Case Studies: Haarmann & Reimer

Personalized Direct Mail

Objective:
To increase awareness of the company’s technological capabilities among key technical
personnel at Kraft Foods, and eventually be added to their Select Supplier List.

Agency Solution:
Developed a direct mail program targeted to 40 individuals at Kraft who are crucial decision
makers in supplier selection. Each month, a new mailer highlights a technology that is unique
to Haarmann & Reimer. Using digital printing, the mailers are personalized to each of the
40 individuals. Each mailer invites the recipient to contact a specific person at Haarmann &
Reimer who has expertise in the technology which has been cited.

Results:
Since the program began in the Fall of 2000, the mailers have generated several important
inquiries by Kraft into proprietary Haarmann & Reimer technology, and incremental sales into
new product areas. Kraft personnel have indicated that Haarmann & Reimer will be strongly
considered for Select Supplier status when the list is next reviewed.