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
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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.
Carolina Caterpillar
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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.
Daimler Trucks North America (Freightliner)
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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 emails and direct mail package has stimulated an 88 percent trial of this new product.
Delta TechOps
EMBARQ (CenturyLink)
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EMBARQ

Insight: While still in the early stages, On Q has been a critical program for EMBARQ, totally reforming the way their sales organization creates customized collateral. The tool's easy tracking process delivers professionally designed personalized materials quickly. In the words of one user: "I recommend it to everyone I know!"
Action: BKV designed On Q, a new collateral program powered by BKV's proprietary online tool Conduit. On Q provides the flexibility and functionality the EMBARQâ„¢ sales organization needed.
• Easily-navigated catalog of materials that includes customization of headlines, images and contact information, so sales representatives can personalize the materials to the customer while still allowing corporate to maintain control of the brand.
• "Google-like" navigation that allows the user to search using multiple search criteria—including by key word, product and collateral type, and by specific offer or promotion.
• On Q print-on-demand: once the piece is complete, the user can download it to their desktop or send it directly to a printer. The process, including printing vendors, is a turnkey solution managed by BKV . This includes a tracking feature to follow the order's progress, from start to finish.
• The reporting tool gathers data about usage, print quantity, print spending and other criteria that allow management to track costs and measure the effectiveness of On Q.
• Supports multiple file formats; i.e., pdf, email (html), Flash files, etc.
• Includes an administrative control feature, allowing "super users" (designated marketing personnel at corporate) the flexibility to completely manage the collateral, including creating entirely new pieces and changing copy.
• BKV also provides technical support and assists in training for the On Q tool.
In addition to creating On Q, BKV re-branded all of the EMBARQâ„¢ business collateral for their launch.
Results: While still in the early stages, On Q has been a critical program for EMBARQ, totally reforming the way their sales organization creates customized collateral. The tool's easy tracking process delivers professionally designed personalized materials quickly. In the words of one user: "I recommend it to everyone I know!" BKV's client contact, Michele Brewington, said: "The tool has really streamlined the collateral process for us. Our sales reps can print materials more quickly and easily than ever before — the convenience of On Q is unprecedented! We've heard so many good comments from the field." More than 2,400 users have been trained via 25 training sessions to use On Q, with more than 92,000 collateral pieces printed to date.
FEIN Power Tools
FleetCor
Hy-Drive
Inland Truck Parts
Jan-Pro
John Deere
Kansas City Board of Public Utilities
MAMTC
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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.
Nazdar
NCM
Phillips
Primedia
• ApartmentGuide.com
• NewHomeGuide.com
• Rentals.com
RiteMade
Six Flags Theme Parks
• Great Adventure
• Over Georgia
• St. Louis
Sterling Trucks
The Direct Marketing Association
Thomas Built Buses
Western Star Trucks
Wingfoot