Spraying Systems products were previously sold throughout Canada through a Canadian-based distributor. A decision was made by the distributor discontinue their product line, which forced them to move to a direct-sell model. The outcome led Spraying Systems to open Canadian offices and build a Canadian-based sales force. It also put them in a situation where they had to recreate all existing customer information and develop a prospect database from scratch.
Our charge was to help reestablish Spraying Systems as a known Canadian brand, develop a database and design a program to help them get in front of their largest prospects in key verticals.
Spraying Systems had some great examples of how customers were able to save thousands of dollars in their operations by switching to Spraying Systems equipment. We saw these stories as a great proof points to use as part of our messaging strategy. We also used research to identify key pain points that were keeping our target audience up at night and applied them to our vertical messaging. And, through a series of conversations with the Spraying Systems sales team, we also uncovered that prospects were somewhat skeptical about how much something as inexpensive as a nozzle could save thousands in their production process.
Armed with that intelligence, we developed a campaign titled “Silencing the Skeptics” which not only set out to dispel some of misbeliefs, but also serve as an icebreaker to pave the way for sales to reignite conversation with prospects.
To help the Spray team target large prospects, we created an account-based dimensional mailer, personalized and segmented by audience need. Sent in waves, it allowed the small, newly formed sales team to manage follow-up. Each version was designed to target a specific customer type and their major buying concern.
Print and online media provided the air support along with a carefully crafted marketing automation program, which contained offers and materials to learn how such a little nozzle could make such a big difference.
The 30-35+ accounts targeted directly with dimensional mailers resulted in new relationships, and kick started the buying cycle with their recipients, far exceeding cold calling and past tactics.