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Case Studies
Breaking through the media clutter and engaging is the first challenge, but motivating action is the true measure of marketing.Canon - Targeted Direct Mail and Microsite - Lead Generation
HELPING CANON ENCOURAGE CUSTOMER DIALOGUE TO GENERATE NEW SALES LEADS
When Canon wanted to introduce its new imagePRESS color digital printing press, they called on Bridgz Marketing Group to plan and implement a cross-channel direct marketing campaign to build targeted awareness while generating leads for its sales reps and distribution partners.
Niche Market PlayThe capability of the Canon imagePRESS to produce brilliant color output that rivals high-end presses—at a substantially lower price—was a very attractive value proposition for small to midsize commercial printing companies and in-plant facilities in a recessionary economy. After assessing specific needs, in terms of cost and quality, Bridgz identified key segments within the broader U.S. print industry that were a good fit for this mid-market solution.The Proof Is In The PrintActions speak louder than words. So, how better to showcase the astonishing color quality and fine resolution of the Canon imagePRESS than to demonstrate it in a direct mail campaign printed on the actual product.Bridgz produced two successive mailers and linked them to an informational web microsite with specific content tailored to different market segments, including customer testimonials and user reviews. This informational, rather than promotional approach gave printers the opportunity to evaluate for themselves the quality, flexibility and financial viability for their business from an outside perspective. |
Cross-Channel EngagementBridgz conducted numerous interviews with Canon customers to learn more about their specific business needs and challenges, and to discuss strategies to help increase profits and grow their business in a recessionary economy. This information, along with commentary from well-known experts in the print industry, was posted and continually updated on a microsite featuring a blog created by Bridgz, called“PrintersTalking.com.” Direct mail was supported by print and banner advertising as well as social media, all of which directed prospects to the microsite. Continuous Lead FlowActivity on the microsite increased steadily and sustained long after the mailings had been received. The resulting sales of these big-ticket printing presses far exceeded the client’s expectations. In fact, the campaign was such a success, Canon enlisted Bridgz to implement a similar program again the following year for another new product launch.See how Bridgz’s customer-centric approach can help you successfully address your specific marketing challenges. Contact Jim Bergeson at 800.263.0823 or by email. |
Carrier - Radius Marketing - Segmented Direct Mail
Helping Carrier Achieve Measurable Long-Term
Revenue Growth
A recognized leader in the heating and air conditioning industry, Carrier was interested in supporting its dealerships with a marketing program that targeted prospective replacement purchasers during slow periods of the year: early spring and fall.
The Ideal ProspectIn 2005, Carrier asked Bridgz to identify, and help dealers market to, those prospects most likely to purchase replacement equipment for their homes. A goal of the program was to get prospects thinking about replacement during off-peak periods and before a complete breakdown. Using customer information captured through a rebate program, Bridgz created a Radius Marketing Program that used modeling to identify likely prospects.Dealer’s DelightWhen a customer sent in a rebate form, Bridgz applied modeling tools to identify similar house-holds within the customer’s radius, and this triggered weekly mailings on behalf of the dealer. Dealers could customize these mailings with their company’s information, logo and photos. The campaign has been very popular with dealers who, at no cost to themselves and no additional management responsibilities, have watched their replacement unit sales increase over the years. In addition, dealers with their own marketing programs found that the Radius Program supported and enhanced their individual efforts. |
Gauging GrowthOver the intervening six years, the Radius Marketing Program has provided continual growth for Carrier in the replacement market with improved ROI, a 40% increase in the number of participating dealers, and conversion rates that have more than doubled. The design of the program has allowed for ongoing optimization and, as a result, continues to generate sales for participating factory-authorized dealerships. That’s what we call measurable growth.See how Bridgz’s customer-centric approach can help you successfully address your specific marketing challenges. Contact Jim Bergeson at 800.263.0823 or by email. |
Caterpillar - Social Media - Online Engagement
Helping Caterpillar Engage With Construction Contractors Using Social Media
Caterpillar wanted to build community among its customers in North America, and enlisted Bridgz Marketing Group to determine how best to use social media to engage contractors in multiple different industry segments, including concrete, residential and commercial construction, and landscaping.
