This Computerized Maintenance Management Software (CMMS) manufacturer wanted to build an empire by entering plants through the maintenance shop.
WHAT WE DID.
- Revamped the direct mail program on which the phone-base sales approach was built-replacing sales letter with attention-getting direct marketing. The approach raised impact while reducing cost.
- Added to the monthly promo campaign a reminder postcard - a deal with a deadline.
- Developed a superhero illustration style to showcase the demographic (maintenance guy), and to illustrate the functions of the software.
HOW IT TURNED OUT. In about four years, Datastream grew from less than four million in sales to more than twenty million. The firm enjoyed more than 20 consecutive quarters of sales increases and became the largest CMMS brand in the world.