There aren’t a lot of similarities between a plumbing company, a dry cleaner, a food delivery service, and medical professionals. But all these small businesses are tied together by the Every Door Direct Mail® program. No matter which category a business falls under, the service helps marketers optimize their marketing dollar.
Home Service: The Mechanics of ROI
For 40 years, Good Hill Mechanical Services in Woodbury, Conn., has delivered top-notch services to its customers. Greg Barron, technology and marketing consultant for the firm, says the company caters to people in three residential categories in which Every Door Direct Mail is the perfect vehicle. One of the categories focuses on homes with a value of $500,000 or more. Barron says each campaign has a cost of about $5,000, but he expects a return of $60,000 or more.
Retail: Making an Opening Truly Grand
ZIPS Dry Cleaners is a national franchise that caters to specific areas. Its store in Elkridge, Md., was the first to use Every Door Direct Mail. The Elkridge store used Every Door Direct Mail to promote its grand opening, sending out 14,000 postcards and getting a 5% return rate measured by the number of people coming in with the flyers. Chris Allsbrooks, director of training for the franchise, says they were so happy with the results that they created two additional campaigns to further connect with customers.
Entertainment: Quality Food, Qualified Customers
Dash Deliveries LLC, a restaurant delivery service operating in the Philadelphia, Boston and Providence areas, partners with upscale restaurants to bring fine dining into the home. Founder and CEO Philip Dumontet says he has contracts with 300 restaurants and uses 75 drivers. Customers place orders through the Dash website for gourmet fare from a particular restaurant. “We use Every Door Direct Mail to announce that Dash will be delivering for a top restaurant in a particular area,” Dumontet says.
Physicians: Letting People Know You’re There
Doctors Express is an urgent care medical clinic chain that has individual owners and operators. Earl Reed, owner of the facility in Alexandria, Va., uses Every Door Direct Mail to send mailers to residents in five ZIP Code™ service areas — to let them know they are there to help if needed. The mailings saved Reed 30% of the cost of a previous advertising campaign, and he also experienced a 5–10% increase in patients at his clinic, based on the number of new people who came in and referenced the fliers.Creativity, ROI, Segmentation, Strategy, Targeting, Trends