Advertising Campaign
JB 4623 Advertising Campaigns Spring 2009 Groundbreaking Solutions
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Introduction Caroline Batson
is an advertising senior. She was responsible for the situation
analysis, marketing strategy, the SWOT analysis and parts of the research.
Marie Kadavy,
an advertising and public relations senior, brings two years of
marketing and advertising experience from the construction field.
Daniel Resendez is an advertising senior. He graduates in Spring 2009 and was responsible for the “big idea,� creative executions and parts of the research.
Grant Standridge
is an advertising senior. After an internship at a production
studio last summer, he is ready to put his abilities to the test in the real world.
The team behind Groundbreaking Solutions had a goal in mind for Ditch Witch immediately upon leaving the presentation in March. Ditch Witch is the Cadillac of trenchers, and because of that, it should not be losing market share to lesser competitors. Prepare yourselves because Groundbreaking Solutions is going to show you how to gain back the lost market share. Because the RT10 and the RT12 are brand new products in Ditch Witch’s already-proven trenching line, we chose to accentuate the features and dependability of the RT series. When you think about trenching, Remember the
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Table of Contents Introduction..................................................................i Situation Analysis..........................................................1 Research.......................................................................4 Problems and Opportunities..........................................7 Marketing Strategy........................................................8 Media............................................................................9 Creative Strategy...........................................................14 Creative Executions.......................................................15 Sales Promotions...........................................................25 Public Relations.............................................................27 Budget..........................................................................28 Wrap-up.......................................................................29 Sources.........................................................................30
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Situation Analysis The Client and Product
Company History Headquartered on 30 acres in Perry, Oklahoma, The Charles Machine Works Inc. is the manufacturer of the world’s most complete underground construction line, Ditch Witch. Ditch Witch products have a worldwide reputation for ease of use, reliability, long-term durability, rugged construction and advanced design. The Charles Machine Works grew from a blacksmith shop opened by Carl Frederick Malzahn, a German immigrant who moved to Perry from Minnesota in 1902. The shop was successful and became Charlie’s Machine Shop with the help of Carl’s sons Charlie and Gus. In the late 1940s, Ed Malzahn, Charlie’s son, saw the need for a compact trencher to improve the convenience of installing residential utility services, such as electric, gas and plumbing lines, Ed Malzahn which required long hours and hard labor. Ed Malzahn, with the help of his father, used his mechanical engineering degree to create the Ditch Witch Power, referred to as DWP, the first mechanized, compact service-line trencher. Tiffany Sewell-Howard, Ed Malzahn’s granddaughter, now serves as CEO and represents the fifth generation of the Malzahn line to run the family company. The Ditch Witch plant employs more than 1,300 people, and the company’s dealer network includes 118 domestic and 55 international locations.1
Product Distribution The Ditch Witch product lines are backed by dealer experience and expertise. Dealers are certified experts in Ditch Witch’s parts, equipment and service. To become certified, one has to go through a specific curriculum determined by Ditch Witch for sales and service. New products are sold directly from Ditch Witch distributors. Ditch Witch products are also available for rent at big box retailers, such as Lowe’s or Home Depot, and mom-and-pop hardware stores, such as Pioneer Rental.2 Sales History Ditch Witch held approximately 75 percent of the pedestrian trencher market in 2008, down from about 85 percent in 2006 and 2007.2
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Situation Analysis Product Evaluation Ditch Witch manufactures products that primarily fall into either the trenchers/plows, trenchless equipment or vacuum excavation category: • Trenchers & PlowsThe trenchers and plows category includes products such as the new pedestrian RT10 and RT12 trenchers. Also, Ditch Witch’s Zahn line includes trenchers that have an operator’s console, an articulated joint, and are walk behind. Then, there are the heavy-duty trenchers, which are designed for large-scale construction jobs (trenches at a depth of 10 feet).1 • Trenchless EquipmentAmong the products you could find in the trenchless equipment category are directional drills that employ a type of horizontal directional drilling style. Also, the fluid management equipment includes directional drilling fluid filling machines. The piercing tools include Pierce Arrow II piercing tools, pipe ramming and pushing tools, and pipe pulling tools.1 • Vacuum ExcavationThe FX20, FX30 and FX60 are the three primary excavation machines used and manufactured by Ditch Witch. These three vacuum excavation machines accomplish many tasks, ranging from soft-excavation and cleanups to removal of salt and sand from roads and street repair.1
Marketing and Advertising History Currently, Ditch Witch’s advertising agency, Littlefield3, has kept it ahead of the curve by executing primarily interactive, direct mail and magazine ads. With the use of bright colors, crisp fonts and layout designs, the materials Littlefield has produced are eye-catching and aesthetically pleasing. Because of this, Ditch Witch saw a 50 percent increase in sales during 2004. The 2008 advertising budget for trenchers was $394,9474. This included print and online advertising primarily in equipment, rental and landscape magazines, and the two Web sites http://www.acppubs.com and AED Industry Marketplace.
