MTD chooses PORTICA twice over for sales promotions
Kempen. MTD Products AG, a manufacturer of MTD, Cub Cadet and WOLF-Garten branded gardening equipment, is relying on PORTICA’s skills for two sales promotions. Originally, the company sought a service provider who would simply carry out process testing as part of two Spring promotions for WOLF-Garten, to last until the 15th of May 2014. Now, though, PORTICA is seeing both campaigns through to the finish.
MTD became aware of PORTICA during a market survey. “We originally assumed that we would need a separate service provider for each step of the project”, recalled Michael Hahnemann, marketing representative at MTD, who also revealed, “At the end of January, when we learned in the course of the consulting process that PORTICA could quickly and completely implement our spring promotions – and that they had the necessary experience for the job – that settled it for us. We assigned PORTICA the task of realising all elements of both promotions.”
“The background here was that MTD wanted the promotions to start right at the beginning of Spring”, explained Marcus Dassen, head of sales promotions at PORTICA. One promotion, with the motto “Get it back!”, was a reimbursement scheme for customers who purchased petrol mowers. The other promotion, “Get one free!” was intended to promote the sale of multi-star® attachments: when a customer bought three attachments and one handle, WOLF-Garten would refund the cost of the cheapest attachment.
For the “Get it back!” promotion, three sub-sites of the PORTICA microsite were created and configured to match WOLF-Garten’s corporate identity. These sites led participants through a process (open until the 31st of May) of registering their personal details, purchase date, product description and serial number of the lawnmower; uploading their invoice or receipt; and completing a market research questionnaire. The data was transferred through an interface to the online management system PORTICA wcm (WebCampaignManager), where the data was made available in a central location for further processing.
As well as registering online, participants had the alternative option of mailing in a photograph or copy of the invoice or receipt, along with the serial number of the lawnmower. The documents were then scanned and transferred into PORTICA wcm. The “Get one free!” promotion functioned similarly: participants cut out the EAN codes from the packaging of the tools they bought and mailed them, along with a photograph or copy of the invoice or receipt, to a PO box which PORTICA provided for WOLF-Garten.
PORTICA uses the wcm to check the process. If all documents are present and complete, the cashback sum is confirmed so that the cheque sent can be cleared by mid-June. In case of discrepancies, a letter is sent allowing participants to re-send potentially incorrect documents. PORTICA also provides a telephone hotline to answer participants’ questions, underscoring in this promotion its skills as a full service provider for IT, logistics and financial and customer service processes.
Aside from the low implementation costs, MTD only pays on a variable basis based on actual service provided. This means that MTD can complete the sales promotion without taking any major risks.
MTD, the “Modern Tool and Die Company” based in Cleveland, Ohio, USA, is one of the world’s largest manufacturers of motorised garden equipment. MTD Products Inc. was founded in 1932 and remains a family-owned business even today. MTD has manufacturing capacity in the USA, Canada and Europe.
With its three brands, Cub Cadet, WOLF-Garten and MTD, the company has a product range for almost any gardening task and any gardener, from hobbyist to pro. Each brand has a winning sense of individuality and an unmistakeable appearance, and all brands make an outstanding complement to an extensive spectrum of seeds and fertilisers, as well as hand-operated and motorised garden equipment, from petrol and electric lawnmowers to motorised tillers, snow clearers and compact tractors. For more information, visit www.mtdproducts.eu
About PORTICA GmbH Marketing Support:
PORTICA is one of the German market’s leading B2B and B2C process service providers, optimising IT, logistical and financial processes for over 40 years. The company serves clients in many industries and handles hundreds of projects each year for e-commerce, advertising media logistics, sales promotion and business process outsourcing. The company’s focus is on the efficient handling of processes using a combination of logistics, information and finance management. PORTICA is part of te Neues group together with the IT service provider GEDAK and the printing company te Neues. PORTICA is a member of the Deutscher Dialogmarketing Verband (the German Dialog Marketing Association) and a member of the Bundesverband E-Commerce und Versandhandel (the Federal Association for E-Commerce and Mail Order Selling). For more information please visit the websites: http://www.portica.de and http://www.ecommerceservices.de
PORTICA GmbH Marketing Support
47906 Kempen, Germany
Phone: + 49 2152 915-192
Fax: +49 2152 915-100
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Phone: +49 451 88199-21
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