What We've Been Working On.

The true test of good direct response marketing and B2B strategy is not in accolades — it's in measurable results. Which is why we're proud to share our B2B solutions.

You'll find some of our best B2B ad work on the list below. Sure, we've won awards — but more importantly, we've increased B2B lead generation response rates and conversions for clients with all types of needs, in all types of industries.

So take a look. Click on any name with a hyperlink to view a case file — or you can get in touch with us directly to learn how BKV B2B marketing can improve your results and your revenue.

Business to Business Client List

• Arby's Restaurant Group
• Armed Forces Insurance - Virginia Campaign
• Close
Client: Armed Forces Insurance - Virginia Campaign
Insight:
Armed Forces Insurance Exchange (AFI) provides a full range of property and casualty insurance policies to active and retired military personnel, officers and non-commissioned officers, Department of Defense personnel, and their families. In early 2008, the company lowered auto rates in the state of Virginia. With so many DoD employees based in Virginia, this represented a tremendous opportunity, particularly since AFI's homeowner policy rates were already low, presenting a chance to package auto and homeowner policies like never before.
Action:
A mix of direct mail supported by e-mail marketing, advertising and media inserts was used to promote the new rates. A direct mail campaign was developed that included a bi-fold mailer and a follow-up letter package. Both packages were personalized to the recipient and versioned to speak individually to members of each branch of service, with a separate version for Department of Defense employees. A phone number and Internet landing page provided the response mechanism to request a quote. Both direct mail pieces were sent to approximately 90,000 military and Department of Defense employees. E-mails were sent weekly for four months to 115,000 recipients, and media inserts were placed in military trade publications (total combined circulation: 98,500) for 11 months, with a total of five inserts during this time. The ad was placed as a follow-up to the insert in the same military publications for four months. Creative elements and messaging were consistent throughout the campaign.
Results:
This multi-tactic direct response effort far exceeded any previous attempts at generating leads for auto policies. Not surprisingly, it exceeded client expectations, as well. In fact, call center reps reported that they provided more quotes in a week than they had ever provided in an entire month. The conversion of quotes to actual policies written was even more dramatic, as 43 percent of those who asked for a quote actually bought a policy. As a result of this success, AFI has begun using this approach as a template in other states where they have been able to lower their auto rates.
B.E. Smith
• Close
Client: B.E. Smith
Challenge:
In recent years, B. E. Smith — a healthcare executive recruitment and consulting firm — had observed a significant increase in the number of healthcare organizations hiring key leaders on a temporary, interim basis. To capitalize on this growing trend, the company offers the largest database of skilled interim leaders in the healthcare industry. However, reaching C-suite executives responsible for hiring decisions with information about the advantages of B. E. Smith's interim leadership services was an ongoing challenge.
Solution:
To generate leads by communicating directly with the hard-to-reach C-suite audience, BKV created a series of three compelling, highly personalized direct mail packages that positioned B. E. Smith's CEO Doug Smith as an industry “thought leader” and early adopter of interim leadership services. A peer-to-peer strategy was used, with each package containing a personalized letter from Doug Smith that encouraged the recipient to call Doug personally to discuss B. E. Smith's “unique approach to healthcare leadership.” The first two packages were composed of tri-fold self-mailers, both of which incorporated the personalized letter on one side and on the other, highly targeted messages from the company's latest advertising campaign about the benefits of B. E. Smith's comprehensive suite of leadership services—and interim leadership in particular. Each self-mailer offered a free download of B. E. Smith's latest white paper, driving recipients to a personalized landing page. The third and final mailing included a personalized letter and a copy of a white paper about interim leadership (ghostwritten by a BKV writer under Doug's byline). This package employed “Real Pen” technology to deliver a powerful, personalized punch: the printing process used ballpoint pen in an authentic, handwritten style to address the letter package, underline copy throughout the letter, and sign the letter itself. A Post-it note with a personalized message from Doug using the “Real Pen” method also was hand affixed to each letter. The Post-it asked the recipient to call Doug directly, along with his personal e-mail address and Web site as additional forms of contact.
Results:
During months when mail pieces dropped, B. E. Smith reported an incredible call volume increase — 138% average month-over-month — as well as a 200% average increase in online leads month-over-month.
Carolina Caterpillar
• Close
Client: Carolina Caterpillar
Insight:
Construction equipment dealer Carolina Cat offers a full line of Caterpillar construction, forestry and paving products. The dealer asked BKV to develop a lead generation piece to sell dozers, skid steers and excavators. These are highly considered pieces of equipment where an average order is around $50,000. For dealers, every piece of equipment sold presents opportunities for service and maintenance, providing a continuous circle of opportunity and success. But cracking into new customers is difficult.
Action:
A large, dimensional mail package was developed to get the prospect's attention. The creative outer wrapper showcased a variety of Cat equipment and the offers waiting inside. The headline teased prospects about an offer that "was so exclusive, they should keep it under their hats." Inside the box, contractors discovered a free Cat baseball cap, as well as a brochure and sales-oriented letter outlining a variety of financial offers that provided an incentive for purchase. The brochure featured an additional offer: anyone that demo'd Cat equipment on their job site received a complimentary Cat jacket or handheld Garmin GPS device. Response options included a toll free number, a special URL to track offers to the mailer, and a business reply card.
Results:
The program was a success in every aspect. Of the 749 prospects mailed, 28 agreed to meet with a Carolina Cat sales rep. These meetings and the demos that followed generated $4.3 million in equipment sales. Every dollar spent on the program brought in $100 in sales. Additionally, this program generated substantial opportunity for subsequent service and relationship building.
Cbay Systems & Services, Inc.
Ceridian
CerviLenz
Daimler Trucks North America (Freightliner)
• Close
Freightliner - eBulletins

