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.
Reducing Marketing Costs
 Case Study #4:Reducing Marketing Costs |
 
Lightning Pools & Pavers - front
Lightning Pools & Pavers - back
Goal: Reduce overall marketing expenses while increasing the number and quality of leads. Customer: Lightning Pools & Pavers 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. Campaign Results
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Excerpted from The Ultimate Postcard Marketing Success Manual by Joy Gendusa. For more information click to PostcardMarketingSuccessManual.com. Call Today or Email Us at info@postcardmania.com Order this book online at shop.postcardmania.com. Available in hard cover and downloadable PDF versions. Order now and get outrageous direct mail marketing results! ©2012 Joy Gendusa & PostcardMania
About PostcardMania:
PostcardMania is a full-service postcard direct mail marketing company which includes graphic design, printing, highly-targeted mailing list acquisition and mailing services with FREE marketing advice. Joy Gendusa is the Founder and CEO of PostcardMania, which was recognized as the nation's fastest growing direct mail postcard marketing firm by Inc Magazine in 2005. Gendusa began PostcardMania in 1998 with no capital injections of any kind, using her marketing acumen and direct mail postcards to expand her corporation year after year. They help over 31,000 businesses in more than 350 industries nationwide to expand through the use of direct mail marketing techniques, printing 4 million and mailing 2 million postcards each week. About JetMail Tampa Bay: After being asked so many times by existing customers to handle all their direct mail needs, Gendusa decided in 2004 to open a mail house and run it with the same commitment and excellence to her customers...hence JetMail–PostcardMania's mail house. JetMail, simply put, is the best mail house you can find and gives the best combination of price, quality and customer service that is available when you need mailing services from a business that considers your business important. |
