York Novenco develops revolutionary new method for extinguishing fires in engine rooms on ships.
When the EU imposed its ban on fire fighting using Halon it created a perfect opportunity for a European direct marketing campaign featuring York Novenco’s new innovative solutions.
We created a campaign for York Novenco to target decision makers in shipping companies with technically defined needs (Halon systems) as well as shipping companies in Germany, Italy and Greece. The campaign objective was to create meetings for York Novenco’s sales representatives (12.5 pct.), and subsequently to close orders (4 pct.) for the company’s new product.
Massive and Targeted Pressure
Selling a new product to an already over-marketed-to target group in such a short time, the campaign needed to quickly exert considerable and targeted pressure on multiple channels. To achieve this, key local agents were first given a two-day pre-campaign training session in Denmark as well as targeted recipients of the campaign pre- identified, so as to achieve maximum penetration.
The target group received a direct mail consisting of a maritime-styled booklet encased in a wooden cigar box which also doubled as a take-away gimmick. The direct mail was followed up with personal telephone calls from sales representatives and at sales meetings, York Novenco representatives brought additional attention grabbers for the cigar box – cigars, humidifier and hygrometer– to build the connection between the personal sales representative and the campaign concept. Additionally, a PR effort was launched in various professional magazines in support of the campaign.
Meetings with 47 pct. of the Target Group
York Novenco obtained responses from 70 pct. of the target group, meetings with a total of 47 pct. of the target group and orders from 19 pct. The campaign won the Direct Marketing Award 2004 for Best International Campaign.
» Direct mail
» Sales agents training sessions
» Booking of meetings
» PR activities
For more information, please contact Niels Christian Jensen