Terminix Direct mail testing
Terminix annually tests direct mail with a variety of customer audiences. This testing helps determine which messaging and visuals, or combination of both, generates the best response rates.
Below shows a sampling of winning concepts from 2017 – 2018.
Role: Concept Development and Art Direction
Agency: Publicis Hawkeye
Creative Direction by Steve Stevenson
Writing: Kevin Treaccar
Account Services: Andrea LeFevre and Christina Pappas
CROSS-SELL Audience
The goal is to reinforce the customer’s decision to use Terminix, educating them about other threats to their home and ultimately guiding them to sign up for additional services.
LEADS NOT SOLD Audience
The goal is to help the customer realize that termites and pests are ongoing threats, that they shouldn’t leave their home exposed and that Terminix has the treatments to keep their home protected.
PURE PROSPECTS Audience
The goal is to introduce Terminix to the customer, while educating them about the importance of protecting their home from termites and pests.
WINBACK audience
The goal is to persuade customers that have cancelled their Terminix service to come back.
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