Continuous mining can be one of the most challenging and dangerous industries to work in, let alone try to operate a profitable business. Hydraulic hose failures cause 9% of onsite injuries—with 1% of those serious or fatal. Gates Corporation, a world leader in industrial engineering and the manufacturing of hydraulic hoses and assemblies, had the right products and solutions for reducing these hazardous conditions—and making mining operations more productive in the process.
With worn and abraded hoses causing dangerous problems for mine operators and workers, we knew Gates products to perform better than popular, cheaper competitors—so what better way to demonstrate this than to send out an over-sized tube mailer containing a metal file, a Gates hose and a competitor’s hose so recipient could conduct their own abrasion test on the spot. This unique direct mail component anchored an integrated campaign developed and implemented to soften target and to position Gates products and solutions as clearly superior to the competition.
Rounding out efforts targeting our audience were a brochure, conversion guide, animated case study and infographic content offers—all designed to reinforce campaign messaging and ramp up demand. In addition, a sales force training presentation was developed to increase knowledge of the continuous mining end market, better qualify leads and increase revenue.
Using a hybrid approach of direct mail and marketing automation (broadening reach and increasing awareness with end market specific content offers), 199 mailers were sent to a targeted list of mine managers and maintenance supervisors across North America. The program was well received both internally and externally as one of the most captivating and engaging campaigns Gates has executed to date.