“Placers helps us strategically target competitive areas to generate new customer traffic for our clients. In direct mail, that kind of targeting and the strong responses we see prove that it’s a perfect fit for our retail clients. Put simply...Placer changes the game.”

~ Randy Townsend, Co-Founder at DripDrop Marketing

The Challenge

DripDrop Marketing brought onboard to help Oil Changers win new customers and grow car count

DripDrop Marketing, a direct mail marketing firm, helps local businesses boost their annual revenues by (1) attracting new business and (2) keeping their client’s product, service, and brand top of mind for their most likely prospects. They service retailers that depend on the local economy to survive and thrive — including retailers like Oil Changers, California’s largest independent oil change business, with over 150 locations in the United States.

Oil Changers approached DripDrop Marketing with a simple question: could they craft a direct mail campaign that increased their new customer base and pulled customers from competitor locations, all in a cost-effective way?

‍The Solution

Identify target Areas for new customer capture based on trade area engagement and activity

To start, DripDrop mapped all Oil Changers locations in Placer and analyzed the trade areas for each location, looking for areas with high visit engagement and areas where prospects hadn’t been captured.

Learn more about Trade Area

Additionally, they analyzed the trade areas of all nearby competitors to find areas of overlap, using those to implement a targeted acquisition campaign within each market. DripDrop then bought prospect lists for these highly targeted areas and segmented the list to eliminate existing customers from the mailing list. 

The campaign began with a store-level budget of $100 - $200 per week and ran for 6+ months.

‍The Outcome

SUCCESS: Campaign has 7.1% response rate and $9 return on ad spend (ROAS)

The results were incredible, with a significantly above average response rate of 7.1% (with one location seeing a response rate as high as 45%) far beyond the traditional new customer direct mail response rate of less than 1%. Analyzing sales vs. the campaign cost, Oil Changers saw a return on ad spend (ROAS) of $9.20 in new customer sales for every $1 spent on the campaign, boosting overall revenue. 

Learn more about Visitors by Origin

Placer’s competitive intelligence helped DripDrop to bring in 38,762 new vehicles (customers) for Oil Changers across all locations running the campaign. Most exciting, the 6.8% vehicle response rate, compared with the 5.4% household response rate, suggests that the new campaign even attracted multiple vehicles from select households.

The results are summarized below.

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