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Situation Analysis The Competition
Traditional • Vermeer - Ditch Witch’s biggest competitor, Vermeer, has developed many “firsts,” including: The world’s first large round hay baler, tree spade and stump cutter. Vermeer has perhaps the closest competition to Ditch Witch’s RT10 and RT12, the LM42, LM25 and SP15. These trenchers offer features similar to Ditch Witch. For example, the LM42 is a multifunction trencher and plow, capable of cutting through rocks, plowing, trenching and performing duties for underground utilities.5 • Boxer - The current Boxer line includes power barrows, dedicated trenchers, mini skids and articulating loaders with more than 50 interchangeable attachments. Among Boxer’s machines, the Boxer 118 stand-on dedicated trencher is the one most similar to the RT10 and RT12. The 118 features include: 18 horsepower, capability of maneuvering in tight areas and a 6” trench width. Its track produces 2.9 psi of ground pressure and weighs approximately 1,600 pounds, which minimizes damage to lawns.6 Nontraditional • Toro - Throughout the decades, Toro has become a global leader in turf maintenance equipment and precision irrigation systems. The two trenchers that are competitors to the RT10 and the RT12 are Toro’s TRX-15 and the TRX-19. Although they share similar features, these trenchers run strictly on tracks.7 • Astec Underground - Astec Underground entered the underground construction market with the acquisition of Trencor. It also supplies trenchers. The ones in competition with the RT10 and the RT12 include: the RT60, the RT130 and the RT160. Each product has a Honda engine, a walk-behind and only wheels instead of tracks.8 • Barreto - Barreto carries five lines of trenchers, which include the ‘first” of the following: first all-hydraulic trencher, first self-propelled mini-trencher and the first steerable trencher with zero turning radius. All five of its current trenchers are in competition with the RT10 and the RT12. They have features that are ideal for extreme digging conditions, such as the ability to trench through rocks or roots.9 Current Customer Based on research, Ditch Witch’s current users are those who work in the yard, do construction labor or need to install something underground. These would be, among others, homeowners, homebuilders, architects, landscape professionals and landscape contractors. However, Ditch Witch’s primary customers are rental companies such as the big box and mom-and-pop rental stores. Groundbreaking Solutions will continue to primarily target this audience. In addition, Groundbreaking Solutions will also target plumbers and electricians, landscape and irrigation professionals, and municipalities and utilities.2 3 6
Research Groundbreaking Solutions conducted a vast amount of primary research to ensure the right people are targeted in the right manner. There is no better way to figure out what your prospective customers want than by going out into the field and asking them directly. At Groundbreaking Solutions, we understand how important Ditch Witch’s budget is, and that is why it was important to us to talk to as many decision-making potential customers as we could.
Interviews Our team interviewed six people during the course of two weeks. We asked questions of various people, ranging from equipment managers at mom-and-pop rental stores to the brand manager at Ditch Witch. By conducting these interviews, we were able to learn what makes these people tick, what they expect and what they enjoy about the Ditch Witch line of products. We found that users of trenchers will pay more for a reliable trencher and that cleaning trenchers is difficult because some parts cannot be reached on the machine. Brand preference varies depending on the frequency of use. Lessors would rather lease equipment that is more reliable, easier to maintain and more durable even if it’s slightly more expensive. Lastly, direct mail could be effective only if the product being advertised is what the target needs and if an attached DVD is no longer than 15 minutes.