The Big PictureWith all the buzz about social media, Caterpillar was very interested to get involved but, like many companies, was unsure of the most appropriate and effective way to do it. Caterpillar wanted to create an online hub to build synergy between its customers, dealers, and product marketing divisions. However, rather than jump right in, Bridgz recommended first taking a step back, to gain a better understanding of the opportunity and determine where to focus resources and investment for maximum impact and return.In-Depth ResearchIn our primary research, Bridgz interviewed contractors, spoke with dealers and key stakeholders, and performed a comparative analysis to learn what competitors were doing in the interactive space. We also tracked relevant themes and conversations already taking place across social media channels through a listening platform. Our goal was to learn what kind of relationship contractors wanted with equipment manufacturers, and identify ways to help Caterpillar meet those needs. |
“On the Level”Bridgz defined a disciplined, prioritized framework to manage Caterpillar’s involvement and maximize its marketing efforts in the burgeoning world of social media. In addition to participating in existing online communities serving specialized contractors, and leveraging popular tools like YouTube, Facebook and Twitter, Bridgz also helped Caterpillar launch its own online discussion forum for the construction trades, and a blog, which we named “On the Level.”United EffortsImplementing this social media initiative required uniting the efforts of multiple departments within the Caterpillar organization. Getting marketing, product development, innovation and IT all working together to achieve the common goal to enhance the customer’s experience across multiple touch points was a welcome result. So was seeing “On the Level” be named one of the 10 best corporate blogs in 2010.See how Bridgz’s customer-centric approach can help you successfully address your specific marketing challenges. Contact Jim Bergeson at 800.263.0823 or by email. |
Kodak - Product Launch - Lead Generation
Helping Kodak Steal the Show With a Successful New Product Launch
Having recently acquired the NexPress line of digital printing presses from Heidelberg, Kodak turned to Bridgz Marketing Group to re-introduce these products under the Kodak brand. Then, the race was on to pull it off in time for Graph Expo in Chicago, the largest annual trade show for commercial printing in the U.S.
“The Wild One”Being a late entrant into the show, Kodak found itself in a remote location at the back of the show floor. Our challenge was to create awareness, drive a high volume of traffic to the booth, and gain immediate sales traction by helping Kodak capture and qualify leads during the event. The solution was to implement an event within the event, to lure prospective buyers to the booth and engage them in a digital photo shoot, while capturing information and linking qualified buyers with a Kodak rep following the show. We sent a personalized mailer to a targeted list of owners or managers of midsized printing companies, inviting them to have their picture taken on a brand-new Harley-Davidson, clad in biker leather and against a backdrop of Michigan Avenue, shot in the format of a movie poster entitled “The Wild One.”A Full LineThe booth was transformed into a professional digital photo studio, complete with a high-end Kodak digital camera. Visitors registered at one of several PC terminals, providing their name, company, title, product preference and intent to purchase. Each participant was instantly rewarded with a souvenir 4x6 color photo in a magnetic frame while posed on the motorcycle, which also provided the opportunity to showcase Kodak’s complete range of digital printing solutions, from cameras to paper to printers. |
Continuing the BuzzTo carry interest after the show, Bridgz used its prospect data and variable content technology to create a personalized, large-format movie poster as a high-value premium for each participant. These posters were printed on a Kodak NexPress digital printing press and mailed along with a personalized letter from the local sales representative. To capitalize on the hottest leads, posters were shipped directly to the appropriate sales representatives to be delivered in person.Talk of the ShowHundreds of attendees flocked to the Kodak booth during the three-day event to have their photo taken, and hundreds more congregated to watch, including a reporter from in the Chicago Tribune. Among the 40,000 attendees, Kodak was able to identify over 1,000 highly qualified prospects. Of these, more than half expressed their intent to purchase a color digital press in the next 6 to 12 months. The resulting sales far surpassed expectations.See how Bridgz’s customer-centric approach can help you successfully address your specific marketing challenges. Contact Jim Bergeson at 800.263.0823 or by email. |
Patterson - Customer Rewards Program - Customer Engagement
Helping Patterson Increase Engagement by Revamping a Customer Rewards Program
When Patterson Dental needed to update its customer rewards program, it called on Bridgz to deliver a new, more personalized approach to encourage customer engagement and provide opportunities for cross-selling and up-selling.
