Bullfrog Pools is a pool and deck remodeling company located in Spring Hill, Florida. They wanted a way to target their ideal customer base and entice more of them to spring for a remodel of their pool and deck. So, we worked with them to develop a campaign to do just that.
After working with their marketing consultant, Bullfrog decided to go with a targeted postcard campaign. They purchased a mailing list with 3,000 records of homes with pools located in nearby ZIP codes. Then, they scheduled two mailings to go out to that list.
The lynchpin of this card is the copy. “Is Your Pool Ugly?” cuts right to the hot button with many pool-owners who feel their outdoor space is not what they’d like it to be. This tagline, coupled with the graphic of a beautiful outdoor pool and deck area, persuades the prospect to read the back of the card, where they are informed of the client’s services and encouraged to call for a FREE estimate.
Here are the results from the campaign, in the client’s own words:
“The first 3,000 mailed out received about 15 total responses with a gross income of $10,000 and net income of $4,000. The second 3,000 mailed out received 20 total responses with similar incomes.”
Total Campaign Cost: $1301.65
Return on Investment: Gross — 1,537%; Net — 615%