Surveys Interviews were not our only source of information. Surveys were administered and Groundbreaking Solutions received 40 complete responses. Fifty-five percent of people who responded were doit-yourself users, 25 percent were those who own trenchers and 20 percent were contractors. The surveys’ results helped us to conclude a number of important facts about these products, the brand and our campaign’s creative direction. Overall, trencher users select their machines based on, most importantly, reliability, and secondly, the features offered with the product.
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Research The interviews Groundbreaking Solutions conducted were done so in relatively the same format. We interviewed six people across the state of Oklahoma and recorded valuable information that provided us with a more specific idea of how to position the RT10 and RT12 in consumers’ minds. After getting each of their respective names, we dove in and started recording. After the question and answer sessions, each of us analyzed our interviews and, together, concluded the results. Below is a sample of some of the questions we asked our interviewees: Ditch Witch Dealers 1. How did you get started as a Ditch Witch Dealer? 2. Why do you think your customers choose Ditch Witch over the others? “One of the major reasons people buy a Ditch Witch is because of its productivity. Our machines will outperform many of our competition based on how they are built and engineered...” - Megan Lamerton, Ditch Witch of OK 3. What are the Ditch Witch RT10/RT12’s advantages? Rental Store Managers 1. Why did your company choose to rent out Ditch Witch trenchers? “My uncle owns Pioneer and is friends with someone who works at Ditch Witch. We have stuck with Ditch Witch because they are dependable. You don’t want to rent out equipment that breaks down.” - Mark Redwine, Pioneer Equipment Rental 2. What type of customers primarily rent pedestrian trenchers? Contractors or do-ityourself homeowners? 3. How does the maintenance required for the Ditch Witch compare to the maintenance required for its competitors? Although these are just a few of the questions we asked in our interviews, through our analysis we agreed that the emphasis is on the performance and reputation of the Ditch Witch trenchers. The low-maintenance aspect of the Ditch Witch trenchers is a huge plus to most rental store managers.
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Research The surveys we received were given to individuals who work for Flintco, Pioneer Equipment Rental and Complete Landscape. 1. How often do you use a trencher? a. Daily b. Weekly c. Monthly (25%) d. Yearly e. < once a year (33%) 2. What brand of trencher do you use? a. Astec b. Barreto c. Boxer d. Ditch Witch (48%) e. Toro (40%) f. Vermeer g. Other? ______ 3. What kind of trencher are you? a. Contractor b. Leasing (rents to others) c. Do-it-yourself homeowner (weekend projects) (55%) d. Other? Owner (25%) 4. What is the most important factor in selecting your trencher? a. Brand b. Location of Dealer c. Features (53%) d. Price e. Product Maintenance (35%) f. Other? ______ 5. Do you... a. Own a trencher? (37%) b. Rent a trencher? (63%) c. Lease trenchers? (37%) d. Other? ______ 6. What, if any, problems have you had using trenchers? a. Steering (wheels) b. Steering (tracks) c. Mobility (53%) d. Getting stuck (33%)
e. Breakdown f. None g. Other? ______ 7. Where did you purchase/rent your trencher? a. Mom-and-pop renter (25%) b. Direct Distributor c. Big box store (35%) d. Other? ______ 8. What type of trencher do you use? a. Riding trencher (10%) b. pushing trencher (90%) 9. What do you use your trencher for? a. Landscaping b. Wiring (60%) c. Pipes (60%) d. Irrigation (18%) e. Swimming pools f. Other? ______
What is the most important factor in selecting your trencher? 60 50 40 30
Product Maintenance
20
Features
10 0 Percent
10. Where would you like to see/hear about trencher advertisements? (excl: TV) a. Magazine b. Radio c. Trade show (40%) d. Word-of-mouth (28%) e. Internet f. Billboard g. Other? ______
Through our research and based on our findings, we concluded that Ditch Witchâ&#x20AC;&#x2122;s primary target is contractors, lessors and rental store managers (big box and mom-andpop). The secondary target audience includes do-it-yourself homeowners and other renters. These renters might rent their trenchers from a big box store, such as Home Depot, or a mom-and-pop rental store, such as Pioneer Rental in Stillwater, Oklahoma.
