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Hastings

Hastings Fiber Glass Products approached us with a need to highlight their grounding products to increase sales of products to their electrical distributors' customers. LKF developed the following marketing initiatives:

Direct Mail

Utility workers who purchase products from hotline equipment distributors often complain of long lead times and lack of technical surface. Hastings chose to address these concerns in an attempt to attract repeat business from existing customers. LKF created a direct mail piece that promoted Hastings reputation for expert technical advice, short lead times for orders, and overall safety of their products.

Hastings sent the postcard to each of its current utility worker customer base. The piece resulted in an increase in sales volume and inquiries about Hastings catalog.

Brochure

LKF produced an eye-catching brochure that featured high-impact pictures with corresponding descriptions of each product. The brochure coordinated with the Hastings website and other ads created previously by LKF. After the release of the brochure, Hastings saw an improvement in sales volume with targeted distributors.

Campaign

LKF developed the Hastings PowerPac Distributor Program to create additional business opportunities with the companies existing client base. The campaign consisted of three-part direct mail campaign targeted at Hastings distributors.

Postcards were sent to each of Hastings distributors inviting them to become a PowerPac Distributor, which provides special discounts and conditions to members. Each mailer also listed a different benefit of becoming a Hastings distributor along with the contacts information.

By the end of the campaign, twenty-five companies signed up to be PowerPac Distirbutor. The mailer, along with personal sales calls, produced an 80% response rate and an increase in overall sales volume.