I've been doing online call campaigns for about a month now and am getting great results. Decided to try an offline campaign and will make a Case Study out of it for BHW. Not sure how it will convert but I've looked at it from a consumer standpoint and it should perform well. My idea plays on, and elicits people's fears, which hopefully will lead to conversions. Playing on peoples' emotions happens often in marketing and beyond. In fact, today is election day in the US and our fine candidates have done a great job out of making people fear the opposition in hopes of becoming President.
The Concept:
I came across a home security offer in my PPC network and created my offline campaign in the form of a one-page letter. I didn't bother looking at other home improvement type products because I couldn't come up with a good enough story-line to get an immediate reaction. Sure, I could draft a sales letter about HVAC or new window siding and maybe that person would save the letter for when they needed service years down the road, but that doesn't do me any good in the present. I could get lucky too that the person actually needed said service but I'm not gonna waste time on long-shots.
With the home security offer I knew there could be campaigns made that generated responses immediately. This is due to the letter not selling something, but rather warning of something. Although I won't show my exact ad copy, I can explain the premise;
- Recently my home was broken into and there was severe property loss.
- I had an over-the-counter security camera rolling which shows the group of men (6-7) responsible.
- I hired a security firm to investigate the break-in.
- They eventually caught a couple of the guys and found the group had a "hit" list of homes they still wanted to rob.
- There's reason to believe your home may be on this list. Contact the security company immediately to verify if it is and protect your home with a state-of-the-art security system so this never happens to you.
- Image included
Letter Type and Quantity
Sealed in envelope with red ink and various messages/ad titles. Letter is folded so front is facing out for when person opens. 125-150 letters to be delivered.
Deployment Strategy
Delivery will take place a few days from now in my neighborhood within a 3-mile radius. It behooves me to be familiar with the area and to target homeowners who can afford a security system. I live in a more upscale zip-code where crime is minimal but people are still very concerned about criminals coming into the neighborhood. Obviously I won't be going to homes that have home security signs in the yards.
Letters will be placed either at front door or in front of garage door. Most people in the neighborhood go directly into their homes via garage so I'm leaning to place it there. Letters will be dropped off at night in order to avoid any encounters with homeowners.
I usually do 5-6 mile runs so the goal is to carry the letters in a running backpack and have a pre-planned route to go into each smaller neighborhood without retracing steps to exit.
Anticipated Results
I suspect most homeowners will see the letters upon exiting their garage (if placed in driveway) the next morning or night. If placed on door then it'll probably take a little longer. Calls likely will come from cell phones if placed on driveway (while homeowner is driving to work or running an errand) while door placement should yield more landline calls.
I assume 75-85% of the calls will be concerning whether there is really a threat to their home/neighborhood and that's it. Some might be upset that there's this supposed threat out of the blue and will want answers. Maybe 15-25% will call concerning their home, but will also want more info into options on how to secure it. Out of those, I get paid on > 90-second duration calls. Conversion rates for PPC campaigns can be rather high (30-50%). I suspect this will be around 15-20% of all calls.
Based on sending out 125-150 letters, I suspect at least half won't call to begin with (as they can see through the bullshit). Assuming 50 people call, 10 or so people will be interested enough to listen to what the security company has to offer. I suspect I'll get 2 qualified leads (> 90 seconds). Payout is $50+ per lead so around $100.
Scaling
I would never bother with this kind of campaign unless I saw the potential for scaling it out. The offer allows 20 leads a day to start, equaling a little over $1k a day in rev. I'd need to do about 1000 letters a day to hit my cap (which is the goal of course). Supplies are super cheap for this kind of campaign < $50.
No matter how this campaign converts, I'm not gonna bother with personally doing it again. It'll either not do enough rev and I'll ditch it, or it'll convert well enough to make it worth scaling. If that's the case, there's tons of people on Craigslist in need of a job and want fast cash. I'd pay them $100 cash a day to create and deliver all the letters (few hours of work). Considering they're in need of money and this job would be tax-free immediate income, I'm sure I'd get plenty of responses.
Expenses would be supplies and paying people to deliver. Based on my projected 2 conversions for every 125-150 letters, my ROI when scaling should be around 600%, yielding at least $500 a day at 1000 letters delivered. If I can get 3-4 conversion for my test run, ROI will be around 1000%. Hitting different areas will be key of course and making sure the people actually do the job each night.
