FOLLOWING a promising 6% response to a spring test mailing, BASF is rolling out a larger drop this month, encouraging companies to participate in its loyalty program.
The Research Triangle Park, NC-based chemical conglomerate hopes to double the number of companies that offer products and services to its 2.1 million Harvest Partners members. BASF inherited the loyalty program when it acquired American Cyanamid two years ago. In the past, Harvest Partners was simply a tool to anticipate when the then-400,000 participating farmers would need to buy more chemicals or related products. BASF has recast the program as a monthly communications tool, rewarding frequent buyers with points redeemable toward things like trips or store purchases.
In April, BASF received about 30 leads from a 500-piece self-mailer sent to a list of businesses compiled from Standard Industrial Classification codes and other sources of potential business partners, said Jeff Klock, a program manager for BASF.
While the July mailing plan was still being finalized at press time, Klock said the company wants to spend at least double the $10,000 it paid for the April effort.
April’s mailing went to companies like hunting and fishing vacation planners, long-distance telephone companies, Internet service providers, hardware stores, retailers like Sears, Roebuck & Co. and convenience stores operating in rural areas, said Klock. After initial qualification, BASF enlisted about 20 of the 30 respondents as reward providers.
The mailing piece
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