2022 Trailblazer Award Winner
ELEVATOR PITCH:
Combining the uncertainty of a post COVID economy and the current pains the logistics & supply chain industry is experiencing, it was time to Stop Guessing, Start Predicting. Our customers felt the same and after interacting with our Predictions campaign, were willing to take some time to listen to how BlueGrace’s offerings of more advanced services made us different from other 3PLs. The campaign helped us reach our lead generation goals. Through direct mail and boosting our largest tradeshow of the year, we had a record number of in-person meetings and started a buzz by utilizing the Magic 8-Ball theme/giveaways. We created a multi-touch campaign to highlight our company's use of Predictive and Prescriptive Analytics in logistics. The Predictions campaign utilized the theme of a Magic 8-ball with the messaging to “Stop Guessing, Start Predicting” a better supply chain. This anticipated that utilizing BlueGrace’s proprietary data analysis and a business's current freight data could help predict real answers to better supply chains. This powerful information can lead to successful predictions for businesses. Without the use of Predictive and Prescriptive Analytics, you might as well use a Magic 8-Ball to give you answers for your logistics questions.
MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:
We established a multi-touch campaign utilizing web, email, social, direct mail and tradeshow activity. Our overall KPI was to establish 500+ net new leads for our sales teams, which was achieved. In addition, we utilized a current sales lead list of 259 leads that were stalled in the sales process. These carefully selected leads would receive an additional dimensional direct mail piece with a BlueGrace branded Magic 8-Ball in addition to our email, organic social, and paid campaigns.
• The campaign ran for a total of 12 weeks
• 519 total net new leads were generated
• 24 customers are currently moving freight with BlueGrace
• 56 scheduled meetings at 2 tradeshows
• Of the 259 leads that received direct mail, 33 have successfully moved deeper into the sales funnel
• Positive, anecdotal feedback from customers and sales reps with pictures sent of their 8-Ball mailers, tradeshow attendees requesting our remaining branded Magic 8-Balls and overall questions and interest in the Predictions themed booth.
BLAZING A TRAIL!:
We set out to create a memorable campaign that was different than anything the 3PL industry is currently producing and that would push our small team creatively. We set out to create an interactive, multi-touch campaign that would set our sales team up for success through creating a unique experience for the leads we touched. Our goal was for the campaign to have a physical feel to it, starting with the interactivity on our campaign landing page that allowed you click to predict answers from the Magic 8-Ball. We encouraged an actual touch with our direct mailing of a branded Magic-8-Ball in a custom box mailer. The final piece was carrying all messaging through social channels for a broad reach, and using the Magic 8-ball predictions theme at MODEX 2022, our largest tradeshow of the year. This included the opportunity of a predictive analysis speaking engagement, new themed 10x20 booth, and matching Magic 8-Ball giveaways. In an industry heavy with digital marketing mixed with traditional phone-based sales we feel this is a refreshing and impactful way to interact with our potential customers. We used many traditional elements such as whitepaper downloads and social posts, but made sure they were mixed with new and exciting options like speaking engagements and direct mail. The campaign was a success and reached our lead goals. It presented BlueGrace as an innovator. Most importantly, it engaged and excited our sales team and set up a communications flow between marketing and sales that will be utilized for all future campaigns at BlueGrace.
