NEED
Raise awareness of and generate leads for P&H Digital Drive Solutions (DDS), which increases mine shovel productivity by up to 15%.

SOLUTION
Targeted the coal industry, due to the current high demand for coal. Developed image and messaging for the product, including DDS logo, advertising, direct mail pieces, news releases and web site promoting key benefits:
• Increases mine shovel productivity by up to 15%
• Increases profits by up to 15%
• Achieves ROI in three to six months

News releases communicated proven field performance and product descriptions.

Offer included a free machine upgrade analysis.

Response mechanisms:
• 1-888-MINEPRO
• Visit www.minepro.com
• Fax back form to 414/671-7249

Measurement:
We are currently tracking leads by date, CRM criteria, media, leads to sales and ROI.

RESULTS
P&H received dozens of leads, presented proposals and closed over $2 million in sales within first eight months of
the campaign.

Side note: The ad and direct mail campaign won Excellence Awards from the Business Marketing Association (BMA).