The Situation

Martin Paving Company is a concrete and asphalt company in Medina, TN that provides residential paving, concrete, and asphalt services to local homeowners. They wanted to book more high-value projects and consistently generate new leads, so they partnered with PostcardMania to create a marketing campaign.

The Solution

PostcardMania designed a postcard that included the following features:

  • Personalization – each card had the recipient’s first name on the front of the card to grab more attention.
  • Easy-to-read benefits highlighting durable, long-lasting concrete and asphalt solutions for homeowners.
  • A strong call to action encouraging recipients to request a quote, along with clear contact information.
  • Two offers for a spring discount and 0% financing.
  • A QR code that when scanned goes to a web page for more information.
  • A five-star review from a happy customer.
  • Photos of their business and team which builds trust and shows that they are a credible local business.

PostcardMania mailed 6,000 postcards to a targeted mailing list of homeowners with household incomes of $100,000 or more whose homes were built in 2000 or earlier. The cards were mailed on a monthly mailing schedule in increments of about 2,000 pieces.

At the same time, they launched an Everywhere Small Business campaign that combined direct mail with matching digital ads. As a result, prospective customers saw the company’s ads online around the same time the postcards arrived in their mailboxes. This multi-channel approach increased brand recognition, reinforced the marketing message, and helped drive more qualified leads.

The Results

They generated an estimated $50,000 in revenue!

As a result, the campaign generated 7–10 responses and converted 3–4 of those leads into customers, producing an estimated $50,000 in revenue. Because they invested $7,621.67 in the campaign, they achieved an impressive 556% ROI.

With an average value of $12,500 per new customer, just a handful of new projects produced an excellent return on investment. The company continues mailing postcards monthly while combining them with digital advertising to keep a steady flow of qualified leads coming in.

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