Gardening products marketer Converted Organics is using direct mail to seed both consumer and B-to-B marketing and brand awareness campaigns.
“We found the greatest response in direct mailers and space ads,” says Kristen Brandt, marketing manager of the Boston-based firm that seeks to get both home owners and professional landscapers to replace synthetic fertilizers and similar products with organic materials.
Converted Organics tied the mailings to other media, including DR space, social media, search and online video.
The campaign was aimed at more than 100,000 consumer and professional prospects in Massachusetts, Rhode Island, Connecticut, Long Island, NY, and parts of New Hampshire, where the firm’s products are sold at retail, Brandt says.
Last spring, the firm twice sent out self-mailers to 42,743 prospects from Lawn & Landscape, Landscape Management and Sports Turf magazines. It got 184 leads, the highest amount of any media tried. Space ads and email also performed well, generating close to 300 responses combined.
A sweepstakes mailing offering a $1,000 organic lawn makeover targeted consumers of Mother Earth News and Organic Gardening magazines.
“We were going for newer homeowners who were in their mid-20s to mid-40s who are sort of more in tune with the whole organic movement and more educated,” Brandt says.
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