Lawn maintenance franchise targets local areas and uses direct mail with QR codes and call tracking, increases customers, $266,198 in sales, and sees a 1.91:1 return on ad spend
Marketing objective
To measure the effectiveness of Valpak® in increasing sales, average ticket and return on ad spend (ROAS). (View some Valpak lawn care ad examples here.)
Program strategy
- Distribution: Mailed Valpak Blue Envelope inserts to 200,000 homes 3 times across lawn maintenance company’s Midwest territories, neighborhood-targeted postcards to 300,000 homes, and 2 solo postcard campaigns to neighborhoods with a high concentration of their customers.
- Targeting: Company supplied a list of serviceable areas to match back to Valpak zones and target the ZIP codes most likely to generate response.
- Products: Blue Envelope inserts, PlusOne postcards and solo postcards with unique QR codes and call tracking phone numbers
- Offers: 75% off first application; first application free
Results
- Valpak generated 473 total redemptions and $266,198 in sales over the 3 mailings, whereupon all targeted test households received a minimum of 3-5 communications from the lawn care franchise.
- For every dollar invested, the landscaper received $1.91 in return (191% ROAS)
- Highest average sale ($579) and redemption rate came from households mailed Blue Envelope inserts and PlusOne postcards
- Highest return on ad spend came from households mailed Blue Envelope inserts (917% ROAS)
- 10% of all sales during the campaign period were directly attributed to Valpak
- Customers drawn from Valpak spent an average of $562.79, 36% higher than the average sale
Conclusion
The results of the combined direct mail program (Blue Envelope, PlusOne, and Solo) confirmed that the Valpak audience drove sales, produced a higher average ticket, and resulted in a positive ROAS for the lawn care franchise.