More Touch PointsFor years Patterson Dental, a supplier of services, supplies, equipment and technology to dental professionals, offered a customer rewards program that allowed customers to earn rebate dollars based on purchases in the form of rebate checks. With only two touch-points for new members and no followup encouragements or incentives to spend with Patterson again, the program clearly needed revitalization.A Broader ProgramBridgz designed the new program around loyalty versus rewards to sustain engagement with dental practices. Expanded to five membership levels instead of two, the new program included additional benefits that gave customers realistic incentives to pursue higher benefit levels. In an effort to increase customer engagement and incent more ongoing purchases, Bridgz devised a currency called “Advantage Dollars” that dental professionals could credit toward Patterson equipment and technology purchases. Members could then check their balances and take advantage of special offers online via a new site created for the program. In turn, sales staff could leverage the site as a tool to support and further engage their customers. |
Increased EngagementThe new program provided Patterson with ongoing member contact and allowed the company to customize offers and segment contacts based on region, level of membership, branch and other criteria. All of this resulted in more opportunities for cross-selling and up-selling. In addition, the new program led to significant production cost savings by offering everything the company had once printed — catalogs and mailings — online.A Rewarding Rewards ProgramThe updated program has reaped its own rewards, with an improved rate of redemption — every dollar redeemed generated $7 in purchases — and a continually improving churn rate (number of members dropping off to new members added), which decreased 20 percent from the program’s inception.See how Bridgz’s customer-centric approach can help you successfully address your specific marketing challenges. Contact Jim Bergeson at 800.263.0823 or by email. |
Radisson - Web-Based Marketing Platform - Direct Mail
Helping Radisson Build and Manage a Web-Based Marketing System for Optimal ROI
Carlson Hotels Worldwide wanted an online solution that enabled Radisson franchise operators to implement customized marketing campaigns targeted to select customers, in order to drive increased hotel stays during low-occupancy periods. Bridgz Marketing Group helped design and build ROI Direct, a web-based platform that leveraged data from corporate reservation systems and a loyalty program, to deliver highly personalized direct mail and email offers.
A Flexible SystemBridgz worked with Carlson’s marketing team to define a set of business rules for ROI Direct, and a database structure to determine segmentation priority, content and offers. The system provided hotel operators with the flexibility to order and specify marketing campaigns designed to meet the needs of their individual properties. At the same time, ROI Direct ensured that all marketing program design, messaging and content conformed to consistent brand standards, while allowing corporate to monitor activity and track financial results.Simplified User ExperienceFranchise owners could log on to the secure site anytime and specify a campaign objective, date range and target audience. A real-time database query would provide a hierarchic list of best customers — those most likely to stay at that hotel during that particular timeframe. Owners then could select from a menu of approved direct mail or email formats and content would be intuitively pulled in, including images, messages and offers tailored to each hotel and customer. At each step, franchisees could see the results of their selections, including the number of recipients, and proof of the final pieces. Cost was calculated for production and postage, with online payment options based on a shared cost formula. Output and delivery was combined to optimize production efficiencies. |
Measurable ROICorporate management could access a wide range of reporting and monitor marketing activities across all hotels. Results, including an ROI calculation, were tracked against reservation data for each campaign. This information was shared among hotels to reinforce the value of marketing investments over an annualized period. The approach also provided franchise owners with an understanding of best practices and allowed campaigns to be continually fine-tuned for greater effectiveness.See how Bridgz’s customer-centric approach can help you successfully address your specific marketing challenges. Contact Jim Bergeson at 800.263.0823 or by email. |
Schwan’s - Targeted Direct Mail
Helping Schwan’s Increase Sales by Targeting
Customer Needs
“What’s for dinner?” It’s a question heard in countless households on weeknights as busy families struggle to get healthy, delicious meals on the table. Frozen food delivery pioneer The Schwan Food Company was finding that customers too often made reactive last-minute food purchases, and in 2007, the company asked Bridgz to develop a marketing program that would help families be more proactive in their selections.
Analyzing Customer HabitsMeal planning takes time, and for many busy families, it is too easy to fall back on fast food or old favorite recipes when the dinner hour approaches. Schwan’s was finding that many customers were reactionary buyers who waited until the truck arrived to make hasty purchase decisions. The company knew that if customers took a more thoughtful, active approach to meal planning, they would buy more and stock up on items for meals throughout the week. Bridgz took the challenge to inspire customers to think more carefully about their food purchases.Providing a SolutionBridgz understood that the key to helping families make thoughtful food purchases was to solve a lifestyle issue, not push products. So, they created a direct mail campaign that emphasized quick (less than 20 minutes) and affordable recipes that would appeal to everyone in the family. The core message was that with minimal planning, Schwan’s could help even the busiest family enjoy the goodness of home-cooked meals. |
Bringing it HomeThe concept, “Bringing It Home,” focused on helpful suggestions and tips on meal planning for the busy household. Some examples included, “10 great meals for under $10,” “20 great meals you can make in less then 20 minutes,” and “10 great meal ideas for the grill.” Bridgz mailed to Schwan’s customers cookbooks that contained ideas for family meals that could be prepared in 20 minutes. The cookbooks also contained coupons to further incent purchases of Schwan’s products.Starting with the CustomerThis direct mail campaign exemplified a core pillar of the Bridgz philosophy: Successful marketing starts with the customer. By identifying a key customer need and tailoring the message to that need, the “Bringing It Home” campaign inspired families to think proactively about their purchases, and as a result, buy more of Schwan’s products.See how Bridgz’s customer-centric approach can help you successfully address your specific marketing challenges. Contact Jim Bergeson at 800.263.0823 or by email. |
Toyota - Prospect Profiling - Lead Management - Segmented Direct Mail
Helping Toyota Introduce a New Truck to a New Audience With Event Marketing and CRM
In 2007, Toyota was introducing the all-new Tundra, in its first foray into the market for full-size pickups. Working in conjunction with Toyota’s lead agency, Bridgz Marketing Group developed a regional campaign to gain conquest sales among current truck owners of the big three domestic brands.
