Surface mining is a hostile environment with numerous tough challenges, especially for machinery. Hydraulic power and belt drive failures account for 47% of downtime at mining operations. That’s a lot of lost production, costing operators hundreds of thousands of dollars per incident. Gates Corporation, a world leader in industrial engineering and the manufacturing of belts and hoses, held the answers to these puzzling problems.
Demonstrating Gates deep understanding of the target audience’s challenges, we developed a dimensional mailer that highlighted various problems encountered at mining operations, from costly downtime to risk of accidents. Only a missing piece was purposefully left out to provoke thought and indicate that a meeting with their Gates sales rep would serve as the solution to these challenges.
A brochure, infographic, follow-up mailer and conversion guide rounded things out as part of a nurture stream to help outline broader challenges and concerns—further warming prospect to consider meeting with a Gates sales rep and converting to Gates. In addition, a sales force training presentation was developed to increase knowledge of the surface mining end market, better qualify leads and increase revenue.
Initial surface mining mailer was sent out to a targeted list of 440 mine managers and maintenance managers across North America. The same 440 leads received the follow-up mailer that put the pieces together—positioning Gates as the missing piece for eliminating downtime and increasing cost savings for their operation.
In 2013, Gates closed/won $1,218,400 worth of business in the Surface Mining end market. By January 2014, Gates had closed/won $175,000 in additional business.