SITUATION
Automotive lock manufacturer Strattec Security hired B+L to help launch its BOLT® series of locks at trade shows for the automotive aftermarket and commercial truck industries.

GOALS & OBJECTIVES
- Generate significant booth traffic and qualified leads at 2009 SEMA and the 2010 Work Truck shows
- Stimulate product trial with potential dealers, distributors and bulk purchasers

IMPLEMENTATION
B+L designed a three-dimensional direct mailer that conveyed the product’s core concept by opening with the recipients car/truck key. Inside, the mailer held a coded “credit card” redeemable at the show booth for a free sample lock. The mailer was sent to a highly segmented list of show attendees.

RESULTS
- The 2009 SEMA Show mailer generated a 30% redemption rate, while the Work Truck Show mailer got
roughly 32%. Both were more than 10x the normal rate of direct mail response
- Overall leads generated at both shows were more than 10% above target
- Scanned booth visitors at the Work Truck Show increased nearly 80% from the previous year.
(Strattec did not attend SEMA the previous year, so there was no basis for comparison there.)