Even in a mature industry, innovation holds the key to market leadership. Ferrous Processing & Trading’s (FPT) Pontiac yard recently employed a clever marketing campaign to meet – and even exceed – their intake goals.
The Collier Road scrap yard hosted a raffle throughout February 2015. Each customer who brought $25 or more scrap in received an entry form and peddlers were eligible to receive one entry per visit, per day. At the end of the month a drawing took place for a 5’x 8’ trailer purchased from Tractor Supply in Romeo, MI. Brad Ferrara of Ferrara Heating and Cooling was the delighted winner.
“We ended up receiving 769 customers for the month, which is an increase of 59 customers from the previous February despite a steep drop in price for shred,” remarked John Palmer, Non-Ferrous Trader. In February 2014, the price for shred was $220 per net ton and one year later the payout was only $85. February in southeast Michigan was also extremely cold, with an average temperature of 14°F. “This was the first time we have done a giveaway. The feedback from peddlers was all positive,” said John Palmer. “They are excited to hear about future promotions.”
Congratulations on success despite formidable challenges – both those created by Mother Nature and market conditions. Credit for creating and administering the raffle goes to Steve Adamus, Wendy Grierson,
Caleb Mellanby, John Palmer, John Savino and Kristy Boismier with special thanks to Pontiac Yard Manager Phil Hernandez.