Taking it to the StreetIt’s difficult to lure prospects into dealer showrooms before they’re ready to buy, so we devekioed a guerilla marketing campaign to take the Tundra to the people, introducing it to die-hard truck owners on their own turf. A series of live, hands-on events, conducted at large venues like NASCAR races and concerts, as well as at smaller hobby shows, on construction sites and outside specialty retail stores, let prospects see a Tundra up close, sit in it, and compare it with their own trucks, for payload, towing capability, comfort and price.Lead ManagementDuring these live events, profile information was gathered from participants using hand-held devices and brief questionnaires. Qualified leads were segmented based on the type and brand of vehicle they currently owned, their current or intended truck use, and their personal interests. We also prioritized prospects based on their stated purchase intent timeframe. The hottest leads were passed directly to the nearest local Toyota dealer for immediate follow-up, while other qualified leads were directed into one of two communication streams to drive additional interest and action. |
Powerful AffinityBased on their intended purchase timeframe, prospects were directed to either their nearest dealer for a test drive or were provided with a personalized URL, directing them to a Tundra microsite to support their purchasing decision process. Each stream incorporated multi-touch direct mail on behalf of the local dealer, featuring customized imagery and messaging to reflect the recipient’s stated interests, like hunting, fishing or boating, and whether they would use their truck for work or leisure. A gift card offer was provided by either Bass Pro Shops, The Home Depot or Sports Authority as a high-value incentive to motivate prospects to test drive a Tundra.Accelerating SalesMonthly reporting was provided to Toyota and the participating dealers to measure lead activity as well as sales conversions. Because the lead follow-up program was a new addition to the event marketing, it was important to measure the impact of this investment. Of all the leads generated during the campaign period, those managed through the Bridgz CRM program resulted in a 600% higher conversion rate to sales of new Tundra pickups.See how Bridgz’s customer-centric approach can help you successfully address your specific marketing challenges. Contact Jim Bergeson at 800.263.0823 or by email. |
UnitedHealthcare - Multi-Touch Campaign - Business to Business
Helping UnitedHealthcare Increase its Share of the Small Business Market
When first introduced to the marketplace, consumer-driven health plans were widely considered to be the future of healthcare, since they enabled companies to engage direct employee involvement in managing down the cost of insurance benefits. It was a complex new product option with a lack of general awareness and acceptance. UnitedHealthcare retained Bridgz Marketing Group to help launch a go-to-market campaign to capture an initial share of small business customers.
