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Bandag e-weekly launch
The Bandag, Inc. weekly snail-mail to their franchised dealerships wasn’t pretty. Numerous printed communications from a variety of sources were packaged together and shipped out, often relying on the dealer’s office administrator to sort through and distribute to the appropriate people. Needless to say, this communication method left a lot to be desired, and the dealers let them know.Bandag made the move to an e-mail communication system, whereas dealers could sign up to receive a weekly email containing the latest Bandag business information. This method would totally replace the snail-mailed packages, cutting out hefty printing and shipping costs.

While this new method was pretty slick, we quickly learned that dealers weren’t as excited about a weekly email as we were. But, with the traditional mailing program coming to an end, it was important that the dealers embrace this new electronic method and, most importantly, register online to begin receiving it.

So, instead of focusing on the method, this direct mail campaign concentrated on the “what’s in it for me?” factor. The concept used attention-getting graphics and humor to admit the traditional Bandag Friday postal mailing was sometimes disorganized, unmanageable and downright annoying to dealers. The three pieces encouraged dealers to register for the new e-mail system. And it worked. Ninety-three percent of all dealer locations had at least one registrant in less than three weeks.

This three part campaign received top honors from the Quad City Advertising Federation with a gold ADDY award. The campaign also took an “Award of Excellence” for the International Association of Business Communicators Iowa 2008 Bronze Quill Award Competition
Bandag e-weekly launch
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Bandag e-weekly launch

Direct mail campaign for Bandag, Inc. dealer franchise communication system
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281
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Published: