by Francis Rodino

December 30, 2020

Case Study: Database Reactivation

£38k In 3 days With No Ad Spend!


Covid had just hit in February 2019 and A&L services lost 30% their revenue when a major pub chain closed. Alan was looking for a way to add additional revenue to the business and knew that marketing was key to finding new customers and jobs, but was skeptical as he had spent thousands of pounds in the past with marketing companies who promised the earth but didn’t deliver.

The Process

When our Lead Hero team met Alan 6 months ago, he had a great Plumbing & heating business spanning 30 years. He built his business from the ground up, with grit and talent, but never leveraged technology and short, he was stuck in the stone age, still using a paper diary to manage leads and jobs!

One options to bring in new customers was to launch a Google Ad campaign, but for our first campaign, we had an idea to launch a “Database Reactivation” campaign; essentially an email and SMS marketing campaign to uncover value hidden in his list of 1000 previous customers, lost in his Quickbooks system. After all, why pay for leads when in many cases businesses are sitting on a treasure trove of opportunities?

So we imported, cleaned and segmented his customer list, and designed a campaign to reach out to his previous customers with a special offer. The campaign used email, SMS, voicemail and positive intent to find people who would “raise their hand” and say yes to the offer.

The Results

On the first day of the campaign, the results started rolling in . We had a 14% positive response rate and in only 3 days, we generated 29 leads worth over £38k (since then that figure has risen significantly).

Alan closed over £10k worth of jobs and found hidden sales opportunities buried in his customer’s list, even a commercial job worth over £70k!

Sometimes it takes a bit of lateral thinking and creativity to uncover the best opportunities, and with Lead Hero’s cutting edge marketing technology, Alan gained a competitive advantage that helped him attract and convert new sales without spending money on advertising.

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About the author 

Francis Rodino

Francis has spent over two decades launching global digital marketing campaigns and delivering ROI for some of the world's best-known brands. From the BBC to Fifa, Playstation and Virgin, in 2018 Francis set out to make a bigger impact helping established Trades businesses harness marketing technology and cutting-edge digital strategies to increase sales, gain greater control and free up their time grow a business that runs itself.