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EDDM - Results

 
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Old 02-27-2013, 06:58 PM   #1
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EDDM - Results


I know there has been alot of talk about EDDM so I thought I would share my experience.

-Flyers Printed = 5,000
-Flyer Size = 9 Inches x 14 Inches
-Printing Cost = $ 494
-Postage Cost = $ 799

- 4 Contractors Shared Flyer
- I did the design work and bundling of flyers for the post office and it saved me/us $600 and took me about 3 hours

- We added a $50 Prepaid Visa Giftcard for anyone that "like" and "shared" our flyer to their facebook wall with a drawing in May

- Cost Per Contractor = $323.00
- Cost Per Flyer = $ 0.065

Mailed on 2/27/13

Results to Follow.........

Day 1: 2 Calls - 2 Estimates - 0 Booked - $0.00 Booked
Day 2: 0 Calls - 0 Estimates - 0 Booked - $0.00 Booked
Day 3 6 Calls - 4 Estimates - 1 Booked - $1500.00 Booked
Day 4: 5 Calls - 0 Estimates - 0 Booked - $0.00 Booked
Day 5: 3 Calls - 2 Estimates - 2 Booked - $9700.00 Booked

Day 6-10 1 Call - 1 Estimate - 1 Booked - $ 149.00 Booked
Day 10-20 0 Call - 1 Estimate - 1 Booked - $ 109,000.00 Booked (Call/Estimate Return Call from Day 3)
Day 20 -30 0 Call - 0 Estimate - 0 Booked - $0.00 Booked

I think its safe to assume there will be little calls after one month

So after 30 Days

17 Phone Calls - Less than 1% Interaction
10 Estimates - 59% of Calls turned to Estimates
$120,349.00 - Work Obtained

Google Analytics showed that I had low page views of 12 per day and high of 61 before the flyer got mailed.
After I mailed Google Analytics results showed:
Day 1 45 Page Views
Day 2 14 Page Views
Day 3 93 Page Views
Day 4 172 Page Views
Day 5 29 Page Views

After day 5 Page views returned to normal

Large Project was a Basement in 8700 SqFt Home that started with 3D Design and led to Estimate. I was disappointed with the number of calls, but I understand that many variables are a factor in that. I did target "newer" well off areas and I am sure a large percentage didn't have a need for any work. Also as some said my graphics sucked, but at the end of the day the Marketing paid for itself with the first job I sold and the rest is a bonus.

Lessons I learned:

1. Graphics - Keep them simple and don't group with other subs
2. Target - I targeted heavily, removed large apartments, PO Boxes, Business
3. Don't be Scared - Even doing it yourself is not hard, the most complicated part is filling out the form and bundling in stacks of 50

4. Time Management - Even tho the phone didn't ring 100 times a day you have to account for additional phone and windshield time. At least for the first week solicit help to answer/screen calls and set appointments.

5. Callers that did call were impulsive, they wanted numbers quick and fast and expected you to be there yesterday. Their interaction with us wasn't planned and was completely impulsive so strike while the iron is hot.

6. Don't be afraid to say no, a few of the calls were pointless and you should screen as you usually do.

We are satisfied with the results, and I will do it again within the next 90 days. Next time we have planned to send 10,000

On our next mailing 5000 will go to the same area we just sent to and 5000 to new areas. I would like to compare and see if there is any branding advantage to covering the area twice and curious to see the results versus each other.

Oh and free marketing: I used Build a sign.com for printing. The in hand product was great, shipping was quick and I would also use them again.

Last edited by Keeyter; 03-27-2013 at 02:05 AM. Reason: Update
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Old 02-27-2013, 07:31 PM   #2
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Re: EDDM - Results


Quote:
Originally Posted by Keeyter View Post
I know there has been alot of talk about EDDM so I thought I would share my experience.

-Flyers Printed = 5,000
-Printing Cost = $ 494
-Postage Cost = $ 799

- 4 Contractors Shared Flyer
- I did the design work and bundling of flyers for the post office and it saved me/us $600 and took me about 3 hours

- We added a $50 Prepaid Visa Giftcard for anyone that "like" and "shared" our flyer to their facebook wall with a drawing in May

- Cost Per Contractor = $323.00
- Cost Per Flyer = $ 0.065

Mailed on 2/27/13

Results to Follow.........

Day 1: 2 Calls - 2 Estimates - 0 Booked - $0.00 Booked
Would you be able to show us the flyer?

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Old 02-27-2013, 07:48 PM   #3
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Re: EDDM - Results


I'm sure it will be criticized but I am not graphic designer and just trying to help others with results. So as mama says if you don't have nothing nice to say don't say anything at all.

Last edited by Keeyter; 02-27-2013 at 11:37 PM.
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Old 02-27-2013, 07:56 PM   #4
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Re: EDDM - Results


Whoa. That's way too crowded. I have no idea where to look and who to call.

