Targeted Strategy Drives Over $1.7M
in Residential Lawn Equipment Sales
overview
Heinold & Feller Lawn and Garden, known for its wide selection of lawn mowers and outdoor power equipment, partnered with The Barbauld Agency to fine-tune its residential customer targeting strategy. While the client had long relied on word of mouth and local visibility, our goal in 2023 was to develop a data-driven approach to identifying and targeting the ideal homeowner most likely to purchase high-ticket lawn equipment.
objectives
- Define and reach Heinold & Feller’s ideal residential customer.
- Drive qualified leads that result in higher-value lawn mower sales.
services provided
Customer Profiling
Collaborated with the client to identify ideal customer attributes based on historical sales:
- Homeownership
- Specific lawn size
- Household income
- Proximity to the store
List Acquisition
Purchased a highly targeted mailing list from a mail house that included 26,000+ names and addresses matching our defined profile
Digital Advertising
Delivered digital ads directly to individuals on the mailing list through a targeted campaign across 2023 and 2024
Results
22%
of all 2023 residential sales came from the purchased list
25%
of all 2024 residential sales came from the same targeted list
$1.7M+
in total residential sales were generated over two years from customers who matched the profile and were served ads
This success validated the power of refining an Ideal Customer Profile and reaching them with strategic digital ad placement. With just a $450 investment in the mailing list, the return on investment was substantial.
Key Takeaways
Knowing your customer = real dollars
Starting with a few key demographics, we built a highly accurate customer profile that generated more than a quarter of the client’s residential revenue in two consecutive years.
Targeted digital ads outperform broad strategies
By eliminating guesswork and serving ads only to those most likely to convert, we maximized the client’s ad spend and improved efficiency.
Low-cost, high-return data strategy
This campaign demonstrates that a modest investment in data, when combined with targeted marketing, can yield significant results for regional retailers.