Opportunity
Tindall opened their newest production facility in San Antonio, Texas. They were greeted with a highly competitive landscape. With several established precast subcontractors in the market, many construction partners already had long-standing relationships. Tindall’s sales team was having difficulty scheduling new business meetings with potential customers.
Business Details
Tindall is a multimillion dollar manufacturer of precast concrete products and systems. They operate in the B2B market and traditionally had a limited marketing presence.
Solution
With the goal of connecting with key decision-makers and challenging their opinion of precast, we created a direct marketing campaign consisting of two mailings. Tindall’s sales force was encouraged to follow up with their list of prospects after each phase of the mailing. The creative team started by searching for a premium item that would arrive in a large enough box to bypass the office gatekeeper and leave a lasting impression on the recipient. We sourced an Edison bulb concrete table lamp, commissioned the base to be etched with Tindall’s logo, and designed a custom branded box. Paired with a printed insert, lamp recipients were encouraged to reach out to Tindall’s Texas sales team for their next bright idea and precast needs.
The second phase of the mailing consisted of a video brochure. The team wrote, filmed, and produced a video that showcased Tindall’s precast expertise and established the Texas Division as a leader in the market. The video was uploaded into a custom-designed electronic brochure and was then dropped into a secure, mailable box that was thick enough to find its way onto a decision-makers desk, instead of in the recycling bin. When the brochure was opened, Tindall’s video automatically played for the recipient.
Results
The direct mail campaign received a response rate of 40%, enabling the sales team to schedule 14 new business meetings to discuss potential multimillion dollar construction projects.
Awards
The creative received recognition as a MarCom and AAF award winner.
Client Appreciation
All around an incredible group of people. Their service to their own clients is highly commendable and recognizable. I feel very fortunate to have a relationship with.
