CASE STUDY: Indian Seamless Metal Tube direct marketing program

Indian Seamless Metal Tube (www.ismtna.com) needed to build upon the positive effects from last year's brand advertising campaign. Now that potential North American customers were aware of the ISMT brand, the company wanted to selectively target automotive parts manufacturers. To meet this challenge, MantraMarketing developed a targeted direct-marketing program.

First, MantraMarketing created a database of North American automotive parts manufacturers who were potential users of seamless tube products. The database was developed from zero-base using proprietary business information garnered from a variety of professional resources to which MantraMarketing has exclusive access. The names, addresses and contact information were validated and the list was added to a relational database for further update, follow-up and ultimately included into the company-wide CRM system.

Second, MantraMarketing developed the creative component for the direct-marketing initiative. Using our prior marketing experience with ISMT and our tacit knowledge of the seamless tube industry, MantraMarketing honed the message to prioritize the hot-buttons important to the automotive parts industry. The creative design had to quickly capture the interest of and educate the North American customer - and, most importantly, elicit a response. MantraMarketing's tactics focused on a "product hero" approach: images did the explaining while text played a supporting role. The final sell-sheets were customized with each sales person's contact information.

Third, MantraMarketing employed the latest printing technology to keep costs at a minimum. Print production is often the Achilles' heel of direct mail, because short-run printing can be expensive and wasteful. MantraMarketing's partners include cutting-edge printing services that specialize in short-run, customizable printing.

Finally, MantraMarketing created a personalized cover letter for each member of the sales team. All parts were then packaged within a branded envelope, addressed and mailed.

The results
Within days of mailing, ISMT had two firm RFQ proposals from companies which in the past had not shown any interest.

Follow up
ISMT sales people continue following up on the mailings using the new database of leads. The sell-sheets continue to provide benefits as mini-brochures and leave-behinds for a quick company synopsis. In addition, the branded envelopes are used for all general communications, reinforcing the "Seamless Tubes. Seamless Solutions." message.

Next Steps
MantraMarketing continues to create for ISMT new custom databases for additional industries. The existing creative design is quick to revise to target the interests of each industry, and new mailings are assembled in a speedy manner to generate sales leads.