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Driving the Sales Process

A Case History

Marketing Strategy:

Increase share of market in truck and bus body and truck trailer markets through a focused sales and marketing effort.

Creative Strategy:

  • Position Ryerson Tull as the Smart Choice for Materials in Motion.
  • Use toy trucks to illustrate the wide range of applications for which Ryerson Tull had a material solution.


Tactics:

  • 12 page Material Guide for Trucks, Buses, and Trailers
  • Full page ads in TRAILER and BODY BUILDERS
  • Direct Mail to customer database

Results:

  • Ads generated more than 150 requests for the Material Guide over three years.
  • Direct mail to customers generated 50 requests.
  • Sales to targeted SIC doubled.

Material Guide won a Silver Triangle Award from Steel Service Center Institute.