Impactful Direct Mail Helps Build Brand Awareness
Although the owner of a new flower shop had 25 years prior experience working for another floral shop, he was struggling to make his new business a success. He needed to get his brand noticed and wanted to promote his website and online ordering process to jumpstart sales.
Sir Speedy prepared a direct mail campaign that included three separate holiday themed postcards (Valentine’s, Easter/Administrative Assistant’s Day, and Mothers Day/Spring). Custom photography and graphic design on postcards helped the flower shop communicate the high quality of their products. We also helped the owner by purchasing two mailing lists: one of residential single-family homeowners within close proximity to the shop, and one of local businesses. Portions of these lists along with customer names were used in each mailing. Names from the local business list were used in the Easter/Admin Day mailing, but not for the Mothers Day mailing. To better track the effectiveness of the direct mail campaign, the second and third postcards contained discount coupon offers.
After the first mailing, our customer saw a very large increase in flower orders within just a few days. The coupon offers included in the second and third mailings helped him track responses and increase revenue. Brand awareness was generated and his new business was starting to grow.
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