Norfolk Southern Corporation: Direct-Mail Advertising campaign

Allison I. Porter

In 1993 Norfolk Southern targeted a direct-mail effort at 300 executives to introduce the railroad's new lumber reload centers.

Norfolk Southern Corporation: Direct-Mail Advertising campaign

Allison I. Porter

Overview

In 1993 Norfolk Southern targeted a direct-mail effort at 300 executives to introduce the railroad's new lumber reload centers. The task of advertising agency J. Walter Thompson was to convince mill and traffic managers to switch from long-haul trucking to shipping by rail and to get them either to request a sales call or to ask for more information. Those targeted received hand-carved wooden name signs to get their attention and introduce the service. The initial mailing generated a 19 percent response, which greatly exceeded the agency's goal.

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