But yeah, just gonna run my small-scale test first and see what comes from it. Either way, I'll post my results and what direction I'll take this campaign.
Peace
The Concept:
I came across a home security offer in my PPC network and created my offline campaign in the form of a one-page letter. I didn't bother looking at other home improvement type products because I couldn't come up with a good enough story-line to get an immediate reaction. Sure, I could draft a sales letter about HVAC or new window siding and maybe that person would save the letter for when they needed service years down the road, but that doesn't do me any good in the present. I could get lucky too that the person actually needed said service but I'm not gonna waste time on long-shots.
With the home security offer I knew there could be campaigns made that generated responses immediately. This is due to the letter not selling something, but rather warning of something. Although I won't show my exact ad copy, I can explain the premise;
- Recently my home was broken into and there was severe property loss.
- I had an over-the-counter security camera rolling which shows the group of men (6-7) responsible.
- I hired a security firm to investigate the break-in.
- They eventually caught a couple of the guys and found the group had a "hit" list of homes they still wanted to rob.
- There's reason to believe your home may be on this list. Contact the security company immediately to verify if it is and protect your home with a state-of-the-art security system so this never happens to you.
- Image included
Letter Type and Quantity
Sealed in envelope with red ink and various messages/ad titles. Letter is folded so front is facing out for when person opens. 125-150 letters to be delivered.
Deployment Strategy
Delivery will take place a few days from now in my neighborhood within a 3-mile radius. It behooves me to be familiar with the area and to target homeowners who can afford a security system. I live in a more upscale zip-code where crime is minimal but people are still very concerned about criminals coming into the neighborhood. Obviously I won't be going to homes that have home security signs in the yards.
Letters will be placed either at front door or in front of garage door. Most people in the neighborhood go directly into their homes via garage so I'm leaning to place it there. Letters will be dropped off at night in order to avoid any encounters with homeowners.
I usually do 5-6 mile runs so the goal is to carry the letters in a running backpack and have a pre-planned route to go into each smaller neighborhood without retracing steps to exit.
Anticipated Results
I suspect most homeowners will see the letters upon exiting their garage (if placed in driveway) the next morning or night. If placed on door then it'll probably take a little longer. Calls likely will come from cell phones if placed on driveway (while homeowner is driving to work or running an errand) while door placement should yield more landline calls.
I assume 75-85% of the calls will be concerning whether there is really a threat to their home/neighborhood and that's it. Some might be upset that there's this supposed threat out of the blue and will want answers. Maybe 15-25% will call concerning their home, but will also want more info into options on how to secure it. Out of those, I get paid on > 90-second duration calls. Conversion rates for PPC campaigns can be rather high (30-50%). I suspect this will be around 15-20% of all calls.
Based on sending out 125-150 letters, I suspect at least half won't call to begin with (as they can see through the bullshit). Assuming 50 people call, 10 or so people will be interested enough to listen to what the security company has to offer. I suspect I'll get 2 qualified leads (> 90 seconds). Payout is $50+ per lead so around $100.
Scaling
I would never bother with this kind of campaign unless I saw the potential for scaling it out. The offer allows 20 leads a day to start, equaling a little over $1k a day in rev. I'd need to do about 1000 letters a day to hit my cap (which is the goal of course). Supplies are super cheap for this kind of campaign < $50.
No matter how this campaign converts, I'm not gonna bother with personally doing it again. It'll either not do enough rev and I'll ditch it, or it'll convert well enough to make it worth scaling. If that's the case, there's tons of people on Craigslist in need of a job and want fast cash. I'd pay them $100 cash a day to create and deliver all the letters (few hours of work). Considering they're in need of money and this job would be tax-free immediate income, I'm sure I'd get plenty of responses.
Expenses would be supplies and paying people to deliver. Based on my projected 2 conversions for every 125-150 letters, my ROI when scaling should be around 600%, yielding at least $500 a day at 1000 letters delivered. If I can get 3-4 conversion for my test run, ROI will be around 1000%. Hitting different areas will be key of course and making sure the people actually do the job each night.
But yeah, just gonna run my small-scale test first and see what comes from it. Either way, I'll post my results and what direction I'll take this campaign.
Peace
