Background
GreenThumb was the very first lawn care company to operate in the UK and the pioneer of lawn care treatment. They are the largest, and most recommended, lawn care company with over 200 branches nationwide. GreenThumb lawn operatives carry out in excess of 2 million lawn treatments every year.
Objectives
To deliver the GreenThumb Spring 2011 leaflet to homes with gardens within the Barnet branch catchment area.
To minimise wasted leaflets and maximise return on investment by accurate planning and using the most cost-effective method of delivery.
Method
London Letterbox Marketing’s planning team broke down the branch catchment area into its postcode sectors to establish total numbers of homes and businesses in the catchment. Then, using both its local knowledge and mapping software, the team excluded flats, multi-dwelling and business addresses. This left the target market – residential homes with gardens.
GreenThumb’s leaflets were delivered ‘Solus’ to some areas, but London Letterbox Marketing were also able to arrange a shared distribution with one of their other clients, the Metropolitan Police’s ‘Safer Neighbourhoods Newsletter’. Costs were therefore shared and reduced while ‘Return on Investment’ was increased for both clients.
Results
London Letterbox Marketing’s distribution had an immediate result with increased telephone enquiries leading to appointments at customers’ homes. In comparison with similar campaigns in previous years, sales of lawncare treatments have increased by 20%.
Testimonials
Bryan Horsley (Director - Greenthumb Lawn Treatment Service - Barnet) “I have been very pleased with the response thus far – much better than any campaign I have run over the last 3-years. I now look forward to the next campaign in early April. I will most certainly be coming back to you for future campaigns and have recommended your company to a couple of my colleagues.”