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Problems & Opportunities SWOT Analysis Strengths: • Ditch Witch was the innovator and produced the original trencher. • Ditch Witch trenchers are known for their dependability and reliability. • Ditch Witch’s name is easily recognizable. Weaknesses: • Ditch Witch tends to be more expensive than competitors. • Competitors’ trenchers work the same and offer similar features, but generally cost less. • “Do-it-yourself” weekend warriors are unfamiliar with the equipment; therefore, the consumer might not ask for a Ditch Witch. • Any repairs can only be adequately performed through a Ditch Witch dealership. Opportunities: • Increase the number of dealerships domestically. • Increase the supply of Ditch Witch trenchers across rental stores that currently carry Ditch Witch trenchers. • Supply R10 and R12 trenchers to rental stores that currently do not carry Ditch Witch. Threats: • Competitors such as Toro and Barreto who offer lawn care and landscaping equipment are now manufacturing trenchers; weekend warriors might already be more familiar with these brands. • The current U.S. economy might discourage people from buying trenchers. • Competitors have begun gaining market share.
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Marketing Strategy Through research, we concluded that the primary target audience is contractors and lessors and the secondary target audience is do-it-yourself users. Through our primary research, we found that both audiences prefer reliable products and a “quick and easy” machine with minimal to no training needed to operate a trencher. The targets use trenchers for various projects ranging from landscaping to wiring. In addition, users select trenchers based on brand, ease of use, reliability, durability and the trencher’s features. Research also indicated that contractors and lessors prefer trade shows to learn more about a trencher, while do-ityourself users prefer word-of-mouth. From direct interviews, Groundbreaking Solutions learned that with advertising, direct mail is effective when people need the product being advertised or if the brand is recognizable. In addition, we found that direct mail DVDs would only be successful if the video did not exceed 15 minutes, which is the average time most do-it-yourself renters will receive in training. The second media choice finds where our target is online and focuses on sharing information that is important to our audiences. The promotions we chose reflect what the target audiences value. Trade shows are an important component of the campaign, where we emphasize the RT10 and RT12 at scheduled trade shows through video and collateral materials. In addition, two peak trenching season contests kick off the campaign. One targets the primary and secondary audience, contractors and do-it-yourself users, and the other gets the rental stores involved as they compete for a RT10. These promotions increase brand awareness as the RT10 and RT12 are introduced to the trenching market. Ditch Witch is also teaming up with Habitat for Humanity to provide financial support and lend trenchers for Habitat projects as part of a public relations effort. This partnership ensures goodwill, provides media exposure and puts the product in the hands of our audience. Groundbreaking Solutions’ use of advertising, promotions and public relations promotes Ditch Witch’s new RT10 and RT12 to the primary and secondary audiences using researchproven methods.
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Media Direct Mail Our research revealed that direct mail is effective when advertising a product the target needs, and a DVD sent with the direct mail is a plus as long as it does not exceed 15 minutes. The target for the direct mail is the primary audience of contractors. Groundbreaking Solutionsâ&#x20AC;&#x2122; direct mail campaign reaches 10,000 contractors at construction companies in states with Ditch Witch dealerships. Seeing the product in action through a DVD gives the Ditch Witch brand an edge over competitors when it comes time for purchase or rental. Over the course of the campaign, the selected contractors are reached three times for a total cost of $39,390, including packaging, DVD replication, the mailing list, postage and fulfillment.
First Mailing The direct mail campaign begins in June 2009 with a 4-panel, 5 1/2 x 8 1/2-inch selfmailer brochure, which provides a glimpse of the RT10 and RT12 trenchers and acts as a teaser for the second mailing, encouraging recipients to watch their mailboxes for the DVD to come. Second Mailing In the second mailing in July 2009, direct mail DVDs give contractors the Ditch Witch trenching experience right from their computer or TV. An attention-getting, 4-panel, 5x7inch wallet mailer includes a standard DVD featuring the Ditch Witch RT10 and RT12 and its features. The video also highlights the dependability and ease of maintenance of the new models of trenchers. Third Mailing A third mailing wraps up the direct mail campaign in September 2009. A 6-panel, gatefold, self-mailer brochure again touches on the RT10 and RT12 features and provides information on the trencherâ&#x20AC;&#x2122;s applications as well as contact information for area dealerships and rental store locations.
