(Originally composed as an email for home improvement industry contacts…)
One of our wonderful clients, Jerry, works with a family-owned home improvement business in Virginia. He is known for his commitment to excellence when it comes to home foundations, cracked bricks, uneven floors, and other foundation-related issues such as “sticking doors.”
Jerry came to us with the idea of mailing his full-color brochures and “Free Inspection Offer” to every household in targeted areas of Richmond, VA.
As a starting point, we discussed the demographics (home value, age of homeowner, location, etc) that make up his current customer base. Then, I emailed him a “Distribution Map” of the areas he had selected for review.
Basically, each Zip Code shown on the map was broken down into smaller sections which are numbered – these are known as carrier routes (the routes used by USPS workers for mail delivery). All we had to do is hand-pick the final areas that he wanted to target and we then generated a count of how many homes were available.
Additionally, Jerry asked to see a few direct mail brochure designs that we had completed for other customers (to see the quality of our work). This helped with generating marketing ideas and we wound up creating a very attractive and compelling brochure as a result.
Jerry sells high-dollar piers that stabilize homes with foundation issues, so he was willing to eat a few dollars in free inspection/estimate costs to make a new sale and earn a new customer. Plus, most homeowners act very quickly when they find out their home foundation is in bad shape – they typically want to fix the problem immediately to prevent further complications. This pushes the lead qualification process along very quickly (to convert into sales).
From a customer standpoint, there was no reason to purchase services from anywhere else. Jerry provides amazing customer service, has been around for more than two decades, and has a very positive reputation with great testimonials from curent customers. We made all of the benefits very clear throughout the brochure.
Once our design team finished the new brochure layout and the selection of beautiful photographs (see the actual brochure shown to the right), we sent the piece to print.
Fast forward a few weeks and the first Brochures hit homes. The rest was history!
“Chris, we hit a homerun with those direct mail flyers. We were at the point where we were hoping our crew would be busy the next day. It seemed that the jobs always came, but they were slow coming. We now have backlog through mid-march. I think we are going to try to do this at least twice a year. Thanks for your help!”
I’m sharing this with you today because small business owners often call to say that they enjoy hearing success stories from around the country. Of course, we’d also love to work with you and your business to achieve similar (or better!) results.
As 2011 kicks off, the ball is in your court. Call us today at 1-800-481-1656 to learn more about direct mail. Everything we do, from design to mailing, is optimized to increase your sales and response rates. I promise you that it will be with your time and investment.
Dollar for dollar, nobody competes. We care if you are happy, and we care if your marketing works.
All the best,
4325 Cox Road
Glen Allen, VA 23060
P.S. If you want to see a map of your area and get a direct mail quote, we’ll send both to you for FREE via email. Call 1-800-481-1656 to check it out or email us at firstname.lastname@example.org …this is “must know” stuff for your local area. Thanks again!