This postcard had a lot of great qualities about it. It was very engaging visually. There was a large image accounting for most of the space on the front of the card, and their logo was placed in the center to catch each prospect’s eye. The image was a split between two different houses, and on one side you could see the Prime Building Services truck in the driveway. The headline read, “We are improving your neighborhood. See what we can do for you.” This is a great strategy; because not only did it inform prospects of what they offer them, it also mentioned that they were working on their neighbors’ houses. This got people in the community talking about their business, which generated quite a few customer referrals.
Melvin Orellana is from Prime Home Improvement, a home improvement business in White Plains, NY. Their business began as a roofing, siding and window services company, but they had to adapt to a complete home improvement business due to the economy.
Prime Home Improvement used to spend their marketing budget exclusively on newspaper and penny saver ads. But when they learned about the targeting that is available through direct mail postcards, they decided they needed to add postcards to their marketing arsenal. They targeted homeowners who lived in proximity to jobs they were working on at the time. This raised awareness in the community, increased their referrals and allowed prospects to see their work firsthand.
Targeting local prospects in the community can generate a buzz around your business and bring in valuable referrals.
Here are the results of Prime Home’s marketing, in our client’s own words… “The last campaign we did was the refer-a-friend campaign through PostcardMania. I think we spent about $2,000 and we generated about $40,000 in business from that. It’s a phenomenal thing. People see the card – it’s a beautiful card. They see the information. It’s very professional. And they tend to call.” – Melvin Orellana, Prime Home Improvement