Estes Express Lines was regarded by shippers as merely a long-haul LTL carrier, despite having extensive 1- and 2-day delivery capabilities. Many of Estes’ prospective customers were simply unaware of this service offering, and Estes’ sales staff needed a new way to generate leads for 1- and 2-day regional shipping.
VantagePoint addressed the issue head-on by directly relating Estes to the number “1.” Since the lead generation campaign launched during the football season, we capitalized on the competitive nature of fans and their desire to be associated with a winning team. The integrated program included a direct mail series, emails, viral photo contest and incentives, with a microsite as the central hub for the campaign.
The campaign was overwhelmingly successful: