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Callahan’s Corner where you ask
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the questions. We answer them
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live right here on Facebook.
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So, one of the many Facebook
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groups we are involved in with
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Callahan’s Corner s, there was
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a question asked this morning,
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what works better? Direct mail
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or Every Door Direct Mailing
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EDDM. Well, really the question
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is right off the bat is, is
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this individual or if you’re
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looking at exploring different
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marketing options for Everydoor
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Direct, mailing, mail Facebook
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ads, Google Ads, whatever that
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is, are you actually tracking
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the data? So, we did, in our
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run, usually in the spring, we
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run 75 to maybe $85, 000 at the
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peak of the advertising season
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in a month in Upstate New York
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for the lawn care company I own
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and that definitely worked but
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the thing that I will tell you
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is is working with hundreds of
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businesses all over the US and
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Canada, even Australia, and the
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UK now. Um each market is the
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same but it’s going to be a
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little bit different based on
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how they digest and what target
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market actually demographic
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you’re going after. So, really
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I think it would be foolish to
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answer the question directly
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what worked better in my market
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and actually show you how to
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track your own data for
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non-emotional systematic way
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and I can show you how to
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actually create a high-level
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marketing plan to go along with
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this. Once we got some good
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data. So, what I’m going to do
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here is open up the screen and
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open up service autopilot. So,
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this is one of the CRMs that we
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use, customer relationship
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management software is here. Um
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so, if you using service
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autopilot and the gentleman
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that actually asked this
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question, I know, is using
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service autopilot. I’m going to
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open it up and show you how to
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actually use service autopilot
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to track this stuff. Literally,
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automatically, once you set it
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up, it takes about five minutes
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to set up. I’m going to show
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you actually how to do it. So,
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first thing you want to do is
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go to our gear icon. and we’re
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going to go into
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client source right here and
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client source is going to be
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lead source tracking. So,
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whether you’re doing Everydoor
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Direct Mail ing, direct
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mailing, or any other type of
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advertising, literally, word of
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mouth, they saw your truck,
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whatever that is, that will be
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able what we’re, we’re looking
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at here. So, as you can see in
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my old account here, we had our
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20 twenty Every Door Direct
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Mail ing with the long copy,
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and one with the picture of a
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family. So, you may be testing
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different copies of this
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marketing copy as well, because
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Avidor Direct Mail ing may work
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great on one piece but not as
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good on in others. So, this is
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how we go in a non-emotionally
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set this up. So, if we go in
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and let’s add a new source
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right from the beginning, I’m
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going to put this as our Every
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Door Direct Mail ing test. 2022
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and we can go in and put some
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details in here. Now, the first
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thing we need to do is set
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these up. The second thing now
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is when we do that Every Door
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Direct Mail ing, we need to
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actually go in and add a
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campaign. So, if we
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let’s say in March and it ran
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all the way through the end of
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April, we could put that date
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in there. So, anytime a lead
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comes into the system in that
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date for that particular client
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or lead source, it’s accredited
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to that. Now, let’s say we’ve
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did a ten thousand distribution
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and it ran us to $8000 dollars.
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So, we put the 10, 000 in here.
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And our eight-thousand-dollar,
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oh,
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$10, 000 distribution and our
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8, 000 dollars to actually have
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the expense. Now, if you’re
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actually marketing your current
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database, we can actually hit
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upsell and it would track the
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upsell conversion ratio. So,
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what this is going to give you
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is how many leads came from
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each marketing source? how many
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converted into a client, the
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closing percentage for your
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actual estimator, and the
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client acquisition cost. So,
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what it costs you acquire for
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each and every client that you
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get and then, in addition we
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could have a client lifetime
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value. Uh if you are going to
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this extent, I’m also going to
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recommend that you go in and
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track your cancellation and one
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and loss reasons. So, if we go
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into the gear icon, and go into
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cancellation reasons and
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estimate reasons. So, we have
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estimate reasons and we’re
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going to go in and put the
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reason why we won and lost the
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estimate and then, we’re
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going to go back in. And
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cancel, track our cancellation
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reason. So, what we’ve done is
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track our acquisition, cost,
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and percentage of closing and
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client lifetime value per lead
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source and then, we can also