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Media Type of Packaging 4-panel selfmailer brochure teaser 4-panel wallet mailer w/ standard DVD
6-panel Gate fold self-mailer
Size
4, 5 1/2 x 8 1/2 panels 4, 5 x 7 inch panels, 12 cm DVD
2, 5 1/2 x 8 1/2 panels and 4, 2 3/4 x 8 1/2 panels
Packaging Cost
$8,000 $10,700 $8,900
Fulfillment CASS certify, presort, barcode, and mail CASS certify, presort, barcode, and mail CASS certify, presort, barcode, and mail
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Fulfillment Cost
$1,000 $1,000 $1,000
Postage Presort standard mixed AADC Presort standard mixed AADC Presort standard mixed AADC
Postage Cost
Total Cost
Date
$2,700
$11,700
6/1/09
$2,700
$14,400
7/1/09
$2,700
$12,600
9/1/09
Media Internet The primary audience of contractors and rental store managers and the secondary audience of do-it-yourself homeowners are also reached through Internet advertising. The Web sites chosen are the Web pages of several of the magazines where Ditch Witch currently advertises its trenching products and were selected for their visitors, our target audiences. The Rental Product News and Equipment Today sites feature eye-catching eyeblaster ads. The Construction Equipment, Compact Equipment and Equipment World sites all showcase skyscraper banners. Landscape & Hardscape Construction and LHCSite.com highlight the features of the RT10 and RT12 in video ads on the sitesâ&#x20AC;&#x2122; landing pages. Advertising runs for a full year on all sites except Construction Equipment, which reaches 428,000 in just four months during the peak trencher season of May through August. The total cost of the Internet component of the campaign is $50,680.
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Media Online Site
Rental Product News
Type of Ad
Ad Size
Placement
CPM
# of Thousands
Eyeblaster
300 x 250
Front Page
$75
28.8
Construction Equipment Skyscraper
170 x 470
Front Page
$75
428
Equipment Today Compact Equipment
Landscape & Hardscape Construction LHCSite.com
Equipment World Online Site
Eyeblaster
300 x 250
Skyscraper
Front Page
170 x 470
Video
Front Page
Video
Video
Front Page
170 x 470
Monthly Rate
Zone
Annual Rate
Rental Product News
12
Construction Equipment Landscape & Hardscape Construction LHCSite.com
Equipment World
# of Months 12
Equipment Today Compact Equipment
$525
$250 $100
69.6
Front Page
Video
Skyscraper
$75
3 $700
12 12 12 12
12 15
Visitors $2,400
Page Views
Cost
4,900
$21,600
$107,000
321,000
$32,100
$1,900
4,400
$700
$5,800 $6,850
$36,600 $17,000
12,500 17,400
331,000 150,000
$5,220 $6,300
$3,000 $1,200
$50,680
Media 2009-2010 Campaign Flowchart May 1
8
15
June 22
29
5
12
July
19
26
3
10
August 17
24
31
7
14
September
21
28
4
11
October
18
25
2
9
16
23
30
MEDIA Direct Mail
X
X
X
Internet
Rental Product News Equipment Today Construction Equipment Compact Equipment Landscape & Hardscape Construction LHCSite.com Equipment World
X
X
X
X
X
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19
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PROMOTIONS Pic-a-Trench Contest Trench-to-Own Competition Trade Shows
X
PUBLIC RELATIONS Habitat Partnership
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19
26
5
12
X
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23
30
MEDIA TOTAL
November 6 #
20
December 27
4 #
18
January 25
1
8
February
15
22
29
5
12
March
April
Cost
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MEDIA Direct Mail
$39,390
Internet
Rental Product News Equipment Today Construction Equipment Compact Equipment Landscape & Hardscape Construction LHCSite.com Equipment World
$50,680 X
X
X
X
X
X
X
X
X
X
X
X
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$2,160 $5,220 $32,100
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$6,300
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$700
X
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X
X
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$3,000
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
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X
X
X
X
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$1,200
X
X
X
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X
X
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X
X
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X
X
X
X
X
X
X
X
X
X
X
X
X
PROMOTIONS Pic-a-Trench Contest Trench-to-Own Competition Trade Shows PUBLIC RELATIONS Habitat Partnership MEDIA TOTAL
$ 90,070
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Creative Strategy The tagline “RT: The Right Track” conveys our advertising message through direct mail and internet advertising. Internet Ads: • Feature flash animation • Feature the tracks from the RT10 or RT12, then will show the trencher • Present the accessories and options, such as the backfill blade, in use • Show the RT logo and tagline “RT: The Right Track” Direct Mail: • First, we send out a “teaser” informing users of the debut of the RT10 and the RT12. The “teasers” feature the following: • Signature Ditch Witch tracks • Ditch Witch Logo • Right Track Logo • Information about RT trenchers • Blueprint picture of trencher • Picture of RT DVD to come • Next, we send an actual DVD that contains information about the product. This mailing includes the following: • Signature Ditch Witch tracks • Ditch Witch Logo • Right Track Logo • Picture of an RT trencher • Information about the trenchers • Informational DVD • Finally, we will follow up with a 6-panel, gatefold direct mail piece containing the following: • Signature Ditch Witch tracks • Ditch Witch Logo • Right Track Logo • Picture of an RT trencher • Information about the product • Nearest location of Ditch Witch distributor This creative strategy provides the solution for the target audience, as expressed through surveys and interviews. Ultimately, our strategy emphasizes these features: • Reliability • Accessories • Dependability • Ease of use
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Creative Executions Internet
Eyeblaster Flash animation graphic
1.)
