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Lightning Pools & Pavers
Reduce overall marketing expenses while increasing the number and quality of leads.
The Campaign:
Lightning Pools started mailing out 6000 postcards per week, with a simple, straight-forward design. At the same time, they cut back on their Yellow Pages advertising because they scaled back their service area by two counties. Continuing to pay the high cost of advertising in the directories that covered those areas would be a waste.
Results:
Out of 6,000 postcards mailed each week, Lightning Pools gets 15-30 responses. This translates into .25 - .50%, a little below the .5 - 1% industry average. That illustrates a great point. Your response rate is not nearly as important as your Return on Investment.
While reducing their Yellow Pages marketing dollars by 50%, they spent just 1/3 of those advertising dollars on a direct mail postcard campaign, reducing their overall monthly advertising budget by $2,600.
Due to the increasingly targeted nature of their new promotion, Lightning Pools was able to increase their overall sales number by 53% in the first quarter they were using postcards.
By using lower cost, highly targeted postcard mailings, Lightning Pools was able to meet both aspects of their goal — lowering their marketing costs and increasing their lead traffic.