Insight:
Daimler Trucks North America's eBulletins is a Web-based dealer communication system to help dealers manage their parts and service business profitably. It provides the most updated information on special promotions designed to help the more than 4,000 DTNA dealers sell parts and service to their customers.

In early 2008, BKV completely redesigned eBulletins. The new version allows dealers to customize content and page design to their specific needs based on role (parts or service) and incorporates modern Web media communications design, offering numerous new features to increase effectiveness and ease of use. DTNA needed to announce it to their dealers, as well as highlight what was new and provide details for getting each dealer's version set up and working properly.
Action:
Included in the launch communications were two teaser e-mails and a third e-mail that carried a link to a five-minute Flash tutorial highlighting the new features and benefits of the redesigned eBulletins. A credit card sized CD featuring the same Flash tutorial also was created and sent to dealers using the internal mail distribution system. Also included were several teaser and banner ads that ran on other Web communications tools used by DTNA dealers prior to the release of the new program.
Results:
The two teaser e-mails scored an open rate of 46 percent. Then, thanks to the interest and awareness generated by the teasers, another 46 percent clicked through from the third e-mail to see the full demo.

Overall, the launch of the redesigned eBulletins site was a tremendous success, as dealers have embraced the program with great enthusiasm. Not only have nearly nine out of 10 dealers begun using it, nearly seven of 10 have said the new program makes it easier to do business with DTNA. In essence, the combination of e-mails and direct mail package has stimulated an 88 percent trial of this new product.
Dell Secureworks
Delta TechOps
Dice
Georgia Pacific
Inland Truck Parts
John Deere Construction & Forestry
Kansas City Board of Public Utilities
MAMTC
• Close
MAMTC

Insight: The Mid-America Manufacturing Technology Center (MAMTC) provides high-quality, competitively priced consultation and training to small- and medium-sized manufacturing companies in Kansas. MAMTC focuses much of its efforts on helping clients improve productivity, profitability and overall business performance.

While the group offers a variety of seminars, workshops and events for manufacturers throughout the year, many of its clients also request help with marketing, specifically public relations, lead generation, lead management and trade show assistance. BKV stepped in to help MAMTC offer a suite of marketing programs to its clients at a fraction of normal agency cost.
Action: BKV developed a list of targeted companies with a special focus on executive level decision makers (founder, president, CEO) as well as key influencers (CFO, VP, sales and marketing directors). A hybrid self-mailer package was designed to complement the MAMTC brand with a letter and a business reply card that offered several response options. Follow-up e-mails were sent to a portion of the list about a week after the mailing.
Results: The mailer was sent to approximately 1,400 companies reaching more than 2,500 key contacts. The initial response rate was slightly under 2 percent; however, the follow up e-mail boosted response by 300 percent. Many firms have expressed interest in the marketing programs offered, and also in MAMTC's regular services. This program won first place honors as an AMBIT Award winner from the Kansas City Direct Marketing Association.
Mercedes-Benz
NCM
Phillips Electronics
Schiller
Six Flags Theme Parks
• Great Adventure
• Over Georgia
• St. Louis
The Direct Marketing Association
The Home Depot
Val-Pak