Building stronger relationships with ZINCALUME® steel
Direct Mail
Direct Mail
BlueScope Steel Website
Market
ZINCALUME® steel dominates the steel roofing and cladding market for commercial buildings. End customers include commercial architects, building designers, builders and roofers.
Communication
The objective was to acknowledge and strengthen the customer relationship with the ZINCALUME® steel brand, add to the in-house contact database and communicate several key product features. True Blue Reward offered entrants a choice of prizes for answering 5 questions related to the product features and customer awareness. The integrated campaign included direct mail, postcard follow up and telemarketing, with response either by fax or on-line.
Results
| Direct Response | 15.9% |
A total of 15,000 contacts came from 3 third party lists and the in-house list. 15.9% or 2,382 entered the promotion while 10.3% or 1,552 opted in for communications on BlueScope Steel building products.