September 5, 2008

3-D mailers make an impact for Butler

SELINSGROVE, Pa. – Sire Advertising partnered with Butler Building Systems to create two custom, three-dimensional direct mailers to market one of the world’s leading producers of steel building systems and attract new builders to its network.

75 black metal safe boxes were sent to a targeted list
of prospects. Each box contained a secret agent voice
recorder, black-rimmed sun glasses, and an
authentic-looking cell phone.

Butler developed a targeted list of prospects to which each mailer was sent. The goal of the mailers was to get prospects’ attention, educate builders about Butler, and open the door for a Butler representative to meet with company decision makers.

The first mailer illustrated the theme “Mission: Possible”, reinforcing that the builder could potentially sell more as an authorized Butler Builder. To create a sense of fun, 75 black metal safe boxes were sent to a targeted list of prospects. Each box contained a secret agent voice recorder, black-rimmed sun glasses, and an authentic-looking cell phone. The voice recorder also played a call-to-action message. The mailer’s collateral included a mini file folder that was designed as a top secret document.

Custom-designed boxes contained a portable DVD
player, letter, and DVD introducing Butler Building
Systems to prospects.

The second mailer, “The Sky Is The Limit,” was distributed to 100 prospects in two phases. First, a clear plastic case was sent with a portable DVD player remote control enclosed. A clear case was utilized so that prospects would be able to see the remote control inside and be intrigued to open the package to find out more. In addition, literature was included that indicated the player to the remote control would be arriving in the next few days.

Approximately one week later, the second phase of the mailer featured a custom-designed box containing the portable DVD player, letter, and DVD introducing Butler Building Systems that was sent to the prospect. The portable DVD player, branded with the Butler logo, was retained by the recipients for personal use.  

Overall, these dynamic direct mail campaigns created a lot of buzz and enabled Butler representatives to introduce the company’s services to a number of promising prospects. 

Butler Manufacturing is the world’s leading producer of steel building systems, combining more than 100 years of experience, the strength of BlueScope Steel, and the expertise of more than 1,400 independent Butler Builders around the globe.

Sire Advertising specializes in results-driven marketing communications programs for national and regional companies. Sire’s strategic approach to marketing integrates traditional, Web, and new media solutions. The agency has won more nearly 70 national and international design awards in just five years. For additional information, call (570) 743-3900.