Case History for Business Unit of Sears

Challenge

Identify specific purchasers of hand tools in industrial market for test mailing before major rollout.

Solution

Potential purchasers were identified by title, company size, and within specific SIC codes. The primary and secondary research was used to develop information about purchaser and what factors influenced his/her buying decision for this type of product. The information became the basis for the Market Characteristics Study which included recommendations and an action plan to effectively reach this purchaser.

Next a copy platform and creative strategy were developed based on the research to introduce Sears Craftsman® Hand Tools to the industrial marketplace.

The end result was a mailing package which included a personalized letter, a company credit card application, the Sears Hand Tools Catalog with a wrap cover explaining the program, various response elements, all packaged in an attention getting 9 in. by 12 in. full color mailing envelope.

A test mailing dropped to a purchased list of 20,000. The response from the mailing resulted in sales indicating high interest. Research was an invaluable tool used to test and target the market before a major rollout was sent to over 2 million names.