Exceptional challenges.
In order to make the All Family Promotion work, International had several challenges to meet:

• Successfully target a diverse group of local operators
• Convince this elusive target to take a test drive
• Balance long-term brand building and the immediacy of direct response
• Coordinate efforts seamlessly with dealer network in U.S. and Canada
• Execute the campaign efficiently on an extremely tight timetable

Here’s how they geared up to meet every one.

First gear: Pinpoint decision makers.
The first step was to identify decision-makers within International’s key marketing geographies. After an exhaustive analysis of potential business-to-business mailing lists, the purchasing decision-makers for companies with a fleet size of 1 to 10 vehicles were pinpointed. These individuals were usually the business owners. This was the target that would drive everything.

Second gear: Establish the offers.
In order to make the promotion work, International needed a two-tiered offer. The first tier motivated prospects to come in for a test drive. This incentive was a free Sirius® Satellite Radio for each test drive. The test drive was a key component in the decision process, because International knew the strongest possible sales tool was to actually get the prospects behind the wheel of the trucks. The second tier was the primary offer behind the All Family Promotion. It was a generous down payment match up to $2000 for trucks purchased during the promotion period.