An established local nursery and garden center wanted to increase spring sales of plants, trees, and shrubs. The nursery reached out to the marketing strategists at Plum Grove to develop a promotional campaign. Plum Grove created a brand awareness campaign with a coupon incentive that dramatically exceeded the garden center’s revenue expectations.
Tactic
The comprehensive strategy for the nursery’s marketing campaign started by identifying the serviceable available market. The target audience was selected using key demographics (ex. household income) and geographic location (ex. drive time to the nursery). To reach this audience, Plum Grove generated a mailing list.
To produce the revenue results the garden center desired, Plum Grove designed a direct mail catalog with colorful imagery and popular products. Two $10 off discount coupons were strategically positioned on the address-side of the mailing each with different valid dates, providing a call-to-action to incentivize new customers as well as generate repeat business. In addition, Plum Grove did strategic mailings, further out from the garden center to find the ideal demographics and drive time.
Nursery Catalog Marketing Strategy:
- Generate a mailing list based on household income and location
- Create descriptive copy and colorful imagery
- Design a 8-page, 4-color catalog brochure
- Print 13,000 4-page brochures on 100# gloss text paper
- Track USPS scan data for delivered mail pieces
Results
The direct mail campaign generated a significant increase in revenue! The garden center tracked coupon redemptions to measure sales tied to the spring mailing. The nursery catalog and promotion resulted in a $10-to-$1 return on investment (ROI) ratio. More than 900 coupons were redeemed generating nearly $86,000 in sales revenue.
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