Pearl Equipment

The Situation

Pearl Equipment, based in Nashville, TN, is one of the longest-standing machinery dealers in the world. When they wanted to liquidate their stamping line, they called PostcardMania for help getting the word out to companies who might be interested in buying the equipment.

The Solution

With the help of our marketing consultants, Pearl Equipment came up with a postcard campaign that would help bring in potential buyers for their stamping line.

Heres why the design was effective:

• Bright colors that attract the recipients attention (orange and blue are complimentary colors, so they really pop!)
• Photos of the equipment so prospects know what theyre selling
• Their website and phone number on both sides of the card so their prospects can easily reach them for more information

They bought a mailing list of 6,000 companies from a middle stamping journal and sent each company one postcard. We usually recommend multiple mailings, but their postcard was so attention-getting that sending it out just once did the trick!

Pearl Equipment also bought DirectMail2.0, which added seamless tracking and follow-up to their postcard campaign. They were able to see when their postcards reached recipients and how many phone calls the cards generated. Best of all, any interested prospects who went to their website to learn more about the sale but left without buying then saw their online banner ad on other websites across the Google network, reminding them of their interest!

The Results

4,269% immediate return on investment!

Thanks to DirectMail2.0s tracking capabilities, Pearl Equipments owner could see that 72 people visited their website and 12 people clicked on their banner ad. The dealer got 16 inquiries, and sold a piece of their stamping line for $125,000. The cost of their campaign was $2,861, making that a 4,269% immediate return on their investment! Many of their customers end up purchasing more equipment from them, however, making their average lifetime customer value $350,000. That means their postcard could potentially generate an ROI of 12,133%!