3.)
2.)
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Creative Executions Internet
Eyeblaster (continued) Flash Animation graphic
4.)
6.)
5.)
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Creative Executions Internet
Skyscraper 1 Flash Animation graphic
1.)
2.)
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3.)
Creative Executions Internet
Skyscraper 1 (continued) Flash Animation graphic
4.)
5.)
6.)
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7.)
Creative Executions Internet
Skyscraper 2 Flash Animation graphic
1.)
2.)
3.)
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4.)
Creative Executions Direct Mail
Teaser (first piece) 4-panel, 5 1/2 x 8 1/2-inch brochure
1.)
3.)
4.)
2.)
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Creative Executions Direct Mail
DVD Mailer (second piece) 4-panel, 5x7-inch wallet mailer
1.)
2.)
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Creative Executions Direct Mail
DVD Mailer (second piece continued) 4-panel, 5x7-inch wallet mailer
3.)
4.)
22 25
Creative Executions Direct Mail
Gatefold (third piece) 6-panel self-mailer brochure
1.)
2.)
3.)
4.)
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Creative Executions Video Storyboard
Direct Mail and Trade Shows 10:00 minutes
Daniel will introduce himself, Ditch Witch and the new product line. Next, he will tell the purpose of the video and what viewers can learn from it.
Then, Daniel will talk about the first of three features of the RT10/RT12. He will go into detail about why it is there, what it does and how it can help you finish your projects.
Next, Daniel will talk about the second of three features of the RT10/RT12. He will go into detail about why it始s there, what it does and how it can help you finish your projects.
Next, Daniel will talk about the third of the three features we始re highlighting on the RT10/RT12. He will go into detail about why it始s there, what it does and how it can help you finish your projects.
Moving forward, Daniel will demonstrate how the RT10/RT12 works on a real dirt surface. He will use it just like the target would use it, and he will explain along the way.
Finally, Daniel will wrap everything up. He will quickly reiterate the points he made earlier in the segment, and finish by encouraging the viewer to learn more about Ditch Witch and the RT series trenchers.
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Sales Promotions To introduce the Ditch Witch RT10 and RT12, Groundbreaking Solutions is implementing two promotional tactics to reach the target audiences. These promotional tactics add value to the campaign by increasing brand awareness and recognition, encouraging customers to rent the product and persuading rental stores to endorse Ditch Witch. Pic-a-Trench Contest From June to August, in the middle of the trenching season, we are offering a contest to motivate the users of Ditch Witch RT10s and RT12s. The contest not only targets the campaignâ&#x20AC;&#x2122;s secondary audience of do-it-yourself homeowners but also the primary audience of contractors. Users send in a picture of their finished project using the RT10 or RT12 for a chance to win a $5,000 shopping spree at Home Depot. This contest drives traffic to the Ditch Witch Web site and encourages consumers to choose Ditch Witch at the time of rental, so that they can enter the contest and show off their finished project. The contest is promoted through Internet advertising, the Ditch Witch Web site and at Home Depots. The winning contestant is notified on September 1, and the Ditch Witch Web site features the winning project. The total cost of the Pic-a-Trench contest is $5,700, including the shopping spree and promotional materials. Trench-to-Own Competition During the peak trenching season from May to October, small and mid-sized rental stores, a primary audience, can enter to win a free RT10 trencher. To enter, rental stores send in their weekly rental records, and for every four hours a Ditch Witch RT10 or RT12 has been rented, the store is entered into a drawing to win a free RT10 trencher. This competition encourages rental stores to push the Ditch Witch brand to earn chances to win and get involved by creating a competitive spirit. The Trench-to-Own Competition is promoted through Internet advertising and the Ditch Witch Web site. The winning rental store is announced November 1. The total cost of the Trench-to-Own Competition is $4,500, the manufacturing cost of a RT10 trencher according to Greg Adkins, Ditch Witch product manager.
