2. International Truck and Engine
• Leading producer of medium and heavy trucks and
severe service vehicles
• Largest dealer network in US
– 125 dealers participating in Ready Now program
3. Challenge
• Help dealers leverage support of regional resources
– Truck Sales Managers
– Vocational Specialist
– Navistar Parts
– Navistar Financial
• Target specific industries
• Target new conversions, “conquest accounts”
• Support Sales Blitz in the field with targeted direct mail
• Connect the customer with their point of sale
4. Sales Blitz Elements
• Monthly direct mail segmented versions for 6 industries
– Versions varied message and offer
– All materials feature dealer contact information
• Sales Blitz Kits sent to each participating dealer
– DVD of useful industry information for 6 targeted industries
– Prospect dossier, worksheet featuring
• Contact information
• Industry
• Current fleet size and last registration
– Leave behind note pads
– 6 versions of collateral based on industry segment
– All materials featured call to action with
local dealer contact information
7. Results
• Increased Dealer engagement in new markets
• Enthusiastic response from Dealers
– loved the targeting, support materials and direct campaign
• New vehicle growth to new customer
• Net result was $9 profit on each $1 spent
