Butler Manufacturing

Sire partnered with Butler Building Systems, based in Kansas City, Missouri, to create two custom, three-dimensional direct mailers to market one of the world’s leading producers of steel building systems and attract new builders to its network. A targeted list of prospects was developed for each mailer with the goal of getting prospects’ attention, educating builders about Butler, and opening the door for a Butler representative to meet with company decision makers.

The first mailer illustrated the theme “Mission: Possible”, reinforcing that the builder could potentially sell more as an authorized Butler Builder. To create a sense of fun, 75 black metal safe boxes were assembled, each containing a secret agent voice recorder, black-rimmed sun glasses, and an authentic-looking cell phone. The voice recorder also played a call-to-action message. The mailer’s collateral included a mini file folder that was designed as a top secret document.

The second mailer, “The Sky Is The Limit,” was distributed to 100 prospects in two phases. First, a clear plastic case was sent with a portable DVD player remote control enclosed. A clear case was utilized so that prospects would be able to see the remote control inside and be intrigued to open the package to find out more. In addition, literature was included that indicated the player to the remote control would be arriving in the next few days.

Approximately one week later, the second phase of the mailer featured a custom-designed box containing the portable DVD player, letter, and DVD introducing Butler Building Systems was sent to the prospect. The portable DVD player, branded with the Butler logo, was retained by the recipients for personal use. 

Overall, these dynamic direct mail campaigns created a lot of buzz and enabled Butler representatives to introduce the company’s services to a number of promising prospects.

In addition to the marketing materials for Butler Building Systems, Sire is often selected to develop collateral materials and Web sites for Butler’s network of builders across the country. Specifically, Sire created an expansive eight-page brochure for Claris, a Butler Builder. The clean, sophisticated design features vivid photography that captures the builder’s extensive capabilities.