There's No Loyalty Like Customer Loyalty

Company Name:	Cadman, Inc.
Award Level:	Gold
Industry Category:	Wholesalers & Manufacturers
Industry Name:	Construction-Equipment
Promotional Objective:	Customer Loyalty
Award Year:	1998
Promotion Amount:	$10 or More
Distributor:	Strategic Marketing Alliance

Objective:	To secure new customers and increase loyalty of existing accounts.
Strategy Execution:	Cadman was focused on making a simple yet all-important commitment to its construction company clients: On Time and In Spec delivery of the company’s ready-mix concrete, sand, and gravel materials. They created OTIS the bulldog (On Time and In Spec), a rough-and-ready mascot to embody their rugged, can-do spirit. A series of mailers and promotional products featured Otis. They even gave the character life by letting Otis deliver a fun and memorable message in the form of a sound chip imbedded in a doghouse-shaped mailer. The campaign was rolled-out in January with a “Happy New Year” message and continued with an endless parade of special promotions, recognition, and incentives. NBA tickets, T-shirts, and ceramic beer steins were only a few of the promotional items that tied-in with multiple seasonal events throughout the year. Otis was barking the company message all year long.
Results:	Cadman enjoyed its highest sales volume in the company’s 60 year history.

Posted on Wednesday, February 25, 2009 by Kurt McDowell filed under

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