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Project Overview: The direct mail strategy for Lawrence Hearing maintains local market relevance through a consistent, data-driven EDDM campaign. CRST/Cornerstone implements a monthly mailing approach targeting specific residential areas in Orange County, NY, where Lawrence Hearing holds a strong presence. By aligning direct mail with Lawrence Hearing's digital footprint and SEO efforts, this strategy boosts organic web traffic and customer engagement.
Location: Orange County, New York, USA
Industry: Hearing Aid Services and Products
Website: https://www.lawrencehearing.com/
There are a lot of hearing aid companies in the US and CRST/Cornerstone has worked with many of them, mostly independent businesses. Luckily, Lawrence Hearing is among the best and is certainly the leading in the Orange County, NY region.
One of the ways they stay relevant is by deploying a direct mail strategy that is consistent, affordable and supports online/website activities. From the mailing side, here is how we help generate on-going market relevancy while reaching customers directly.
* MAILING CONSTANCY: Each month we release a modest, but scheduled number of EDDM-style cards into rather carefully selected regional residential markets. The key is to be regular in the approach so that there is both an inflow of customer response from direct mail marketing as well as a continual and supporting (and organic) online activity from web searches. These continual, non-orchestrated Google searches from households receiving the hearing aid marketing cards we send are very effective in maintaining “Page One” ranking. Even if such “direct searches” (i.e. you are looking for a specific business), they still can help support a business’s “non-direct web traffic” (i.e. “organic” or unpaid searches). The constancy of web activity is maintained through regular mailings and the effect of such regularity helps maintain web dominance regionally.
* DATA ANALYSIS: We can’t share the recipe here, but we do plan carefully how even saturation mailings are deployed. Often mailers take out a compass and draw metaphorical circles around business locations, but Cornerstone doesn’t do that. We consider demographics, bridges/water, traffic patterns, something we call “lines of transit”, and even use/non-use of PO Boxes. Therefore, even with an apparent straight-forward “Residential Only” approach, our efforts carry much more intelligence behind the mailing, working with the “goal in mind” of the target audience.
* GOOGLE / WEB CONSIDERATIONS: It is important that Google Analytics are set-up and that traffic is measured. Lawrence Hearing’s management is very awake to web/SEO considerations and maintains our highest on-Page SEO ranking (A+) year-over-year. Any firm should similarly be able to measure effectiveness of drect mail campaigns with an eye on website traffic. This isn’t self-serving — it’s actually a service to its customers and the community. Recently we made a design change to the card to reach a younger audience (it’s not just the elderly who have hearing loss challenges!) and this was in response to observing demographic patterns partly obtained via online tools. Again, the hearing aid site needs to rank without “pay-to-play” ads, so Lawrence Hearing doesn’t need to over-spend on Google Ads or other such social media advertising.
* UNUSUAL SIZE: CRST recommended a qualifying EDDM size of 4 1/4″ x 11″, with horizontal content. The goal is make the card interesting and capture attention. This simple approach of using a non-standard size helps purchase more awareness; hence, the message gets anchored more soundly. This size card card, if mildly interesting to the recipient, also tends to be more likely to be saved in the house (fridge, kitchen drawer, desk, etc.) whereas a 6″ x 11″ card or even a 6.5″ x 9″ card might not be as easily preserved.
* CARD DESIGN: As you can imagine, everything has to come together including the graphic design. It’s difficult to parse out each element of such a direct mail campaign, so having solid design is also a critical element. Here, it was important that we emphasize the personal care and touch for which Lawrence Hearing is known. When prospects and customers land on the website, they know that immediately they are working with friendly, real people who conduct themselves as professionals. Such integrity on the site must also be reflected on the mailpiece design (and vice versa). Intentionally, you don’t see stock images on the website, so of course, we don’t use themon the card. Overall, the flavor of the card needs to match that of the website. Here, it does.
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