EDA to Manage Direct Marketing Success with Personalized Virtual Sales Tool

Share Article

Equipment Data Associates Works with Real Time Content to Supply Direct Marketers with New, Personalized Demos

News Image
We didn't want to do either

Equipment Data Associates (EDA), the premier supplier of national UCC-based market intelligence and a division of Randall-Reilly Publishing, today announced its new online virtual sales tool that is personalized for each direct mail prospect using personalized video. EDA partnered with Real Time Content, Inc. (RTC), an advertising technology provider that has developed a proprietary platform to create personalized video on demand.

Until now, EDA had struggled to handle a 20 percent response rate to its direct marketing efforts, and the company faced an interesting dilemma - increase the size of its sales force or decrease the drop size of its direct mail campaigns. "We didn't want to do either," said David Schwartz, EDA vice president of sales and marketing. "We wanted to maximize the opportunity while minimizing the operational costs." RTC's personalized video technology was a way to maximize the success of its direct mail campaigns.

When a prospective client visits a personal URL (PURL) supplied through EDA's direct mail campaign, RTC's platform is able to create personalized video from that PURL that incorporates the visitor's name, current date, location, and number of repeat visits. As a result, the entire experience, from the greeting through the sales presentation, is very real and very personal.

"We also know the type of business our prospects are in, whether they're manufacturers, dealers, lenders or after-market providers," added Schwartz. "The contents of what we're delivering will always relate to their specific area of interest, which is pre-defined."

By employing a personalized sales presentation, EDA prospective clients can educate themselves at their own pace and on their own schedule, as well as select the EDA product features of most interest to their businesses. One of the biggest benefits, however, is for EDA. "We're taking the mechanical, routine portion of the sales presentation away from our sales staff, and giving them more opportunity to understand a client's needs and demonstrate how our solution may be able to fulfill them," said Schwartz.

EDA will debut its new virtual demo for the construction industry on August 21, 2009, following a targeted direct mail campaign to 2,000 prospective clients with a dimensional mailer and a personalized URL linking directly to the virtual demo. Additional video assets and content geared toward other industries - agriculture, trucking, lift trucks, machine tools, logging, printing, woodworking, medical, copiers, and financial services - will be added later.

Organic visitors to EDA's site - those who have not received a direct mail invitation - can also learn about the benefits of EDA's products and services by entering their profile information before viewing the personalized video.

"I haven't seen any company in any industry use technology to do what we're trying to do," said Mike Reilly, Randall-Reilly Publishing President and CEO. "It's fun, it's inviting, it's interactive, and the sheer volume of deliveries is going to be so much higher because we're expanding the capabilities of our human resources."

About EDA

Since 1988, Equipment Data Associates has improved the direct marketing effectiveness of its clients. Through a wide range of metrics and analytical tools, EDA provides accurate, equipment-based, market intelligence for a variety of industries including: agriculture, construction, copiers, finance, lift trucks, logging, machine tools, printing and woodworking. EDA is headquartered in Charlotte, NC and is a division of Randall-Reilly Publishing, LLC. For more information, visit EDA online at edadata.com

About Real Time Content

Real Time Content, Inc. enables advertisers and publishers to create personalized online video advertising campaigns. Its proprietary Adaptive Media platform creates customized video messaging based on in individual customer profiles and feedback, which result in greater relevance, higher click-through rates and increased conversion. The company has been recognized by AlwaysOn as an OnMedia Top 100 winner and was named to the Red Herring Europe Top 100. Headquartered in the U.S., RTC has offices in New York and London with funding from British Telecommunications Plc. and New Venture Partners. Visit Real Time Content at http://www.realtimecontent.com.


David Schwartz, VP Sales and Marketing
Equipment Data Associates
Phone: 800-288-8262
Email: dschwartz(at)edadata(dot)com
Web: http://www.edadata.com

Gavin Skillman or Miko Mercer
LaunchSquad for Real Time Content
Phone: 212-564-3665
Email: rtc(at)launchsquad(dot)com
Web: http://www.realtimecontent.com


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Gavin Skillman or Miko Mercer

David Schwartz
Visit website