Florida Seawall Solutions Case Study

Florida Seawall Solutions

In the ever-evolving world of marketing, Florida Seawall Solutions (FSS), a leading seawall contractor, discovered the enduring power of a tried-and-true method: direct mail marketing. Partnering with MVP Mailhouse, a trusted direct mail company, FSS achieved remarkable results, proving that strategically targeted mailers can still be a game-changer in the digital age.

The Challenge

FSS, while established, sought to refresh their brand and explore new marketing avenues to acquire customers consistently. Mickey, a seasoned marketer himself, had experimented with various marketing tools – magazine ads, commercials, and digital campaigns – but none delivered the consistent lead generation he desired.

The MVP Mailhouse Solution:

In 2021, after a complete rebranding of Florida Seawall Solutions (FSS) that included a new logo, car decals, and even a mural, MVP Mailhouse recommended a strategic direct mail campaign to complement their efforts. The plan involved a multi-pronged approach:

• Targeted Audience: Jim, FSS's marketing coordinator, took a meticulous approach. He analyzed Florida coastal maps, pinpointing neighborhoods most likely to require seawall services. He even delved into satellite imagery to identify properties bordering seawalls. This laser-focused approach ensured mailers reached the most relevant audience, maximizing campaign effectiveness.

• Campaign Structure: The initial campaign began with three targeted mailings of 5,000 pieces each, concentrated around FSS's headquarters in Cape Coral, Florida. This strategic decision allowed for close monitoring and quick adjustments based on results. The success of this initial phase solidified the effectiveness of direct mail for FSS.

• Data-Driven Optimization: Based on the positive results from the initial phase, FSS and MVP Mailhouse refined the strategy. They settled on a consistent schedule of two 5,000-piece mailings on the East Coast and one 5,000-piece mailing on the West Coast, ensuring continued customer acquisition across a wider geographic area.

The Results:

The impact of the direct mail campaign for Florida Seawall Solutions surpassed expectations. Targeted mailers brought FSS directly to the attention of homeowners in need of seawall services, significantly boosting brand awareness in key locations. But the true testament to success lies in the consistent lead generation that direct mail delivered. Unlike other marketing efforts that FSS had tried, this strategic approach yielded a steady stream of new customers.

More importantly, the campaign boasted an incredible return on investment (ROI). The very first mailing achieved a great +124% ROI, demonstrating the immediate effectiveness of the targeted strategy. Fueled by this success and further refining their approach, FSS and MVP Mailhouse just a few months later achieved a record-breaking campaign with a staggering +1686% ROI. This data cemented direct mail as a cornerstone of FSS's marketing strategy, proving its undeniable power to drive customer acquisition and business growth.

From Mickey:

"I am the CEO of a small marketing company. I manage the marketing for a company that repairs and or builds new seawalls in the State of Florida. Over the years much of my marketing has involved magazines, television, radio and all of the digital tools available today. One of the best things about the seawall business is that you know exactly where your customers are. This made it an easy decision to use Direct Mail.

In my research of direct mail companies, I discovered MVP and was very impressed with their ability to cross reference leads from the postcards and the other media that I use to market the seawall company.

Their software allows them to show my clients on a map exactly how many calls came from each postcard as well as how many other potential customers have reached out after receiving a postcard but called from our website. Once the cross referencing is done I can see exactly what you may expect: A client receives a postcard and more often than not, they do some online research and call from the website. This has proven to me and my clients that postcards have a terrific return on investment.

I have been working with MVP for over 4 years and our results have been fantastic. We have found Great Value in mailing to our target areas monthly. Many calls come in well after the potential clients have received a postcard. As I study our MVP dashboard I can see our past mailing results and watch them continue to grow as the months pass by which continues to better our ROI.

MVP has produced beautiful, colorful and very attractive large postcards for us which give us great results. Their team works well together and I know I can count on them to help me with questions. They are quick to respond. I appreciate them as a partner to serve my clients. They are indeed consummate professionals." ~ Mickey P

Conclusion

Florida Seawall Solutions' success story exemplifies the enduring power of direct mail marketing, especially when combined with meticulous audience targeting and strategic campaign execution. MVP Mailhouse's experience in crafting targeted mailers and FSS's data-driven approach demonstrate that even in a digital age, strategically executed direct mail campaigns can still be a powerful tool for driving customer acquisition and business growth.