When it comes to marketing niche services, the challenge often lies in connecting with the right audience. Elevator Works, a Maryland-based home elevator maintenance and repair company, exemplifies how direct mail can break barriers, reach untapped markets, and deliver exceptional results—even in specialized industries.
Discover how a single Every Door Direct Mail® (EDDM) campaign helped Elevator Works book 100 new jobs and redefine success.
The Elevator Works Story
Elevator Works specializes in maintaining and repairing home elevators and ADA lift systems across Maryland. With over 40 years of collective experience, the company prides itself on ensuring safety, efficiency, and peace of mind for homeowners. However, as a niche business, they faced a tough challenge: raising brand awareness and growing their client base in a market with limited outreach opportunities.
The Challenge
Operating in a niche market meant Elevator Works needed a precise strategy to reach property owners in affluent neighborhoods. Their goals included:
- Lead Generation: Finding new clients interested in home elevator services.
- Brand Awareness: Establishing themselves as a trusted provider in their field.
- Customer Acquisition: Converting prospects into loyal customers.
The company needed a marketing solution that was not only impactful but also capable of generating real, measurable results. That’s when they partnered with Taradel.
The Solution: A Direct Approach with EDDM
To meet their goals, Elevator Works and Taradel designed a targeted direct mail campaign using EDDM® postcards. This approach allowed them to connect with local homeowners in affluent neighborhoods—potential clients who would benefit most from their services.
Campaign Highlights
- Geographic Targeting: Eight high-income areas in Maryland were selected, including Chevy Chase, Bethesda, Potomac, and Baltimore.
- Ad Format: 6.25" x 9" postcards, chosen for their visibility and professional appearance.
- Special Offer: A limited-time promotion incentivized immediate response and boosted engagement.
Distribution Details
- Total Mailings: 13,588 EDDM postcards
- Target Locations:
- Chevy Chase, MD
- Bethesda, MD
- Potomac, MD
- Rockville, MD
- Fulton, MD
- Gaithersburg, MD
- Baltimore, MD
- Frederick, MD
The Results
The results of the campaign exceeded all expectations, proving the power of EDDM in niche industries.
Customer Acquisition
Elevator Works booked 100 new jobs from their first campaign, a milestone that significantly boosted their client base. New inquiries and leads continue to flow in from this campaign alone.
High ROI
With a lifetime client value of $6,000, the campaign’s ROI far surpassed other marketing efforts. For Elevator Works, direct mail emerged as their most effective channel yet.
What the Client Says
"Direct Mail has been our best ROI so far. We are a niche industry and folks are not used to seeing hard mail from a company like mine," said Vincent Russo, Owner of Elevator Works.
"Taradel's website interface is user-friendly, and the follow-up from their support team was great," he added, highlighting the seamless collaboration and support throughout the campaign.
Why Direct Mail Works for Niche Businesses
Elevator Works’ success showcases the unique advantages of direct mail:
- Personalized Reach: Direct mail lets businesses connect with specific audiences in designated geographic areas.
- Trust and Credibility: Tangible mail stands out, especially for industries where trust and professionalism are key.
- High ROI: Targeted campaigns generate measurable results, making direct mail one of the most profitable channels.
Conclusion
Elevator Works’ story proves that even niche businesses can achieve remarkable results with the right strategy. Their collaboration with Taradel and use of Every Door Direct Mail® postcards not only helped them book 100 new jobs but also solidified their reputation as Maryland’s trusted elevator specialists.
Whether you’re in a niche industry or a more mainstream market, direct mail offers a proven path to success. Ready to take your marketing to the next level? Start your EDDM campaign today!