Trucker Mailing Pulls 3.1% Response

Posted on by Chief Marketer Staff

TruckersB2B.com, an online group for small truck fleets, got a 3.1% response rate from a coupon mailing promoting tires from Goodyear Tire & Rubber Co.

The mailing, budgeted at less than $50,000, was designed to increase Goodyear’s sales and market share among TruckersB2B.com members, while building the group’s membership base, said marketing manager Sarah Sakho.

Founded three years ago, TruckersB2B.com seeks to secure for small truck fleets the kinds of purchasing discounts more commonly available to larger fleets.

The group mailed coupons in April to 14,000 member fleets. They entitled recipients to $20-per-tire rebates on purchases of up to 100 select Goodyear commercial truck tires.

At deadline, 580 coupons had been turned in for rebates. Of those, 256 came from new members who joined when they used the coupons. The remaining 324 were redeemed by existing members.

Sakho noted that the sign-ups also increased the organization’s overall membership by nearly 2%.

The mailing piece asked for information like principal contact names, the number of commercial tires and retreads bought within the past year and whether recipients used Goodyear tires or a competing brand. Recipients could respond by calling a toll-free telephone number, by fax or mail.

Coupons also were sent to 280 Goodyear salespeople, to be distributed in the firm’s retail dealerships.

Earlier this year, TruckersB2B.com ran a multimedia campaign to introduce its members to two new vendor partners — collection agency Baker, Govern & Baker Inc. and TMT Software, a developer of fleet maintenance management software.

Customized e-mails were sent to 6,400 fleets, and customized faxes to 7,500. They offered rebates for the partners’ products and services.

The e-mails were opened by 61% of recipients. In addition, 135 people requested a sales call.

According to Sakho, TruckersB2B.com plans to send out new product fliers and monthly inserts in rebate checks to its members. It also hopes to initiate more campaigns with vendors.

TruckersB2B.com offers point-of-sale discounts and monthly rebates. Through June, the organization had sent out more than $10 million in rebate checks to members.

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