Chapter 5: Cartoons in direct marketing
Page 100
Best Roofing Drip/Awareness Campaign
Description: Roofers have a tough job up on the roof and in their marketing. For the most part, once you’ve installed a roof, your customers don’t need you for another twenty five years. Well, actually, they do, but they don’t realize it until a problem occurs. It is a challenge that is impervious to most conventional marketing methods; you can’t stimulate demand with coupons, for example. So we devised a monthly drip campaign instead for Best Roofing, that served as a constant reminder that they were there, ready to help when the roof leaked. Our goal was to get property owners and managers to collect the monthly postcards on their walls and reach for them instead of the Yellow Pages or to run a Google search; if the relationship already existed and was freshly on the top of the recipient’s mind, we knew Best Roofing would get the call. Results: Best Roofing’s sales soared by 150% over the three-year period of the campaign; one postcard brought in a $1.3 million sale all on its own, the biggest response I’ve ever heard of from a single postcard. Many