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Volvo/Champion
Series
IV grader - ad mail
thanks to Rob Chilvers
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Who
Champion targeted a purchased list of 5000 owners of small fleets of
construction equipment.
What
This invitation offered fleet owners a chance to take part in a "user
evaluation" program by calling to reserve a demonstration unit of the
Series IV grader. The invitation was produced with no Champion branding
on it.
Why
Champion had redesigned its graders extensively to satisfy the particular
needs of private contractors. The major obstacle to a successful launch
was contractors' perception of Champion as the "low-bid" brand catering
to government fleets. Presenting the demo launch as a third-party evaluation
program would help to side-step negative preconceptions and lead contractors
to first-hand experience with the new Champion. .
Results:
Champion received telephone responses from 11% of the contractors on
the invitation list. Of these, 190 signed up for a grader demo. Through
the launch, the sale or rental of 25 Series IV graders was credited directly
to these demos.
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