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Sales Promotions Trade Shows Trade shows are an important part of Ditch Witch’s current marketing strategy. The RT: The Right Track campaign incorporates an emphasis on the RT10 and RT12 into the scheduled trade show events through video on a 42-inch TV, displaying the trenchers’ new features and even greater reliability. Trade show attendees, the campaign’s primary audience of contractors, are drawn to the Ditch Witch booth by track floor decals, and once at the booth, they are met with a RT: The Right Track sign and DVDs to take home. Other than the DVDs, Ditch Witch can pack up these extra trade show materials and use them for the remainder of the campaign as additional trade show appearances are scheduled. The total cost of the RT: The Right Track trade show collateral materials, including the 42-inch TV and DVD player, track floor decals, the campaign sign and stand, and 5,000 DVDs for attendees, is $12,979. • 2009 FTTH Conference & Expo ▶ Sept. 27, 2009 ▶ George R. Brown Convention Center ▶ Houston, Texas ▶ 2,000 industry professionals from municipalities and utilities
• ICUEE 2009 - The Demo Expo ▶ Oct. 6, 2009 ▶ Kentucky Exposition Center ▶ Louisville, Kentucky ▶ 25,000 industry professionals in the electric, phone and cable, sewer and water, gas, general construction, landscaping and public works fields
• GIE+EXPO 2009 ▶ Oct. 29, 2009 ▶ Kentucky Exposition Center ▶ Louisville, Kentucky ▶ 20,000 industry professionals including general contractors, landscapers, golf course superintendents, parks and recreation crews, and rental stores
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Public Relations In an effort to increase brand awareness, media exposure and goodwill in communities nationwide, Groundbreaking Solutions believes a corporate partnership between Ditch Witch and Habitat for Humanity is mutually beneficial because of the nature of the two organizations. Habitat for Humanity’s need for electric, plumbing and landscaping in its new construction projects provides a perfect fit for the RT10 and the RT12. A product donation benefitting the entire country would be difficult to arrange; however, Ditch Witch can take advantage of its 118 domestic dealerships and lend equipment as needed. An additional $10,000 donation recoups Habitat’s costs accrued from transporting the equipment and provides additional support for the Habitat cause. Through this partnership, volunteers on Habitat for Humanity sites are exposed to Ditch Witch trenchers, and many in both the primary and secondary audiences receive first-hand experience using the RT10 or RT12. In addition, the partnership receives media attention and recognition by Habitat for Humanity. Once a successful partnership is established with the RT10 and RT12 trenchers, Ditch Witch could consider expanding the partnership to other appropriate product lines in the future. The partnership is promoted in Ditch Witch dealerships nationwide through signs as well as through media kits sent to media outlets in each participating market. Electronic media kits include a release announcing the partnership and additional product information. The total cost of the public relations component of the campaign is $14,482, which includes the donation and dealership signs.