Emotional EngagementBased on results from previous direct marketing campaigns with a new product offering, UnitedHealthcare had set moderate expectations for this campaign. Our approach was to focus not on the product, but to create an empathetic connection with business owners who were concerned about spiraling healthcare costs, and balancing the need for reduced costs without compromising the quality of benefits.Helping Customers BuyWe worked with UnitedHealthcare to design a segmentation schema based on company size and industry, with a profile of key decision-makers and influencers. Then we tailored a message and offer that were highly relevant to each segment, appealing to both emotional and rational considerations, delivered across multiple touch points including mail, web and inbound telephone.Due to the complexity of the product offering, an informational rather than promotional strategy was employed, focused on business needs, not products specifications. Information was packaged in an easy-to-read comparative buying guide that helped decision-makers identify the solution that was best for their particular needs. Before launching externally, we distributed a campaign brief including creative and fulfillment samples to get buy-in from internal stakeholders including sales reps and channel partners. |
A Winning FormulaAs is typical with our process, Bridgz fostered collaboration across multiple departments within the UnitedHealthcare organization, leveraging existing insight, resources and cost-efficiencies with a common strategic focus on the customer. And the customers responded.The campaign far exceeded the client’s goal of 1.25%, achieving a 5% gross response rate, and as high as 34% in some test cells. Sales conversion also surpassed expectations, generating millions in new revenue. This was considered to be one of the most successful direct marketing campaigns the company had ever done, and gained industry recognition for Bridgz and UnitedHealthcare with several awards. See how Bridgz’s customer-centric approach can help you successfully address your specific marketing challenges. Contact Jim Bergeson at 800.263.0823 or by email. |
United Healthcare - Customer Segmentation - Targeted Messaging and Imagery
Helping UnitedHealthcare Execute a Cross-Media Strategy to Strengthen Relationships With Health-Conscious Women
Women are a critical audience for health care companies, because they make 85% of the decisions and dictate more than two-thirds of the spending. UnitedHealthcare enlisted Bridgz Marketing Group to develop a cross-media campaign to strengthen its relationship with existing customers by promoting a new online resource designed to help women better manage their health.
The ProcessBridgz conducted an in-depth review of transactional data, market trends and consumer research to help UnitedHealthcare identify the highest-value prospects among its existing female policyholders. Based on this analysis and our previous experience in the health-care industry, we recommended targeting four primary groups, segmented according to life stage and various attitudinal factors.Our strategic plan detailed multiple customer engagement initiatives, supporting tactics and measurement procedures, to engage prospects using electronic and traditional direct mail. Rather than being overtly promotional, the creative spoke to the audience on a more intimate, personal level. Using customized messaging and specific imagery tailored to each group helped establish a meaningful dialogue, build a deeper emotional connection, and create a feeling of shared responsibility between the company and its customers. Seamless CollaborationTo execute this comprehensive, integrated campaign involved many different departments within the client organization, as well as numerous outside partners. Bridgz helped foster highly effective inter-departmental collaboration and strengthen working relationships with and between independent vendors. As part of the process, Bridgz also established the creative direction and brand messaging for the website, public relations, email and print marketing, in order to maintain consistent, cohesive communications at every touch point and across all channels. |
Continuous ImprovementInitial campaign results revealed valuable insight that enabled us to make small but important adjustments mid-campaign. Studying early adopters provided a clearer profile to help us better optimize our targeting, to tweak messaging to make it even more relevant for each specific target group and, ultimately, to deliver a higher return for our client.United Heathcare’s goal was to acquire a certain number of new registered participants on the website by year’s end. Bridgz succeeded in surpassing this goal within the first few months of the campaign. See how Bridgz’s customer-centric approach can help you successfully address your specific marketing challenges. Contact Jim Bergeson at 800.263.0823 or by email. |
U.S. Bank - Engagement Plan - Data Insight - Customer Segmentation
Helping U.S. Bank Establish Valuable, Long-Term Relationships With Youth and Young Adults
Recognizing the significant, long-term benefits of cultivating young customers, U.S. Bank enlisted Bridgz Marketing Group to help connect with this segment of the population in order to build banking relationships that could potentially last a lifetime.
Understanding the Youth MarketEngaging the youth and young-adult market is a challenging proposition. By definition, this market not only includes customers younger than 24 years old, but also their adult influencers, like parents and guardians. To succeed, we identified exactly who is included in this market, the emotional and rational concerns that drive their decisions, and how best to serve them by delivering a consistent experience at every point of interaction.Holistic ApproachBridgz conducted an extensive process to gain a clear under-standing of the target market. Our multiphase approach included market research, employee interviews, customer data analysis, voice of the customer, and segmentation studies. The resulting insight into the audience, the client organization, and the competitive landscape, allowed us to develop engagement recommendations and messaging tailored specifically to the younger market. |
Long-Term InterestThe end product of Bridgz’ strategic initiative was a comprehensive and prioritized three-year roadmap to help U.S. Bank initiate and maintain ongoing engagement with young adults and their influencers. Our recommendations included high-level planning for educational programs, partnerships, cross-channel marketing, customer on-boarding and lifecycle management, as well as infrastructure development.Actionable StrategiesArmed with a newfound understanding of the opportunities to increase its appeal in the youth market, U.S. Bank was able to evaluate and implement long-term business strategies that were actionable and immediately measurable.See how Bridgz’s customer-centric approach can help you successfully address your specific marketing challenges. Contact Jim Bergeson at 800.263.0823 or by email. |
2011 Bridgz Marketing Group