Spanning the globe with GALVASPAN® steel
Market
Attached just underneath the wall cladding and roofing of large industrial buildings is a support framework of purlins and girts. And in most cases, these purlins and girts are made from GALVASPAN® steel. Specifiers and influencers include commercial architects, building designers, builders and roofers.
Communication
The objective was to acknowledge and strengthen the target relationship with the GALVASPAN® steel brand, add to the in-house contact database and communicate several key product features, including spanning ability. The Span The Globe promotion offered entrants a choice of global destinations that spanned the globe. The integrated campaign included direct mail, postcard follow up and on-line advertising, with response either by fax or web.
Results
A total of 8,000 contacts came from 3 third party lists, telemarketing and the in-house list. 13.46% entered the promotion and a further 952 contacts were added to the commercial specifiers data list.