Butler Manufacturing Taps Bernstein-Rein

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Butler Manufacturing Co., a producer of pre-engineered building systems, yesterday named Bernstein-Rein Advertising Inc., Kansas City, MO, to handle its direct impact direct mail program.

The agency adds the direct marketing business after working for seven years on Butler's national and print advertising account. While the budget is undisclosed, the direct impact program is likely to triple Butler's billings with the shop.

Founded in 1901, Butler targets the nonresidential construction market with its prefabricated metal-building systems and architectural products. It also is based in Kansas City, MO.

The direct impact program develops sales leads and builder prospects for 1,000 U.S. Butler Builders. These Butler Builders are independent design and build contractors authorized by Butler to market, sell and erect Butler buildings.

Bernstein-Rein, an independent agency with billings of $402 million, will offer Butler services like strategic planning, creative services and database and production execution. It will manage the subscription list and the mailing of "Building Profit," Butler's in-house quarterly journal.

Later this year, builders will be able to send personalized mail pieces to prospects. The piece will list the services and include color photos of the builder's work. The agency also will use electronic technology to build Butler's customer database


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