June 1, 2009
FOR IMMEDIATE RELEASE
CONTACT: Marie Kadavy Ditch Witch Groundbreaking Solutions 405-368-7062 marie.kadavy@groundbreakingsolutions.com
Ditch Witch and Habitat for Humanity partner (PERRY, Okla. June 1, 2009) – The Ditch Witch® organization, the industry leader in the design and manufacture of underground construction equipment, has signed on to become an official corporate partner of Habitat for Humanity. Ditch Witch is committed to contributing financial support to Habitat for Humanity while raising public awareness. Since its founding in 1976, Habitat for Humanity has built more than 300,000 houses worldwide, providing affordable shelter for more than 1.5 million people. The Ditch Witch organization has specialized in the design and manufacture of high-quality underground construction equipment since 1948. Ditch Witch products are recognized around the world for their advanced design, rugged construction, long-term durability, ease of use and reliability. This product line represents the most complete range of equipment for installing utilities underground and performing a myriad of landscaping tasks. For more information about the partnership or the Ditch Witch line of underground construction equipment, please call 800-654-6481 or visit ditchwitch.com. ###
Partnership Release Explanation: This is an example of our press release promoting the Ditch Witch and Habitat for Humanity partnership. The release will announce the partnership in trade publications and in Oklahoma where Ditch Witch is headquartered. Similar releases will be sent to markets where Ditch Witch products are being used in Habitat for Humanity projects. 27 30
Budget MEDIA Direct Mail Packaging10 11 Mailing List12 Postage10 Fulfillment10 Internet Rental Product News13 Equipment Today13 Construction Equipment14 Compact Equipment15 Landscape & Hardscape Construction16 LHCSite.com16 Equipment World17 PROMOTIONS Shopping Spree Pic-a-Trench Signs18 RT1019 42â&#x20AC;? LCD TV/DVD Combo20 Trade Show DVD Giveaways10 Trade Show Track Decals21 Zont Banner Stand22 RT: The Right Track Banner22 PUBLIC RELATIONS Partnership Dealership Partnership Signs22 PRODUCTION AND CONTINGENCY Production Contingency TOTAL
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$27,600 $690 $8,100 $3,000 $2,160 $5,220 $32,100 $6,300 $700 $3,000 $1,200
$39,390
$50,680
$5,000 $700 $4,500 $861 $3,900 $7,995 $169 $54 $10,000 $4,482 $7,000 $5,200 $139,931
Wrap-Up From the beginning, The Charles Machine Works has been ahead of its time in underground construction. The 1030, the 1230 and the 1330 are impressive, but with the launch of the RT10 and the RT12, Ditch Witch has once again moved one step closer to perfection. Introducing the backfill blade, track options and the Roto Witch® boring attachment gives contractors and do-it-yourself homeowners the features they demand and dependability they can expect. Ditch Witch does not know how to build a bad machine, and our campaign for introducing the new Ditch Witch RT10 and RT12 follows this idea based on reliability, a trusted reputation and product performance. In targeting renters, contractors, lessors and do-it-yourself users, Groundbreaking Solutions provokes the potential consumers to check out the RT line. Our theme, “RT: The Right Track,” promotes the dependability of Ditch Witch’s products, with emphasis on the features of the new RT series trenchers and the overall promise and expertise that comes with every Ditch Witch machine. The different media channels used in the campaign are planned in order to effectively reach the target audiences. Research proves that, in addition to being influenced by our promotional efforts, they are reached by each of our chosen media. A strong theme along with effective media strategies and tactics provides a campaign that reaches the target with a reinforced brand image of Ditch Witch. Not only does this campaign establish the RT10 and RT12 as new pedestrian trenchers in the market, but it also sets the tone for Ditch Witch to be known as the manufacturer of the single best line of pedestrian trenchers. Because of this, Groundbreaking Solutions is the agency to represent Ditch Witch in its quest to regain market share and solidify itself as the one and only trenching authority.
Groundbreaking Solutions
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http://www.ditchwitch.com Ditch Witch Presentation March 11, 2009 http://www.littlefield.us Jeri Briegge, Ditch Witch PR/Advertising Manager http://www.vermeer.com http://www.boxerequipment.com http://www.toro.com http://www.astecunderground.com http://www.barretomfg.com Carol Vanderpool, OneDisc.com, Inc. http://www.bestprintingonline.com http://www.geoselector.com Norine Conroy, Cygnus Business Media Interactive Product Manager Emily Clay, Construction Equipment Integrated Sales Manager http://www.compactequip.com Don Wood, Moose River Media Senior Account Manager E-Media Pete Austin, Equipment World Magazine Regional Sales Manager Sooner Printing Greg Adkins, Ditch Witch Product Manager http://www.xecdirect.com http://www.ocsigns.com http://halfpricebanners.com
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