Navistar
Immersion:
Navistar International Corporation is the headquarters for International Truck and Engine Corporation, a manufacturer of medium and heavy-duty trucks and mid-range diesel engines. A significant part of Navistar's business is the sales of parts through their network of independent International® Dealers. With close to 900 locations across the United States and Canada, this dealer network provides both parts and service to independent truck owners and truck fleet operators. In order to maximize sales, Navistar realized that their dealers needed independent marketing support.
Insight:
With dealers operating across the continent we knew that one-size-fits-all marketing wouldn't work. What's important to a customer in Alberta isn't necessarily the same for one in Alabama. And yet it's essential that the International brand be presented consistently across the entire dealer network.
We also realized that dealers have varying degrees of marketing expertise and even those who possess marketing skills have little time to plan and execute. But to gain an edge on their competition, they needed to regularly reach more customers, more often, with more relevant messaging.
We needed a practical, cost-effective marketing solution - one that would help dealers easily create marketing programs and tailor messages for their local markets.
Ideas:
We developed a high-tech, high-touch solution entitled "myEDGE®". The "high-tech" is a sophisticated web application that is easy to use; the "high-touch" is our team of dedicated Dealer Marketing Specialists who serve as a marketing resource to every dealer. In conjunction with input from Navistar Parts, bimonthly parts and service promotions are developed and designed by JAN Kelley Marketing with the International brand integrity intact. A number of innovative web applications make it easy for dealers to then create their own flyers, P.O.S. and other direct marketing materials specific to their needs. These online-to-print templates give them all the flexibility they need in selecting parts on offer, as well as setting their own prices. But the driving force of the program is our team of Dealer Marketing Specialists.
Working closely with dealers on a daily basis, myEDGE team members understand the sales and marketing needs of both individual dealers and the network as a whole. They provide ongoing education and support to ensure International dealers employ the marketing tools available that will help them compete more effectively in their local markets.
Online components of the program include:
www.myedgeonline.com - a secure dealer marketing portal that houses an extensive database of product information, it incorporates a variety of applications:
- Web-to-Print Direct Mail - the myEDGE bimonthly direct marketing program integrates a dealer's customer database with Navistar's parts database, empowering dealers to customize and deliver targeted direct mail.
- myPromos Print-on-Demand - dealers can react quickly to local needs with marketing templates that can be customized in minutes and downloaded for print or email.
- E-Knowledge - dealers can draw on a storehouse of information to build product knowledge, improve customer service and strengthen their marketing capabilities.
- Database Management - dealers can verify data integrity, eliminate duplication, execute updates, enrich customer profiles and prepare prospect data for marketing initiatives.
Integrated with web-to-print bimonthly direct mail, this application presents all parts and service offers online and can be customized by individual dealers to promote additional parts and services, and link directly to their company websites.
Impact:
The myEDGE program significantly increases the efficiency of developing and delivering parts and service offers. And we know that dealers are becoming increasingly engaged with the program as customization rates increase year over year. Today, virtually every key dealer is enrolled in the program, with over half of the dealer locations actively customizing their marketing programs. Perhaps the greatest testimony to myEDGE has been its recent global expansion, predominantly in Latin America.
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