The Situation

Goodrich Watson is an independent agency located in Newport News, VA offering homeowners, auto, life and business insurance. They called PostcardMania for help finding new clients.

The Solution

After talking with our marketing consultants, Goodrich Watson decided on a personalized postcard campaign with DirectMail2.0 to attract as many potential customers as possible.

The postcard was designed for maximum results:

  • The recipients name on the postcard gives it a personalized touch that gets their attention
  • The bold headline and supporting images tell them immediately what the card is about
  • A testimonial from a happy client helps establish trust
  • Hard, provable numbers (We can save new customers up to 37%) show prospects how they can benefit from calling

The agency mailed the cards to 3,000 prospects with homes valued at $150,000 or more, with a household income of $50,000 or more, with a home purchase month of May or June. These people would soon be renewing their homeowners insurance policies, and Goodrich Watson wanted to let them know they could save money by switching to them!

To increase their exposure, they mailed out their postcards to the same prospects twice.

The Results

With the tracking capabilities of DirectMail2.0, the agency was able to see that they had 2,000 unique visitors to their website over the course of the campaign. Those visitors were then followed by Goodrich Watsons online banner ads on websites across the Google network. Their ads were shown 185,557 times, and 114 people clicked on their follow-up ads to get back to their website. Thats 114 interested leads that could potentially become new insurance clients!

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