BTB Mailer Sends Concoman to the Rescue

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Conco, a supplier to the power plant industry, has created a superhero, Concoman, which it will debut in a direct mail campaign this week promoting the company's products and services.

"Conco felt this character would be something uniquely different from anything any other company was doing and allow them to stand out," said Pam Selker Rak, president of CommuniTech, Bridgeville, PA, the marketing agency handling the campaign. "And it hopes the image of the character comes across as a strong problem-solver who is out there personally working with the power plants like their field technicians."

Conco, Verona, PA, offers tube-cleaning products and services, and also its own staff of field technicians who can perform maintenance at plants or act as on-site supervisors.

The six-part mail effort aims to educate power plant managers about how regular maintenance can help a plant's bottom line. The first mailing drops Aug. 8, followed by five more mailings two weeks apart. The campaign will go to 5,000 plant managers taken from an internal database of current customers and prospects. Power plants of all sizes will be contacted.

"The goal is to promote its full line of products while educating the audience to the benefits of regular maintenance," Rak said. "We also scheduled it for this time of year because during this stretch of summer months is when power plants will utilize and waste the most amount of energy."

The mailers are 6-by-9-inch postcards. Each piece focuses on an area of expertise or service in which Conco can assist. The front of each mailer depicts Concoman battling a typical problem that a power plant can face such as rescuing "lost megawatts" or corralling "vicious emissions." The back contains text that briefly discusses the image on the front and how Conco can help a company prevent any those problems.

Recipients seeking more information are asked to visit a Web site where they can receive a white paper titled "Return on Investment Analysis: The Economics of Regular Condenser Maintenance" after giving their e-mail address. Those looking to work immediately with Conco are given a toll-free number to set up a consultation.

They also will be asked whether they want future electronic updates from Conco.

"They are using the direct mail to pave the way for future electronic marketing campaigns," she said.

Rak said she could not discuss the campaign's cost.


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