{"id":25560,"date":"2024-01-23T20:54:47","date_gmt":"2024-01-23T20:54:47","guid":{"rendered":"https:\/\/advint.valpak.com\/advertise\/?post_type=case-study&#038;p=25560"},"modified":"2024-06-12T18:46:23","modified_gmt":"2024-06-12T18:46:23","slug":"pest-control-55-more-phone-calls","status":"publish","type":"case-study","link":"https:\/\/www.valpak.com\/advertise\/case-study\/pest-control-55-more-phone-calls","title":{"rendered":"Pest control \u2013 55% more phone calls"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-marketing-objective\">Marketing objective<\/h2>\n\n\n\n<p>To measure whether double exposure in the Valpak envelope affects&nbsp;consumer response<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-mailing-strategy-campaign\">Mailing strategy\/campaign<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Original 2-panel ad split into 2 single-panel inserts (termite control,&nbsp;pest control)<\/li>\n\n\n\n<li>Mailed to 1 million households in 4 markets<\/li>\n\n\n\n<li>Households selected based on serviceable ZIP codes and routinely&nbsp;used demographics<\/li>\n\n\n\n<li>Half of households in each market received envelope with&nbsp;original 2-panel insert<\/li>\n\n\n\n<li>Other half of households in each market received envelope&nbsp;with 2 single-panel inserts<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-results\">Results<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>55% more phone calls from households mailed 2 single-panel&nbsp;inserts vs. a 2-panel insert<\/li>\n\n\n\n<li>35% lower cost per lead from households mailed 2 single-panel&nbsp;inserts vs. a 2-panel inserts<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-conclusion\">Conclusion<\/h2>\n\n\n\n<p>The test results show that the recommended double-exposure\u00a0strategy successfully increased response rate and lowered the cost\u00a0per lead for the pest control provider. The success that resulted from redesigning the\u00a0control insert into two independent inserts proves ad format and\u00a0messaging can positively impact response and sales.<\/p>\n","protected":false},"featured_media":26206,"template":"","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","_swt_meta_header_display":false,"_swt_meta_footer_display":false,"_swt_meta_site_title_display":false,"_swt_meta_sticky_header":false,"_swt_meta_transparent_header":false,"_links_to":"","_links_to_target":""},"categories":[1944,1960],"class_list":["post-25560","case-study","type-case-study","status-publish","has-post-thumbnail","hentry","category-case-studies","category-home-garden-case-studies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.7 (Yoast SEO v24.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pest control \u2013 55% more phone calls<\/title>\n<meta name=\"description\" content=\"To measure whether double exposure in the Valpak envelope affects\u00a0consumer response rate while lowering the cost\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.valpak.com\/advertise\/case-study\/pest-control-55-more-phone-calls\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pest control \u2013 55% more phone calls\" \/>\n<meta property=\"og:description\" content=\"To measure whether double exposure in the Valpak envelope affects response\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.valpak.com\/advertise\/case-study\/pest-control-55-more-phone-calls\" \/>\n<meta property=\"og:site_name\" content=\"Valpak Advertising\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ValpakAdvertising\/\" \/>\n<meta property=\"article:modified_time\" content=\"2024-06-12T18:46:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.valpak.com\/wp-content\/uploads\/168615095-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Pest control \u2013 55% more phone calls\" \/>\n<meta name=\"twitter:description\" content=\"To measure whether double exposure in the Valpak envelope affects consumer response rate\" \/>\n<meta name=\"twitter:site\" content=\"@valpak\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.valpak.com\/advertise\/case-study\/pest-control-55-more-phone-calls\",\"url\":\"https:\/\/www.valpak.com\/advertise\/case-study\/pest-control-55-more-phone-calls\",\"name\":\"Pest control \u2013 55% more phone calls\",\"isPartOf\":{\"@id\":\"https:\/\/www.valpak.com\/advertise\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.valpak.com\/advertise\/case-study\/pest-control-55-more-phone-calls#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.valpak.com\/advertise\/case-study\/pest-control-55-more-phone-calls#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.valpak.com\/wp-content\/uploads\/168615095-scaled.jpg\",\"datePublished\":\"2024-01-23T20:54:47+00:00\",\"dateModified\":\"2024-06-12T18:46:23+00:00\",\"description\":\"To measure whether double exposure in the Valpak envelope affects\u00a0consumer response rate while lowering the cost\",\"breadcrumb\":{\"@id\":\"https:\/\/www.valpak.com\/advertise\/case-study\/pest-control-55-more-phone-calls#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.valpak.com\/advertise\/case-study\/pest-control-55-more-phone-calls\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.valpak.com\/advertise\/case-study\/pest-control-55-more-phone-calls#primaryimage\",\"url\":\"https:\/\/www.valpak.com\/wp-content\/uploads\/168615095-scaled.jpg\",\"contentUrl\":\"https:\/\/www.valpak.com\/wp-content\/uploads\/168615095-scaled.jpg\",\"width\":2560,\"height\":1707,\"caption\":\"Man treating house for pest control. 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The success that resulted from redesigning the\u00a0control insert into two independent inserts proves ad format and\u00a0messaging&hellip;","_links":{"self":[{"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/case-study\/25560","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/case-study"}],"about":[{"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/types\/case-study"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/media\/26206"}],"wp:attachment":[{"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/media?parent=25560"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/categories?post=25560"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}