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OUR WORK
MULTI-CHANNEL, MULTI-TOUCH CAMPAIGNS DRIVE LAWN CARE RESULTS

CLIENT: Patriot Lawn

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Patriot Lawn Care Personalized Letter

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Branded Marketing Flyer | Pest Control Services

Untitled design

Patriot Lawn Care Targeted Digital Display Ads

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Patriot Lawn Care Targeted Digital Display Ads

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Patriot Lawn Care Pest Protection Flyer

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Customized Marketing Flyer | Unique Pest Control Services

Lawn Care Challenge

Client had been running the same lawn care marketing campaign season over season and was looking to improve response and lawn care sales volume through their seasonal prospect campaign.

Lawn Care Business Solution

Highly personalized letter including a customized landscaping and lawn care offer based on specific services and approximate lawn size.

Based on prior success with clients experiencing the same lawn care marketing fatigue in a crowded space, BKM Marketing recommended testing a multitouch and multichannel marketing strategy to determine if additional touch points would improve response and overall sales.

Prospect Test Approach
  • Test direct mailing records 1x vs. 2x
  • Test incorporating digital targeting directly to mailed records
PNS/Cancelled Test Approach
  • Mail lawn care flyers 4x with targeted digital ads vs. Mail lawn care flyers 4x without digital
Lawn Care Services Program Elements
Display Ads Campaign
  • Highly Targeted Digital Display Ads
  • Varying Creative Sizes + Elements Customized for Optimal Performance by Platform
    • Standard Ad Sizes: 300x250, 300x500, 728x90
    • Additional Ad Sizes: 300x50, 320x100, 640x480, 970x250
  • Static + GIF Style Ad Creatives
Direct Mail Campaign
  • Direct Mail Envelope with Custom Branding + Tagline
  • Personalized Letter with a Personalized Offer
  • Varying Creative+ Content Offerings Unique to Micro-Targeted Market
  • Branded Marketing Flyer Offering Unique Pest Protection Services
Lawn Care Advertising Results
Overall Sales +28%

Overall Patriot lawn had an 28.3% lift in sales from prospect records between the 2020 and 2022 spring campaigns. 

Digital Ads +87%

Across all records targeted in the 2022 direct mail campaign, incorporating targeted digital ads drove an 87.10% lift in sales.

Direct Mail +53%

Among prospect records, mailing records twice drove a 53.15% lift in sales vs. records mailed once.

Download Patriot Lawn Case Study
BKM'S CUSTOM SOLUTION
Lawn Care Marketing Program Elements

Direct Mail Envelope

Personalized Letter

Promotional Flyer

Targeted Digital Ads

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*PNS: Previously mailed and inquired but did not purchase; Cancelled: Previous customers who cancelled - win back.

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