For years, the Ingersoll Rand P185 air compressor has enjoyed a reputation as the premier compressor in the industry. Its premium pricing, however, made it a target for competitors attempting to chip away at its market by selling on price. To meet this challenge, Ingersoll Rand developed a value-priced model called the AirSource and asked Two Rivers Marketing to build a campaign to introduce it.
Offering a choice of compressors in the 185-cfm class gave Ingersoll Rand a competitive advantage, so “Choice” became the theme of the whole campaign. This allowed us to build awareness of the AirSource while evoking the heritage of the P185, and to educate customers and dealers alike about the value each model offered.
Using direct mail, HTML e-mail, online banner ads, regional co-op ads, dealer point-of-purchase, integrated public relations, cash incentives for the sales force, and a chance for customers to win a $1,000 gift card, we blanketed the industry with this welcome news from Ingersoll Rand. Our goal was to drive traffic to dealers and generate sales of both models.
The success of this campaign was measured in seven figures: Nearly $3,000,000 in revenue was generated during the eight-month program, resulting in a 24:1 return on investment.