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Tried ADVO/ShopWise direct mail piece

Discussion in 'Business Operations' started by michigangrass, May 7, 2003.

  1. michigangrass

    michigangrass LawnSite Member
    Messages: 118

    Well I wanted to try a direct mail piece through ADVO/ShopWise for new 2003 customers.
    For $2200 ADVO/SHopWise sent out 63,000 whats called the missing child card with my ad on the back. Its supposedly the best response direct mail piece in the US.
    Well out of those 63,000 mailers we got approximately 20 calls, .0003%.
    I have to say that hand delivered flyers got a lot better response. We get an average of 1.5% to 2% return on flyers, can't say that with ADVO/ShopWise.
    We may have gained a little brand awareness for our market but to be completely honest...I wouldn't do it again. I do understand that its a must to continue marketing to slowly gain the response we're looking for but for now flyers and newspaper wins hands down.

    Just thought I'd throw this out there for anyone considering ADVO/ShopWise...its an expensive lesson.
  2. scott's turf

    scott's turf LawnSite Senior Member
    from NH
    Messages: 949

    damn! $2200 for that stinky return. We just did a flier in our local paper (6000 residents) and have recieved at least that amount and the calls are still coming in. My cost was only $300
  3. michigangrass

    michigangrass LawnSite Member
    Messages: 118

    We comitted to it some time back (contract)...you know how many inserts we could have sent out with 2200 bucks...well live and learn.

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