept, design, and analytic auditing.