Woodard Cleaning and Restoration
Analyzing five years of customer data, we determined a level of spending that identifies Woodard’s “best customers” and its target audience. Armed with this information, we put into place a new communication plan with a different set of touch-points and meaningful content to increase the likelihood of customers becoming “best customers” and increasing Woodard’s profitability. Simultaneously, we used the best customer data to create predictive models for a new list of prospective customers who had a higher likelihood of becoming a customer and then, ultimately, a best customer.
We performed split-testing via direct mail with active customers, lapsed customers and new prospects. Woodard achieved increased sales with a 20% improvement in marketing spend ROI.