BtoB

Bader Rutter delivers results with direct campaigns

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Bader Rutter & Associates, a b-to-b agency based in Brookfield, Wis., has delivered exceptional results for clients through innovative direct campaigns aimed at specific target audiences. The 39-year-old agency grew its overall revenue by 13% last year, and it added new b-to-b clients including Butler Manufacturing, Hospira Inc. (a medical device manufacturer), Pfizer Equine and Sauder Woodworking Co. “This was the culmination of our best three years ever for the agency,” said Greg Nickerson, CEO of Bader Rutter, pointing to three years of double-digit growth during a time of economic slowdown. “Pretty much every client we have has some degree of direct,” he said, pointing to direct mail, database marketing, online and mobile technologies the agency has been investing in. For client Zoetis, a spinoff from Pfizer Animal Health, Bader Rutter created a multichannel direct campaign aimed at beef producers and veterinarians for Advocin, an injectable used to treat bovine respiratory disease. The campaign, called “Text-to-win Sweepstakes From Advocin,” offered participants a chance to win a backyard barbecue set valued at $1,500. It was launched as a wrap front cover of Beef Magazine, sent to 97,000 beef producers, and was followed up with two targeted direct mail pieces and an email. The first direct piece was shaped like a smartphone and featured a text message conversation highlighting the offer. Nonresponders received a second mailer and a follow-up email. The email received a 43.0% open rate and a 16.0% click-through rate; the direct mail campaign received a 12.7% response rate; and the wrap front cover effort received a 0.84% response rate. Overall, the campaign generated 1,632 entries. For Dow AgroSciences Turf & Ornamental, which manufactures herbicides and insecticides for professionals in the golf course, lawn care, landscape and nursery businesses, Bader Rutter created a campaign called “Set Your Course Online Training Program.” “Training is one of the most important things you can do in this industry,” Nickerson said. “We used direct marketing techniques to drive training efforts forward and provide continuing education online.” The campaign was aimed at select distributor sales representatives, with the goal of giving them in-depth knowledge of Turf & Ornamental products and services. It featured an online learning course that was promoted via email and direct mail. As an incentive, participants who completed the program received a $150 gift card. The email campaign had open rates as high as 51.0%, and click-through rates up to 31.4%. Overall, 60.0% of those invited to participate completed the online training program. For Eastman Chemical Co., Bader Rutter created an integrated campaign for the launch of Eastman Cyphrex Microfibers, used in the manufacture of such products as fuel filtration systems and specialty papers. The company introduced Cyphrex Microfibers at IDEA 93: International Engineered Fabrics Conference & Expo. The campaign included print ads, direct mail, email, online ads, social media, booth graphics and website design, and featured graphics of colors and shapes emerging from a single fiber. The origami-inspired direct mail piece was designed to show how Eastman microfibers provide more flexibility for manufacturers. The pre- and post-show emails had open rates as high as 27.0%; and e-newsletters had an open rate of 8.6%. Also important for the product launch, 80% of website traffic consisted of new visitors to the site.
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