Last edited by BamBamm5144; 02-28-2013 at 08:20 AM.
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Old 02-27-2013, 08:04 PM   #5
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Re: EDDM - Results


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Originally Posted by BamBamm5144 View Post
Whoa. That's way too crowded. I have no idea where to look and who to call.
Remember that the final flyer size is 9 x 14 seeing it on a screen and in your hand is two different things. Thanks for the critique, I will let the judgement come from the results and thought I would be helpful to others in the forum
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Old 02-27-2013, 08:28 PM   #6
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Re: EDDM - Results


Yeah I know. I do EDDM as well but only with myself on it.

I've only sent out like 500 hundred so far and got two calls. Nothing has come out of it though.
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Old 02-27-2013, 08:39 PM   #7
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Re: EDDM - Results


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Originally Posted by BamBamm5144 View Post
Yeah I know. I do EDDM as well but only with myself on it.

I've only sent out like 500 hundred so far and got two calls. Nothing has come out of it though.
Well so far our results are equal but I sent out 5000 - I also targeted pretty hard
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Old 02-27-2013, 08:42 PM   #8
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Re: EDDM - Results


What were you hoping we would say about this?

Do you want suggestions or what?
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Old 02-27-2013, 09:14 PM   #9
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Re: EDDM - Results


I wasn't hoping for anything, I was just going to put up the results I saw for my EDDM for a few days or weeks. Hopefully add a little more insight for people thinking of doing it.
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Old 02-27-2013, 10:05 PM   #10
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Re: EDDM - Results


I used manage a retail business and we ran around 22k-50k flyers a week. My $.02 is that you should have someone design your flyers for you. It would probably tack another $100-$200 to the total cost but then it's just a matter of tweaking or changing the design for future work.

You need much better visuals and a more straightforward call to action. I understand the pressure to fill up the space but after running hundreds of thousands of flyers I can tell you that you have to catch their eye before the info will be read.

Thanks for sharing your results with us. It's what makes this site great!
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Old 02-27-2013, 11:32 PM   #11
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Re: EDDM - Results


I appreciate the reviews of my poor graphic abilities, I do however please try to keep them to yourself. My intention was to provide people with numbers and not get torn apart for graphics files. I did the best that I could with the budget we had availaible to experiment. Thank you

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Old 02-27-2013, 11:43 PM   #12
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Re: EDDM - Results


We get where you are coming from, but please understand that your numbers may be skewed by the quality of the graphics. While I do think it was a bit crowded I don't think it was horrible, I've seen some really bad advertising before and this is not bad, just not good.

I also do EDDM, usually it's just a picture of a recently finished project and it goes to the postal route right by the project, this let's the neighbors know who did the project even after our signs are gone.
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Old 02-27-2013, 11:46 PM   #13
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Re: EDDM - Results


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We get where you are coming from, but please understand that your numbers may be skewed by the quality of the graphics. While I do think it was a bit crowded I don't think it was horrible, I've seen some really bad advertising before and this is not bad, just not good.

I also do EDDM, usually it's just a picture of a recently finished project and it goes to the postal route right by the project, this let's the neighbors know who did the project even after our signs are gone.
I understand the point your making - Lesson learned on what to contribute
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Old 02-28-2013, 06:35 AM   #14
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Re: EDDM - Results


Well...if you don't want open graphics related discussion, that only leaves results. I assume you're going to post daily and/or weekly results of your feedback, progress, cost per lead & sales figures? My opinion...don't be so thin skinned. Nobody on here wants to shred your ideas only offer alternative roads to benefit you.
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Old 03-02-2013, 09:51 AM   #15
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Re: EDDM - Results


Well, Keeyter, any updates? I'm curious to know how it's turning out for you.
Hopefully you're so busy with phone calls you haven't had the chance to come back and update us!
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Old 03-02-2013, 02:12 PM   #16
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Re: EDDM - Results


How have you been doing since the day 1 influx? Still a strong response or has it slowed a little? Are you converting a high % of calls?
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Old 03-02-2013, 02:54 PM   #17
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Re: EDDM - Results


I have always noticed that you will get the most calls from a flyer on the Monday a week after the delivery.

However 5,000 units is a very small sample to be "measuring". It will be hard to determine what actually worked or didn't.
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Old 03-02-2013, 03:00 PM   #18
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Re: EDDM - Results


Quote:
Originally Posted by Calgaryfence
I have always noticed that you will get the most calls from a flyer on the Monday a week after the delivery.

However 5,000 units is a very small sample to be "measuring". It will be hard to determine what actually worked or didn't.
Small sample? Hahaha. I guess it's relative.
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Old 03-02-2013, 03:44 PM   #19
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Re: EDDM - Results


Quote:
Originally Posted by Calgaryfence View Post
I have always noticed that you will get the most calls from a flyer on the Monday a week after the delivery.

However 5,000 units is a very small sample to be "measuring". It will be hard to determine what actually worked or didn't.
I didn't know Calgary had more than 5,000 people

Just kidding.
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Old 03-02-2013, 03:44 PM   #20
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Re: EDDM - Results


I find it unrealistic to expect good sales from 1 blast of postcards. These usualy require 3-4 to the same addresses within a 1-2 month time frame to get results that will pay for the add.

Than you want to make sure your stuff doesn't go to apartments, condos, old folks homes etc. Also it would be foolish to send vinyl siding flyers to subs that are all brick and less than 10 years old.

There are lots of variables rather than the zip code thing.

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