Two-Way Effort for Four-Way Trucks
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by Chief Marketer Staff
Atlet Inc., a distributor of material-handling equipment such as forklifts, has begun an e-mail and postcard effort to promote two product lines.
The budget is $1 per piece for the e-mails and 50 cents for the postcards, said Eric Schmidt, lead-generation manager for the Anaheim, CA-based company, the U.S. subsidiary of a Swedish firm.
Atlet hopes to raise market share against competitors like the Raymond Corp. and Crown Equipment Corp. In certain categories, Atlet’s slice is as little as 1%, and the firm is looking to bring that up to maybe 2% or 3%.
The promotion began in January when Atlet first sent postcards for the high-ticket products. But the firm knew that wouldn’t be enough, so in March it began sending 2,500 e-mails a month.
