 |
Client Since: February 2003
Products used:
EchoMail® Direct MarketingTM
Number of E-Mails processed
Around 1 million e-mails since February 2003
Over 90 e-mail marketing campaign sent since February 2003
Service Solutions
Database Marketing
Direct Mail and Strategic Planning
Creative Design Support
Strategic Consulting
| |
|
Targeting Niche Market
Success Story: Carpenter technology Corporation
Company Overview
Carpenter Technologies corporation is a leading, international manufacturer of specialty
alloys and engineered products that find application in a wide array of
industries such as automobiles and air-craft to sporting goods, medical devices
and oil and gas exploration. Its engineered products are known for their
dependability, strength, toughness, corrosion resistance and capacity to
withstand high temperatures. In recent times the company has increased its
product range and extended its geographical presence to Asia, Europe and
Mexico. A majority of the alloys that Carpenter sells are tailor made and user
specific and this has made it imperative for it to sell its products through
its own sales network and not through external agencies. Carpenter’s
metallurgists work in close contact with the client, understand their specific
need and develop or upgrade an alloy for its exclusive usage. Carpenter’s
transition from a specialty metals company to a specialty metal products
manufacturing company exposed it to the challenges of a changing market place
and emerging new technologies.
Before EchoMail
Carpenter had increased its operations multifold; it had evolved from a specialty alloy
manufacturer and entered the highly competitive specialty metal products market
and also extended its reach from its well established home market to new and
challenging overseas markets in Asia, Europe and Mexico where it did not have
an earlier presence. It realized the need to give a thrust to its marketing activities in view of the increased
competition in the home market as well as to establish itself in the overseas
markets. Carpenter wanted to engage in a personalized and targeted dialog with
its existing customer base with a view of retaining them and reach out to new
markets by explaining its background and superiority of its products. It
realized that Electronic communication could be the ideal medium to achieve it
twin objective
The EchoMail Deployment
Carpenter realized that the best way to leverage
the Electronic medium would be by appointing the services of a professional
E-Mail management company and entered into a strategic tie up with EchoMail. As
a first step EchoMail prepared an online easy to fill web-form that would help
customers to check pricing, availability, quote and help in placing an order
instantly. EchoMail analyzed the need of the customer and recommended the
deployment of EchoMail® Direct Marketing™ (DM) its powerful customer reach
tool.DM became a vital component in launching the Carpenter Direct program, a massive exercise in educating and
creating awareness on Carpenter’s specialty products to its Database comprising
of existing customers and potential users across continents.
After EchoMail
The specially designed registration forms helped
Carpenter to receive orders online which allowed more time for execution, the
feedback columns in these forms helped in understanding customer needs across
industries and gear its production accordingly. The highly targeted and
customized campaigns helped in creating awareness on the superiority and
advantages of Carpenter’s products among its target audience consisting of
existing users and potential users. Most importantly it helped Carpenter in maintaining a personalized
dialog with them bringing buyer and seller closer. Given the nature of
Carpenter’s tailor made solutions a personalized discussion became critical for
both buyer and seller. EchoMail played a major role in helping Carpenter to maintain the link with existing customers
as well as spread awareness about company and products to potential customers
and new markets that it was exploring.
|
SITE MAP
E-Mail this page to a friend
Subscribe
