Case Study: The Brickman Group

A national commercial landscaping and landscape maintenance company sees ROI at 100 times their investment. That's the power of Variable Data Marketing through Direct Impact Digital.

Problem:

Some of the branch offices were experiencing slow to flat growth over the past two years.

Challenges:

We knew that there were several challenges to overcome:

1.  How can we maximize the efforts of their marketing department's postcard mailers?
2.  How can we get 100% of the cards printed and mailed out in a timely manner?
3.  How can we get the branches to identify their real prospect base?
4.  How can we improve the response rate?

Solution:

Using the power of the database, Brickman was encouraged to have each branch office create a standardized database of prospect information.  This database was created in a simple Microsoft Excel worksheet with the following information:

• Property Managers Name
• Property Name
• Property Type
• Address, City, State
• Branch ID
• Sales ID

The biggest task was to bring all the information together to create a database. We discovered that a few of the branches had very limited prospect information, while those branches that were better organized got off to a great start and had significant response rates to the mailings.

From the databases, we were able to create a series of postcards that would "personalize" each mailing, thus increasing the reader's interest.  We were able to match images of the property types that further enhanced the interest level and accuracy of the message to specific decision makers.  Finally, we were able to incorporate the branch salesperson's name and contact information right on the card.  All of this created the personal call to action needed to improve the response rate.

Return on Investment:

As various branches saw the great response rate, it was easy to improve the database information and accuracy in all of the branches.

We invite you to discover the impact of Variable Data Marketing for your company.