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
Briggs & Stratton
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.
Commerce Bank
Commercial Truck Engine Manufacturer - Customer Meeting
• Close
Client: Commercial Truck Engine Manufacturer - Customer Meeting
Insight:
One of the big three commercial truck engine manufacturers developed new technologies to meet increasingly stricter emissions standards for the Environmental Protection Agency (EPA) and other regulatory bodies. The new technologies met these standards while enhancing engine performance and reducing owner and operating costs.

BKV developed a unique program where the manufacturer invited key customers from the U.S. and Canada to special meetings to learn about the new 2007 engines. The challenge was to design an invitation that would break through the clutter of marketing messages customers received on a daily basis and encourage these key individuals to attend a meeting.
Action:
A stand-out dimensional mailing featuring a mountain backdrop, rope, and carabiner link (used in climbing) was developed for the invitation, which showcased the "Need a Lifeline to 2007 Profits" theme. Invitees were meant to feel they were part of an elite group who would receive insider information if they attended one of the meetings. The targeted audience included mostly fleet managers involved in purchasing multi-unit fleets.
Results:
More than 1,200 invitations were mailed and a remarkable 40 percent of the recipients attended an event. An incredible 64.5 percent of meeting attendees were so sold on the technology that they purchased the manufacturer's engines within the following 10 months—translating into an incredible $144 million worth of engines sold. The program received a Gold Ambit Award from the Kansas City Direct Marketing Association along with two special awards: "Most Bang for the Buck" and "Most Innovative."
Commercial Truck Engine Manufacturer - Integrated Marketing
• Close
Client: Commercial Truck Engine Manufacturer - Integrated Marketing
Insight:
One of the big three commercial truck engine manufacturers held the No. 3 position in the heavy-duty on-highway engine market. They had historically been the premium truck engine brand among owner-operators and small fleets; but they needed a way to target and gain market share among larger fleets without sacrificing their premium brand status with owner-operators.
Action:
BKV created an integrated marketing plan built on two key elements — a branding strategy leveraging the manufacturer's power leader position in a meaningful way; and a targeted marketing strategy identifying the best prospects and communicating messages relevant to their unique fleet operations. The manufacturer needed to adjust how they approached the market to reach large and very large fleets, lease/rental companies, owner-operators and truck chassis manufacturers. The plan, which included initiatives in almost every marketing discipline, was designed to change sales coverage and sales force behavior to focus on the best potential customers.
Results:
In a three-year period, the manufacturer's market share increased from 23 percent to 38 percent, establishing them as the industry sales leader. Over the same three years, more than 4,000 prospects specified the manufacturer's engines in their new trucks, and the number of the manufacturer-powered trucks sold per customer has increased 25 percent. Based on ongoing image research, the manufacturer had clearly ascended to the "power leader" position in the fleet market.
Commercial Truck Engine Manufacturer - Product Introduction
• Close
Client: Commercial Truck Engine Manufacturer - Product Introduction
Insight:
As one of the big three commercial truck engine manufacturers prepared to introduce a new mid-range engine, they faced a considerable challenge—truck manufacturers were questioning the market need and demand for the new engine. Since truck manufacturers play an integral role in the sales process by determining which engines they'll design their truck chassis to accommodate, support from this key audience is critical.

The manufacturer needed to gain an understanding of the perceived value their new diesel engine offered and how that value compared to competitive alternatives. Ultimately, the research would drive product positioning for the product launch.
Action:
BKV conducted 75 in-depth customer interviews that targeted 10 high potential market segments. Focused questions helped determine the perceived value of the new engine compared to competitive models, as well as the respondent's propensity to purchase or test the engine based on current engine performance. Polk vehicle registration (VIO) data also was analyzed to pinpoint trends in engine purchase across target segments.
Results:
Data analysis combined with research results provided a precise "opportunity map" to guide the manufacturer's entry and positioning strategy for each unique market segment. The research revealed the engine was robust enough to perform well in two engine categories. The engine was positioned as a heavy mid-range engine, where it successfully serves in either a high-end mid-range vehicles or low-end heavy-duty trucks, depending on specific target segment requirements.
DaVinci Roofscapes
Delta TechOps
EMBARQ
• Close
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.
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 emails and direct mail package has stimulated an 88 percent trial of this new product.
FleetCor
Goodyear
Haake Insurance
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.
Mr. LongArm
• Close
Mr. LongArm

Insight: Mr. LongArm, a manufacturer of extension poles, came to BKV in need of a strategy to differentiate themselves from their competitors. Mr. LongArm was the first to market the extension pole in 1958 but since then many copy-cat competitors have saturated the Do-it-Yourself (DIY) and Professional markets with very similar products. Price conscious consumers most frequently purchased the least expensive product and felt there was no differentiation among poles. Mr. LongArm needed to develop a strong, positive brand image in the marketplace while communicating the vast uses for their products as well as introduce a new ergonomically-designed product line.
Action: BKV conducted in-depth interviews with Mr. LongArm customers within the DIY, Professional and Janitorial-Sanitation (Jan-San) markets as well as independent sales representatives. BKV found that DIYers purchased poles for their immediate paint project and didn't recognize the many tasks that Mr. LongArm could help them accomplish. In the professional markets, paint and Jan-San, getting the job done is about money. Mr. LongArm's breadth of attachments and quick change mechanism helps get the job done more quickly so they can move on to the next job. Based on the findings, BKV created the new positioning of "adaptability" for Mr. LongArm. "Mr. LongArm helps you get any job done!" The "adaptability" position was integrated into all marketing efforts including the development of a new logo and tagline, "Finish. Up." Catalog sell sheets were created for new and existing product lines, product labeling was redesigned and a new product display created. In addition, a brand advertising campaign was developed to run in professional paint and janitorial-sanitation trade publications. The development of sales materials and a press release will be distributed to coincide with the official launch.
Results: BKV created a brand position that is able to speak to multiple market segments and differentiate Mr. LongArm from competitors. We also successfully created the marketing materials to officially launch the brand strategy, positioning and new product line to the market.
Sokolove Law
Sterling Trucks
Thomas Built Buses
United Country Real Estate
Western Star Trucks
Wingfoot