Marketing Intégré B2B

Direct Marketing for Shelter Manufacturer

Harnois Industries is a greenhouse and multi-use shelter manufacturer, dedicated to providing growing and building solutions to customers in North America and the world. Harnois Industries gave Exo the mandate to target cities in Québec that had a high interest potential for MegaDome applications. Following our precise targeting and in order to develop a personalised offer, Exo determined the profile of the decision makers within these municipalities and cities. In addition to taking care of targeting, Exo conceptualised, designed, and took care of the printing of a direct marketing strategy that simply involved a cardboard flyer. Harnois Industries handled the distribution themselves in order to have better control of the coordination with their sales team who, a few days after distribution, gets in contact with the potential client. Exo provided coaching services to help their sales staff overcome objections and gatekeepers, and we developed a reference sheet for them to use when clients ask about the MegaDome offer.

The benefits for our client

By precisely targeting the right cities, Harnois Industries benefited from an excellent return on investment. In fact, Harnois Industries managed to reach 33% of all potential clients, and 27% of those accepted to meet with a sales representative.

Additionally, our direct marketing cardboard flyer managed to peek the interest of a journalist at the CBC in Trois-Rivières. The journalist reported on the success of an ice rink that was encapsulated within a MegaDome. In this report the mayor of the town mentioned that they've been receiving many inquiries from other municipalities in regards to their MegaDome sheltered ice rink. The report was followed by a face-to-face interview with the person responsible for leisure applications and the director of marketing at Harnois Industries. This report was broadcast regionally and nationally, and generated considerable visibility for our client.

Finally, all the follow-up calls performed by the sales reps allowed us to gather data on their prospects, creating marketing intelligence for future prospecting campaigns.