Thompson Tractor, a heavy equipment dealer, sought to increase sales of its compactor machines to select pavement customers in Alabama and the northwest Florida Panhandle. A mail campaign was developed in which 100 to 150 key clients ultimately participated. The campaign was intentionally rolled out during the sweltering days of summer 2023 using the slogan “Hot Mix, Cool Savings.”
Inspired by a retro vibe, the mail package was designed to include a Bluetooth speaker in the shape of a cassette tape. The item included two QR codes: one linked to a special promotional offer and the other linked to a curated 1980s Spotify playlist for a nostalgic and fun element. The campaign highlighted five different compactor machine models available at various price points. For distribution of the mail package, some of the specially designed boxes were shipped directly to select customers, while others were hand-delivered by sales reps. The personal approach encouraged meaningful interactions between the reps and their customers, fostering stronger connections and making the exchange more personable and impactful.
The results of the campaign exceeded the company’s objectives by driving significant machine sales and engagement for the client. Impressively, the sale of just one machine covered the program’s costs several times over, underscoring the effectiveness of this promotional strategy.
Speaking of heavy equipment, this major farm equipment manufacturer wanted to make an impression at a major convention. Ranch owners and cowboys would be attending the National Cattlemen’s Beef Association Annual Convention, and it was time for something unusual. After all, everyone in attendance would already know John Deere, so why should they stop by the booth?
Following a lot of market research, they came up with something that would never be considered for the average trade show, but which was perfect for these cowboys. The team came up with the idea of a branded boot jack, a tool that helps the wearer easily remove their boots. Out of the 7,000 attendees, 400 stopped by for a conversation that gave them their own boot jack to take home.
Raise your hand if you’ve ever heard of a boot jack! And contact APTCO for your next out-of-the-box marketing idea.
~ Douglas Adams
