Hardware Store Direct Mail Success Story

Hardware Store Direct Mail Success Story

Customer Objective

A hardware store owner wanted to increase traffic to his store as well as improve the return on investment on his advertising spend.

Campaign Strategy

  • Target the households surrounding the store location that were more likely to shop at hardware stores

  • Offer 4 different coupons to test for effectiveness

    • Offer 1 – 20% off regular priced item
    • Offer 2 – $5 off a $20 purchase
    • Offer 3 – 15% off Weber Grills
    • Offer 4 – Discount STIHL equipment

Campaign Results

15% OFF Weber Grills • 5 Coupons Redeemed
$5 OFF $20 • 72 Coupons Redeemed
29% OFF • 77 Coupons Redeemed
0
Sold 16 pieces of STIHL equipment
$0
Received $8.76 back for every dollar spent on the direct mail campaign
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Hardware Industry Trends

Hardware industry professionals believe that Millennials hold the key to future growth for the category. Combine that with the fact that they are twice as likely to respond to paper coupons than other discount methods and you can see how direct mail can make a big impact with this customer segment.

Here are some more stats around hardware industry trends.

  • Kitchens continue to be the most popular interior remodeling project among all age groups

  • 84% of remodelers report working on home improvement projects that boost energy efficiency

  • More homeowners are willing to do DIY home remodeling work than in the past which is a major opportunity for hardware growth

  • Recent movers represent major opportunity for remodelers, as this group spends significantly more on home improvements

  • Single-family rentals are also a potential growth market for remodelers

Source: 2015 AdMall, CreditCards.com poll

Hardware Industry Trends

Hardware industry professionals believe that Millennials hold the key to future growth for the category. Combine that with the fact that they are twice as likely to respond to paper coupons than other discount methods and you can see how direct mail can make a big impact with this customer segment.

Here are some more stats around hardware industry trends.

  • Kitchens continue to be the most popular interior remodeling project among all age groups

  • 84% of remodelers report working on home improvement projects that boost energy efficiency

  • More homeowners are willing to do DIY home remodeling work than in the past which is a major opportunity for hardware growth

  • Recent movers represent major opportunity for remodelers, as this group spends significantly more on home improvements

  • Single-family rentals are also a potential growth market for remodelers

Source: 2015 AdMall, CreditCards.com poll

Hardware Advertising Opportunities in Rural America

  • When it comes to plans for remodeling that occurred in the last 12 months, rural consumers were 18% more likely than urban consumers to have completed the task themselves

  • 13.7% of rural consumers are planning a remodeling project in the next year

  • 29% of our respondents to a survey on future home purchases said they either own a second home already (7%) or intend to purchase one (22%)

Source: 2015 Adult NCS 12-month Survey, Media Post Engage Boomers Dec 2015

How Do I Find My Best Rural Hardware Customers?

Our Consumer Analytics team are highly skilled in the science of micromarketing. What does that mean? Micromarketing is another way of saying that we develop a marketing strategy in which your direct mail advertising efforts are focused on a small group of highly-targeted customers. This gives your message the best chance possible to be seen by the right customers at the right time.

Direct Mail’s Influence on Hardware Customers

  • 66% of do-it-yourselfers responded to ads received in the mailbox in the last 12 months
  • 75% of independent home improvement retailers use print advertising to engage consumers
  • According to the DMA, direct mail response rates are on the rise – last year average response rates were at 5.3% – a 43% increase from the previous year and the best it’s been in the last 13 years

Source: 2017 DMA Response Rate Report, AdMall 2016, MediaPost Engage Boomers December 2015

Do You Have Any Questions About How Direct Mail Can Grow Your Business?

If you have any questions about how direct mail can grow your business, we would be happy to answer them. You can call us at 877-620-6283 or select GET STARTED TODAY to fill out our form.

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