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Culligan Water of Northwest Ohio came to me in 2004 to help them launch a new product - fluoridated water - and sell more home filtration systems. They had seen sales flatten over the years and wanted to do something different than the traditional TV, radio, newspaper and ValPak ads they had run in the past.

Culligan had access to corporate designs of TV, radio and newspaper ads, as well as had the ability to create their own work. What I found when I first sat down with them was the fact that they were throwing some of their precious marketing budget away chasing people in the wrong marketplace. 

A large portion of their budget was spent doing traditional direct mail through ValPak. While I’ve seen ValPak work for other people, we didn’t think it was a prudent spend on selling $1,000 water filtration systems. Instead I redirected those costs, as well as narrowed the budget for TV and radio advertising to help us create a direct mail campaign to a very targeted market.

Culligan’s marketing director was a savvy marketer, he knew exactly which zip codes were problem water areas. Working closely with him and our mail house, we created a carrier route campaign of postcards that would grab someone’s eye and get Culligan’s message across in 4 seconds or less. Take a look at the before/after marketing results we netted for Culligan Water of Northwest Ohio

Before/Atfter

Below: Culligan Water’s old ads and direct mail postcard. You’ll see there’s no consistency in the design or copy and there’s WAY TOO MUCH copy for anyone to read!

Following 3 photos: Three different marketing solutions that Imagine That! created. We recommended that Culligan move away from ValPak and redirect their budget to a direct mail campaign. Their telephone calls doubled in a matter of months. Our strategy worked. What’s better yet? Culligan made a profit from the new effort - can you say $50,000 profit?!
 

Want to hear other success stories and view our portfolio? Simply call Marketing Goddess Rebecca Booth today: 419/855-3399. You can also email me. I look forward to hearing from you!