With over 170 franchises across North America, 1-800-GOT-JUNK? was ready to test a new direct marketing program to support its franchise partners and drive repeat and referral business. The program would require both English and French versioning while also utilizing an efficient distribution channel for Canada and the US. A critical requirement was making the program attractive and simple in order to get buy-in from franchise partners.
Kirk Marketing created a simple, turn-key solution that consolidated all franchise orders into a single run and included detailed reporting to provide measurement metrics back to head office. With this solution, postcards and mailers are distributed twice a month.
We also worked with the 1-800-GOT-JUNK? creative team on the copy, offer, and piece design. The creative included a PURL, a die-cut truck, and a scratch card. Each piece was carefully designed to include a call to action, promote the 1-800-GOT-JUNK? brand, and meet the optimal postal specifications for both US and Canadian mail.
In addition to the group solution, Kirk built a communication program for franchise partners to request special pieces / projects directly. This information flow is managed by the 1-800-GOT-JUNK? corporate office.
1-800-GOT-JUNK? rolled out the program to over 65 franchise partners in October, 2011. It runs consistently across all markets and has been updated with high impact creative to support the multi-touch, customer centric approach. The customer experience has been extended beyond the purchase date with multiple pieces, all personalized and sent at various stages of the customer lifecycle.
The program is centrally managed, giving corporate office visibility and control on a franchise by franchise basis, including new consolidated reports used to continually measure, test and evolve the campaigns for optimal effectiveness. These results have created an enhanced knowledge base allowing the client to establish benchmark response rates and regional profiles.
|1.68%||Response Rate for the Campaign|
|$0.50||Cost Per Card Sent|
|$11.00||Revenue Per Card Sent|
I made contact with Kirk Marketing when I was required to revise and update our current direct mail program that was out-dated in terms of creative and marketing tactics. Kirk’s response was filled with many new marketing tactics that we could utilize on our direct mail campaign so our mail would stand out against the rest of the clutter. The prices were also really competitive so I felt I couldn’t go wrong with using a quality company with great prices. I work closely with a Kirk account manager who is always available and responds promptly so it makes my life a lot easier when dealing with a franchise business where you need answers straight away. I wouldn’t hesitate to recommend Kirk Marketing to any other company in North America, not just locally.
Ginette Alexander | Marketing Planner